Josh Bersin Academy
A user-focused website redesign paired with a comprehensive marketing strategy to boost course enrollments for this leading online Human Resources academy.
Project Summary
The Opportunity
Josh Bersin, a leading HR industry analyst, and his team sought our expertise to revamp their academy website and develop a comprehensive marketing strategy. The existing site faced several challenges, including unclear messaging that failed to effectively communicate the benefits of enrolling in their courses, a lack of a robust filtering system that hindered course discovery, and ambiguity in defining the target audience for their offerings.
The Strategy
To overcome these challenges, we focused on three core pillars: a comprehensive website redesign, enhanced course discovery capabilities, and a robust full-funnel marketing strategy. Our goal was to clearly articulate the academy's value proposition, enhance course discoverability through improved navigation and search functionality, and implement a full-funnel marketing strategy to attract new prospects while effectively retargeting potential enrollees.
The Results
9.83 xNew Customer ROASper $1 Spent on Ads
9.6%Click Through RateOn Non-Branded Terms
in Google Ads
41%New CustomersYear-over-year
Storyblok Website Design & Development
VividFront transformed the Josh Bersin Academy platform with a comprehensive redesign that enhanced the user journey from course discovery to enrollment. We integrated Algolia's AI-powered search engine for better course discoverability, a streamlined enrollment process, and personalized content recommendations tailored to user behavior.
Top Funnel
At the top of the funnel, prospective customers are in one of two camps: they are either unaware they have a problem so you must educate them OR they are aware they have a problem and they are looking for a solution. To engage both audiences effectively, we created eye-catching social media content designed to boost brand recognition by addressing common industry pain points. We complemented this with engaging video content that introduced prospects to potential solutions they may not have previously considered, helping them discover new ways to solve their problem.
Mid-Funnel
As we refined our marketing strategy, we concentrated on building trust and showcasing the unique value of the Josh Bersin Academy. Our campaigns brought the Academy's offerings to life, highlighting how they can transform HR professionals' careers. We highlighted the extensive range of courses available at the Josh Bersin Academy, emphasizing how each course serves as a gateway to new skills and insights. We also spotlighted the vibrant community of over 30,000 HR professionals who actively share ideas and support one another. Our goal was to show potential members the network of like-minded professionals they become a part of upon registering for an academy course.
Bottom of the Funnel
To convert interested prospects into customers, we implemented personalized retargeting ads featuring product recommendations.
Convert & Retain
To encourage immediate action, we offered limited-time promotions and developed custom email communications, addressing any potential objections and making it easy for customers to make a purchase decision.
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