Create a smart and simple web presence for a new generation of schools that focuses on thoughtful design and engaging content to create an experience that compels parents to sign up to learn more.
AltSchool’s initial goal was to attract new parents. Because most parents have a set time frame for making schooling decisions, the founders wanted parents to sign up for an informational session on the first visit.
Multiple design iterations led the first phase of the project. Guided by data from early users, the team focused on leading parents through the web experience that would convince them to sign up for an informational session.
Imagery also played an integral part in the process. Quantitative user tests, designed and implemented by the Carbon Five team, confirmed that a single image could just as easily repel someone from the website as draw them in. Later iterations integrated a carefully curated full-bleed video that depicted a variety of different children and activities.
The website launched and quickly exceeded expectations. Parents visited, read through the copy, and signed up for upcoming informational sessions. The original goal of enrolling 100 students ballooned to more than 150. To this day, AltSchool often hears comments from parents who note that the website is light years ahead of content from similar schools.
This led to a $33 million Series A funding and then a following $100 million for Series B.
“Every dollar we spend on Carbon Five will more than pay for itself in terms of the valuation we'll receive when we raise our next round of financing.”