Simplify the Experience: Amplifying the outcomes
Overview
When one of the world’s top EdTech platforms noticed rising support volume and plummeting engagement, they knew something was broken. Students—their fastest-growing user group—were getting lost in outdated navigation, unclear CTAs, and desktop-first flows that didn’t match their mobile behavior.
AM Marketing stepped in to reset the experience from the ground up. Over 16 weeks, we led a full-site transformation: restructured navigation, rewired the chatbot, and rebuilt core user journeys to deliver clarity at every click.
-
The platform was scaling—but its website wasn’t keeping pace. Over time, new content and audiences had been layered onto the site without a cohesive strategy. The result? A fragmented, overloaded experience that buried critical actions and confused users—especially students, the platform’s fastest-growing audience.
What was meant to be self-serve had become a maze. Students struggled to complete basic tasks on mobile, while internal teams dealt with rising support tickets and misrouted flows. Everyone agreed: it was time to rebuild—with clarity, intent, and the user at the center.
-
We began with a full heuristic and UX audit to map out the current experience, analyzing both quantitative data (engagement rates, drop-off points, heatmaps) and qualitative signals (messaging clarity, CTA strength, brand alignment). From there, we:
Heuristic & UX Audit
Evaluated the top nav, footer, landing pages, and chatbot experience to uncover friction and misalignment.Persona-Led Pathway Mapping
Rebuilt journeys for students, verifiers, and partners based on how users actually moved—cutting drop-off and increasing clarity.Information Architecture Overhaul
Consolidated duplicate pages, removed dead ends, and reorganized navigation to lead with user intent, not internal structure.Chatbot Experience Redesign
Refined conversation flows and routing logic to surface answers faster—especially for students on mobile.Mobile-First Navigation
Reduced click depth, clarified CTA hierarchy, and restructured key pages to align with the growing mobile-first audience.
-
What started as a cluttered, static experience was transformed into a focused, mobile-first journey—with measurable impact across every user segment.
Increased engagement time from 31 seconds to 4 minutes 36 seconds — a 792% lift in session depth
Boosted monthly active users by 77% from 1.3M to 2.3M
Grew new user acquisition by 66%, signaling stronger entry-point value
Cut support tickets by over 50% after chatbot and nav improvements
Drove a 13X increase in referral sessions, from 78K to 1.1M
Elevated direct traffic from 1.5M to 2.2M sessions by improving navigation and CTA placement
792% Increase
in average website engagement time
13X increase
in referral traffic
50% decline
in support ticket volume
Industry
Leading Edtech Credentialing Platform (Confidential)
Results that stand out.