EduSpark, an online course platform, was spending steadily on paid acquisition but sending every campaign — regardless of audience or message — to the same generic homepage. There was no way to test messaging against different segments, and the enrolment funnel buried the actual call to action several scrolls down the page.
The Challenge
Paid conversion rate sat well below industry benchmarks, and the marketing team had no infrastructure to run structured tests. Every landing page change required a developer, which meant most ideas never got tested at all — the team was flying blind on what messaging actually resonated with different audience segments.
The Solution
We built a modular landing page system that let the marketing team assemble audience-specific page variants from a library of pre-approved, on-brand sections — no developer required for a new test.
- Audience-specific variants — distinct landing pages for career-switchers, upskilling professionals, and students, each with tailored proof points and testimonials.
- Structured CRO testing program — a rolling schedule of A/B tests on headlines, social proof placement and form length, with a clear framework for declaring winners and rolling changes into the default template.
- Funnel simplification — the enrolment flow was rebuilt around a single, clear next step above the fold, with secondary information available on demand rather than forced into the main scroll path.
We also instrumented full-funnel tracking so the team could see, for the first time, exactly where prospects dropped off between ad click and completed enrolment.
The Results
Course signups rose 184%, landing page conversion rate improved 112%, and cost per enrolment dropped 34% as the paid budget shifted toward the highest-performing variants. The marketing team now ships a new landing page test roughly every two weeks — down from a multi-month cycle before the rebuild.
"Every landing page they shipped outperformed the last. Our cost per enrolment has never been lower."
