Finding the right message for every page of the funnel

The problem

TST Prep's funnel spans many pages — landing pages, course pages, free resources, sign-up — and each one was saying roughly the same thing. But TOEFL® students arrive with a very specific anxiety — the exam is expensive, and failing to hit their target score means paying for it all over again while their visa, admission, or job plans stall.

The pages didn't speak to that. And rewriting an entire funnel by hand — then A/B testing each page to prove the rewrite worked — was months of work nobody had.

What Riggle did

TST Prep put Riggle on pages throughout the whole funnel and let it work each one against real visitors — many competing versions per page, with performance deciding what stays. Because every page has a different job, every page found a different winner. On their main pages, two changes defined the winning direction:

• Testimonials moved to the top. Real student results — score improvements, admissions — became the first thing visitors see, instead of being buried below the fold.
• The pitch became financial insurance. Headlines and CTAs were rewritten around avoiding retake fees: "Prepare properly and avoid expensive retakes" and "Pass your TOEFL® or Duolingo English Test® without paying for retakes."

Each change shipped as a variant, earned its traffic through the AI, and only became the default once the data backed it. The funnel visitors see today is the accumulation of winners — page by page, one proven step at a time.

The result

Leads increased by 20%. Every step of TST Prep's funnel now leads with proof and speaks directly to the cost of failing — the two things its visitors care about most — without a redesign project, an agency engagement, or a single engineering sprint. Riggle keeps testing challengers, so the funnel keeps improving on its own.