Conversion Optimization - Edmit
The Challenge:
Edmit was launching their new Edmit Guarantee Product, and as the Head of Growth Marketing, my primary objective was to increase conversions from the initial 1% we observed on the product’s landing page at launch. This required a comprehensive strategy to refine messaging, imagery, and the overall go-to-market approach. The goal was to make the offering more appealing and understandable to our target audience, which included high school students and their parents.
To achieve this, I implemented a multi-faceted approach involving heatmap analyses, user interviews, analytics reviews, live chat reviews, and exit polling. These methods provided a clear understanding of user behavior and pain points. Key issues identified included a lack of trust in the product, unclear loan terms, and significant mobile usability problems. Based on these insights, I developed hypotheses and designed tests to address these challenges, aiming to create a more user-friendly and trustworthy experience.
The Results:
The strategic implementations included enhancing the visibility of partner lenders, particularly trusted ones like Discover, refining product messaging to clarify loan terms and the overall offering, and improving mobile performance by addressing speed and usability issues. We also added detailed information about Edmit’s operations and loan terms to build trust and transparency. These changes were systematically rolled out and closely monitored for their impact on user engagement and conversion rates.
As a result of these efforts, the landing page saw a significant increase in user engagement and trust. The comprehensive improvements led to a substantial boost in conversion rate, reaching a much-improved rate of 10%. This successful outcome demonstrated the effectiveness of the data-driven approach and strategic enhancements, ultimately validating the revised go-to-market strategy and establishing a solid foundation for the Edmit Guarantee Product.
