Marcel Digital was tasked with finding user pain points and running a series of tests to increase user submissions for more information about Rush University's programs and individual colleges.
Increase visibility of "Request More Info" calls to action
Increase "Request More Info" submissions on homepage and key program pages
Create calls to action consistency across Rush University colleges
Create calls to action consistent with Rush University branding
Installed user tracking tools to view heatmaps and click mapping on the current pages of the website
Analyzed user recordings to find pain points and make recommendations on tests that should be performed in priority order
Optimized pages to address user pain points and implement winning variations on the site
Tested key call to action placement with the user in mind
63% in program page "Request More Info" submissions
6% in homepage "Request More Info" submissions
Increase in program page "Request More Info" submissions
Increase in homepage "Request More Info" submissions
Rush University is a private health sciences institution based in the Illinois Medical District near Chicago’s Loop. With degree and certification offers spanning over 40 programs, Rush wanted to find a brand consistent way to make requesting more information on their website easier and faster for interested users. Marcel Digital installed user tracking tools on the Rush website and leveraged heat and click map data, along with user recordings, to find website pain points and provide recommendations on how they could be fixed.
"We've enjoyed working with Marcel Digital through the years because of their expertise and timeliness. They continue to provide direction to increase our results."
- Marie Mahoney, Sr. Director, Web and Marketing Communications
We then 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 content, so users scrolling through would be able to convert at the bottom of the page. Our variations were ran 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 6% increase in Request More Information submissions on the Rush University homepage.