Case Study: Penn Foster achieves a 202% increase in conversions with VWO

Penn Foster Registered a Soaring Increase in Conversions Using VWO Testing

Penn Foster, a for‑profit online college based in Scranton, Pennsylvania, was sending branded paid search traffic to its main site and seeing lower‑than‑expected conversion rates. To address this, Penn Foster — which has used the VWO Experience Optimization Platform for UX and conversion optimization for two years — hypothesized that a dedicated, faster mobile landing page with less information would better serve brand traffic and generate more leads and enrolls.

Using VWO Testing, Penn Foster ran a 24‑day A/B experiment with ~35,000 visitors and an equal traffic split, measuring click‑to‑lead (and downstream enrolls). The variation, with two clear CTAs, won and delivered a 202% increase in conversions versus the control; click‑to‑enroll also rose. Penn Foster rolled the winning page out to brand campaigns and continues iterative micro‑testing using VWO Insights’ heatmaps and session recordings.

Penn Foster

Elizabeth Levitan

Digital Optimization Specialist