Enrollment Conversion Optimization Updates

In our April newsletter, we shared news about our ongoing objective to improve the ed2go Partner and student experience and help you drive more enrollments through the services and resources we provide. We followed this up by testing placement and design elements on the Partner Advanced Career Training (ACT) sites (excluding API Partners).  

Price Positioning Experiment Results 

In May, we tested the placement of pricing, specifically removing pricing from the search page and displaying it only on the product page to see the impact on the click-through rate and confirm that students would not be deterred by a course that they think is too expensive. The experiment results were conclusively positive, showing that removing pricing from the search pages increases click-throughs to learn more about the courses and leads to positive purchase behaviors. Therefore, pricing is now displayed on the product page only to encourage student engagement in learning more about courses to make informed purchase decisions. 

Product Page Experiment 

The next experiment on the ACT sites is to test page design and the static content on the product page to see how word choice, additional bulleted information, and design elements and placement influence a student’s engagement (see screenshot below). As with the pricing experiment, the testing is a random 50/50 between students who see the original page design and those who will see the alternate design. 

  • Who: All non-API Partner ACT sites 
  • What: Product page design 
  • When: Starting early July