The University of Law Growth Hack

Enhancing the website navigation for a boost in lead generation.

Background

The University of Law is a specialist provider of legal education, offering a range of undergraduate and postgraduate courses in law, business, and other related fields.

While serving my time there, I worked on a lot of information architecture design for the content-heavy sections and pages.

One afternoon after some top nosh lunch from the local market I had an epiphany which would lead to great success.

Problem

Much time was spent creating journeys and pages due to a heavy internal process which involved a bucketload of people to get things approved. At the end of the journey, there would be an event usually with a CTA triggering a form to Order a Prospectus, Come to an Open Day or Book an Event. What if there was a quicker way?

Solution

Add CTA's to the main navigation. Creating an alternative journey where the users have visibility and accessibility to the main CTAs at all times. 

Wizardry at work

My theory

To increase the chances of lead generation I suggested we add the CTA buttons to the navigation in addition to where they are plotted throughout the website. The theory was it would increase their visibility and the likelihood of interaction with the buttons would increase too.

Journey optimisation

The alternate journey takes time away would decrease memory load and give instant access to the prospectus or planning a visit to the university.

Alternative Journey to CTAs

Original navigation

Enhanced navigation with CTAs

Results

A month or so after the enhancement to the main navigation went live there was a mention at the monthly marketing meetings about the high level of lead generation resulting from the buttons. Lead generation was up 240% YTD.

The buttons are still generating leads

It was nice seeing after many many years the button logic still remains and is helping the business generate leads. Overall impact and ROI of the enhancements would have been multiple times over the initial 240%.

Retrospective

Think small for big growth

I'm usually a big-picture guy, but having seen the results from working on the University of Law website I started adding quick win solutions in the way I approach design challenges. Cost-effective, time saving with great results; almost sounds like a utopia. 

Project Wins

240% increase in lead generation.

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