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  Customer experience and conversion 

process 

 Detailed content to help visitors decide on purchasing a 

course is available on the site. This includes module out-

lines, and videos. Specific landing pages are used to con-

vert visitors from paid search or affiliates, for example. 

 A number of engagement devices are blended into 

the design used to generate leads, including brochures, 

‘TEFL tasters’, an email guide and campaign promotions 

such as winning a course. Customers have the choice of 

requesting a brochure (post or download), requesting a 

 call-  back or a live chat. 

 Such leads are followed up through a series of wel-

come emails. Results are monitored, but emails are not 

proactively followed up on. There is no phone follow-up 

of leads due to the relative low value of the products, 

but site visitors are encouraged to ring or set up a  call- 

 back which often leads to higher conversion rates.