EF Academy landing pages
EF Academy is an international boarding school for high school students. In 2019 our team set out to redesign the landing pages and improve the conversion rate.
The project was a big success, seeing conversion rate increase up to 400% in some markets.
Timeframe
3 months
Team
Product owner, copywriter,
designer
My responsibilities
Concept, prototyping, design implementation, testing
The redesign put our new landing pages in the top 25% performing. This is how we did it.
1.
We approached content from the user perspective
Given the goal of a landing page is to answer the user query with relevant content, we take a step back and consider the users intent.
For example, most common search queries on high school diploma program ‘International Baccalaureate’ show that users are most likely searching for either:
- information about the program
- where the program is offered
2.
We focus on selling without selling
The product is a slow moving, high-end product. We can’t expect, (nor is it prudent to push for) instant sign-ups to the detriment of positive brand building. We balance both needs by including CTAs but also giving the option to further link through to other content and explore.
3.
We accommodate multiple audiences
Sometimes the context around the search query can vary. We made sure to consider this and include content that speaks to different backgrounds.
As an example, this content speaks to those who hadn’t considered the benefits of a boarding school as well as those wanting to find out what’s special about our school.
4.
We kept an eye on performance
We made sure to optimise image sizes and keep loading times down with the help of optimising tools such as Google's Page Speed Insights.
5.
We moved to a platform that allows product owners to manage and customise content
The move to a new headless CMS with a visual editor makes it much easier to manage pages and stay agile with content and design. To make the most of this functionality, we set up pre-designed content blocks which will help maintain consistency of design going forward.
Debrief
This case study gives a brief insight into some of the tactics used to improve conversion on the new landing pages. Given variation across markets and pages, we can say the new landing pages have improved conversion rate 200-400%, which is a big win.
Ngaire Wex UX / UI Designer
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