Complete Content Makeover Increases CTRs 150%

Munga Punga, an online educational platform, was eager to spread its mission of "keeping kids creative" through its project-based summer curriculum.

Overview:

Challenge:

As a small, seasonal company, Munga Punga was looking to attract leads and improve its website CTRs with the goal to increase sales during its limited program's launch time frame.

Discover:

• Consider quantitative and qualitative data from the previous summer's launch to understand the target audience and measure the current messaging's results.

• Use a heatmap tool to track user behavior on the site, noting places where they skimmed past content, lingered, or dropped off.

• Based on the data, hone in on two main issues: 1) overly academic jargon when describing the benefits of project-based learning and 2) no unifying story or emotional connection to drive engagement.

Strategize:

• Work with team members to land on a core message and user stories to support it.

• With a clear understanding of the brand's tone, style, and mission—overhaul the website's copy to create an emotional connection, tapping into parents' desire to protect children's creative genius.

• Ensure copy and design easily guid users through the sales funnel, naturally and without feeling overly "salesy."

Execute:

• Write, edit, and design the new website, keeping all messaging aligned with the brand's objectives.

• Test new site, ensuring it works well on all devices and browsers.

• Add newsletter opt-in on homepage that connects to email nurture sequence for deeper customer relationships.

Measure:

• Track site metrics and user activity through heatmaps.

• Monitor engagement rates across all marketing channels.

• Analyze sales vs. abandoned cart metrics.

Refine:

• Provide an in-depth summary of recommendations for the next year's launch.

• Create a free guide to encourage newsletter signups and keep subscribers engaged until the next season's launch.

Approach:

• CTRs grew 150%, from 2% to 5%.

• Sales more than doubled compared to the previous summer.

• Lead generation increased newsletter subscribers from 500 to 2,000+ in four months.

• Positive reviews from satisfied parents and smiles from happy kids boosted trust.

Key Growth Metrics:

Click on images to expand.

Nailing Munga Punga's message and sharing its story captured the hearts of parents and kids alike. Smart lead generation and compelling copy kept visitors engaged on the website.

As CTRs grew, so did Munga Punga's reach. They helped hundreds of kids tap into their creative genius.

Results:

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