Built at Stone Ward · Led by the developer behind Midcoast Works
Texarkana College was getting traffic to their website, but prospective students weren't making it through the application funnel. People would land on the site, browse programs, maybe check out financial aid and then leave without ever submitting an application. The admissions team knew something was broken in the journey from "interested" to "applied," but they couldn't pinpoint where the drop-off was happening or why.
We ran a full funnel analysis using Google Analytics data and CrazyEgg heatmaps/session recordings. The GA data showed us where people were entering the site and where they were dropping off. CrazyEgg showed us exactly what users were doing on each page: where they scrolled, what they clicked, what they ignored completely.
What we found was a page deeper in the funnel that had a significantly higher conversion rate than the pages students were hitting first. Students who reached this page were far more likely to start an application, but most visitors never got there because the site's navigation and information architecture buried it behind 3+ other steps.
The fix wasn't a redesign. It was a restructure. We moved that high-converting page earlier in the student journey by directly linking with CTA's from top program landing pages.
CrazyEgg session recordings showed students weren't even scrolling halfway down the Homepage, so any CTA below was being completely ignored. A/B testing showed a higher click rate on Apply buttons with a higher contrast to it's background. So we added more CTA opportunities above the fold and made sure the buttons stood out.
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