Key Takeaway
Optimizing the "Book a Call" page for an educational consulting company resulted in a 56% increase in overall conversion rate. By providing more information and setting clear expectations prior to the booking calendar, we ensured that users were prepared and motivated to commit to a call.
Client Overview
GrantMe is a Canadian online education advisory platform that helps students access scholarships, strengthen their university applications, and achieve their educational and career goals. Founded in 2017, the company is a leader in the scholarship search and application support space, offering tailored advice to reduce post-graduation debt and connecting users to funding opportunities and personalized guidance. GrantMe operates on a service-based business model, where users can book consultations and access paid advisory programs.
Opportunity Background
GrantMe is an educational advisory platform that helps students access funding opportunities and strengthen their university applications. GrantMe relied on a "Book a Call" page to drive conversions, but the progression rate at this stage was significantly lower for students than for parents. Optimizing this step presented an opportunity to increase call bookings.
Solution
Our analysis, using scroll depth and session records, revealed that the CTA was too low on the page, causing users not to scroll to it. It also showed that users struggled with the booking interface, which combined dates and times into a single drop-down, making the process frustrating. Users' survey feedback revealed that the "free" nature of the call wasn't clearly stated and users weren't sure what to expect. It also highlighted confusion about how funding was calculated, the purpose of the call, and concerns from parents about entering their child's personal information.
To address these issues, we made targeted changes to improve user engagement and progress, including:
- Repositioned CTA for immediate visibilityWe moved the "Book a Call" CTA to the first screen, ensuring that users could see and interact with it without scrolling. This change reduced abandonment due to users missing the action.
- Improved booking experience with CalendlyWe replaced the existing combined date and time drop-down selector with Calendly's familiar, easy-to-use interface. This streamlined the process, allowing users to easily find and select a time slot without frustration.
- Redesigned value proposition and call detailsTo reduce confusion, we highlighted the 'free' nature of the call on the page and clearly outlined what users could expect during the session. Additional content included a breakdown of how funding amounts were calculated, ensuring transparency and trust.
- Introduced a direct call optionFor users in a hurry or those less comfortable with online scheduling, we added a direct phone number option, giving users more flexibility to engage.
- Addressed parental privacy concernsWe removed the requirement for parents to provide sensitive information about their children, alleviating privacy concerns and improving conversion rates for this audience.
- Added social proof and transparencyTo build credibility, we included user testimonials, media mentions, and social proof. Combined with pre-calendar content, this helped reassure users of the value and legitimacy of the call.
Results
The optimized "Book a Call" page delivered statistically significant improvements, including a 56% increase in overall conversion rate and a 27% increase in date and time selection progress.
Interestingly, visual engagement with the calendar decreased by 15% due to the calendar's repositioning further down the page. However, users who interacted with the calendar were more motivated thanks to pre-qualifying content that addressed objections earlier in the journey.