Client Story
Sonia Stevenson
CEO of Music Patron
CEO of Music Patron
They are dedicated and incredibly hard-working
Alefiya and her team are great to work with. They are dedicated and incredibly hard-working, creative and imaginative, thoughtful and collaborative.
Client Story
Sonia Stevenson
CEO of Music Patron
They are dedicated and incredibly hard-working
Alefiya and her team are great to work with. They are dedicated and incredibly hard-working, creative and imaginative, thoughtful and collaborative.
Services Provided
Research for Conversion Ecosystem
Research for Conversion Ecosystem
Audience research and positioning with existing research
Optimizing the existing quiz for more conversions
Services Provided
Research for Conversion Ecosystem
Audience research and positioning with existing research
Optimizing the existing quiz for more conversions
The Client
Most people stream music. Some buy vinyl. Music Patron helps you do something more meaningful: support the composers actually creating it.
Music Patron is a UK-based non-profit that facilitates direct financial support for composers. It reimagines the age-old idea of patronage for the modern world,
Helping listeners form a real,
Human connection with the artists behind the music they love.
The Context
Music Patron had 95 active patrons. To unlock critical funding and reduce reliance on grants, they needed to reach 175 patrons by Christmas.
Attention was not the issue. They ran ads on BBC and that brought in a steady number of quiz takers (their old quiz). Future patrons were spending time on the site, often two to three minutes, exploring and taking the assessment.
However, that quiz wasn’t leading to sign-ups or ongoing engagement. We were brought in to optimize it into a conversion quiz and add an email layer to nurture quiz takers after completion.
The challenge was what came next.
Interest was there; people were spending time on the site and taking the quiz.
Music Patrons had already done a great job building a human-centered experience especially the quiz. But the real challenge was to turn that engagement into donations from the patrons..
People were engaging, but they weren’t signing up, donating, or even dropping their email.
There was no priming before leading them into the quiz on why they should care about taking the quiz and what they would get.
From our research, two patterns stood out:
01
Patrons who made it through the quiz often explored further, clicking into About pages and donation options, but didn’t take action.
02
Others dropped off immediately after the quiz ended, with no clear handoff or reason to stay.
One line from the research came up again and again: “I want to feel a connection... I want to feel thanked.” That gave us the cue.
So we used the results pages to build connection, introducing emotional, story-driven context about each composer so alignment could form immediately.
Interest was there; people were spending time on the site and taking the quiz.
Music Patrons had already done a great job building a human-centered experience especially the quiz. But the real challenge was to turn that engagement into donations from the patrons..
People were engaging, but they weren’t signing up, donating, or even dropping their email.
There was no priming before leading them into the quiz on why they should care about taking the quiz and what they would get.
From our research, two patterns stood out:
01
Patrons who made it through the quiz often explored further, clicking into About pages and donation options, but didn’t take action.
02
Others dropped off immediately after the quiz ended, with no clear handoff or reason to stay.
One line from the research came up again and again: “I want to feel a connection... I want to feel thanked.” That gave us the cue.
So we used the results pages to build connection, introducing emotional, story-driven context about each composer so alignment could form immediately.
The quiz itself was solid. So we decided not to rewrite it. But the way people got into it, and what happened after, needed rework. We combed through every piece of research the Music Patron team shared:
User insights
Behavior patterns
VOC
Funnel flows
Although the team had strong research and audience insight, it hadn’t yet translated into a clear positioning angle.
The quiz itself was solid. So we decided not to rewrite it. But the way people got into it, and what happened after, needed rework. We combed through every piece of research the Music Patron team shared:
User insights
Behavior patterns
VOC
Funnel flows
Although the team had strong research and audience insight, it hadn’t yet translated into a clear positioning angle.
Our role was to identify the breakthrough hidden inside the research and turn it into a framing that made alignment obvious
Our role was to identify the breakthrough hidden inside the research and turn it into a framing that made alignment obvious
Here’s what we found:
01
Patrons wanted to understand why that composer was right for them, and how their support would make a difference.
02
So we wrote the landing page around the One Big Idea which is Support your composer match
Our role was to identify the breakthrough hidden inside the research and turn it into a framing that made alignment obvious
Here’s what we found:
01
Patrons wanted to understand why that composer was right for them, and how their support would make a difference.
02
So we wrote the landing page around the One Big Idea which is Support your composer match
What we walked into
before
The Quiz
The quiz was linked from the main site.
Technically, there was context but not quite enough, for users who weren’t already sold on the mission yet
Strong Match, Weak Story
The results page delivered a composer match, along with a video and a support button. The intention to personalize was clear.
But there wasn’t a clear thread tying the user’s quiz experience to the result, or showing why this particular composer aligned with them.
The page did its job functionally it just
needed richer storytelling to reinforce the sense of alignment.
What we walked into
before
The Quiz
The quiz was linked from the main site.
Technically, there was context but not quite enough, for users who weren’t already sold on the mission yet
Strong Match, Weak Story
The results page delivered a composer match, along with a video and a support button. The intention to personalize was clear.
But there wasn’t a clear thread tying the user’s quiz experience to the result, or showing why this particular composer aligned with them.
The page did its job functionally it just
needed richer storytelling to reinforce the sense of alignment.
After
A New Landing Page
The new page opens by recognizing the reader's love of music, not just as a potential donor.
It opened with a clear headline:
Not “Take the quiz,” but “Take a stand for music’s future.”
The entire top section exists to anchor the user in the mission before asking them to take action.
Throughout the page, we wove in real challenges composers face, in their own voices.
After
A New Landing Page
The new page opens by recognizing the reader's love of music, not just as a potential donor.
It opened with a clear headline:
Not “Take the quiz,” but “Take a stand for music’s future.”
The entire top section exists to anchor the user in the mission before asking them to take action.
Throughout the page, we wove in real challenges composers face, in their own voices.
Let Emotion Lead
We layered in emotional cues pop culture references to evoke what’s at stake without sounding too pushy.
We didn’t just talk about composers we let them speak, using their VoC
Aligned With Belief
We positioned the quiz not as content, but as a step toward alignment with the mission;
Not “find your match,” but “support the composer who reflects what you believe in.”
Let Emotion Lead
We layered in emotional cues pop culture references to evoke what’s at stake without sounding too pushy.
We didn’t just talk about composers we let them speak, using their VoC
Aligned With Belief
We positioned the quiz not as content, but as a step toward alignment with the mission;
Not “find your match,” but “support the composer who reflects what you believe in.”
The new landing page gave users a reason to care before asking them to act. Instead of jumping straight into a quiz, it created space to connect
Emotionally
Visually
And narratively.
It framed the user as a music lover rather than a donor.
And it used real stories and language from the research to gently move them from passively answering questions to being pulled in emotionally into the composer's world.
The new landing page gave users a reason to care before asking them to act. Instead of jumping straight into a quiz, it created space to connect
Emotionally
Visually
And narratively.
It framed the user as a music lover rather than a donor.
And it used real stories and language from the research to gently move them from passively answering questions to being pulled in emotionally into the composer's world.
The new landing page gave users a reason to care before asking them to act. Instead of jumping straight into a quiz, it created space to connect
Emotionally
Visually
And narratively.
It framed the user as a music lover rather than a donor.
And it used real stories and language from the research to gently move them from passively answering questions to being pulled in emotionally into the composer's world.
Personalized results pages for each composer
Feel Seen & Matched
We reflected the patron’s traits back to them, so they felt seen before they were “matched.”
Composers are introduced in their own voice using quotes, anecdotes, and personality, not just a bio.
The whole narrative shifted from:
“Here’s your match” to Explaining the alignment.
Instead of stopping at who the composer was, the page showed why this composer made sense for the user, drawing clear links between their quiz responses, their values, and the kind of support the composer needed.
The result felt less like a recommendation and more like a private conversation with the composer.
Acknowledge Every Contribution
It ends with a small touch of appreciation a signed, personalized “Thank you” certificate from the composer with the donor’s name on the certificate. Heartwarming, isn’t it?
It doesn’t cost a thing. But it tells the user, “That time you just gave us? It mattered.” I think that’s all us humans need a tiny bit of recognition and a little bit of appreciation for everything we do. And that’s exactly what we did.
This decision came directly from VoC. Across interviews and feedback, supporters said they wanted to feel acknowledged and to know their contribution mattered.
Personalized results pages for each composer
Feel Seen & Matched
We reflected the patron’s traits back to them, so they felt seen before they were “matched.”
Composers are introduced in their own voice using quotes, anecdotes, and personality, not just a bio.
The whole narrative shifted from:
“Here’s your match” to Explaining the alignment.
Instead of stopping at who the composer was, the page showed why this composer made sense for the user, drawing clear links between their quiz responses, their values, and the kind of support the composer needed.
The result felt less like a recommendation and more like a private conversation with the composer.
Acknowledge Every Contribution
It ends with a small touch of appreciation a signed, personalized “Thank you” certificate from the composer with the donor’s name on the certificate. Heartwarming, isn’t it?
It doesn’t cost a thing. But it tells the user, “That time you just gave us? It mattered.” I think that’s all us humans need a tiny bit of recognition and a little bit of appreciation for everything we do. And that’s exactly what we did.
This decision came directly from VoC. Across interviews and feedback, supporters said they wanted to feel acknowledged and to know their contribution mattered.
People don’t support artists out of obligation. They support when they feel like they’re part of something that fits them. This new results page doesn’t force anything.
That kind of framing builds trust. Which is what keeps patrons around, and keeps the mission sustainable.
People don’t support artists out of obligation. They support when they feel like they’re part of something that fits them. This new results page doesn’t force anything.
That kind of framing builds trust. Which is what keeps patrons around, and keeps the mission sustainable.
Music Patron already had a strong mission.
What they needed was clarity in how it was experienced. The Conversion Quiz Ecosystem™ translated that mission into a personalized journey
Music Patron already had a strong mission.
What they needed was clarity in how it was experienced. The Conversion Quiz Ecosystem™ translated that mission into a personalized journey
Music Patron already had a strong mission.
What they needed was clarity in how it was experienced. The Conversion Quiz Ecosystem™ translated that mission into a personalized journey
Helping supporters see their alignment
Understand their impact
And take meaningful action
The quiz not only matched the supporters with composers they can connect with, but it also acknowledged them, thanked them, and made them feel seen.
By reflecting users’ values, explaining alignment, and ending with a personalized thank-you certificate, the experience makes supporters feel appreciated too.
Helping supporters see their alignment
Understand their impact
And take meaningful action
The quiz not only matched the supporters with composers they can connect with, but it also acknowledged them, thanked them, and made them feel seen.
By reflecting users’ values, explaining alignment, and ending with a personalized thank-you certificate, the experience makes supporters feel appreciated too.
Helping supporters see their alignment
Understand their impact
And take meaningful action
The quiz not only matched the supporters with composers they can connect with, but it also acknowledged them, thanked them, and made them feel seen.
By reflecting users’ values, explaining alignment, and ending with a personalized thank-you certificate, the experience makes supporters feel appreciated too.
WRAPPING IT UP
Working with Music Patrons felt like doing work that actually matters.
The mission was already there.
The heart was already there.
We just gave it the framing it deserved so the right people could see it, feel it, and choose to be part of it.
WRAPPING IT UP
Working with Music Patrons felt like doing work that actually matters.
The mission was already there.
The heart was already there.
We just gave it the framing it deserved so the right people could see it, feel it, and choose to be part of it.
Nomads: Home of the Compounding RPV ™ OS
more revenue per visitor.
Then more again month on month.
Could you add $1.5/M from your existing traffic?
Takes less time than reading a Slack thread. But worth more than your quarterly ad spend.
Alefiya
Khoarki
Nomads: Home of the Compounding RPV ™ OS
more revenue per visitor.
Then more again month on month.
Could you add $1.5/M from your existing traffic?
Takes less time than reading a Slack thread. But worth more than your quarterly ad spend.
Alefiya
Khoarki
Nomads: Home of the Compounding RPV ™ OS
more revenue per visitor.
Then more again month on month.
Could you add $1.5/M from your existing traffic?
Takes less time than reading a Slack thread. But worth more than your quarterly ad spend.
Alefiya
Khoarki
Nomads: Home of the Compounding RPV ™ OS
more revenue per visitor.
Then more again month on month.
Could you add $1.5/M from your existing traffic?
Takes less time than reading a Slack thread. But worth more than your quarterly ad spend.
Alefiya
Khoarki