Caltech eCommerce Website Redesign & Conversion Optimization

Caltech CTME sells executive education to two buyers: individuals who enrol themselves, and organisations that commission custom programmes for teams, including Northrop Grumman, SoCalGas, Deere and JPL. Individual sales were still largely manual, and the old catalogue needed a user guide.

They wanted individuals to find a course and pay without a phone call, and organisations to run their own learning portals. Parcero designed the UX with One Magnify.

Objective

• Let individuals find a course and check out without staff.

• Let organisations use custom learning portals with their own course mix, schedules and payment rules.

• Close the gap between mobile traffic and desktop revenue.

• Make search, sort and filter work on programme listings.

Scope

• UX Design

• Information Architecture

• Ecommerce Website Redesign

• Conversion Optimization

Approach

• IA split Individuals (catalogue and checkout) from Organizations (custom programmes and enquiry).

• Journeys covering research, voucher, card payment, invoice, instalments and paying a balance on a course already started.

• Course pages built for mixed programme structures: single courses, multi-course certificates, live vs self-paced, registration windows and waitlists where they apply.

• Filterable listings so delivery method and topic replace the old user guide.

• Mobile wires of the same system.

Modern Tech Stack

• Figma

• Adobe Commerce

• Google Analytics

• Hotjar

Impact

• Conversion 1% → 2%

• Annual revenue doubled from $2.5M to $5M

• Active users +136% (Jan-Nov 2024 vs Jan-Nov 2025)

• Add-to-carts +1,311%

• Purchases +204%

• 2.4K first-time purchases and 2.5K total purchases in 2025

• $2.8M revenue from site checkouts for individuals. Organisational sales still happen off-site and remain the larger part of the business.

Collaboration: One Magnify (formerly Guidance)