Research

Because of the tight turnaround and the fact that pages of this type & purpose already existed, existing research on the other pages in this category was used instead of new research. Available data sources were google analytics, heatmaps, and focus groups of these existing pages.

Analytics & Heatmaps

We tracked the performance of web pages using Hotjar and Google Analytics. Key takeaways included:

• "Learn More" and "Buy Now" CTAs are frequently Used
• Users visit multiple times before buying; typically on a third or fourth touch they will go straight to the buy button.
• While heatmaps and time-on-page stats show that very few users scroll to the bottom of the page, experiments with shortening the page reduced conversion rates.
• The heatmap also indicated that users interacted heavily with expandable content sections, showing that users were invested in consuming content on a detailed level.
• The two above points suggest (and focus groups later confirmed) that the presence of content increased users' confidence in the product, even if they didn't necessarily consume it all

Focus Groups

Focus groups were composed of both students who had already purchased some version of the product and groups in our target demographics who were assembled by a third party. They were observed navigating the site and asked about what might improve their chance to buy and their overal limpression of the company.Users' key desires included:

• More images of the actual product, as opposed to students/testimonials
• See more instructors
• Clarify exactly what is included in each package