Interplay Learning Boosts Demo Conversions by 183% with Lucky Orange

Interplay Learning, a leader in online skilled trades training, achieved a remarkable 183% increase in demo page conversions and improved on-page engagement using Lucky Orange.

The team’s primary goal for website optimization is to boost marketing qualified leads (MQLs). By using Dynamic Heatmaps and Session Recordings, they developed experiments rooted in real visitor data that delivered clear and impressive results.

The Challenge 

Interplay Learning’s Sr. Growth Marketing and Operations Manager, Lorena Burgess, needed to drive organic traffic and convert visitors into MQLs. More specifically, she aims to:

• Better understand visitor behavior on key areas throughout the site like demo and educational sections. 

• Increase overall engagement and MQL conversion rates. 

• Optimize the pricing page to generate more demo requests. 

While Google Analytics (GA4) provided high-value quantitative data, it couldn’t reveal user behavior patterns. In other words, GA4 showed metrics like time on page but didn't illustrate what visitors were doing during that time. The team needed a tool that combined data analysis with user behavior insights to uncover hidden opportunities.

The Solution 

To bridge this gap, Interplay Learning onboarded Lucky Orange, specifically using Dynamic Heatmaps and Session Recordings. These features gave a detailed view of how users interacted with their site and highlighted areas for improvement.

Deciding Whether to Display Pricing

One of the biggest questions facing the team was figuring out whether to display pricing details on the website’s pricing page. Using Lucky Orange Dynamic Heatmaps and Session Recordings, they analyzed how users interacted with the page—and the results were game-changing:

• Conversions from the pricing page to the demo page rose from 6% to 17%. 

Click rates on category pricing plans also saw major growth: 

• Basic plan clicks jumped from 12% to 25%. 

• Teams plan clicks improved from 8% to 20%. 

• Enterprise plan clicks rose from 1% to 3%. 

These insights led the team to permanently remove pricing details from the page, a bold decision that significantly boosted performance without disrupting the sales funnel. 

Beyond pricing, they tackled low engagement on underperforming pages. 

Using Google Analytics to pinpoint weak spots, the team went deeper with Lucky Orange qualitative data to understand where and why users were dropping off. Click data revealed areas with little interaction, prompting the addition of new calls-to-action and interactive features, like product tours. These updates created smoother conversion paths and boosted overall engagement.

Session recordings played a vital role, too. At first, the sheer number of recordings felt overwhelming. But combining them with heatmap data allowed the team to focus on high-traffic pages and key referral sources. This approach helped them craft precise optimization strategies based on real user behavior. 

To ensure these findings make an impact, Lorena shares insights with other teams at Interplay Learning. 

By combining data-driven insights with cross-team efforts, the result was clear: stronger engagement, better conversions, and a more cohesive approach to user experience.

The Results 

After adding Lucky Orange to their tech stack and workflows, Interplay Learning achieved: 

• A 183% increase in demo page conversions. 

• Higher engagement on key website pages. 

• Stronger collaboration between sales and marketing. 

Conclusion 

Interplay Learning’s success story demonstrates the power of combining qualitative insights with quantitative data to optimize website performance. By using Lucky Orange, they’ve created a framework for continuous improvement and data-driven decision-making.

Ready to achieve similar results? Explore how Lucky Orange can help you unlock your website's full potential.