Enhancing Conversions through Test & Learn Program
An online learning services provider engaged Bounteous to develop a robust Test and Learn Program to boost engagement and increase the conversion rate. As an industry-leading education services provider, this organization works with over 29 higher education institutions across the United States to offer comprehensive online learning solutions to thousands of students. This provider plays a key role in finding prospective students for multiple programs these institutions offer. To identify and engage prospective students, these institutions’ academic partner sites (APs) require continuous improvement at the top of the funnel. This involves exciting prospects about the programs, motivating them to complete a lead gen form, and enabling personalized outreach by the institution's team lower in the funnel.
Committed to fulfilling its obligations to partner institutions and maximizing online enrollment across all programs, the organization leveraged Bounteous' expertise to devise a comprehensive Test and Learn program.
- Experience Design & Planning
- Conversion Rate Optimization
- Digital Experience Optimization
- Digital Experience Strategy
Business Issue
The client wanted to focus on increasing lead form starts and lead form submissions as well as improve the overall user experience with the hope of gaining more quality leads across all of their APs. The challenge for Bounteous was to cater to the unique characteristics of each AP which required Bounteous to create a tailored approach for each partner site. Additionally, an aggressive testing schedule added to the complexity along with a limited budget.
Solution
Bounteous approached the project in two phases.
Phase One was the pilot that focused on one AP. The pilot was focused on “quick wins”, and resulted in five unique tests.
Phase Two included ongoing Conversion Rate Optimization (CRO) support for five test groups. Each test group included 5-6 APs. In the end, Bounteous worked on over 20 APs, executing tests of varying complexity resulting in 21 tests. Our teams analyzed the test results and gained valuable insights into user behavior. Based on these insights, we recommended on-site changes and updates, resulting in a 15% increase in conversions.
In addition to delivering positive CRO results, our team also established a Test and Learn methodology for the client’s in-house CRO team to run independently. We created a Center of Excellence documentation and provided short training sessions.
Outcomes
Since launching the program, the client has seen incredible results across various APs. Once experiments were completed the analysis team reviewed the results and provided insights into user behavior for the control and variant. This analysis led to recommendations for on-site changes and updates, resulting in a 15% increase in conversions.
- 15% increase in lead generation
- Validating the existing experience
- Established a Centre of Excellence Document for the client's in-house CRO team
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