Healthy sleep patterns are critical for children, but many parents feel uninformed of the best way to establish them. Lucy Wolfe understands the many sleep challenges parents face with their children, but noticed a lack of resources that combine gentle approaches and healthy sleep habits. With her previous training and experience with families, she decided to develop a holistic curriculum.

Her goal was to help families establish positive sleep practices for children from birth to six years old. She wrote two bestselling books, but wanted to create courses to expand her audience and create a self-paced learning environment. She was faced with an important decision: how would she share her courses with the world? With so many options available, how would she determine the best LMS?

Spoiler alert: she chose LearnDash and began Sleep Matters with Lucy Wolfe, a comprehensive suite of supportive and self-paced courses for parents. Let’s explore the challenges she faced before discovering LearnDash, how she found and embraced LearnDash, and the positive outcomes from her courses. 

Plus, we’ll point out helpful tips on overall course design and marketing throughout the blog. You may pick up a useful idea or two!

Why LearnDash was the solution

Lucy needed to decide how she was going to share her courses with the world. She partnered with Karl Camenzuli, a web developer with over 20 years of experience, who was tasked with the technical implementation of Lucy’s vision. 

Together, they prioritized a platform that offered control and flexibility for continuous improvement based on user feedback and needs. Because of this, pre-built, “off-the-shelf” LMS solutions weren’t suitable, as they lacked customization. They also wanted an LMS that could grow alongside them, ensuring they wouldn’t feel limited as their community and course offerings expanded over time. 

These priorities led them to choose LearnDash, which provided flexibility and reliability. Its integration with WooCommerce also gave them the option to expand into additional services and product offerings, such as personalized gift vouchers and 1:1 consultancy.

“Off-the-shelf systems limit your options and creativity. LearnDash’s flexibility allowed us to move in the direction we wanted long-term, without constraints or additional commissions.” – Karl Camenzuli

They found countless benefits through LearnDash LMS, including:  

• Ease of upselling: It is easy to upsell a follow-up course through LearnDash’s course completion pages. A course completion page lets you promote next steps in your student’s educational journey, including the option to explore related courses.
• Strong student experience: They knew that LearnDash would give their students the most advanced features and a seamless student interface. This experience would keep them focused while enjoying a friction-free experience.
• A customized display: LearnDash courses are customizable, so you can tweak the course to your liking. For example, choose the theme that you want while adjusting colors, fonts, and layouts. 
• A seamless sales funnel: LearnDash creates an experience that makes it easy for students to go from inquiry to purchase. A seamless flow enhances the user journey while increasing conversions, all because of minimal friction.

Overall, they found that creating course content from Lucy’s bestselling books (a mix of videos, audios, and written lessons for all types of learners) led to reaching a broadened audience while ensuring high levels of user satisfaction. Let’s look at the details of how these courses are structured, and the results.

How the courses are set up

Purchase Process

Sleep Matters offers sleep courses for parents with children newborn to six years old. This age range covers key stages in a child’s life, such as sleep, weaning, and transitioning to school. She offers six age-specific segments: 0-6 months, 6-8 months, 8-12 months, 12-18 months, 18 months-2.5 years, and 3-6 years. This approach ensures parents receive relevant guidance tailored to their child’s current stage. And, if a parent loves one course, they will likely return for the next stage, leading to a natural progression with increased sales. Each course is set up in a straightforward, linear fashion, with no assessments or quizzes. With the needs of their audience, this structure seems to be the most effective.

When you click on a Sleep Matters course, you are directed to a page dedicated to that course. At the top of the page, you’ll find the course title, a brief course description, and a call-to-action button to purchase. 

As you scroll down the page, a more detailed description of the course is listed, including information on the topics that are covered along with what’s included in the course. Of course, there’s another call-to-action button to purchase (and the green really makes it pop!)

The bottom of the page has content to add credibility to the course, including a rotating list of customer testimonials. In addition, it lists the organizations in which Lucy is a member, establishing her expertise and professional standing in the industry.

Sleep Matters perfectly segments courses to ensure that parents get maximum benefit from each course. The website is also designed to clearly present course options, descriptions, and outcomes, enhancing user navigation and understanding.

The Course 

Once a course is purchased, students can login to begin learning. Each course section includes a video lesson accompanied by notes below, catering to various learning preferences. You can also see the logo in the top right corner along with consistent brand colors. With LearnDash, you can customize your course to fit your brand, creating the cohesive story seen here.

The course sections and progress appear on the left. When a section is finished, an arrow appears to indicate the course’s progress.

Upon completing the course, students are guided to the next course for their age group. This type of customer nurturing is made possible by LearnDash’s flexibility and design. Additionally, students are encouraged to leave a review of their course experience. They can submit feedback directly within the course, providing a convenient and effective way to collect 5-star reviews.

Tangible results from LearnDash

LearnDash courses have led to measurable growth and success, with over 4,500 courses sold to date. One of the most notable achievements is the expansion of the Sleep Matters community. By offering courses in addition to her books, Lucy’s expert guidance extended to a wider audience, giving parents access to sleep training resources at their own pace. 

They’ve also found LearnDash to have the technical infrastructure able to support growth, as successfully handling high-volume Stripe payments without an issue. The ability to process payments smoothly without server crashes is a testament to LearnDash’s reliability and robustness.

The courses also act as a gateway to Lucy’s 1:1 consultations. It’s clear that the LearnDash courses build a trust factor and credibility with parents, leading to an increase in private consultations. They are grateful for LearnDash’s steady and reliable platform that leads to a desire for continued engagement.

The experience goes beyond the LearnDash course

The 1:1 consultations are an example of providing support beyond the courses. Lucy understands the value of continued engagement and long-term commitment. As a skilled marketer, she incorporates various marketing strategies. Here are practical ways she promotes Sleep Matters and her community:

• Instagram: Lucy has a vibrant Instagram account and community. Many of her students join her Instagram community after they complete a course. This Instagram account is a way to strengthen the community further through updates, support, and guidance.
• Email Marketing: They utilize Klaviyo for email marketing, targeting parents based on the age of their children. This targeting creates personalized messaging and content delivery.
• Blog: Lucy keeps an updated blog on her website, offering tips and suggestions to her community free of charge. This blog increases SEO visibility and provides a small snapshot into the more in-depth courses she offers.

We hope these ideas spark inspiration for promotional strategies! Increase the effectiveness of your courses by extending the impact beyond LearnDash, like Lucy does.

See why they love LearnDash?

Lucy and Karl quickly realized that LearnDash was the best choice. They took two bestselling books and made them into a course option, successfully growing their business and community. Seeing our customers thrive brings us immense joy!

If you can see yourself succeeding with a LearnDash course, then give LearnDash a try in our demo! We also have add-ons to customize your course for your needs. If you have any questions about making your course a reality, we’re always here to help!