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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
At the onset of the pandemic, HPA decided to create an introductory offer for one of their most popular courses.
This initiative, originally a goodwill gesture during the lockdown, aimed to turn hesitant email subscribers into paying customers. The idea was to offer a high-value course, normally priced at $99, for just $1, with the hope that these customers would stick around and make further purchases after this initial low-cost experience.
When they revisited the data six months later, they found that the majority of customers whose first purchase was the $1 offer went on to buy another course. HPA realized this was a great opportunity for lead generation and new customer acquisition, so they decided to run the promotion on an evergreen basis for a select group of users.
While the advertising copy for this promotion explained the deal well, the landing page simply displayed their standard course page with no additional explanation as to why the course was available for $1.
The page only featured a strike-through on the original price, with no further details, resulting in a conversion rate of just 14% on mobile, despite the fantastic offer.
Most visitors didn’t scroll down the page, and many clicked on the $1 price text to try and get more information.
Despite these challenges, the offer was still attracting over 400 customers per month, making it a clear candidate for some conversion rate optimization (CRO).
The Approach
Our comprehensive review of the data and feedback from potential customers indicated that many found the $1 offer "too good to be true" and were concerned about hidden terms or future charges.
The landing page’s heavy text and lack of clarity only amplified these concerns.
“By clearly explaining the promotion above the fold and emphasizing its value, people will trust the offer more, leading to increased conversion rates.”
To address these objections, we redesigned the first two scrolls of the page to focus on the offer’s key elements in a clear, concise manner. The new design prominently highlighted what customers would receive for $1, stressing that this was a no-strings-attached promotion with no hidden fees or recurring charges.
We also tackled the "too good to be true" perception directly, explaining the rationale behind the offer—introducing customers to HPA's high-quality content at a minimal cost to build trust. Since 95% of traffic to the page was mobile, we focused our redesign efforts on the mobile experience.
The Results
The redesigned landing page led to a significant 36% increase in conversion rates, at a 99.8% confidence level. This improvement translated to approximately 280 additional new customers per month, resulting in over 3,000 new customers annually.
The changes also halved the cost of customer acquisition (CAC), making the campaign much more cost-effective.
The next step? We continued to optimise this page and rolled out learnings to the other key pages on the website.