The new website tripled(3.3x) lead acquisition rate.

📝 Project Summary:

The New IELTS Website:

What improved in the new website:

🎨

Established a design system for consistent, clean, and scalable communication.

🔍

Prioritised content that users searched for while also improving SEO

🧲

Took an inbound approach to provide users with the information they needed. (Prep Kit: Designed to bundle test information and streamline their information-gathering process)

💡

The team came up with this idea while our weekly brainstorming meetings.

✅

22.3% of the total leads from the new pages are generated through this section.

🔵

Customized all CTAs with unique forms, offerings and updated ‘thank you pages’ to enhance the lead acquisition experience

🚄

Implemented CloudFlare to improve website speed and security.

🏆 Project Achievements:

🧲

Lead Acquisition Rate: 333% Increase

⏳

Session Duration: 6.92% Increase

📌

Engagement Rate: 75.42% Increase

↩️

Bounce Rate: 85% Decrease

📱Phone Version:

🧩 Behind the scenes:

1. Setting Objectives from Challenges

The Challenge:

Through our SEO efforts, the website’s organic traffic was steadily increasing month on month, but lead acquisition was stagnant.

The Objective:

🔼 Increase lead acquisition, session durations, engagement rate, and 🔻reduce bounce rate.

✅ Creating a user-friendly CMS for the marketing team to experiment and update SEO-friendly content on the website.

2. Identifying issues with the current website

What was wrong with the old website:

⚠️

Unwanted CSS resulted in a page performance score of 34

⚠️

There is no design consistency and hierarchy.

⚠️

The content on all pages is written to sell the course and not to help users find the information they were looking for. Also included in NN/G’s Top 10 UX Web Design Mistakes

⚠️

No lead generation modules to solve user needs and generate leads in return.

⚠️

The sitemap is unorganized and CTAs are misleading and lead to bad popup forms, which makes user experience bad and navigation tricky.

3. Finding user needs:

👀 Qualitative:

I filtered 10 enrolled students who filled a lead form through our website in the last 90 days from Delhi and set up a meeting with them in our Delhi Centers. Here are some answers from the interviews that guided the project:

When 👀choosing coaching classes, what are you mainly looking for? 📌 “Well, I want to go for classes that have a good reputation and a high success rate in helping students achieve competitive scores” 📌 “I prefer coaching classes with smaller batch sizes so that I can get personalized attention and interact more with the faculty”

💯 Quantitative:

I designed a Google Ads landing page for GMAT campaigns, which increased the lead acquisition rate by 4.96%.

The learning I could derive from it’s performance was: ”Even though users landed to the page after searching for keywords like “GMAT coaching classes”, more than 60% of users clicked on “Download Free Resources”. This means, that a high intent user looking for classes on an exam, would require downloadable resources and would be willing to fill a lead form in return of these resources.

🔥

The Identified Needs: ✅ Good reputation and a high success rate to build trust. ✅ Free Downloadable Resources like Syllabus, Exam Pattern, Application Process, etc. ⏭️ Up Next: Product Pricing A/B Test

4. Designing the workflow:

5. Converting team discussions & ideations into Wireframes.

6. Finding the right design system:

7. From Wireframes → Content → Prototype → Development

Managed sprint backlogs and made sure deadlines were met. Delivered the entire project including all IELTS Pages by 15th September 2023 (9 weeks). The below screenshot is from the first 5.5 weeks where the focus was on building the new design system and new modules with SEO-updated content.

Further, 2 weeks were for duplication and content updation on 3 more pages. Finally, 1.5 weeks for testing, tracking implementation, and bug fixes.