Simplifying the user experience of a small college to increase lead generation.
Los Angeles, California
Goals
- Modernize user experience
- Generate more leads
- Increase application and enrollment rates
Teaching a college how web design is done.
Columbia College Hollywood is a private, nonprofit liberal arts college located in Los Angeles, California. They came to us because they wanted a website that had a more modern user experience and provided potential and current students with easier paths to the content they needed. We worked with them to create a new site and Inbound Marketing plan with the goal of increasing application rates and enrollment, and saw great results!
Challenges
- Visually unappealing
- Confusing navigation
- Losing potential users
Columbia College Hollywood’s website was driving away potential applicants.
Columbia College Hollywood came to us because the needed their website to look a bit more modern to entice potential applicants. Along with the designs being a little outdated, we discovered that the navigation was confusing. Users were having a hard time finding the information they were looking for. When they couldn’t find what they were looking for, they would leave the website.
Solutions
- New website with a modern user experience and easier paths to the content they want to engage with.
- Implement an Inbound Marketing plan with the goal of increasing application rates and enrollment.
- Create a concise lead generation form and appealing content to reduce bounce rates.
Give the people what they want.
For Columbia University, our strategy was all about figuring out how to get people to the content they were looking for – and how to engage and delight them when they get to it. We accomplished this through improved navigation, an active lead generation form, and appealing content. Even with over 700 pages of content to migrate and redesign, we were able to implement these solutions in only 4 weeks.
Results
- 26% conversion rate for new lead generation form
- 15% reduction in bounce rate
- 700 pages of content migrated in under 4 weeks
Create an experience that feels natural, people will come naturally.
By providing content people found more natural and stimulating, users began engaging at a higher rate. 26% of people responded to the redesigned lead generation form with great data to put to immediate use. The new, visual design style led to a 15% reduction in bounce rate. Columbia University was extremely happy with the results.
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