Potential students were (a) not engaging with the content and filling out the request for information form and (b) not recognizing that the program was online.
I worked in tandem with our Senior Copywriter to rework both the content and design of the page. Here are some of the items that we updated:
- I highlighted the word “ONLINE” in the program title to clarify that it was an online and not campus-based program. I also pulled the content up higher on the page by shortening the height of top image.
- I visually aligned all of the contact information into the right column with the logo and the request information form to make all of this information easily to scan for users.
- The outside agency that originally designed the page displayed paragraph after paragraph of content, making the page hard to scan for vital information that users want to find at a glance. The copywriter re-wrote the content to break it up so that it was easier to digest. Then I laid out the page design to have more visual breaks and callouts of important information. This included breaking out the specialisms; highlighting student opportunities; and highlighting the fact that 100% of graduates found graduate-level employment withing six months of graduation.
- Another issue was that some users filling out the form were not qualified candidates, so clearly they didn’t see the qualifications on the previous design. To remedy this I created a callout section at the bottom of the page where I broke out the duration, start dates and requirements so users could clearly find this information when scanning the page.
View the before and after versions below: