We found that the majority of our larger clients had two types of forms for potential students to fill out. These included the subheader form and the request info form. The subheader forms struggled to stand out form sites as they blended in with their site a little too well. We also found that the old horizontal forms were not converting as well.

We also concluded from CRO reports that our forms needed to have a different order for form fills. Instead of starting with “First Name” and “Last Name” we found that if we started with “Campus of Interest” and “Program of Interest” more of our forms were filled out.

We determined that our old proven layout had some issues with converting some very specific calls to action areas. This included our header buttons (specifically on mobile) and our programs section on the programs page.

With the header buttons we concluded that most users probably didn’t see them on desktop as they were “too high” on the page. Users also appeared to not click them on mobile as they looked too close to banners vs a button.

On each program page we traditionally had a section with all the programs listed on the site. The problem we were experiencing was that every time a user was on a Cosmetology page, for example, they would make their way through the page and see the programs listed towards the button and click on the cosmetology “learn more” button. They were already on that page so we needed to make sure our new template only listed the other programs and not the one they were currently on.