Imagine your website’s course pages are the virtual shop window for your business. They’re the ones that turn browsers into buyers, the golden geese of your online presence. So, when ICS Learn‘s course pages were underperforming, we knew we had a proper job on our hands. We needed to transform them from content-heavy slogs into conversion-driving machines. It was a bit like turning a clunky old car into a sleek, high-performance model.
Situation – The Course Page Conundrum
The existing course pages were, to put it mildly, a bit of a mess. They were crammed with dense blocks of text, making them a chore to read. They weren’t mobile-friendly, forcing users to wade through a wall of text before even seeing the enquiry form. And they were missing key navigation features, making it difficult for users to find the information they needed. We knew we had to tackle these issues head-on, or risk losing valuable leads and sales.
Task – The Course Page Revolution
My task was to lead a team of designers, developers, and content creators to redesign the course pages. We needed to create a user-friendly, mobile-responsive, and conversion-focused design that would boost leads and revenue. It was a bit of a revolution, a chance to completely overhaul the user experience.
Action – The Data-Driven Design Blitz
We started by gathering user data. We used heatmaps to see how users were interacting with the pages, where they were clicking, and what they were ignoring. This gave us a clear picture of the pain points.
We tackled the content overload by breaking up the text into digestible chunks, using headings, bullet points, and visuals to make it easier to read. We reorganised the mobile layout, placing the enquiry form below the course information, giving users context before asking for their details.
We also added a page navigation, allowing users to jump to specific sections of the page. It was a bit like adding a table of contents to a book, making it easier to find the information they needed.
Before launching the new design, we ran A/B tests to compare it against the existing pages. We wanted to make sure we were addressing the pain points and improving conversions. It was a bit like testing a new recipe, making sure it tasted good before serving it to the masses.
Result – The Conversion Goldmine
The results were staggering. The new design saw a 100% increase in leads generated from the forms. We also saw a significant increase in revenue from users on the test pages. It was a proper conversion goldmine, a testament to the power of user-centered design.
We rolled out the new design across all course pages, and the company saw a dramatic increase in leads and revenue. We also saw a boost in our SEO, as the mobile-friendly design improved our search rankings. And our mobile traffic? It skyrocketed from 35% to 65% over the years. It was a proper win-win, a success story that proved the importance of investing in user experience.
Control Page – Old course page design
Version 1 – New course page design
The course page has evolved over time and continued to be improved from the original A/B test. You can check out the CIPD Level 3 Foundation Certificate course page, which the above screens shots are from and you will get to see how it has changed over time.
If you wish to know more about this, please get in touch as I have a PowerPoint presentation that goes into more detail.
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