Increase RFI & App Start Conversion Rates through an Iterative Approach

In the last 7 months University of Phoenix has made it their goal to increase their RFI (Request For Information) and app start rates by optimizing their paid search landing pages. Throughout this iterative A/B testing process we realized as a team that these iterations are improving conversion rates significantly to the point where we knew it was time to expand and make personalized paid search landing pages to compete with our direct competitors.

My role and approach as a UX/UI design lead throughout this ever-changing iterative project is to brainstorm opportunities for landing page constructs by identifying high value content based on onsite behavioral analysis, continued competitive research analysis and iterate the UI design based on all of the data that has been collected from extensive qualitative and quantitative research.