Duration

September 2017 – April 2018.

Client

IQ007 is a network of schools of speed reading, calligraphy, memory, and intelligence development for children and adults.

450

schools

260

cities

2 500

teachers

85 000

students

CHALLENGE

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.

WORKING PROCESS

Brand identity

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.

Structure

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.

Website homepage showing IQ007 School programs for speed reading, mental arithmetic, and calligraphy with cartoon fox mascot and student testimonials.

Young girl with white hair bows and gray dress sitting at a desk in a library.

Mobile screen showing IQ007 educational programs for speed reading, mental arithmetic, and calligraphy with sections for signing up for free lessons and program benefits.

Courses

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.

Mobile screen showing a school app with a section on Speed Reading and Intelligence Development featuring a child and benefits like improved attention, finger muscle development, and articulation training.

Blog

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.

Portrait of Alena Kunilova, a blonde woman with a bob haircut wearing a green polka-dot blouse, with a red background.

Banners

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.

Two boys focused on a tablet screen with text offering a free lesson on how to read fast and consciously.

Banner with text 'How to raise a genius?' and a blue read more button beside a young girl with blonde hair and blue eyes.

Illustrations

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.

Anthropomorphic fox dressed in a blue business suit holding a briefcase and a smartphone.

Cartoon fox standing upright wearing blue pants, beige sweater, and brown shoes, with one hand on hip and the other raised.

Anthropomorphic fox character wearing a blue shirt, white t-shirt, light blue jeans, and red sneakers, carrying a backpack and gesturing with one hand.

Orange cartoon fox with green eyes, wearing a pink bow and blue pants, sitting cross-legged and reading a book.

Four anthropomorphic foxes dressed in business, casual, and child clothing, with one holding a briefcase, another with a book, and others gesturing.

Signing up

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.

Icon of a person wearing a tie connected to three networked buildings labeled 'Network manager'.

Icon of a man with a shirt and tie next to a building symbol representing a branch manager.

Icon of a database cylinder with an envelope symbolizing a mailing list database.

Teachers’ applications

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!

Newsletter

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.

Welcome letter from School of intelligence development IQ007 with a cartoon fox reading a book, greeting Alexey, signed by Elena Ponomareva, Development Manager, with contact phone numbers, email, and website links.

Franchise

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.

Results

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%)