There’s an art and a science of designing your wellness experience for maximum engagement. Here are some important principles to keep in mind.
Start off your relationship with the participant by adding immediate value. Example: “Everyone who registers gets a fun sheet to download: twenty questions to identify your rapport skills and style.”
Treat program registration the way marketers view lead-generation, using techniques that have been proven to work based on human behavior. Provide an immediate reward for the hassle of registration.
All materials should clearly, simply, and persuasively nudge employees to take the next step.
Examples: eye-catching visuals, minimal text, big fonts, compelling copy, and large buttons – all pointing to the next call to action. Strip out everything in your program’s graphic design except the elements that grab attention or drive them to take the next desired action.
Keep it simple: use one Call To Action at a time.
Create urgency and scarcity. There must be a reason to act soon, otherwise people will tend to put off, and ultimately ignore, a call to action. Make sure the registration deadline is obvious. You might even consider a friendly web-based countdown widget to show how much longer they have to register. As for scarcity, consider limiting enrollment. For example, “All participants will have access to the course, The 5 Keys to Mood Mastery. Registration is limited to X participants.”
You can re-run the program at a later date.
Mobile is not an “option.” Mobile is the way the world works. If you need mobile solutions – Go Well can give you mobile programs that you can email out tomorrow!
Wellness must be convenient.
Make the design relevant – don’t use all images of people in perfect shape, under perfect lighting, in perfect houses, eating perfect food.
Keep it real. No banality.
Continually add value. Underpromise and overdeliver. Always delight. For example: “It’s week 3 and we have a surprise – a free ebook just for program participants.”
Constantly answer the question for the participant – what’s the value of participating?
– Greg Juhn