Convert Case Study: Learning Success Blog
Launched in 2009 as Learning Success Blog the website was built at a time when the internet was a much simpler place. As the online marketplace grew more complex, it became apparent that Learning Sucess Blog wasn’t getting the results they expected. They knew they needed to do something but didn’t know what. They were looking for an easy to adopt system that would generate higher conversions while identifying their consumers and improving traffic.
Learning Success Blog choose Convert because it was the easiest to implement and use with the fastest results. With Convert, they were able to segment their traffic and users. Working with individual segments, they launched a strategic conversion plan that tested messaging and usability. In all areas, the website began to perform better; conversion rates soared, and users were more successful at completing the programs.
Offering 12-month online programs, Learning Success Blog has been assisting children and adults with learning disabilities since 2009. Learning Success Blog is also a community resource that provides information and data on learning disabilities that is easy to access and understand. Learners sign up for a 12-month program that is slowly dripped out, using a simple method that helps parents and children overcome learning difficulties. It simplifies the process and enables a parent to work at home with their child.
In the beginning, Learning Success Blog had given very little consideration to optimization and conversion and the team at Learning Success Blog didn’t know where to start. At the time, they were seeing a 1-2% conversion rate for newsletter sign-ups and even less for new clients. In addition, many learners were abandoning the 12-month program only a few weeks into it and less than 10% were completing the full program. Learning Success Blog needed to understand where they were going wrong and how to fix it.
How Convert Helped
Convert took a complex problem and offered a simple solution that was easy for non-techies to use and understand. Founder of Learning Success Blog, Phil Weaver met with Dennis van der Heijden, CEO of Convert for initial discussions and onboarding. Phil says, “Dennis took the time to explain the numbers behind A/B Testing and how it could impact our business. He made this technology make sense, and I knew we had to pursue it. Converts A/B Testing software was easy to learn how to use, simple to implement and immediately started giving us answers to questions we didn’t know we needed to be asking.”
Learning Success Blog used the A/B testing software to first identify and segment its traffic, then to fine-tune the messaging and site usability to each of those segments.
Initial testing revealed that Learning Success Blog was not converting their largest segment, and in fact much of their marketing efforts were ineffective. By embracing A/B testing, Learning Success Blog was able to identify where their problems were and work on fixing them. Soon conversions were jumping from 1-2% to 25-28%. And now over 80% of learners complete the full 12-month program.
Systematically, over time, Learning Success Blog improved their marketing funnel, as well as their understanding of their customers. They are now able to move into more marketing channels with confidence. Since the value of the customer over its lifetime has dramatically improved, they can make investments in SEO and advertising that previously they would not be able to justify.
The result is profitability. This has been a challenging market to understand fully. We would have never reached profitability in today’s online marketplace without conversion testing. In the early days of simple SEO, sure, but not in today’s more sophisticated marketplace. Using Convert’s software elevated and reinvigorated our business. -Phil Weaver, Founder of Learning Success Blog.