"Working with Impact conversion has been epic. We've seen single wins that have bought in six figures of additional revenue, which makes the ROI a no brainer. Beyond the numbers, the testing process has instilled a culture of experimentation within our marketing team which has removed assumptions and helped us make better decisions."
High-Performance Academy (HPA) provides industry-leading training to the aftermarket automotive industry. Their courses have been taken by over 100,000 students across 175+ countries, helping enthusiasts, students, and professionals grow their skill sets for hobbies, studies, or careers.
The Brief
High Performance Academy (HPA), a leading online automotive education platform, partnered with Impact Conversion to transform their optimization approach from random testing to systematic, research-driven conversion rate optimization. Over 18 months, we conducted 180 experiments with a 35% win rate, generating 1-2 million dollars in additional revenue without increasing ad spend.
Key Results:
- 1-2M additional revenue generated
- 180 tests executed with 35% win rate
- Single test wins driving 300k+ in projected annual revenue
- Improved AOV, conversion rates, and customer LTV
- Cultural shift to data-driven decision making across the organization
The Challenge
High Performance Academy had built a successful automotive education business, but their previous testing efforts had, in their words, "humbled them." They needed to move beyond random optimization attempts to a systematic approach that could scale their growth without increasing advertising spend.
As a rapidly growing company, HPA's course offerings had expanded significantly beyond their original focus. While their business was thriving, they recognized that their website and messaging hadn't evolved to match their expanded offerings or address the real motivations driving customer purchases.
The Approach
Our Methodology: The Impact Conversion Compounding CRO Method
We implemented our systematic 8-step approach, designed to create compound improvements rather than isolated wins:
Step 1: Deep Discovery Research (4 Weeks)
We conducted comprehensive research including:
- On-site and email surveys to understand customer motivations
- Analytics analysis to identify funnel leaks
- Heatmap analysis to understand user behavior
- Session recordings to see actual user interactions
- User testing with target audiences
Step 2: ICE-L Prioritization Framework
Every hypothesis was scored on:
- Impact: Estimated revenue upside
- Confidence: Supporting data strength
- Effort: Technical implementation complexity
- Lifetime Value: Influence on customer LTV
Step 3: Systematic Testing Program
We scaled from 0 tests per month to 5-10 tests monthly, ensuring continuous learning and improvement.
Research Insights That Changed Everything
Our deep discovery research revealed three critical insights that transformed HPA's approach:
Core User Motivations
Three primary motivations drove course purchases:
- Self-improvement and expanding knowledge
- Working on specific project vehicles
- Career upskilling and professional development
The "Right Way" Insight
A common theme across all motivations was users' desire for clear, accurate information to help them progress correctly, rather than relying on random YouTube videos or second-hand sources. Users wanted to "do things the right way."
Level-Fit Friction
A significant segment of beginners wasn't sure if HPA was right for them due to unclear course skill level labeling, causing hesitation and abandoned purchases.
Homepage Misalignment
The homepage hero messaging didn't align with actual purchase motivations, particularly failing to engage cold visitors who weren't familiar with HPA's reputation.
The Results
Two highlight wins:
Test Win Report: Homepage Hero Messaging Transformation
The Problem: HPA's homepage had evolved organically but didn't reflect the core reasons people purchased their courses.
The Hypothesis: "By orienting users correctly when landing on the homepage and focusing on core motivations, we can help them understand why HPA is right for them, improving engagement and conversions."
The Test: Multi-variant test with headline options:
- "Learn how to build cars the right way"
- "Build your project car the right way"
- "Build your dream car the right way"
The Results:
- 69% increase in purchases from new visitors for the winning "Learn how to build cars the right way" variation
- 36% increase in add-to-cart events
- Messaging insights rolled out to other key pages and paid advertising
Test Win Report: Checkout Friction Removal
The Problem: Users had to log in or sign up before purchasing, creating unnecessary friction.
The Hypothesis: Simplifying the checkout process by only requiring name and email initially would reduce abandonment.
The Test: Complex development allowing purchase with minimal information upfront.
The Results:
- 8% uplift on all checkout visitors at 99% confidence
- 300k+ projected annual revenue increase
- Maintained security while dramatically improving user experience
The Compound Effect
Each test built knowledge that informed future experiments. The homepage messaging insights influenced:
- Paid advertising copy
- Email marketing campaigns
- Product page messaging
- Overall brand positioning
The research-driven approach created a systematic understanding of what motivates HPA's customers, enabling more targeted and effective optimization across all touchpoints.
Cultural Transformation
Beyond the direct revenue impact, our engagement transformed HPA's approach to optimization:
- Data-driven decision making replaced assumptions across the marketing team
- Testing mindset expanded to paid advertising and other business areas
- Systematic experimentation became embedded in their growth strategy
- Compound learning from each test informed future initiatives
Results and Business Impact
Over 18 months, our systematic approach delivered:
- 1-2 million dollars in projected additional revenue
- 100+ tests executed with 35% win rate
- Multiple six-figure single test wins
- Improved conversion rates, AOV, and customer LTV
- Cultural shift to experimentation-first mindset
The results were achieved without increasing advertising spend, making every dollar of additional revenue pure profit improvement.
"Working with Impact conversion has been epic. We've seen single wins that have bought in six figures of additional revenue, which makes the ROI a no brainer. Beyond the numbers, the testing process has instilled a culture of experimentation within our marketing team which has removed assumptions and helped us make better decisions."
Ben Silcock, Co-founder of High Performance Academy