Case Study: Babson College improves site navigation and conversion with ZeroDegrees Inc

Babson College improves visitor conversion by 60% with ZeroDegrees Inc

Babson College faced the challenge of a complex website that was difficult for prospective students and their families to navigate, creating a "pogo" experience where information was spread out. With rising college costs and increased focus on ROI, the school needed to create a clearer, more compelling case for its audiences. ZeroDegrees Inc. was engaged to reshape this higher education website experience.

ZeroDegrees Inc. implemented a solution that restructured the site's taxonomy and navigation to emulate how an empathetic admissions counselor would talk to a prospect. This involved extensive user research, A/B testing, and the creation of a fully interactive prototype. The new architecture centralized information around specific audiences, allowing users to choose a homepage with all relevant content. As a result, the overall visitor conversion rate improved by 60% year-over-year, with dramatic increases in key sections, including an 83% rise in lead generation registrations for the graduate section.

Babson College