Rush University is a private health sciences institution based in the Illinois Medical District near Chicago’s Loop. With degree and certification offers spanning over 40 programs, Rush wanted to find a way to make requesting more information on their website easier and faster for interested users.
The Challenge
The conversion rate optimization experts at Marcel Digital was tasked with finding the obstacles on the Rush University website that were prohibiting users and prospective students from requesting more information on their website. To do this, Marcel Digital installed user tracking tools on the Rush website and leveraged heat and click map data, along with user recordings, to find web site pain points and provide recommendations on how they could be fixed.
We've enjoyed working with Marcel Digital through the years because of their expertise and timeliness. They continue to provide direction to increase our results.
The Solution
Upon review the heat and click map data from our tracking tools, Marcel Digital saw that the biggest bottleneck for the Rush University website was the homepage.
To remedy this issue, Marcel Digital created variation utilized our testing software to create variations of both the homepage and key program pages on the Rush University website. For the homepage, we decreased the masthead size so that calls to action would move up in the user's visibility, and for key program pages, we added a call to action at the bottom of the content, so users scrolling through would be able to convert at the bottom of the page. Our variations were run against a control, which was the current site design, and tested by splitting live traffic.
The Results
We found that our variations performed much better with users on the website, resulting in a 63% increase in Request More Information submissions on key program pages, and a 60% increase in Request More Information submissions on the Rush University homepage.
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