[ Industry case study — Landing Pages & Funnels ]
Two section moves lift MBA landing page conversions 63%
Apexure built IMD's MBA brochure-download page on Unbounce, then used heatmaps and an A/B test to raise conversion from 3.91% to 6.38%.
Original project by Apexure ↗Industry reference — not a NexSum Labs engagement.
- Client
- IMD
- Industry
- Higher education / Business school
- Services
- Landing page design, Unbounce build, Heatmap analysis, A/B testing
- Year
- 2024
The client
IMD is a business school known for top executive education programmes. It wanted more leads for its MBA, with a brochure download as the main call to action.
The challenge
The page had to push every visitor toward one action while speaking to different prospective-student personas. IMD also wanted it tested and improved after launch rather than left as designed, so it needed a platform that could run variants and show real visitor behaviour.
The solution
01Wireframe and Unbounce build
A lead-focused wireframe was approved, turned into an on-brand mockup and built on Unbounce. The first live version converted at 3.91%.
02Heatmap insight
Crazy Egg heatmaps showed where visitors clicked and engaged, producing two testable hypotheses.
03Proof and trust earlier
Alumni video testimonials were moved higher, and the About IMD section was placed ahead of programme details to build credibility sooner.
04A/B test
One variant with both changes ran against the original, and the variant won.
The results
The optimised page converted at 6.38% versus 3.91% for the original, a 63% increase in conversions. Brochure downloads and lead generation rose as a direct result.
Tools & stack
Original project by Apexure ↗ — published by the delivering agency, included here as an industry reference.
[ More industry examples ]
More from landing pages & funnels.
Landing Pages & FunnelsDr Pooper · 2026
Landing page redesign lifts Dr Pooper conversions 23%
+23.15%conversion rate
Landing Pages & FunnelsCSM Companies · 2026
CSM Companies turns every truck and branch into a lead-generating landing page
32location landing pages
Landing Pages & FunnelsAflac · 2025
Aflac lifts consumer leads 194% with product-first landing pages
+194%consumer leads
[ Next step ]
Want this kind of result? Let's scope it.
contact@nexsumlabs.tech — we reply within one business dayNext case study — TUI Poland