Educational Leads - Really Bad Conversion Rate
 

Hello All,

I recently built a site that connects potential students with registered nurse programs across the country:

RN-Colleges.com

The site receives anywhere between 500 and 700 unique visits per month but only converts at 0.4%, which is pretty sad considering the amount of time I put into customization.

Many of my other sites convert between 2-3% which would be fine with me for this site. I'm thinking the difference is the landing page. RN-Colleges.com has a very different front page than all my other sites. Any advice on how to improve the site would be helpful. Thanks!

Re: Educational Leads - Really Bad Conversion Rate
 

If I am honest, I think you need to do some proper conversion rate optimization work on the site not just opinions on WF .

Food for thought:
What value does the massive US map on your home page (occupying prime real estate) add to somebody looking for a registered nurse college?

Good luck

Re: Educational Leads - Really Bad Conversion Rate
 

Way too many options for visitors on that home page. You need to get focused.

Obviously you want them to fill out the 5 part widget that loads above the fold, but it is just too soon... And with all the content below, people will get 'lost' in your content, or they start browsing the 'Nursing Jobs Available' from your widget or the schools you recommend below.

Why would I fill out the widget to find a school when you have the top schools and top jobs listed below? Seems like I get more/better info by scrolling down than I would wasting time to fill out the form.

I think the best bet is to 1. Figure out in the deepest sense, who you are communicating to. Men? Women? 18-26? 24-44? College educated? Do they have a job? Will they need student loans? Are they already in the medical industry? Why do they want to become a nurse?

Once you 'get' who you are talking to and where they are in their world, you can move on to 2. Understanding the conversation they are having with themselves in their head.

What are their problems? Is money their problem? Do they want to make more as a nurse? If so, how would they pay for nursing school?

When you have a clear picture of who you are speaking to and what their biggest problems are, create a free report that answers those questions and build a list with that free report.

Then, start running A/B split tests to optimize lead conversions.

Also, set up a follow up series that gives more value to them and leads them more logically into the '...and to help you find the perfect nursing school for you, check out our find a school now widget.' -part.

Site looks great, but remember that form follows function!

Good luck, moving forward.