Education · Professional Training · GCC
Training Academy Enrolment Funnel
Turning course interest into paid enrolments
A professional training provider had strong course content and a website that lost people at the point of decision. Restructuring the enrolment path and rewriting the course pages roughly doubled the completion rate.
Training Academy Enrolment Funnel
Education · Professional Training · GCC
Enrolment completion rate 3.1% → 6.4%
Form abandonment down 37%
Cost per enrolment down 44%
Organic course-page traffic up 68%
Pricing support enquiries down 52%
Course pages read like internal syllabus documents: module lists, hours, accreditation codes, and no answer to the only two questions a prospective student has — will this get me the outcome I want, and what does it cost. Pricing sat behind an enquiry form, so half the support inbox was people asking for a number.
- Rewrote every course page around outcome first, curriculum second.
- Published pricing openly, which removed the largest source of support load.
- Cut the enrolment form from fourteen fields to five, collecting the rest after payment.
- Added a comparison view so students could self-select between adjacent courses.
- Structured course content for search, targeting the qualification terms students actually type.
More students completed enrolment without assistance, support handled fewer avoidable questions, and organic traffic to course pages grew because the pages finally answered the searched question.
- Information architecture and enrolment flow redesign
- Rewritten course pages with transparent pricing
- Shortened, staged enrolment form
- Course comparison component
- On-page SEO structure and schema
8 weeks
Web
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