Ironhack
Increasing CVR with landing pages strategy
Client
Ironhack
Role
Art Director & Product Designer
Year
2018-2022
Ironhack is a global tech school offering intensive bootcamps and courses in web development, UX/UI design, and data analytics to help individuals launch or advance their careers in tech. With their extensive network, they helped thousands of students to change careers, and get into the tech-world.
Ironhack is a global tech school offering intensive bootcamps and courses in web development, UX/UI design, and data analytics to help individuals launch or advance their careers in tech. With their extensive network, they helped thousands of students to change careers, and get into the tech-world.
Ironhack is a global tech school offering intensive bootcamps and courses in web development, UX/UI design, and data analytics to help individuals launch or advance their careers in tech. With their extensive network, they helped thousands of students to change careers, and get into the tech-world.
Challenge
Challenge
In 2020, the global shift to online learning due to the COVID-19 pandemic impacted Ironhack's enrollment rates, as their primary revenue was driven by in-person courses.
The challenge was to revitalize the landing pages, which were underperforming due to overwhelming text, unclear messaging, and an inconsistent user experience. The goal was to redesign these pages to drive higher conversions by simplifying the messaging, enhancing the user experience, and making the content more engaging for diverse, global audiences in nine different cities.
In 2020, the global shift to online learning due to the COVID-19 pandemic impacted Ironhack's enrollment rates, as their primary revenue was driven by in-person courses.
The challenge was to revitalize the landing pages, which were underperforming due to overwhelming text, unclear messaging, and an inconsistent user experience. The goal was to redesign these pages to drive higher conversions by simplifying the messaging, enhancing the user experience, and making the content more engaging for diverse, global audiences in nine different cities.
Results
Results
The redesigned landing pages achieved a 6% increase in conversion rates, marking a significant improvement in lead generation and enrollments. The new user-friendly interface reduced friction, increased engagement, and improved the overall student experience, directly contributing to higher conversions and a better ROI for Ironhack's marketing efforts.
This project demonstrates the tangible value of UX/UI design in enhancing business outcomes, particularly for educational institutions facing significant market shifts.
The redesigned landing pages achieved a 6% increase in conversion rates, marking a significant improvement in lead generation and enrollments. The new user-friendly interface reduced friction, increased engagement, and improved the overall student experience, directly contributing to higher conversions and a better ROI for Ironhack's marketing efforts.
This project demonstrates the tangible value of UX/UI design in enhancing business outcomes, particularly for educational institutions facing significant market shifts.
Process
Process
To improve conversion rates and the admissions process, we began by conducting user research, gathering insights from applicants about their experience with the existing landing pages.
This helped us identify pain points, particularly around unclear messaging, slow application processes, and unengaging content. We kicked off the redesign with a scholarship landing page in partnership with Vinted to test our hypotheses and refine our approach.
To improve conversion rates and the admissions process, we began by conducting user research, gathering insights from applicants about their experience with the existing landing pages.
This helped us identify pain points, particularly around unclear messaging, slow application processes, and unengaging content. We kicked off the redesign with a scholarship landing page in partnership with Vinted to test our hypotheses and refine our approach.
7
7
applicants interviews
applicants interviews
113
113
survey responses
survey responses
6
6
team members involved
team members involved
Iterations & A/B Testing
Iterations & A/B Testing
Using the research findings, we developed multiple design iterations focused on improving the application form, as it was a critical element in the conversion process.
We structured the landing page content based on user needs, ensuring the right information was presented at the right time, with clear CTAs to drive conversion. By collaborating with a dedicated external development team, we were able to test and implement changes rapidly.
Using the research findings, we developed multiple design iterations focused on improving the application form, as it was a critical element in the conversion process.
We structured the landing page content based on user needs, ensuring the right information was presented at the right time, with clear CTAs to drive conversion. By collaborating with a dedicated external development team, we were able to test and implement changes rapidly.
What about UX Psychology?
What about UX Psychology?
Building a landing page strategy is not rocket science, we need to iterate a lot and talk to the users to validate hypothesis. I had the chance to be in direct contact with the students to ask them for their struggles and do usability testing on site during lunch breaks.
We need to be aware of trends and now more than ever in this highly competitive landscape: UX Psychology. If I could do things differently nowadays, I would highly advocate for it, using psychological triggers to help improve the conversion rate, such as:
Wrongful delegation: give the user simple tasks, by reducing the cognitive load, such as reducing the amount of call-to-actions in one page, making the typography clear and accessible, as well as the hierarchy of information.
Spark effect: People are more likely to take action when the effort is small. In addition, if it's also related to their goals, you have a recipe for better engagement.
Plus, having a performing landing page is one thing, but framing the whole journey is way more important. Understanding the entry points, the follow-up emails, the onboarding and the engagement makes the Conversion Rate even better when use properly.
How to achieve this? User testing.
Building a landing page strategy is not rocket science, we need to iterate a lot and talk to the users to validate hypothesis. I had the chance to be in direct contact with the students to ask them for their struggles and do usability testing on site during lunch breaks.
We need to be aware of trends and now more than ever in this highly competitive landscape: UX Psychology. If I could do things differently nowadays, I would highly advocate for it, using psychological triggers to help improve the conversion rate, such as:
Wrongful delegation: give the user simple tasks, by reducing the cognitive load, such as reducing the amount of call-to-actions in one page, making the typography clear and accessible, as well as the hierarchy of information.
Spark effect: People are more likely to take action when the effort is small. In addition, if it's also related to their goals, you have a recipe for better engagement.
Plus, having a performing landing page is one thing, but framing the whole journey is way more important. Understanding the entry points, the follow-up emails, the onboarding and the engagement makes the Conversion Rate even better when use properly.
How to achieve this? User testing.
Explore more work
Leads have a true will to switch their career to tech. Create Value.
Most applicants that converted, already knew Ironhack.
Focus on Ironhack, do not sell the discount as the main value proposition.
Focus on Ironhack, do not sell the discount as the main value proposition.
