While working with High Start Group, I was tasked to create an improved landing page for Kaplan University and their online nursing program.
The redesigned landing page saw a 122% jump in conversion rates.
The primary goal was to increase the number of visitors who fill out a form to receive a program guide.
The client provided data about the target user, their needs and pain points which helped organize and present the content in a way that was visually engaging and gave the right information so the user could make a more informed decision.
Most of the people interested in the program were single mothers looking to advance in their careers while still keeping the flexibility they needed in their busy lives, so the offer was built around those key elements.
The use of clear imagery, benefits and social proof kept the hero section concise and helped build trust with users.
Around 48% of visitors were unfamiliar or slightly familiar with the Kaplan brand, so we had to get the user acquainted with the brand by showing credentials, hard numbers on financial aid and program courses as well as social proof to start building a relationship with them.
At this point, the user is engaged with Kaplan and their offering so we introduced more social proof in the form of testimonials from former students.
The 3 weeks offer was a hassle-free incentive for visitors to experience Kaplan without enrolling, thus easing friction and leading them further down the funnel.
By adding upcoming start dates we gave the user a sense of urgency just before ending their journey with more social proof in form of several accreditations from renowned institutions.
For the mobile version, we wanted to keep the offer concise and still deliver the key principles that Kaplan had to offer. In order to achieve that we had to consider the new constraints the medium presented.
Although users in mobile are used to good amounts of scrolling, we decided to simplify the content and present it in more legible chunks so the visitor could have a broader look at Kaplan's offer and, once they were engaged, either fill the form at that point or move to the desktop version to know about their offer and make a more informed decision.