New Premium Content Design Increases Conversion Rates
Overview
Content View-to-Submission Rate
51%
Percent of SQLs Becoming Customers from Offer
41%
Increase in purchases
140%
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Conversion Paths and Premium Content
- Inbound Marketing
- CRO
- Creative
- Website Design
In order to cut through common questions and concerns, we had to show — instead of just tell — potential students how AFPA’s Health & Wellness Coach certification is the most comprehensive, valuable program they need to launch their career in the health and wellness industry.
What better way than to give potential students a look under the hood than with a free sample course using actual program content?
In addition to the e-book-style sample course content, we wanted to put together a refreshed conversion path design to show off this new offer and for AFPA to be able to use for future premium content offers.
The brand new designs within HubSpot CMS included:
- Custom landing page template
- Thank you page template
- Follow up email template
- Promotional email template
After kickoff, our marketing and creative teams got to work on content creation for the sample course and wireframes for the new templates.
Content Creation
AFPA has a lot of informative content in the form of videos, decks, textbooks, and other resources for their students. We collaborated with AFPA to pull some existing content from the Health & Wellness Coach certification course for the free sample offer. An existing deck had great information, but was lacking in design and branding:
We challenged our creative team to utilize the information in this deck to create a more readable, digestible e-book. While our copywriter worked her magic, the design team planned wireframes for the template refresh.
Wireframes
The custom HubSpot landing page was designed to provide the visitor with social proof and key information about the offer. In addition to the typical landing page best practices, the new template included stats about AFPA’s programs, testimonials, and accreditations that are particularly important to serious prospective students. A call-to-action (CTA) button in the header takes visitors directly to the form at the bottom of the page.
Once the wires were finalized, it was time to move into design.
Design
The custom landing page was brought to life from wireframe to design, and the thank you page, promo email, and follow-up email were given facelifts using HubSpot CMS.
The focus was on maximizing the conversion rate of the new templates and moving the visitor further along the buyer’s journey. For example, the thank you page template includes three customizable CTA modules. Because the sample course is a decision stage offer tailored to prospective students interested in enrolling in AFPA’s program, the follow-up CTAs are directed at purchasing the full Health & Wellness Coach course or exploring other specialty programs.
Previous design
Refreshed design
The Results
Increased Leads, Increased Revenue
Before we talk numbers, let’s take a minute to admire the fresh new conversion path templates that the dev team built using the final designs. You can take the landing page and conversion path for a spin yourself here.
The free sample course has already been downloaded about 1,000 times with a 51 percent view-to-submission conversion rate since its launch on May 18, 2018. It has been less than a month since launch, yet 21 site visitors who downloaded this offer have already become customers. The remaining more than 900 contacts are currently enrolled in the lead nurturing workflow on their way to becoming official AFPA students.
Also, the Health & Wellness Coach certification is already starting to take a larger piece of the pie when it comes to percentage of transactions. Since the sample course launched, the Health & Wellness Coach certification has accounted for 7.2 percent of purchases (compared to 3 percent in the past year).
This case study won a HubSpot Impact Award for the category of Graphic Design in Q2 of 2018. Click here to learn more.