Case Study Overview
OSP International LLC (OSP) is a US-based company dedicated to helping professionals pass the Project Management Professional (PMP®) certification exam through its review tool — The PM PrepCast™ Exam Simulator.
Through our conversion optimization strategies and the Innovative Testing approach at Propelrr, the website including its product pages achieved a significant uplift in sales conversion rate.
Overview of the Results
After conducting our conversion research, we’ve tested our hypotheses on specific pages that can potentially increase the sales conversion of the PrepCast PM Exam Simulator website.
The real kicker here though is that we needed big swings on conversion rate uplift and MDEs (Minimum Detectable Effect) in order to win versus the original pages typically needed for relatively low-traffic websites.
A split URL test of at least four (28 days) and three business cycles (21 days) for The PM Exam Simulator home page and product pages were run, respectively, using the Innovative Testing approach.
Big swing, huge win.
Homepage (Original vs Challenger)
Our conversion optimization works on The PrepCast PM Exam Simulator homepage showed a significant improvement based on our split URL test results:
Product Page (Original vs Challenger)
We then conducted three separate split URL tests for the PMP, CAPM, and PMI-ACP exam simulator product pages.
So what was our hypothesis?
Changing the Message Flow of the Homepage and the PMP Product Pages to primarily use data-driven VoC (Voice of Customers) messages that match visitors’ intent will significantly increase conversion.
How did we come up with that and why did it work for OSP?
Get exclusive access to the following when you download the case study here:
- Complete results of the campaign
- The Challenge
- The Opportunity
- Conversion Optimization strategies
- The Innovative Testing approach
- Growth Summary
