Turning a Declining Course Website into a Conversion-Focused Sales System
Pediatrics Board Review provides online courses and digital products for pediatricians preparing for board examinations. While the business had strong subject expertise and consistent traffic from organic and paid channels, the website itself had become a major bottleneck to growth.
The goal was clear:
Redesign and restructure the website to improve performance, usability, and conversions.
The Challenge
Despite steady traffic, the website was underperforming across almost every key metric.
Key issues before working with Evolz:
- 95% bounce rate
- Low average time on site (≈ 1 minute)
- Poor mobile experience
- Unclear navigation and conversion paths
- All purchases and upsells handled manually after form submissions
- Over 100 active plugins, causing severe performance and maintenance issues
- Inconsistent design, bloated CMS, and poor site structure
- Declining conversions and overall downward business trend
The website wasn’t supporting growth.
Our Approach
Instead of patching individual issues, we focused on a full structural and conversion-first rebuild.
What we changed:
- Redesigned the website with a clear content hierarchy and conversion flow
- Improved navigation to guide users naturally toward purchases
- Rebuilt pages using Kadence for a cleaner, more maintainable CMS
- Reduced plugin bloat from 100+ plugins down to ~20 essential plugins
- Optimized mobile experience across all key pages
- Simplified the purchase process so conversions happened directly on the website
- Improved performance and site speed across GTmetrix and Google PageSpeed Insights
- Created clearer product packaging with better upsell and downsell opportunities
Results
UX & Engagement Improvements
- Bounce rate reduced from ~95% to ~50%
- Average time on site increased from ~1 minute to ~2 minutes
- Improved scroll depth and on-page engagement
- Significantly better mobile usability
Conversion Improvements
- Conversion rate improved from ~2% to ~5%
- Form completion rate increased beyond the previous ~10%
- Website now handles conversions directly instead of relying on manual follow-ups
- Improved upsell and downsell flow within the site
- Healthier, more consistent purchase behavior
Operational Wins
- Cleaner CMS with a clear site structure
- Faster updates and easier ongoing maintenance
- Dramatically reduced technical debt
- Easier handover with documentation for the client’s internal team
- A website that supports growth instead of slowing it down
Website link
Client Feedback
The client rated the project 5 stars following the redesign and optimization.
While no written testimonial was provided, the rating reflects satisfaction with:
- The improved performance
- Cleaner system
- And measurable improvement in conversions
Takeaway
This project wasn’t about flashy visuals but about fixing structural problems that were killing conversions.
By combining:
- Conversion-focused design
- Clean development
- Performance optimization
- And simplified buying flows
We turned an underperforming site into a reliable sales and conversion system.
Who This Is For
If you’re:
- Sell digital products or courses
- Get traffic but struggle with conversions
- Rely on manual follow-ups instead of automated flows
- Or feel your website is holding your business back
This is exactly the kind of problem Evolz specializes in solving.