Scoped, independent delivery, in two stops
Two case studies chosen for how tightly scoped and independently measurable the delivery was — a defined deliverable and timeline, not an open-ended initiative.
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Showing you this first because it’s a tightly scoped, independently measurable deliverable — a defined page system, a stated conversion target, a fixed timeline, and a result against both.
Peru State Online Degree Program Marketing PagesA three-tier landing page system built around the student decision journey — tested iteratively, shipped in 15 pages, and exceeded visitor-to-lead and lead-to-applicant conversion targets.
Peru State’s online programs had ad traffic but no landing pages built for conversion. I led UX across journey mapping, IA design, wireframing, and usability testing to create a tiered system — from program-overview pages down to individual degree pages — with a multivariate testing rhythm built in from the start. The 15-page launch exceeded both visitor-to-lead and lead-to-applicant conversion targets.
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Showing you this because it’s the same shape of engagement solved differently — SEO-first information architecture instead of a landing-page funnel, still scoped, still measured against an enrollment outcome.
Athens State Online Degree MicrositeA content-rich microsite for Athens State’s online programs — built with SEO-first IA and journey-mapped landing pages — that drove a 20% increase in graduate enrollments.
Athens State needed more than a website update — it needed a full-funnel marketing microsite that ranked independently on program keywords while looking like the parent institution. I led UX across journey mapping, information architecture, wireframes, and usability testing to build a site that entered prospective students into the admissions nurture pipeline. The launch drove a 20% enrollment increase in struggling graduate programs.