Implementation of UX Design Pattern based on the Best Conversion Ratio in College Admissions Website

The rapid adoption of internet usage has significantly influenced consumer behavior in seeking information, including for higher education. This study aims to identify the most effective patterns from previous research on Conversion Rate Optimization (CRO) in a landing page and apply them to university admission websites. The unique characteristics of university website visitors require specific CRO models to enhance the registration process. This research investigates various UI design patterns and A/B testing methodologies to optimize conversion rates for university admission websites. The results of A/B testing and interviews with three UI/UX experts, Pattern A with a conversion rate of 68.51% proved to be more effective in encouraging visitors to immediately click Call To Action (CTA) than Pattern B which has a conversion rate of 49.07%. Pattern A easier for prospective students to find the enrollment button on the first page.