12% Increased Student Enrollment Conversion Rates in a University

User Interviews, Usability Testing, and Click Rate Data

Impact
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As Senior Manager of User Research at Nabler, I led a three-person team in a qualitative and quantitative study for a higher-education client. Building on prior data, we pinpointed the best email to send prospective students, increasing enrollment and boosting conversion rates.

12% Higher Conversion

due to better visual hierarchy

Learn How

15% Longer Visits

from usability improvements

See Research

Actionable Insights

leading to design changes

View Results

Background Information
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Business Overview: Nabler, a data analytics agency rebranded as Brainlabs in 2023, had worked with Wiley for years, primarily conducting quantitative user research before this project.
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Study Background: At Nabler, I led a study for Wiley aimed at boosting enrollment. Our focus was on Conversion Rate Optimization (CRO) for marketing emails targeting prospective college students. We added a qualitative dimension through usability testing to clarify existing quantitative data. Participants were individuals interested in attending college.

Click-Rate Analysis
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Quantitative data on click rates in three separate emails—along with SEO and Google Analytics metrics—was collected. This information required deeper insight through qualitative methods like usability testing.

First Email Option

Click percentages of CTAs for email version 1

Sends vs. Opens vs. Clicks of overall email for email version 1

Second Email Option

Click percentages of CTAs for email version 2

Sends vs. Opens vs. Clicks of overall email for email version 2

Third Email Option

Click percentages of CTAs for email version 3

Sends vs. Opens vs. Clicks of overall email for email version 3

Using Usability Testing to Understand the Quantitative Data
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Objective: Enhance user engagement on Wiley’s websites by analyzing existing strengths and weaknesses, thereby attracting and retaining more students.
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Challenges: One key hurdle was persuading the client to appreciate how qualitative insights can clarify existing quantitative data. Only female participants passed the initial screener and participated, prompting a recommendation for a follow-up study with male participants.

Method: We ran three email variations using Usertesting.com, building on prior persona insights. Five prospective college students were selected through a screener that excluded professional testers and confirmed intent to enroll soon. I randomized the order of the three emails through Usertesting.com to limit bias.
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Findings and Recommendations: We recommended adopting the first email design, supported by feedback on each version’s pros and cons, as it offered the most effective path to increased enrollment.
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Synthesis of Qualitative and Quantitative Insights
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We combined qualitative insights with Google Analytics and click-rate data to enhance metrics and boost conversions. Specifically:
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Aligning Click Behavior with User Intent: High engagement with “Call Us” matched users’ preference for quick answers. In contrast, low interaction with “Text Us” reflected skepticism voiced in interviews.
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Diagnosing Drop-offs: Elements like email and program links drew few clicks due to poor placement rather than lack of interest, as confirmed by usability testing.
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Stated vs. Actual Behavior: Although participants praised “Chat With Us,” they seldom clicked. Interviews revealed doubts about real-time availability, explaining the discrepancy.
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Prioritizing Changes: Relying solely on click data suggested promoting “Apply Now,” but participant feedback indicated it felt premature. We balanced calls to action by adding informative links and improving user flow.

Client Presentation