Transforming Africa Management Institute's Digital Presence
How our landing page redesign increased conversions and enhanced user experience
Client Overview
Africa Management Institute (AMI) is a leading provider of management training and development programs across Africa
About AMI
Africa Management Institute empowers entrepreneurs and managers through practical management training and development programs. They combine in-person workshops with online learning and on-the-job practice to build practical management skills.
Their Impact
- Trained over 35,000 managers and entrepreneurs
- Operating in 15+ African countries
- Award-winning blended learning approach
The Challenge
Despite their impressive impact, AMI's landing page wasn't effectively communicating their value proposition or converting visitors into program applicants. They needed a redesign that would better showcase their offerings and drive enrollment.
The Challenge
Our analysis identified several key issues with AMI's existing landing page that were hindering conversions.
Poor Visual Hierarchy
The existing page lacked clear visual hierarchy, making it difficult for visitors to quickly understand AMI's offerings and value proposition. Key information was buried and call-to-action elements didn't stand out.
Poor Mobile Experience
With over 70% of AMI's traffic coming from mobile devices, the non-responsive design was creating a frustrating experience for the majority of visitors, leading to high bounce rates.
Unclear User Journeys
The page lacked clear pathways for different user segments (entrepreneurs, managers, organizations), making it difficult for visitors to find relevant programs and take appropriate action.
Our Approach
We implemented a comprehensive redesign strategy focused on user experience and conversion optimization.
User Research
We conducted extensive user research to understand the needs and pain points of AMI's target audience, including:
- Interviews with 15 current and prospective students
- Analysis of user behavior through heatmaps and session recordings
- Surveys of program graduates to understand value drivers
Competitive Analysis
We benchmarked AMI against leading management training providers globally to identify best practices and differentiation opportunities:
- Analyzed 12 competitor websites for UX patterns and messaging
- Identified key differentiators for AMI's Africa-focused approach
- Evaluated conversion strategies across the education sector
Key Design Elements
Strategic design decisions that transformed the user experience
Clear Value Proposition
We created a compelling hero section that immediately communicates AMI's unique value proposition and differentiators, helping visitors quickly understand what makes their programs special.
Persona-Based Journeys
We implemented clear pathways for different user segments (entrepreneurs, managers, organizations), making it easy for visitors to find relevant programs and information tailored to their specific needs.
Social Proof Integration
We strategically incorporated success stories, testimonials, and impact metrics throughout the page to build credibility and demonstrate the real-world value of AMI's programs.
Mobile-First Design
We prioritized the mobile experience with a responsive design that works seamlessly across all devices, ensuring a consistent and engaging experience for AMI's predominantly mobile audience.
Performance Optimization
We optimized the page for fast loading in low-bandwidth environments, ensuring accessibility across Africa's diverse internet infrastructure and improving both user experience and SEO.
Strategic CTAs
We designed clear, compelling calls-to-action with strategic placement throughout the user journey, making it easy for interested visitors to take the next step at any point in their exploration.
Results & Impact
Our landing page redesign delivered significant improvements across all key performance indicators.
239%
Increase in Conversions
53%
Reduction in Bounce Rate
142%
Increase in Time on Page
87%
Increase in Mobile Conversions
Fiona Maina
Programme Marketing Manager, Africa Management Institute
"The landing page redesign has been transformative for our digital recruitment efforts. Not only does it better represent our brand and the quality of our programs, but it has dramatically improved our conversion rates. The team took the time to truly understand our audience and our unique value proposition, resulting in a design that speaks directly to the needs of African entrepreneurs and managers. The mobile-first approach has been particularly impactful given our audience demographics."
Key Takeaways
Lessons from our successful landing page redesign for AMI
User-Centered Design Pays Off
By deeply understanding AMI's audience and their needs, we were able to create a design that resonated with visitors and guided them effectively toward conversion.
Mobile Optimization is Critical
The significant improvement in mobile conversions underscores the importance of prioritizing mobile experience, especially for organizations operating in regions with high mobile usage.
Clear Pathways Drive Conversions
Creating distinct user journeys for different audience segments significantly improved engagement and conversion rates by helping visitors quickly find relevant information.