9.1% Increased conversion rate through funnel design

Challenges identification

• Cognitive Load: A lot of data is displayed in the search results, with one card occupying the entire fold.

• Cluttered UI: Getting rage clicks on various points.

• Filters were underutilized, making it harder for users to refine their searches.

• Cart Abandonment: Users were dropping off at various stages, especially at payment.

• First Aid Add-on Opt-out: 20% of users were skipping this step.

• Low Conversion for Add-ons: Additional course add-ons under £30 had low uptake.

• Bronze Package Overload: A high percentage of customers chose the cheapest package.

• Last-Minute Hesitation: Some users hesitated at checkout due to uncertainty.

Enhanced experience implementation

✅ Reducing Decision Paralysis by simplifying First Aid Add-on Decision:

✔ Instead of a generic upsell, it showed a brief, clear explanation of why First Aid is required for jobs.

✔ If users clicked "Skip," a soft confirmation prompt asked: "Are you sure? Not having this may delay your job start."

Impact: Reduced opt-outs from 20% to 12%.

✅ Trust Signals During Checkout

✔ Live chat support added on checkout pages.

✔ Displayed Trustpilot reviews and success stories during payment.

✔ Highlighted secure payment badges (PayPal, Klarna).

✅ Emphasising the Gold Package (70% Preference)

✔ Added a 'Most Popular' badge to the Gold package.

✔ Designed a decluttered and less branded element cards layout.

✔ Comparison chart showing why Gold is the best value (free resits, rescheduling).

Impact: Increased Gold package selection by 15%.

✅ Improved Filters & Sorting

✔ Made filters more visible (location, date, price, course type).

✔ Introduced a "Recommended for You" filter, ranking courses by relevance.

✔ Allowed users to sort by price, soonest availability, and popularity.

Key impact areas that results high converting checkouts:

• Used hierarchy & highlights → Make the best option obvious.

• Reduced friction → Auto-fill forms, one-tap payments.

• Guide users subtly → Soft confirmation prompts for key decisions.

• Build trust → Social proof & secure payment reassurance.

• Encourage urgency without pressure → Timers & real-time availability.