Case Studies > Email Study

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.
Conversion rate icon

12%+ Conversion

due to better visual hierarchy
Learn How
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15% Longer Visits

from usability improvements
See Research
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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.
A flowchart of the research process used for the email study
The process used for the research described in the case study

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
CTAs and click percentages for first email option
Click percentages of CTAs for email version 1
Three line graphs for sends opens and clicks for the first email
Sends vs. Opens vs. Clicks of overall email for email version 1
Second Email Option
CTAs and click percentages for second email option
Click percentages of CTAs for email version 2
Three line graphs for sends opens and clicks for the second email
Sends vs. Opens vs. Clicks of overall email for email version 2
Third Email Option
CTAs and click percentages for third email option
Click percentages of CTAs for email version 3
Three line graphs for sends opens and clicks for the third email
Sends vs. Opens vs. Clicks of overall email for email version 3

Using Usability Testing
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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.
A visual of the three emails side by side
Image of the 3 Email Options
  • 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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Findings and Conclusion


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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User rankings of the usefulness of features. These did rankings did not entirely match behaviors.
The usability test asked participants to rate the helpfulness of features after showing them in email versions.
Client Presentation


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