67% Conversion rate increase for E-commerce in Education sector

Context: Doman learning is an e-commerce who sell under 6 years children courses which has 2.2% conversion rate with a serious problem on their home page.

Problem: Based on qualitative and quantitative data, the number of sessions with less than 10 seconds was more than 45% and those users users drop-off quickly from the home page without scrolling to the third section which means that the hero section is not descriptive enough to the user(develop more on that)

Hypothesis: changing hero page by :

adding social proof

fixing layouts

adding an outstanding image to reflect the end goal of the products that we sell(child-parent relationship bondign and hapopy moments)

Increase motivation and remove friction with hints on the call to actions

Changing the headline to be aligned with a strong value proposition of the business

The A/B test was statistically significant at a 95% confidence level, meaning that there is a 95% probability that the results are not due to chance.

The test was run for two weeks, with each variation receiving approximately 10,000 visitors.

First, the team did some research and created several different designs for the hero section and call-to-action (CTA). The goals of the redesign were to improve the visuals and increase attention to the CTA, which was to "Browse our courses."

I used heatmaps generated by hotjar eye tracking to identify the most effective designs before A/B testing. They then ran an A/B test to compare the new and current designs, measuring the following metrics:

Conversion rate

Click-through rate (CTR)

Bounce rate

Time on page

(Screenshots are not allowed due to client clauses, his founder is a lawyer😉)

The test was live for 19 days. The new hero section and CTA resulted :

67% increase in conversion rate.

17% increase in CTR.

12% increase in time on page

65% decrease in bounce rate.

After

The A/B test results demonstrated that the new hero section, CTA and Value proposition were more effective at engaging visitors and converting them into customers. I’m the one who did and implemented the new design on the live website, which has resulted in a significant increase in overall revenue.