Labster Case Study
Labster is a global EdTech platform offering 300+ virtual science lab simulations to universities and high schools worldwide.
GrowthHit ran a full CRO and paid social program — 53 A/B tests, 13 research deliverables, and an ad campaign that cut cost per lead from $90 to $7.10.
53
A/B Tests Executed
+145%
Demo Forms
-92%
CPL Reduction
Conversion Rate Optimization
Homepage Redesign
PDP Redesign
Challenges/goals
What Labster Needed
- A conversion rate fix, not more traffic. Three user personas (Instructor, Admin, Student) were landing on the same pages with competing CTAs and no clear next step. The existing funnel was losing conversions at every stage — a classic case where CRO would deliver more ROI than any media spend increase.
- Pricing transparency. Exit-intent survey research made the conversion barrier undeniable. Visitors were abandoning because they couldn't get a price without sitting through a sales call. With each closed contract worth $5–6K, every drop-off was a significant revenue leak that landing page optimization could fix.
- A systematic A/B testing engine. Labster had significant site traffic but no structured program to convert it. They needed a repeatable CRO workflow — research, prioritisation, rapid testing, and statistically validated results — not one-off guesses.
- Scalable, cost-efficient lead acquisition. The US and Canadian markets were generating leads at $97–$137 CPL against a $35,500 monthly ad budget. A strategic expansion into an untapped Spanish-language LATAM market would change the unit economics of the entire program.
Lessons from helping Labster grow
Running past ideas could've cost Labster years of progress. Here's what we learned:
More CTAs means less conversion.
Labster's homepage had two calls to action — a seemingly "safe" design choice. The CRO data said otherwise. A single, focused CTA produced a +145% lift in demo form submissions at 97% confidence. In B2B lead generation, clarity of next step is the highest-leverage conversion optimization you can make.
Pricing opacity is the most expensive thing on your website.
Exit-intent research was blunt: visitors weren't bouncing because of the product — they were bouncing because a price required a sales call. With contracts worth $5–6K per close, every unnecessary bounce was real pipeline lost. Fixing pricing transparency on the landing page was one of the fastest conversion rate wins in the engagement.
Your lowest CPL market might be one you've never addressed.
The Spanish LATAM campaign wasn't a translation of US ads — it was a deliberate decision to find a market with high demand and low competition. The result was $7.10 CPL against a blended historical cost of $90. The constraint wasn't the ad creative or the landing page. It was geography. The biggest CRO wins don't always come from the homepage.
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