How Global Finance School drove Conversion Rate to paid +48.5% over 1 month
December 31, 2024
"Extremely efficient and helpful. Communicates perfectly and easy to work with. I definitely recommend. Thank you for a job well done."
Omer Shimanovsky
Executive VP, Global Finance School
Global Finance School is a large provider of online education specializing in finance courses. Most of the customers were acquired from Google Ads and SEO traffic.
Company bio
Global Finance School provides multilingual online courses focusing on the major aspects of the financial market: Stock market, Micro Economics, Macro Economics, Finance, Statistics, Accounting and more.
Industry: e-Learning, Online Education, Finance courses.
The problem
- high cost of customer acquisition,
- low rate of conversion.
Global Finance School logo
WHAT WE'VE SEEN
Hypothesis
We've seen that Omer and his team's problem was a mixed selling proposition, i.e. several things offered at once, which means several points of entry to the conversion funnel.
Why a problem is the problem?
Several points of entry to the conversion funnel means less predictability and less control on the part of a product, which results in many drop off.
What they offered was several paid finance courses as well as a free option in one place. Also, the free option was the basic course which was not created to its fullest, so the School had a huge number of drop-offs after this free course. And people would not come back.
So this mixed offer would require a user to make a choice whether to buy right now or to go for a free course, even if it was not the most representative of the company's capabilities.
Global Finance School site's homepage fragment
What We Did
Scope of our work included 4 main assignments:
A cover image of open of Global Finance School's courses
Restating the Value Proposition
So we suggested restating the value of preposition on a target landing page.
Creating A/B tests with three variants of the page
What we've done as per each LP test is:
As a result of A B testing, the landing page without free course featuring the video samples of the course was a winner.
"Several points of entry to the conversion funnel means less predictability and less control on the part of a product, which results in high drop off rate .."
BOHDAN LYTVYN
Founder, Nertis
The Results
Conversion rate to paid increased by 48.5% over 1 month only.
After a month of work, we've seen a result of e-commerce conversion rates soaring to +48.5% vs pre-test.
+48.5%
Conversion Rate on target Landing Pages