Kaplan
Transformation of the brand portfolio covering three Australian websites and 1,000’s of pages of content across 56 unique design templates
Who are Kaplan?
Kaplan Professional, a key player in Australian professional education needed to revitalise its digital presence. With a heavy reliance on its website for lead traffic, they acknowledged the need for a UI/UX upgrade and a shift towards engagement. The project aimed to create a progressive, user-centric platform, emphasising lead generation, personalised experiences, and streamlined enrolment processes.
The Brief & Challenges
- Kaplan Professional relies on its website for all digital lead traffic, both organic and paid.
- The existing website estate fell short of UI/UX standards, limiting effective lead tracking and conversion. The aims for the new website has an emphasis on personalised experiences, product showcasing, and easy enrollment.
- The new website needed to be progressive, leveraging contemporary technologies for flexibility, agility and scalability while layering over comprehensive security provisions.
- Objectives included a fast, responsive, mobile-friendly system, integrating thought leadership content, and engaging prospects effectively.
The Approach & Outcomes
- Starting with a comprehensive exploration phase, we engaged key stakeholders across marketing, content, technology, security and senior leaderships teams to finalise the business case and develop a comprehensive plan.
- Executing over the course of 12 months, we leveraged modern and carefully selected technologies to craft a renewed estate of sites servicing 3 key Kaplan brands.
- eCommerce functionality with payment, tracking and analytics configured
- We carefully migrated 1,000’s of pages of content into 56 unique, custom designed templates all of which perform in the 10th percentile against Google’s Core Web Vital metrics.
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