Embedded Files
As part of our design refresh of the college websites, we completely overhauled the layout and content of our graduate program pages. The main goal of those program pages is to get the user (a prospective graduate student) to fill out the form at the very bottom that puts them into our CRM and starts the marketing communication flow.
This is how the page looked before the design and content refresh. It's blocky and wordy and not visually stimulating. It obviously needed some work.
Worst of all, the call-to-action above the form is too general. "Get More Information" doesn't provide any context or encouragement.
Wireframe and Template
Wireframe and Template
The initial rough wireframe of the new program page layout (not by me) was given to the content creators and design and dev team. Note that it still contains the "Request More Information" call-to-action.
I took it upon myself to rethink that piece of content.
First, I took the rough wireframe and made it into a content template so the content creators could uniformly place the content and understand how it would work in the structure of the page.
I then wrote and inserted the content that would remain identical across pages - including the new form call-to-action copy.
User testing results
User testing results
In addition to other feedback from some user testing we did with the help of a third party consultancy, we found that users questioned what they would get from filling out the form - not just what kind of value it provided them, but specifically what kind of communications they would be sent. We know users are weary of putting their email on lists that send lots of email and clog their inbox with useless information.
We need to be upfront about what they get.
The New Copy
The New Copy
Taking the user feedback, I wrote the new copy with a friendly, action-oriented tone. I wanted to keep it short with just a header and contextual content. It needed to be straightforward and informative but also encouraging. It needed to add value to the action of filling out the form.
The new pages look amazing. They're visually pleasing, the information is clear and scannable is easy-to-consume chunks. They're streamlined for SEO and contain direct calls-to-action, including the one I wrote for the form. The screenshot is too long to include here, so view an image via Google Drive or visit the live page.
More Testing
More Testing
We're still currently measuring the results of all of the new content, and specifically the performance of the form. We're using Google Analytics and CrazyEgg for heat mapping, as well as looking at the number of forms filled out. I'll update this page when the results are in.
Google Sites
Report abuse