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Content for 6 program suites
2-week sprint (8/7/23–8/21/23)
UX writer
Arizona State University Online's landing pages consistently outperform the ASU Online website in request for information conversions. RFI-only landing page variants achieved up to a 125% higher conversion rate during previous A/B testing.
To increase the number of leads and hit enrollment goals, we grouped similar programs into "program suites" to tailor content for students exploring degrees with related options and provide a customized landing page experience with only essential information.
Before starting my initial draft, I decided to consult ASU’s brand guide on language and tone. I knew that users who stumbled upon our landing pages might be:
With that in mind, I wanted the voice of the landing pages to be:
When it came to the tone, I wanted the landing pages to be:
The content design had already been decided before I joined the project. Following the provided template, I set out to write the initial copy. This included all H1s, H2s, and body copy as well as the meta and title tags.
After receiving internal feedback, I realized my copy was too vague. I had been instructed to keep each section to 2–3 sentences and in my quest to keep my writing to the desired length, I ended up brushing past a lot of details. During multiple rounds of edits, I added and refined details.
For future iterations, I wanted to highlight specific program benefits as well as career outcomes. In my first draft, I had simply informed users about these but never actually told them what they were. I knew that this would be a turn-off for users who were curious to know more or who were hesitant about attending ASU Online.
The goal was to show prospective students that ASU Online's curriculum integrates the latest technology. In the biological sciences programs, this included virtual reality tools like Dreamscape Learn that bring learning to life.
It was also important to highlight specific graduate outcomes. It wasn't enough to tell users that they had a bright future ahead of them. If I wanted to keep the copy aspirational, future-focused, and inspiring, I had to list specifics. This meant highlighting how our various concentrations allow students to carve their own path and can prepare them for post-graduate studies, certain careers, or even medical school.
Throughout the iteration process, I kept the users’ needs and wants in mind so that we could achieve a high conversion rate.
I was able to create concise, on-brand content that is aspirational, future-focused, and inspiring.
The final content docs were handed off to the team of developers assigned to this project. The UX writing team recently completed various rounds of content QA, and the landing pages are set to launch in early October 2023.
UX designers created 4 variants of each landing page. While the content is the same across the board, how users interact with the RFI section and what content is present above-the-fold, varies. After launch, testing will be conducted by the UX research team to see which variant performs better.
Getting critical feedback during the writing process was initially hard to hear. But I learned to view it as a valuable chance to understand the user's perspective. By asking follow-up questions and putting myself in the user's shoes, I gained insights on how to improve my writing in a way that better meets user needs.
This project required learning many new concepts outside my comfort zone. Pushing through when stuck and finding ways around roadblocks was essential. I emerged with improved skills in collaboration, writing, and presentation. This project boosted my confidence in web copywriting.
During this sprint, I wrote content for six landing pages. Here's a couple of them.
