From the course: Marketing: Conversion Rate Optimization
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From the course: Marketing: Conversion Rate Optimization
Free trial case study
- [Instructor] Let's dig into a case study of how test insights can lead to high impact results. Your Village is an online education platform for parents. They asked GrowthHit to optimize their funnel for subscription memberships. We started the engagement by conducting quantitative and qualitative research. After mapping the funnel, we were able to pinpoint the drop off in the journey, and some potential points of friction in the experience. For Your Village, the issue started on the main landing page, their homepage, where drop off was over 90%. But what was interesting is if someone made it to the membership page, then the conversion for a one-time purchase was 24%. To understand why this was happening, we surveyed visitors to understand their pain. The two big insights were that one, people converted because they valued the opinion of the founder and her expertise, and two, visitors were confused with which course…
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