Increasing conversions by 211%
Leveraging market research to drive down acquisition costs by 51% while increasing marketing qualified leads for a higher education brand.
Situation.
This client was struggling to drive conversions (enrollments). They were particularly confused because in the past, it had been easier to achieve enrollments and their brand name carried a lot of weight locally and regionally.
While the client recognized there are external factors at play (i.e. the economy), they were perplexed as enrollments continued to take nosedives while their competitors remained stable, or even increasing.
They wanted to focus on bottom of funnel tactics, because their assumption was that most people they could bring in through paid ads were already very warm leads, and pretty much ready to purchase. They were not concerned with targeting people in their “shopping” or “research” phases.
Action.
Our first priority was to dig into the data and figure out what the heck happened. And after doing this it became clear — the behavior of purchasers in higher education had shifted. The motivations to pursue higher ed were largely the same, but objections, pain points, and shopping behavior had completely changed.
Task.
Developed a comprehensive strategy to speak directly to bottom of funnel users and their motivations
Launched retargeting ads to recapture site visitors
Ran A/B tests to test “warmth” of leads by the call-to-action and form presented on landing page from ads
Close monitoring week over week of top assets and constant adjustments are geo-targeting, keyword targeting, and prioritized creative and messaging.
Result.
211% increase in conversions from past enrollment period
51% decrease in customer acquisition from past enrollment period
Extremely detailed market research and test results to supercharge future campaigns - packaged and delivered as a complimentary add-on to client
