IQ007 is a network of schools of speed reading, calligraphy, memory, and intelligence development for children and adults.
The client approached us with the task of optimising their website, but after conducting an audit, we suggested doing a redesign as well. The client agreed. The only condition was to keep the old sections and headings so that the updated site wouldn’t lose its position in the search engine ranking.
IQ007’s brand identity was designed for printing, therefore their brand colours weren’t the best choice for the web.
We developed two versions of the homepage to convince the client to slightly change their current colour palette.
We changed the content and structure of the homepage and main sections at the stage of search engine optimisation of the old site. The new site retained the same structure.
Visitors who come to the site with search queries like “speed reading classes”, see that the school provides many other courses. And they can go directly to them.
The site visitors select their city from the list and see the nearest branches, teachers, and reviews. Branches are sorted by distance from the user's location.
The old site had the blog already, but it didn’t have many entries and posts weren’t published regularly. We added sections, filtering, created a content plan and adjusted the work with the authors. Thanks to these changes, the school now publishes not only news but also expert articles, book reviews, and videos on a regular basis.
In the sections with reviews, branch addresses, and frequently asked questions, we added banners that lead to the blog or a signup page for a free lesson.
The IQ007 network has its own mascot – an anthropomorphic fox-super agent.
We decided: “Let's make a different fox for each course!” – and drew a few more characters. They are used on courses pages, articles, banners, commercial offers, presentations and even on educational materials.
A signup button for a free lesson or a call request is always in front of the user's eyes. Fewer barriers – higher conversion.
A request for a call or a free lesson is sent at once to three parties: the network managers, the branch manager, and our mailing list database.
We have added an invitation for teachers to become part of the IQ007 team to all pages of the site, and the school now receives more applications from potential team members!
We send two emails a month about good and useful stuff to those who signed up for a trial lesson, subscribed to a blog or requested a call back.
Apart from that, thanks to the newsletter, we helped the branches find their lost clients who haven’t got a call back from the administrators for some reason.
The IQ007 network has grown so fast thanks to the franchise system they offer. We made a website for it too: with success stories, a franchise cost calculator and a payback forecast. We will tell about it in more detail in a new case study soon.
The conversion rate in 2018 (after the introduction of updates) increased by an average of 0.44%, compared to the same period in 2017.
The changes have particularly affected the conversion rate from mobile devices, with an average increase of 0.74% (from 3.04% to 3.78%)
By the way
We have a different case study about the digital promotion of IQ007 website.