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 Students—their fastest-growing user group—were getting lost in outdated navigation, unclear CTAs, and desktop-first flows that didn’t match their mobile behavior.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

13X increase

in referral traffic

Get the Performance Snapshot

Industry

Leading Edtech Credentialing Platform (Confidential)

50% decline

in support ticket volume

792% Increase

in average website engagement time

Results that stand out

  • 792% lift in session depth 4 minutes and 4 seconds Month over month

  • Boosted monthly active users by 77% from 1.3M to 2.3M

  • Grew new user acquisition by 66%, signaling stronger entry-point value

  • 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

  • Cut support tickets by over 50% after chatbot and nav improvements