We were appointed to reshape the OU’s online registration process, helping potential students find the right course for them and facilitating a 29% increase in conversion.

In 2012, an independent report identified that the OU’s website did not deliver their goal of “a market leading enquirer experience”. We were appointed to help enquirers on the site determine their appropriate level of study and, in turn, increasing conversion rates. The process had to be straightforward for potential students, empowering them with the confidence to enrol and pay or obtain funding for their chosen course.


We used our principles of Value Rate Optimisation to produce a report that identified the biggest areas for opportunity, centred around taxonomy, labelling and data capture. It was supported by a programme of user research that resulted in a list of prioritised requirements. Our new site architecture and taxonomy, customer journey, contract strategy and flat digital design style drove a 29% increase in conversion.


To find out more about our work email us at [email protected] or call 0333 370 6500