Grantham University
RMI Pages
I redesigned our RMI pages to be a better, more modern user experience that was ADA compliant. I used better form practices to increase conversion. I used a stronger hierarchy to highlight important information. The fonts were updated to better align with our brand standards. I started with a generic page that had basic information anyone would want to know. I designed layouts for many different program-specific RMI pages that had the same format, but different information. Each program page uses content from the generic page, but also had valuable information about the program.
Before
The page was converting below industry standard, so the goal was to get the conversion rate up. The content was no longer relevant to most students and not specific enough. The majority of viewers were on a mobile device, and it was not an ideal experience
After
The conversion rate was brought up to industry standards by making a few design changes. The colors in the form were updated to have higher contrast. The button has better emphasis. The call-to-action was updated to proved the student with more immediate information. The button has more emphasis. Program-specific pages were created, with ads that were in alignment with the landing page hero image.
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More compelling content was added below, that was given a more clear visual hierarchy. A complete course listing was also added, designed to be compact and meaningful to the user.
