With a strong focus on leadership, management, and executive development, IMD offers degree and open programs for individuals and B2B services for organizations, such as custom programs, advisory, coaching, etc.
In addition to increasing lead generation, IMD’s landing page had three other key goals:
Boosting conversion rates by encouraging prospective students to download the brochure.
Targeting different personas with the right messaging and content hierarchy.
Testing and optimizing the page to ensure maximum engagement and conversions.
1. Wireframe Design and Approval
We started by creating a wireframe design for the MBA landing page. The design was focused on lead generation with a clear CTA and strategically placed elements to guide users through the page.
After the client approved the wireframe, we moved on to the mockup design phase, ensuring the layout was visually appealing and aligned with IMD’s branding.
2. Landing Page Development on Unbounce
The page was developed on Unbounce, a platform known for its flexibility in creating landing pages and ease of testing different variants.
We built the initial landing page, focusing on clear CTAs, strong visuals, and a concise explanation of the MBA program’s value proposition.
“Initial Conversion Rate: The first live version of the page had a conversion rate of 3.91%.”
3. Landing Page Optimization Process
After the page was live, we used Crazy Egg for heatmap analysis. This allowed us to see where users clicked and how they interacted with different page sections.
Based on the data, we identified critical areas for improvement:
4. Testing Variants for Landing Page Optimization
We created a variation of the landing page to test our hypotheses. First, we moved the video testimonial section higher on the page to increase social proof early on. Then, we reordered the “About Us” section before other program details, helping establish IMD’s credibility earlier in the user’s journey.
5. Optimized Version Implementation
After running A/B tests, we saw significant improvements in conversion rates.
By optimizing the placement of crucial content like video testimonials and the “About Us” section, we aligned the user journey more effectively with the target audience’s needs, creating a smoother and more engaging experience.
Improved the conversion rate from 3.91% to 6.38%, resulting in a 63% increase in conversions.IMD Business School was highly satisfied with the final landing pages. The significant improvement in conversion rates, combined with the data-driven approach of optimizing critical elements of the page, contributed directly to increased brochure downloads and lead generation.
