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The Vectors

Case study · Education

Lifting enrollment conversion 63% for an online academy

Fixed broken analytics, then ran a structured testing program on course pages and checkout that turned the same traffic into far more students.

Get results like these
Client
Online professional-education academy
Duration
8 months
Updated

Sample data — replace before launch

Results at a glance

  • Visitor-to-enrollment rate

    1.9%3.1%

    Before: 1.9%. After: 3.1%.

  • Checkout completion

    48%71%

    Before: 48%. After: 71%.

  • Revenue per visitor

    $6.40$10.90

    Before: $6.40. After: $10.90.

The challenge

Where they started

Traffic was healthy but enrollments were flat. GA4 double-counted purchases and missed Stripe checkout steps entirely, so nobody knew where prospects were dropping off.

The strategy

What we did

  1. Step 1

    Trustworthy measurement

    Rebuilt GA4 and Google Tag Manager with a documented event schema, server-side purchase tracking and a Looker Studio funnel dashboard.

  2. Step 2

    Research before testing

    Session recordings, 400 survey responses and 12 student interviews generated a backlog of 38 hypotheses, prioritized by impact and effort.

  3. Step 3

    Twenty-two experiments

    The biggest winners: outcome-focused course headlines, instalment pricing shown up front, and a one-page checkout.

The results

Visitor-to-enrollment conversion rate

With The Vectors Projected without changesVisitor-to-enrollment conversion rate: M1 With The Vectors 1.9%, Projected without changes 1.9%; M2 With The Vectors 2%, Projected without changes 1.9%; M3 With The Vectors 2.1%, Projected without changes 2%; M4 With The Vectors 2.3%, Projected without changes 1.8%; M5 With The Vectors 2.4%, Projected without changes 1.9%; M6 With The Vectors 2.5%, Projected without changes 1.9%; M7 With The Vectors 2.6%, Projected without changes 2%; M8 With The Vectors 2.7%, Projected without changes 1.9%; M9 With The Vectors 2.8%, Projected without changes 1.8%; M10 With The Vectors 2.9%, Projected without changes 1.9%; M11 With The Vectors 3%, Projected without changes 1.9%; M12 With The Vectors 3.1%, Projected without changes 1.9%

Client testimonial

“The test roadmap gave us discipline. Every change now has a hypothesis and a number attached to it.”
Head of Digital · Online academy (placeholder)

Services used in this project

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