Coding bootcamp website

Turning interest in tech careers into course enquiries

TripleTen’s program comparison in front of the orange entry page, with a naturally proportioned mobile screen on the right. — Interface translated into English for easier viewing

The challenge

TripleTen needed more consultation requests for its paid courses in Latin America. The courses were expensive, so purchases alone didn’t give us enough data to optimise ad targeting. We had to find ways to attract and convert a relevant audience with little purchase data to work with.

My role

I designed the landing pages and free-course experience in LATAM Growth, covering the journey from the first visit to payment. As the team’s product designer, I reported to the Head of Growth.

I worked closely with the platform team to keep the experience consistent before and after payment. My focus was acquisition and activation; theirs was retention and course completion.

Too few conversions to train ad targeting

The courses were expensive, so final conversions were scarce. Enquiries and free-course starts were also too infrequent to give automated ad targeting enough learning data.

We added a smaller first step: “Choose a profession”. The click required little commitment but showed interest in exploring the courses. Tracking it gave the performance marketing team a larger sample of relevant visitors to use in campaign optimization.

The landing page’s first “Choose a profession” CTA is marked as the tracked interest click, beside the same entry on mobile. — Interface translated into English for easier viewing

A visual style that resonated with the audience

In our LATAM research, participants responded better to bright colours than to a muted palette. We used large blocks of orange and green across the page.

I reused profession illustrations from the US design team’s platform assets. They helped explain each profession and kept the visual language consistent from the landing page into the free course. The US team’s art director guided the visual direction.

The orange profession-selection section uses four existing US platform illustrations for Web Development, Data Science, Data Analytics, and Software Testing. — Interface translated into English for easier viewing

Hesitation at the consultation form

Interested visitors could still hesitate before asking for advice. We tested photos of TripleTen’s career advisors to build trust at the consultation form. In follow-up conversations, leads said they had doubted their abilities and felt embarrassed about asking questions before signing up.

A standalone photo beside the text did not produce the same improvement. Small, circular portraits placed within the heading increased form conversion by 0.5%; the result was statistically significant. The avatars may have made the advisors feel more like people visitors could talk to, rather than another promotional image.

The desktop and mobile consultation forms, with the tested career advisor photos enlarged below and linked to their position in the form. — Interface translated into English for easier viewing

Ten days for a page iteration

The marketing team also needed to keep improving the pages after the initial design. An iteration took ten days on average. I turned the finished design into reusable templates for developers to implement in the CMS.

Marketers could then build, adapt and test consistent pages independently. Average iteration time fell to three days.

Reusable marketing page sections: landing page intro, program comparison, questions and answers, enquiry form, and guarantee. — Interface translated into English for easier viewing

Impact

An earlier signal for ad targeting

The first CTA gave the performance marketing team a more frequent signal of relevant interest to use in automated targeting.

+0.5% form conversion

The version with career advisor avatars produced a statistically significant increase in conversion.

10 → 3 days per page iteration

Reusable CMS templates let marketers build and test consistent pages independently.

Overall funnel results are confidential.