Emphasizing top desires messaging test
Visit-to-lead uplift
Annual revenue uplift estimate
Tutoring service turning over €10-30M annually. The main buyer persona is a mother whose child is getting bad grades and needs help.
The goal was to improve the visit-to-lead conversion rate on the main landing page template. The traffic was mostly coming from high-intent paid search keywords.
After affinity mapping customer interviews, I discovered that the top 2 desires/concerns were whether the tutors would be high-quality and a good fit for the students. The only content addressing those points even slightly was buried at the bottom of the LP and hard to read.
(Affinity mapped pre-purchase objections)
If we explain how we ensure a good tutor fit and show some credible tutor profiles in a new section, it will better align with visitors' desires, resulting in a higher visit-to-lead CVR.
The variant won with 92% significance after 3 weeks. The new section was rolled out on the landing page template.
Visit-to-lead uplift
Monthly revenue uplift estimate
