Equality Institute LMS Optimisation

Equality Institute, a global feminist agency with a strong reputation in research and advocacy, sought to enhance their Learning Management System (LMS) to better promote their workplace Diversity, Equality, and Inclusion (DE&I) training courses.

Faced with the challenge of effectively communicating their value proposition within the LMS and aligning user intent with content, they turned to Social Garden. Our primary objectives were to boost course purchase conversions and build a robust database for targeted nurture campaigns.

Identifying Key Areas for Improvement

Our first step was conducting an in-depth UX audit to assess the LMS's current state and identify areas for enhancement. We meticulously examined:

The layout of the main page for clarity and ease of navigation.
The strategic placement and effectiveness of Calls to Action (CTAs) and form fields.
The logical hierarchy of information architecture for seamless accessibility to content.
Page load speed to ensure quick and efficient user engagement.

This audit provided a clear roadmap for actionable insights and optimisations, laying the foundation for our strategy.

Services

The Team

Victoria Molin | Senior Account Manager
Gemma Lawrence | CRO specialist
Dana Wu | UX Designer

Crafting tailored UX recommendations

Based on our findings, we generated a series of actionable UX recommendations, prioritising them based on their impact and ease of implementation. Key recommendations included:

Contextualising Equality at Work within the broader narrative of Equality Institute to clarify its value proposition and foster trust among users.
Implementing social proof elements such as logos, participant testimonials, and highlighting completion rates to bolster credibility and engagement.
Strategically placing multiple conversion points tailored to various stages of the customer journey, optimising for both engagement and qualification.

To ensure alignment and understanding, we facilitated a collaborative presentation meeting with the client team to discuss our insights and recommendations.

Transformative results

By contextualising Equality at Work within the broader narrative of Equality Institute and incorporating social proof elements, we clarified the value proposition to foster trust among users. The strategic placement of multiple conversion points tailored to various stages of the customer journey optimised both engagement and qualihfication.

Leveraging the visual strengths of the training material, we elevated its prominence both above the fold and throughout the interface, maximising user engagement. Reframing the presentation of courses to emphasise value and commitment over a transactional product-centric approach fostered a deeper understanding and appreciation among users.

Additionally, we implemented an FAQ section to bolster SEO efforts and serve as a valuable resource, guiding prospective customers along their decision-making journey. By capturing additional data points, we personalised the user experience and supported marketing automation efforts, laying the foundation for ongoing optimisation and growth.

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