Project: A/B Testing for Conversion Rate Optimization of an EdTech Landing Page

Problem Statement

Despite increasing traffic on our EdTech landing page, we noticed a high bounce rate and low conversion rate. Heatmaps and scroll tracking suggested users were not reaching the bottom section, where the Call-To-Action (CTA) was placed. We suspected the placement and design of the CTA was leading to poor engagement.

Objective

To improve conversions (course enrollments or free sign-ups) by running an A/B test on the landing page's CTA design, color, and placement, using Google Optimize for experimentation, GA4 for tracking, and Excel for analysis.

Hypothesis

Placing the CTA in the top half of the landing page and redesigning it with a more prominent color will significantly increase user engagement and conversions.

Tools Used

Google Optimize – A/B testing platform
Google Analytics 4 (GA4) – Conversion tracking & behavior insights
Microsoft Excel – Data analysis, statistical testing, and visualization

Test Variants

Variant	Description
A (Control)	CTA placed at the bottom, standard color and copy
B (Test)	CTA moved to the top, new copy and eye-catching color

Metrics Tracked

Primary Metric: Conversion Rate (course sign-ups)
Secondary Metrics:
- Bounce Rate
- Average Session Duration
- CTA Clicks

Execution & Data Analysis

Step-by-Step

Events Setup: Defined cta_click and conversion events in GA4.