Coach Connect is e-GMAT's live-mentoring subscription. I designed two surfaces for it: a sales page that makes "what you get, who teaches it, what it costs" legible in one scroll, and a companion app — a low-chrome utility where enrolled students find their schedule, join sessions, and browse recordings. One product, two jobs, two very different design registers.
Coach Connect pairs students with top-rated instructors in recurring live sessions for $49/month. Unlike a one-time course, it has to win the sale and then keep earning it week after week. That meant two surfaces with opposite jobs — a page that persuades, and an app that quietly works — and they had to feel like one product.
Try to do both jobs on one page and both suffer. A prospect needs:
But an enrolled student needs none of that — they need "when is my next session, how do I join, where are the recordings." A marketing page buries those daily tasks under a sales pitch; a utility app buries the pitch under tools. Each surface had to be designed for exactly one of these people.
Anchor the sales page on the few numbers that decide the purchase — 15 sessions, $49, the target score — rendered big enough to read in a scan, so the value lands before the copy is read.
Back the instructors with concrete authority — exact review counts, percentiles, research hours — and show testimonials whose outcomes match the exact promise. Specifics persuade where adjectives slide off.
Build the companion app around real student workflow — schedule, join, ask, review — as a low-chrome utility, so the product keeps delivering value long after the sale that a marketing page can't.
A subscription product is two designs in a trench coat. I gave each its own surface — a persuasive page for the stranger, a frictionless tool for the member — so neither compromised the other.
I designed both surfaces — the marketing page and the companion app. The sales page was built as a marketing page, extended with custom CSS where the builder fell short; the app surface was designed around the day-to-day tasks of an enrolled student rather than around the sell.
The decisions split cleanly across the two surfaces — the first three are about persuading a stranger to subscribe, the last is about serving the student who did.
The three numbers that actually decide the purchase — 15 sessions, $49/month, the 705+ target — are the visual anchors of the page, sized to be read in a glance. The value proposition is legible before a word of body copy, so a skim still converts.
The deciding numbers are the loudest thing on the page — value before copy.
The instructor spotlight trades adjectives for evidence — exact review counts, 99th–100th percentile scores, thousands of research hours — and the student testimonials are chosen so each one's outcome (score, percentile) mirrors the exact promise the page makes. The proof is specific enough to be checkable, which is what makes it land.
Authority in numbers — reviews, percentiles, hours — not in praise.
Fifteen recurring sessions across three subjects is a lot to show without overwhelming the first view. A "show more / show less" calendar reveals the first few and collapses the rest, so the page proves the breadth of the offering without drowning a first-time visitor in a wall of slots.
Show a few, collapse the rest — breadth without the wall.
The app surface (a separate product, coachconnect.e-gmat.com) drops the sell entirely. It splits scheduling and recordings into a clean, tabbed layout with two task-specific CTAs — "join session" and "add to calendar" — instead of one ambiguous button, and organises the growing recordings archive into month tabs with named homework per session. It is built for a student's real workflow, not for conversion.
Two task-specific CTAs — join vs. add-to-calendar — match how students actually act.
