Case Study: University of London achieves 45% more applications with Omniconvert

A/B testing the CTA button and copy generated 45% more applications

The University of London International Programmes, a long-established global provider of distance learning with ~500k monthly visitors, wanted to increase online course applications. An audit found course pages cluttered with long informational text, varying button sizes and unclear CTA copy, so the primary application action was lost amid distractions and below-the-fold content.

Working with the university, we A/B tested simplified, uniformly sized CTA buttons with clear “Apply” copy placed in a distinct panel above the fold (and repeated below). Over a 21-day, 50/50 desktop test the variation drove a 45.26% increase in applications, a 15.68% uplift in click-throughs, a 4.21% lift for below‑fold CTAs, and achieved 99% statistical significance.

University of London