+18%
conversion-rate increase
Entrepreneurs.ng
Turning existing product demand into more completed purchases
Results
+12.7%
revenue per visitor
-28%
cart abandonment
Executive summary
Entrepreneurs.ng had strong organic demand and an established audience for its premium business resources. The opportunity was to convert more of that existing intent into completed purchases.
Product pages explained what each resource was, but did not give buyers enough context to judge its business value. High-intent visitors then encountered avoidable steps and irrelevant fields during checkout.
A focused optimization programme improved value communication, sequenced credibility where it supported the decision, and simplified the final transaction.
Client background
Entrepreneurs.ng helps African founders access business resources, education, and practical tools designed to support business growth.
Its audience already arrived with relevant intent. The conversion problem was how the purchase experience translated that interest into confidence and completed orders.
Kosinu's mandate
Kosinu's Conversion as a Priority service optimized the complete digital purchase journey for Entrepreneurs.ng's premium business resources.
The work focused on two connected outcomes: increasing perceived product value and removing friction from checkout completion.
The challenge
Selling premium educational resources requires more than product visibility. Buyers need enough evidence to understand why the resource is worth the investment, followed by a purchase path that does not introduce new doubt.
What the programme needed to change
Increase perceived product value
Give buyers enough authority and outcome context to judge the resources confidently.
Improve information sequencing
Place credibility content where it supports rather than interrupts product evaluation.
Reduce checkout friction
Remove avoidable steps and inputs from the purchase path.
Improve mobile completion
Make checkout faster for customers completing purchases on mobile devices.
Conversion as a Priority
Experiment deep dives
The programme tested specific conversion hypotheses across product evaluation and checkout. Each change was judged by its contribution to purchase confidence, completion effort, and revenue efficiency.
Sequencing authority after product understanding
- Observation
- Visitors needed stronger credibility signals, but introducing them before the product was understood risked distracting from the core decision.
- Hypothesis
- Authority content would work harder after buyers had evaluated the product and reached the point of validating their decision.
- Change
- Two placements were tested. One placed the authority section immediately after the product summary. The other placed it after core product information and recommendations.
- Outcome
- The later placement performed better and contributed to an 18% increase in conversion rate.
Consolidating checkout into one page
- Observation
- Checkout required multiple navigation steps after a customer had already demonstrated strong purchase intent.
- Hypothesis
- Combining review, customer information, and payment into one continuous flow would reduce abandonment.
- Change
- Order review, customer details, and payment completion were consolidated into a single-page checkout.
- Outcome
- The simplified experience reduced cart abandonment by 28%.
Removing irrelevant digital-product fields
- Observation
- The checkout requested delivery information that was unnecessary for a digital product.
- Hypothesis
- Removing irrelevant fields would reduce hesitation and completion time, particularly on mobile devices.
- Change
- Delivery-related inputs were removed, leaving only the customer information needed to complete and deliver the digital purchase.
- Outcome
- The reduced form improved checkout efficiency and supported higher completed purchase volume.
The impact
The optimization programme increased conversion rate by 18% and revenue per visitor by 12.7%.
Checkout simplification and form reduction lowered cart abandonment by 28%, allowing the existing audience to produce more completed purchases.
Programme highlights
- Conversion-focused product-page restructuring
- Trust and credibility sequencing
- Single-page checkout implementation
- Digital-product form reduction
- Mobile purchase-journey improvements
- Experiment decisions tied to revenue outcomes
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