A Strong Referral Engine. A Website That Had to Work Harder.

At the time of the engagement, OSP International helped project management professionals prepare for certification through its PM PrepCast courses and exam simulators.

While referrals and word of mouth had supported the business, the website needed to play a stronger role in converting prospective customers. That became more pressing when the Project Management Institute changed its PMP examination content outline in 2021. OSP needed to reassure buyers that its preparation tools remained relevant while making their value easier to understand.

Limited website traffic created another constraint. Minor design adjustments were unlikely to produce effects large enough to detect reliably. The program required stronger measurement, deeper customer evidence, and materially different challenger pages—not cosmetic optimization.

OSP International LLC (OSP) is a US-based company that specializes in preparing professionals to pass their Project Management Professional (PMP) certification exam through various review tools and training they offer.

Industry: Project Management Training

Location: USA

Services: Conversion Rate Optimization, Digital Analytics, UX Design, Conversion Copywriting, and SEO

The Results

The Winning Pages Started With Better Evidence

Before redesigning anything, we audited OSP’s measurement setup. The team reviewed its analytics and tag-management implementation, corrected campaign and cross-domain tracking, removed redundant trackers, filtered internal traffic, and configured the goals and events needed to evaluate behavior across the homepage, product pages, order flow, and checkout.

Technical Review

Quantitative analysis then identified where visitors encountered friction. Funnel paths, goal flows, audience and device segments, high-traffic pages, heatmaps, and scroll maps showed how people moved through the website—and where interest failed to progress.

Voice of Customer

We paired that behavioral data with customer evidence. Surveys, usability and heuristic reviews, support insights, competitor analysis, and message mining across hundreds of customer reviews revealed the motivations, objections, and proof points influencing purchase decisions.

Conversion Heuristics

Those findings became a structured message hierarchy covering OSP’s value proposition, customer motivations, product benefits, anxieties, and supporting evidence. Hypotheses were then prioritized based on business impact, including effort, proof, impact, and visits affected.

Challenger Split Test

Because OSP had limited testing traffic, small visual adjustments would have been a weak strategy. Propelrr® created materially different challenger pages with clearer value propositions, evidence-backed claims, transactional calls to action, simplified product information, direct customer language, social proof, objection handling, and stronger offer placement.

The experiences were implemented as independent split URL tests, with conversion events configured across critical touchpoints.

The reported lifts demonstrated what conversion optimization can accomplish when measurement, customer research, prioritization, copy, UX, and controlled experimentation operate as one growth system.

“It's one thing to understand what you're doing technically and this is where Propelrr® then really shines because they took the time to understand our business to learn about us and they continue to doing so because they can now take the latest trends that come out in SEO and CRO and apply them to our needs to our websites and help us grow and get bigger.”

Cornelius Fichtner

President