An online English language school approached us with a request to increase the conversion rate on the site. The students are children from 4 to 12 years old who learn English without using their native language. For better assimilation of materials, graphics, games, and motivational techniques are used. This is what attracts and interests young schoolchildren in the educational process.
The main goals:
Interesting fact: Novakid has a large volume of traffic from European countries — one million sessions every month.
What did we do?
The most important thing to start with is to identify the problem. Therefore, we conducted a full CRO audit, briefing and provided various recommendations to the client. To obtain reliable and complete information, we used:
For the process to be not only high-quality but also fast, we divided the work into four directions:
a) Pre-configuration of analytics and events for collecting additional information.
b) Creation and launch of designs developed thanks to hypotheses
c) Preparation of surveys for users to collect feedback and insights.
d) Launching and tracking the effectiveness of tests.
Plans and deadlines: 2 tests per month in 3 countries = 6 tests per month. For sure, we could run more tests, but there was a complexity in creating content. After all, it was necessary to develop strategies for different locations and make a translation for them.
Interesting fact: During the tests, we saw the best winning result of +163% improvement and the worst result of -42% in conversion rate.
Observation: There is no general information and convincing benefits on the landing page. There is not enough social proof, unique advantages and benefits visualization.
Our hypothesis: Сreate visual confirmations of the school’s reliability, quality of service provision, and guarantees to get users’ results.
Recommendation: Display an infographic (the number of people who trust the institution, how much training has been completed, and which countries are children from). Also, we proposed to show various awards and other elements of quality confirmation.
Testing objective: the first step of the sales funnel – registration for the first free trial lesson.
Results: +59% growth of registrations for the first lesson. See the details on the image below:
As a result, it is important to note that before you run A/B tests, you need to configure the analytics as well as possible and ensure that it works correctly.
Our job is to make hypotheses based on data, not personal experience. That’s why in every new project, we use several tools to collect data. It’s important for us to track every click on the page to perform a correlation analysis and understand what affects conversion rates. Also, it’s important to use heat map analysis and video session recording. This will help us understand exactly what the user is doing on the page and why, and it will also help us build a user behaviour framework.
If the data is not enough to create a hypothesis, we conduct the survey among the visitors of the page and this way, we collect more information and validate the hypothesis. In general, as we wrote earlier in this article, it’s important to first collect data and conduct a UX audit, then make a list of hypotheses based on the data and only then start running tests.
If you want to know your “money-leaking” places on the website and fix them, you can leave a request for a short strategy call, and our manager will contact you.