Open Universities
Designing a conversion-focused landing page experience that connected prospective students with the right online course through a personalised quiz journey.
Landing Page Design
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Strategy
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Art Direction
Open Universities Australia is a not-for-profit platform helping students discover and enrol in online courses from Australia’s leading universities. With a new semester approaching, OUA was driving significant paid ad traffic. But users were dropping off after landing on the homepage. The challenge was creating a more focused landing experience that aligned with user intent, built trust quickly and increased engagement.
© 2026 — DEBBIE ZHONG
THE CHALLENGE
Users arrive with clear motivation sparked by paid ads, by the homepage experience was too broad and overwhelming.
There was a disconnect between ad intent and landing experience, creating friction, increasing bounce rates, and limiting conversions.
THE QUESTION
How might we create a landing page experience that aligns with user intent, builds trust quickly, and drives course engagement?
WHAT SHAPED THE EXPERIENCE
1/ Reduce decision fatigue
We positioned the “Help Me Choose” quiz as the core conversion driver, simplifying course discovery into an approachable, low-friction experience to reduce overwhelm.
2/ Build trust fast
Because many users were unfamiliar with OUA, the experience prioritised credibility through social proof and authority bias in the form of university partner logos and student success stories.
3/ Expectation alignment to create a seamless journey
The landing page mirrored the language and visuals used in paid ads to create a more cohesive and relevant experience from click-through to conversion.
4/ Progressive commitment (IKEA effect)
Embedding the first quiz question directly on the page encouraged immediate engagement and increased completion likelihood.
THE OUTCOME
A more focused and intuitive landing experience that turned high-intent traffic into meaningful engagement.
By aligning intent, reducing friction, and building trust early, the experience helped more students confidently take the next step toward online education.
THE EXECUTION
We embedded the first quiz question directly onto the landing page to reduce clicks and encourage immediate interaction.
Behavioural design principles — including social proof, choice reduction, and progressive commitment — were used throughout the experience to guide engagement naturally.
The result was a clearer, more conversion-focused journey that balanced performance with trust and brand credibility.
