Training the Street, a leader in financial services training, recognised the direct-to-learner market as a key opportunity to drive growth and efficiency. Training the Street saw a clear chance to leverage their trusted brand and deep expertise to accelerate growth and use direct-to-learner sales to grow in the core corporate learning offering.
To market to a younger, digitally savvy audience of college students and young professionals, they had to build a competitive advantage out of their digital experience and e-commerce journeys. Our role was to sharpen their strategy, enhance their digital presence, and create a platform that positioned them to capture market share and deliver sustained growth.
What We Did
To truly understand how to engage with direct-to-leaner marketing and sales, we started by putting the learner at the centre of the experience. We deployed ethnographic and quantitative research to uncover key buying moments and leaner personas to address each unique challenge and goals.
The insights revealed a disconnect. Training the Street’s most critical audiences, students and early professionals, were often overwhelmed by its offerings. The site was challenging to navigate, lacked clear course comparisons, and was not conducive to peer recommendations, which are a critical selection driver.
This led to a revamp not just of the digital experience, but also the merchandising and course offerings and marketing to target and engage key learners. With confidence on the new offerings and key product bundles, a new site experience was designed and tested with the new products. The insights from real learners and co-creation and refinement gave us the confidence to launch an entirely new experience.
The Impact
The results were immediate. Audiences viewed Training the Street as an industry standard, and the refined product assortment, positioning, and designs brought the experience up to a standard that aligned with their expectations of the brand’s heritage as a market leader.
Testing showed learners were more easily able to navigate to their immediate needs, while professionals valued the clearer pricing and career-focused content. By addressing key pain points, elevating user trust, and reducing friction, Training the Street is positioned to expand its reach, grow its revenue, and compete confidently in the evolving market.
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