Our OSHA 10 and 30 Construction course pages have always been our top sellers, but revenue had been falling. I utilized user testing, heatmaps, and competitive research to determine several key components that could improve conversion rate and revenue. A primary focus was to highlight course benefits and features in bullet points and a new "unique selling proposition" section below the hero. We also switched to a tabbed view of course content, to reduce scrolling, and replaced the floating nav with a floating course card, for greater emphasis on purchase intent. I worked with the design and dev teams to get prototypes for each of these and conducted iterative testing to verify which produced improvements in conversion create and revenue. The result is a simplified course page with greater emphasis on the product's value and calls-to-action. Since launching the new course pages across the entire Environmental Safety & OSHA vertical, we've seen a 21% increase in revenue and an 18% increase in conversion rate, which amounts to millions over the course of a year.

Improvements:

• Highlighted course benefits and features: Used bullet points and a new "unique selling proposition" section to showcase value.
• Improved content organization: Implemented a tabbed view to reduce scrolling and improve user experience.
• Simplified navigation: Replaced floating navigation bar with a floating course card for easier access to key information.
• Increased focus on conversion: Emphasized calls to action to encourage enrollment.

Results:

• 21% increase in revenue
• 18% increase in conversion rate