SYS/CASE
Growth & Performance · CRO · Analytics · 2022
Infirmière Reconversion — +150% conversion on the sign-up tunnel
By Mathieu Milon, AI engineer growth & CRO · Published
Skills assessment for nurses, more than 2,500 projects supported. The WordPress / Elementor site captures an organic audience; the Calendly booking sat too far below the fold.
+150% conversion
Context
Infirmière Reconversion supports caregivers who want to take stock, evolve or change career — a 10-week programme, coaches all former RNs, CPF-eligible.
The site and the booking journey
The site, on WordPress / Elementor, captures an organic audience via its blog, then points to a free appointment. The “Faire le point gratuitement” CTA in the hero and “RDV Gratuit” in the menu open a qualification pop-up, then the calendar.
Problem
Sign-up started too far below the fold: many visitors never saw Calendly. And when the form was too simple, it mainly attracted the curious — advisors ended up saturated with unqualified appointments.
Approach
Three changes, tested and measured over two months:
01 · CTA in the hero
“Faire le point gratuitement” CTA in the hero (70% of traffic) and “RDV Gratuit” in the menu, to capture intent on arrival.
02 · Calendly in a pop-up
Calendly in a pop-up — no more redirect to the booking page. A qualification filter first (“this call is for you if…”) then the calendar in place.
03 · Qualification filters
Qualification filters before the form: too simple = curious visitors, advisors saturated.
Tools
- Google Tag Manager
- Heatmaps
- Looker Studio
- Variant tests
Variant tests, Optimize-style, cover the hero and the form.
Where AI comes in
2022 engagement: heuristic and tests by hand.
What agents in the loop would change today
The tagging plan and the Looker funnel are the same gesture as Cassiopée — GTM, heatmaps, Looker to steer tests, not a decorative dashboard. Today, that tagging and those variants would be set and reviewed with agents in the loop.
Results
+150%
overall CVR in two months
Prospect quality
more mature candidates as iterations went on
| Measure | Before | After |
|---|---|---|
| Sign-up tunnel | 100 | 250 |
Base 100 = measure before intervention. +150% conversion in two months of tests; the hero CTA captures 70% of traffic.
Takeaway
- 1
Raise the action: the best form does not convert if it is below the fold — the CTA has to live in the hero.
- 2
Remove the redirect: opening Calendly in a pop-up deletes a step and an opportunity to drop off.
- 3
Qualifying is converting better: a few filters protect advisors' time and raise appointment quality.
Visuals
Hero: CTA in the first screen, RDV Gratuit in the menu Booking pop-up: qualification filter, then calendar
Related expertise: CRO, Analytics, AI engineering.
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