“The look & feel is much more appealing than the old website and we fully support it.”
HAI LEHead of Marketing & Communications at ISSP
ISSP’s organic traffic was well behind its competitors in the international school market in Ho Chi Minh City.
Worse still, the ISSP website’s inquiry form submission rate was abysmal, at only .017%.
We increased the organic inquiry form submission rate by 20% through on-page SEO, but it was obviously not enough.
It gets worse:
ISSP’s website was a carbon copy of its sister school’s, which was interfering with brand positioning.
There wasn’t even a Vietnamese version of the website, despite the fact that over 27.5% of site visitors had their browser language set to Vietnamese.
All these problems were primarily caused by bad UX and UI design.
Because of this, we knew that ISSP’s website needed a full redesign from the ground up to reach its full potential.
We had 3 main goals with the ISSP website redesign:
1. Increase organic traffic through restructuring the site, on-page SEO, and the creation of a Vietnamese version of the website.
2. Generate leads through a sticky email CTA on every page, and the creation of highly-optimized landing pages.
3. Most importantly, increase website inquiries by designing the site to drive visitors towards converting on the inquiry form submission page.
There was a lot wrong with the old ISSP website, so we will focus on the design decisions we made to drive conversions.
ISSP’s old site navigation was unclear, unorganized, and frankly, overloaded.
This caused visitors to bounce from the site, and thus, not convert.
So, we determined the most important pages to display to users by analyzing ISSP’s most visited pages in 2019.
This left us with 15 pages.
We deleted any remaining pages and redirected those URLs to the 15 pages of value.
Doing this directs traffic only to pages that matter to users, and that will also lead to a conversion.
Next, the menu.
We simplified the names of each menu item to be as clear and concise as possible.
We also boiled the primary menu navigation to just three items, plus a link to the new “Contact Us” landing page.
This makes navigation through the site easier for users so that they get to where they want on the site as fast and easy as possible.
But, most importantly:
The new “Quick Links” menu item consolidated all the landing pages into one submenu.
This makes the path towards conversions on the website clear and easy for users.
The old homepage was static, did not guide visitors to pages of value, and did not drive conversions.
We designed the new homepage with a cover video and subtle animations to attract and hold visitors’ attention while skimming the page.
This increases time-on-page and decreases bounce rate, both of which are SEO ranking factors.
Meaning these design decisions increase organic traffic.
Then, we determined 6 of the most important pages to display as blocks on the homepage.
Each of the 6 blocks contains a clear header, short description, and most importantly, a large red CTA button.
Directing visitors to these 6 pages is the easiest and fastest way for new site visitors to understand whether ISSP is right or not for their child.
This increases both the number of conversions and the quality of conversions compared to the old site.
Next, we included a testimonials section, which the old site was lacking.
We did this because parent testimonials are one of the most powerful forms of social proof for international schools.
These testimonials help increase conversions and conversion rate.
First, we created a “sticky” CTA that encourages users to submit an inquiry.
“Sticky” means that the CTA follows the user as they scroll down each page.
Next, we designed a 3-button CTA section.
This serves to catch site visitors at the bottom of each page instead of them bouncing.
Each of the 3 buttons moves site visitors closer to an inquiry, application, or enrollment.
Last, but not least:
We created a CTA section for generating leads at the bottom of every page.
This took the form of an automated email campaign that moves people down the funnel from a lead to an inquiry.
All 3 of the CTAs mentioned above occur on every page of the website (excluding landing pages).
This is to maximize the chances of conversion.
Phew, that was a lot to go over.
But, as you can see, the smallest design decisions add up to make a big impact on your website’s conversion rate.
Unlike most web design agencies, Omega Digital places a heavy emphasis on search engine optimization (SEO) and conversion rate optimization (CRO) when designing websites for clients.
This leads to websites that not only look amazing but perform better than ever before too.
If you’re struggling with organic traffic and conversions on your website, or you just want a new, great-looking design, then please contact us.
We’ll revisit this case study at the end of 2020 to add a results section with conversion data.
But, we are confident that ISSP will see significant increases in their website’s conversions and conversion rates.
We have included an image gallery below for you to see the before vs. after images.
You can also visit the ISSP website to see the new design for yourself: https://www.issp.edu.vn/