Finding the message that turned expensive clicks into counselling students

The problem

The Institute of Applied Psychology (IAP) is an accredited Australian training provider. Its Diploma of Counselling landing page carried real weight: paid campaigns drove a steady stream of expensive clicks to it, and every visitor who bounced was ad budget spent for nothing.

The page said what most course pages say — accreditation, curriculum, career outcomes. Reasonable copy. But nobody knew whether it was the right copy for the people actually landing on it, and finding out the traditional way meant weeks of A/B test setup per idea.

What Riggle did

Riggle studied the page and its visitors, then generated and ran competing messaging angles against live traffic — each one a different hypothesis about what these prospects care about, from career change to ROI to risk reversal.

The AI routed traffic toward whatever was winning. One angle pulled ahead decisively: IAP's prospects weren't held back by doubt about the career — they were held back by the fear of disrupting the life they already had. The winning page led with "Become a Qualified Counsellor Without Putting Your Life on Hold" and backed it up: 100% online, self-paced study around job and family, no mandatory placements.

Riggle then did what a good optimizer should: it killed the losing variants and committed the traffic to the winner. No meetings, no test-review cycle — the underperformers were simply retired as the data came in.

The result

Within a month, conversions on the Diploma of Counselling page were up 37%. Same page, same ad spend, same traffic — the only thing that changed was the message visitors saw first. The "life-compatible" positioning now runs as the page's default, and Riggle keeps testing challengers against it.