Emphasizing top desires messaging test
Visit-to-lead uplift
Monthly revenue uplift estimate
Tutoring service turning over €10-30M annually. The main buyer persona is the mother of a child who is getting bad grades and needs some outside 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.
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
