Landing Page CRO Project – Boosting Conversions for GUVI

Project Overview:

Faced with underwhelming performance during a Diwali campaign, GUVI's marketing team turned to us to diagnose and resolve issues with the landing page for course bundles. This high-priority task aimed to implement Conversion Rate Optimization (CRO) techniques to improve performance ahead of the critical Christmas campaign.

Key Challenges:

• Low conversion rates and high drop-off after 30% page scroll.
• Poorly communicated value proposition and trust issues.
• Irrelevant content, lack of urgency, and outdated design elements.

Strategic Actions:

1. User Behavior Analysis: Identified key drop-off points and high-interest sections like Course Highlights and Syllabus.
2. Quick Fixes: Rearranged content to prioritize high-engagement sections ; Added urgency with a countdown timer and trust-building video testimonials ; Revamped copywriting and introduced a roadmap structure for bundled courses.
3. Comprehensive Redesign: Improved layout, added comparison tables, and made the page more scannable.
4. User Research: Conducted post-launch surveys to address deeper issues like certificate value, course relevance, and trust concerns.

Results:

• Conversion Rate: Improved from 7% to 11%, a 57% increase in overall performance.
• Revenue Boost: Christmas campaign generated ₹3,78,638 in revenue.
• Enhanced User Experience: Students found critical information upfront, reducing doubts and improving trust in the brand.

This project demonstrated our ability to diagnose, strategize, and execute CRO initiatives that drive measurable impact. It reinforced GUVI’s digital presence and created a replicable model for improving landing pages across campaigns.

Incident Report:

At GUVI, a tech-learning platform known for its innovative campaigns, the team traditionally capitalizes on festive seasons like Diwali and Christmas to roll out bundle course offers, generating a significant chunk of annual revenue. However, this Diwali, something unusual happened. The campaign, despite meticulous planning, failed to deliver the expected results. Revenue figures fell short of the target, raising alarm bells across departments.

Lead:

The Marketing Unit, puzzled by the unexpected shortfall, has turned to the Analytics and Strategy Team to investigate the matter. The objective: to uncover the root cause of the underperformance and devise a plan to prevent future mishaps.

Status:

The case is open, with all eyes on uncovering what went wrong in the festive playbook. Could it be market conditions, competitor moves, or a misstep in strategy? The investigation begins.

Assignment Brief:

The Analytics and Strategy Team has been tasked with uncovering the root cause of the Diwali campaign's underperformance. The directive is clear: identify the shortcomings, implement the necessary Conversion Rate Optimization (CRO) techniques, and ensure a significant boost in performance for the upcoming Christmas campaign.

Objective:

The team’s goal is twofold:

1. Enhance the conversion rate by addressing key bottlenecks in the user journey.
2. Drive revenue growth to make the Christmas campaign a resounding success, restoring faith in the festive strategy.

Status:

The clock is ticking. The pressure is on. All leads are being pursued to crack the code before the next big holiday season. The mission is critical—failure is not an option.

Case File Update: Investigation and Actions

Initial Steps:

• Target Identification: Selected an underperforming course bundle landing page with high potential: the Web Development bundle.
• From The User Behaviour Analysis, We found out:

• 50% drop-off after 30% page scroll.
• Most viewed sections: Course Highlights, Syllabus & Certifications.
• Tamil bundle outperformed the English version, even in non-Tamil regions.

Intervention Phase 1: Quick Fixes

• Layout Alteration: Moved high-engagement sections (Highlights, Syllabus, Certifications) to the top to improve scroll depth.
• Social Proof: Added a motivating factor inspired by CRED to increase social acceptability.
• Text Testimonials: Incorporated additional testimonials to build trust.
• Roadmap Design: Redesigned course bundles into a structured roadmap to guide users effectively.

Result:

Roadmap improved user engagement but had minimal impact on conversion rates. 

Intervention Phase 2: User Research

• Conducted research with 8 users who abandoned their carts after filling in details.

Insights:

• Some courses in English Bundle were irrelevant to web development.
• Trust issues with testimonials and the course's credibility.
• Users wanted more resources, previews, and video reviews.

Final Actions:

1. Course Updates: Collaborated with the Courses Team to align the syllabus with the successful Tamil combo.
2. Trust-Building Measures: Added video testimonials to increase credibility & Updated hero section with a mix of female and male images to enhance appeal.
3. Redirection Strategy: Created a Common Bundle Courses landing page to redirect users to exploring other bundles.
4. Copy Optimization: Experimented with humanized copywriting to make content more relatable.

Outcome:

• Trust-building efforts showed promising results, but conversion rates remain under observation.
• With the mentioned changes, we launched the Christmas campaign.

 Results and Impact

Outcome Overview:

• Conversion Rate Improvement: The page’s conversion rate increased by 3%, marking progress and the same changes have been made across all bundle pages.
• Campaign-Wide Impact: Average Conversion Rate: Improved from 7% (Diwali campaign) to 11% and Users stopped raising course-related doubts during calls, indicating the page now provides sufficient information.
• Revenue Generated: The Christmas campaign yielded a total revenue of ₹378,638.

Case Status:

Progress has been made, but further optimization is needed to achieve more significant results in future campaigns.

Case File Update: Major Findings

Critical Insights from the Investigation:

1. Content and Messaging Issues: Title: Lacks context about the course; only displays the domain name; Copywriting: Fails to attract users or convey a compelling value proposition; Scannability: Page content is not user-friendly for quick navigation.
2. Offer Strategy: No urgency around the offer price; it appears as a regular discount, reducing immediate purchase intent.
3. Trust and Credibility Concerns: Claims about learners working in top companies or courses by industry experts lack supporting evidence; Absence of preview videos or course introductions leaves users uncertain about course content; Lack of video testimonials, ratings, and reviews diminishes trust in the course and the brand.
4. Course Bundle Structure: Offering 10 courses in a bundle might overwhelm users; they question the necessity of so many courses.
5. Certificate Value: Users doubt the certificate’s credibility and its ability to help them secure jobs.
6. Additional Resources: Users want to know what additional resources (e.g., projects) are included with the modules; They compare the value to free online videos and need clarity on what sets the bundle apart.
7. Human Interaction: Users prefer some form of interaction (e.g., calls, live demos) to gain trust before purchasing.
8. Provider Reputation: Concerns about the course provider's credibility and negative reviews on social media.
9. Content Quality: Some courses contain outdated material, leading to dissatisfaction and refund requests.

Actionable Insights:

These findings highlight key areas to address for building trust, enhancing user experience, and improving conversion rates in future campaigns.

Case File Update: Course of Action

Planned Interventions:

To address the identified issues, we will implement changes to the existing landing page design and monitor results for a week.

1. Sense of Urgency: Add a timer to emphasize limited-time offers and drive immediate action.
2. Copywriting Revamp: Update the page with more engaging and user-focused copy to attract and retain attention.
3. Credibility Enhancements: Include statistics and metrics to substantiate claims and build trust.
4. Feature Comparison: Add a comparison table highlighting features and pricing to demonstrate value over alternatives.

Next Steps:

Monitor performance metrics post-implementation to assess the impact and refine further if necessary.