edyoucated

Before jumping into the conversion case study (click here to jump to case study), I’d like to share a quick overview of my initiatives at edyoucated as a growth product designer focused on optimising the inbound funnel.

Redesigning blog and resource pages boosted flow between articles, improved readability, and streamlined navigation with revamped hierarchy, sections, and writing guidelines (collaborated with copy writers). Achieving a 70% increase in time-on-page, monthly visitors jumping from 15K to 115K, with 85% of traffic driven by resource pages.

Next, after careful competitor and industry analysis, I've identified an opportunity to generate leads with email marketing. I worked together with content and growth teams to create an email design system and developed email templates with HTML and CSS. Due to a lot of development limitations in the email space, I had an opportunity to present a different side of our brand. My work has allowed for more flexible email design & development practices while maintaining the fast delivery times of email builders.

Finally, I led the project to translate the new brand to the edyoucated's homepage, with over 10.000 monthly views. With the launch we've observed significant improvements of 20% increase in scroll and longer times on the website.

The original page layout featured too many competing calls-to-action (CTAs), causing user confusion and high drop-off rates. My goal was to create a clearer action path to boost engagement and conversions. A holistic analysis of the CTA structure highlighted the following issues:

• Low-entry CTAs, like the 'On-Demand Demo' video, were cannibalising demo request conversions.
  
• The product-focused 'Create Account' CTA made up more than 50% of all website conversions, whereas 'Contact Sales' generated almost no SQLs.
• The Contact Sales page had a low conversion rate of around 1%.
• The 'Contact Sales' CTA in the navigation menu had a low click-through rate (CTR).

I began by analysing the data we had around the percentage of clicks on the navigation menu, trying to understand the behaviour of our users from different entry points.

The product-focused 'Sign-up' CTA hindered conversions due to a lack of optimised onboarding and feature tours, while the hidden 'Contact Sales' CTA missed SQL opportunities, impacting the sales funnel overall.
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To address this, I designed and conducted multivariate analysis on different button microcopy and design variants. The gradient design had low contrast and clashed with the page, so we discontinued it. The outline's visual weight was also too low, failing to stand out against other text links.

A two-week study with 6,600 participants revealed interesting findings: off-black buttons delivered more consistent results, with minimal variation from microcopy changes. The switch from 'a demo' to 'your demo' and conversion language like 'free' performed especially well on green designs. For flexibility, we chose a black 'Get a demo' button for the navigation menu and the high-performing green 'Get your free demo' button for hero sections.

When browsing our website, users were at different stages of their journey. Some were discovering the company for the first time and exploring unique selling points, others—already familiar with the platform—were browsing resources to upskill, and some were ready to view the live demo. However, our conversion structure did not cater to these varied needs, offering only a generic 'Contact Sales' form. To address this, I diversified our CTAs to maximise lead generation.

The Contact Sales page was not optimised for conversions, from the form layout to uniques selling points (USPs), microcopy, and supporting on-page elements.

The Contact Sales page was cluttered with exit links, displaying the full footer and navigation. This gave me the chance to apply conversion-centred design principles, testing the hypothesis that fewer exit links could boost conversions.

P.S. It’s also a great opportunity to showcase the new mega menu design!

Further analysis of Google Analytics data revealed an interesting insight: the low-entry 'Watch now' CTA in the footer, leading to a demo video, captured 30% of all page clicks, effectively cannibalizing the demo form.

The page breakdown and exit link analysis revealed numerous improvement opportunities. I iterated extensively on layout, content elements, visual design, and structure, testing each version to see what resonated best with users. Below is the annotated redesign with insights on some of the changes I made. And if you're feeling adventurous, check out the live page—some of it has definitely been altered, but I appreciate seeing it live after nearly two years!

Throughout my time at edyoucated, I've directly been responsible for the following impact: