Upon review the heat and click map data from our tracking tools, Marcel Digital saw that the biggest bottleneck for the Rush University website was the homepage.
To remedy this issue, Marcel Digital created variation utilized our testing software to create variations of both the homepage and key program pages on the Rush University website. For the homepage, we decreased the masthead size so that calls to action would move up in the user's visibility, and for key program pages, we added a call to action at the bottom of the content, so users scrolling through would be able to convert at the bottom of the page. Our variations were run against a control, which was the current site design, and tested by splitting live traffic.
We found that our variations performed much better with users on the website, resulting in a 63% increase in Request More Information submissions on key program pages, and a 60% increase in Request More Information submissions on the Rush University homepage.