Multi-Market Growth Optimisation

Client

Wall Street English

Driving Conversion Through Focused Experimentation

3 international markets reached

Multiple concept tests and A/B experiments

+16% uplift in Homepage conversion

+5% uplift on high-intent Course pages

The problem

Users frequently landed on the Homepage or Schools pages but converted on Course pages.

However:

  • Primary CTAs were often below the fold on mobile.

  • High-converting courses weren’t prioritised in the Homepage layout.

  • Course naming and structure impacted click-through.

  • Significant drop-off occurred between form click and submission.

The funnel wasn’t broken, users simply weren’t reaching the point where the product value became clear.

Course pages communicated the learning experience far more effectively than the Homepage, but many users never reached them.

The opportunity was to reduce friction between first visit and value discovery.

Experiment 1

Homepage Header

Hypothesis

If we surface the core value proposition and learning outcomes earlier in the experience, more users will progress to course pages where the offering becomes tangible.

Fold

A - Previous Home page

B - Updated Home page

Changes

  • Reduced hero height to prioritise action

  • Introduced concise proof points

  • Implemented a full-width primary CTA

  • Simplified and reordered Course tiles

  • Elevated promotional messaging

Result

  • +16% uplift in conversion rate (2.5% → 2.9%)

  • Increased primary CTA clicks (Italy & KSA)

  • More users converting via Course pages

Scroll depth decreased, but conversion increased.
Making the next step clearer proved more effective than adding more content.

Experiment 2

Course Page Header

Hypothesis

Improving CTA hierarchy and reinforcing value early on Course pages will increase form engagement and lead submissions.

A - Previous Course page

B - Updated Course page

Changes

  • More compact hero layout

  • Secondary CTA introduced

  • Key facts banner for fast value scanning

  • Refined CTA hierarchy

Result

  • +5% uplift in conversion rate (6.5% → 6.8%)

  • Increased clicks to contact forms

  • CTA tone had measurable impact across markets

Structure improved engagement, but messaging nuance influenced performance.

Experiment 3

Learning Plan Cards

Hypothesis

Packaging learning plans as clear, comparable options will reduce friction and increase qualified leads.

Changes

  • Product-style cards

  • Benefit-led bullets

  • Dedicated CTA per plan

Result

  • Increased click-through to forms

  • Higher conversion on variant pages

  • Clearer differentiation improved decision-making

Reducing cognitive load improved intent capture.

Experimentation at Scale

Because Wall Street English operates across multiple territories, each experiment needed to be tested across different languages and markets.

To enable rapid experimentation, we developed a localisation workflow that allowed designs to scale quickly.

Process

  1. A high-fidelity English master template was created in Figma.

  2. All copy was structured using Figma text variables, allowing updates to propagate across all variants.

  3. Text variables were exported and translated using AI-assisted workflows to generate fast multilingual drafts.

  4. Local teams reviewed translations while interacting with live Figma prototypes.

This workflow allowed us to:

  • Generate design variants quickly

  • Localise experiments across markets in hours rather than weeks

  • Validate design and messaging simultaneously

The result was higher-velocity experimentation across territories, enabling us to test hypotheses faster and learn from different markets in parallel.

What this demonstrates

Designing for user activation, not just conversion

  • Turning behavioural data into clear hypotheses

  • Identifying where users discover product value

  • Scaling experimentation across markets

  • Building systems that allow faster iteration

The goal wasn’t simply to increase leads.

It was to help more users reach the moment where the value of learning with Wall Street English became clear.

Above-the-fold action visibility

Information Hierarchy / Fitts’s Law

We reduced the hero height and introduced a full-width primary CTA to ensure the key action was immediately visible and easy to interact with on mobile.

Prioritising high-intent content

Progressive Disclosure

We surfaced the most relevant and highest-converting course options directly in the Homepage header, helping users reach high-intent content faster.

Improve information scent through clearer course naming

Recognition over Recall

We refined course naming and tile structure so users could quickly recognise who each course was for, improving clarity and increasing click-through.

Supporting multiple user intents

Choice Architecture

We introduced a secondary CTA on course pages to support users who wanted to explore before requesting pricing, reducing decision friction and increasing engagement.