How Global Finance School drove Conversion Rate to paid +48.5% over 1 month

"Extremely efficient and helpful. Communicates perfectly and easy to work with. I definitely recommend. Thank you for a job well done."

Omer Shimanovsky

Executive VP, Global Finance School

Global Finance School is a large provider of online education specializing in finance courses. Most of the customers were acquired from Google Ads and SEO traffic.

Company bio

Global Finance School provides multilingual online courses focusing on the major aspects of the financial market: Stock market, Micro Economics, Macro Economics, Finance, Statistics, Accounting and more.

Industry: e-Learning, Online Education, Finance courses.

The problem

High cost of customer acquisition
Low rate of conversion.

Global Finance School logo

WHAT I'VE SEEN

Hypothesis

I've seen that Omer and his team's problem was a mixed selling proposition, i.e. several things offered at once, which means several points of entry to the conversion funnel.

Why a problem is the problem?

Several points of entry to the conversion funnel means less predictability and less control on the part of a product, which results in many drop off.

What they offered was several paid finance courses as well as a free option in one place. Also, the free option was the basic course which was not created to its fullest, so the School had a huge number of drop-offs after this free course. And people would not come back.

So this mixed offer would require a user to make a choice whether to buy right now or to go for a free course, even if it was not the most representative of the company's capabilities.

Global Finance School site's homepage fragment

What Did

Scope of our work included 4 main assignments:

Landing page copy

Landing page UX

Videos and Social proofs

A/B testing of alternative funnels

A cover image of open of Global Finance School's courses

Restating the Value Proposition

well written selling pitch

prioritising the first screen vs others

featuring video with the coarse samples

So we suggested restating the value of preposition on a target landing page.

Creating A/B tests with three variants of the page

What we've done as per each LP test is:

a clear call to action focused to the customer value

ease of navigation of the page and UX

reviews of real people taken from the page on Facebook

As a result of A B testing, the landing page without free course featuring the video samples of the course was a winner.

Several points of entry to the conversion funnel means less predictability and less control on the part of a product, which results in high drop off rate ..

Bohdan LYTVYN, Founder, Nertis

The Results

Conversion rate to paid increased by 48.5% over 1 month only.

After a month of work, we've seen a result of e-commerce conversion rates soaring to +48.5% vs pre-test.

+48%

Conversion Rate on target Landing Pages

Book a Diagnostic Conversation

If your growth feels expensive, chaotic, or unpredictable, the system likely requires redesign.

Schedule a free 30-60 minute discovery conversation.

Bohdan Lytvyn, Growth consultant B2B

Book a Diagnostic Conversation