Bootcamp Paid Landing Pages

Problem statements

  1. Potential learners do not have all the necessary information they need on our current lead generation pages to move forward.

  2. Potential learners have a difficult time navigating the most important information on lead generation pages.

  3. Potential learners do not have a the lead generation form visible to them during the their vetting process.

How might we statements

  1. How might we provide a clear understanding of the value of this product offer that gives them the confidence to pursue more information?

  2. How might we give the user an easy way to navigate the hierarchy of information so that they are comfortably informed?

  3. How might we make it easier to find and fill out the lead generation form when the user is on the lead generation page?

Research

7 User interviews

I conducted user interviews using usertesting.com. Each interview was about 45 minutes long that focused on content discovery, value props and form design.

CrazyEgg insights

I used CrazyEgg for quantitative insights, focusing on heatmaps, scroll map and confetti maps for click and engagement behavior.

Research results

User interviews

Observations:

  • 4 users were not sure what they were getting, and were hesitant
    to fill out the form

  • 5 users were not sure where the form was when they wanted to fill it out

  • 6 users wanted more detail about the curriculum

  • All users wanted to know how much it would cost and if they were any payments options

  • 4 users wanted to know if there was any career services after the bootcamp was completed

Crazyegg

Observations:

  • Users stayed above the fold and missed important information as indicated by the heat and scroll map

  • Several areas on the page were identified as thought to be clickable, as identified by return users and rage-clicking

  • Lead generation form was only available at top of the page which may lead to users not seeing all information or becoming frustrated with no clear interaction point below the fold

Design recommendations

  • Add pricing information and flexible payment options information (this was A/B tested)

  • Add employer partner logos and testimonials

  • Add additional modal form for down-page access

  • Add clear value props to hero section

  • Add important information around dates, time spent and completion expectations

  • Include curriculum information detail

Example shown here of wireframes that are modular and scalable across 7 different Bootcamp programs.

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