Challenge
A major research university invested in PPC and SEO efforts targeting several keywords to drive visitors to its Professional Education website with the goal of encouraging visitors to register and pay for courses online.
Approach
Based on analysis of the Conversion Funnel created in the client’s Google Analytics Profile, Empirical Path observed that a large number of visitors bounced on the initial landing page or otherwise failed to click through to search for a course. Consultants then designed and executed an A/B test using Google Website Optimizer to identify which variables would ultimately move the needle by driving more users to search for a course.
The original landing page featured the key call-to-action lower down on the page in a regular type size in the far-right column. Our consultants hypothesized that many visitors either didn’t notice it, or were unclear on how to find courses.
For the alternative page design to test, Empirical Path recommended client marketers place the call-to-action to “Search Courses Here” in the page’s main graphic. In addition, consultants recommended testing colored text to match the university brand and make the text stand out.
Results
The two-week A/B test clearly showed a dramatic increase in click-throughs to the course search page due to the changed graphic. The tested combination was almost four times as effective as the original. The client is considering further tests to optimize the course searches and ultimately drive more conversions.
See capsules of other Web Analytics or Not-for-Profit sector projects.
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