Success Story

UNext Identified UX Friction and Improved Form Submissions With VWO

11.68% CTA clicks

About UNext

UNext, headquartered in Bengaluru, India, is a full-stack technology platform dedicated to making higher education affordable and accessible. It is one of India’s largest enterprise and workforce development companies, committed to bridging the skills gap across industries. UNext handles marketing activities for Online Manipal.

Online Manipal is the digital hub of Manipal Academy of Higher Education (MAHE), Manipal University Jaipur (MUJ), and Sikkim Manipal University (SMU). Since its inception in 2021, Online Manipal has empowered over 100,000 learners, providing accessible, affordable, and industry-relevant degrees and certifications in a 100% online mode.

UNext partnered with Tatvic, a leading analytics and marketing solutions provider, to improve its online experience for Online Manipal. Together, they utilized VWO’s optimization tools to implement a comprehensive conversion optimization initiative.

Why VWO?

VWO has been an invaluable partner in our experimentation journey. The platform’s intuitive interface, coupled with powerful features like heatmaps and session recordings, allowed us to gain deep behavioral insights and optimize our pages effectively. This experiment’s success is a testament to VWO’s capability in driving data-backed decisions.

Anuj Munshi
Head of Experimentation

Tatvic’s CRO services have added great value in the overall conversion rates of our pages. With a humble and helpful team, Tatvic has taken care to accommodate all the requirements and seen them through fully. It was a good and impactful experience working with them.

Vibhav Bansal
Manager of Digital Marketing

Goal

UNext aimed to improve engagement and conversion rates on the online degree page. One of their key objectives was to increase ‘Enroll Now’ conversions and improve form submissions on the page.

Observations

The team at Tatvic utilized Google Analytics and VWO’s heatmap and session recordings to identify friction points on the online degree page. The analysis revealed the following issues:

Unoptimized UI with limited visual engagement.
Absence of urgency and conversion-driving prompts.
Complex form structure, causing friction during the submission process.
Absence of key course benefits and credibility elements.

Hypothesis

The observation led to the hypothesis that revamping the first fold could improve form submissions. This would involve reorganizing the layout to enhance visual appeal, create urgency, and simplify the enrollment process.

Tests run

An A/B test was conducted on the mobile version of the online degree page using VWO.

What was changed?

Compared to the control, the variation featured an appealing image, highlighted the grade, rearranged the form fields, and included nudges such as easy finance and scholarship options. It also prominently displayed the closing date to create urgency.

The test ran for 12 days, and the variation came out as a winner.

What was the result?

The variation uplifted the number of users clicking on ‘Enroll Now’ by 11.68% and the successful form submission by 9.34%.

Conclusion

In the highly competitive edtech space, every interaction matters. Optimizing each step of the user journey can have a measurable impact on conversion rates.

Tatvic used VWO to help UNext significantly improve lead generation for Online Manipal’s online courses. By analyzing existing UX friction and A/B testing a revamped version of the first fold, conversions on the online degree page increased.

The A/B test also revealed an important insight: while many users were interested in enrolling, they overlooked key details such as finance options and the closing date. Simple nudges, like highlighting benefits and creating urgency, guide users toward completing the enrollment process. As a result, more users successfully engaged with the platform.

Just like UNext, you can analyze visitor behavior, run tests, implement data-driven experiments, and improve conversions with VWO. Start your 30-day all-inclusive free trial of VWO today and discover how it can elevate your conversion strategy.