Case Study: IDEO U improves course discovery and enrollment with The Good

IDEO U lifts course conversion from 0.07% with The Good

The customer, IDEO U, the online learning platform of the globally renowned design firm IDEO, faced challenges converting high-intent visitors on its website. With a critical conversion rate of just 0.07% from organic search traffic, the platform struggled with a confusing course discovery experience and an overly complicated purchasing process. IDEO U sought an outside perspective from the vendor, The Good, and engaged its Digital Experience Optimization Audit™ to identify these conversion barriers.

The Good conducted comprehensive research that revealed key issues with navigation, messaging, and the mobile experience. Their strategic recommendations included streamlining course discovery, enhancing pages with critical details, creating purchasable certificate bundles, and adding prominent trust signals. IDEO U implemented these changes, which directly addressed their core conversion barriers. The results were so positive that IDEO U returned for a second audit to optimize for a new, mobile-heavy audience from paid social campaigns, establishing a foundation for ongoing data-driven iteration.

IDEO U