How a Leading Online Education Provider Increased lead conversion by 442%
It’s becoming increasingly difficult to be found online, and to stand out amongst the sea of providers that students are considering.
However, there are many training companies that are enjoying exponential growth, and today I want to share one example of an overseas training organisation that has successfully leveraged the power of several digital marketing strategies to attract 252% more interest in their website, and an incredible 442% increase in their ability to convert an enquiry into a student enrollment.
Thunderbird Online is a professional development division of Thunderbird School of Global Management. They provide online courses and executive certificates to professional people who want to keep ahead of the curve with knowledge and professional development.
Like most training organisations who offer online courses, Thunderbird wanted more students enrolling into their online courses. They had two specific goals:
To obtain more enquiries, the website needed to attract more interest from prospective students.
The problem was that they didn’t know what keywords their prospective students were using when researching training institutions, so the first step was online research to review their website and the website of their competitors to identify and analyse the keywords that led to students making enquiries, and then signing up to a course.
When the keywords were identified, the second step was to update the website to include these keywords by way of an SEO and content marketing strategy.
To earn the trust of students and to distinguish themselves as thought leaders as a training provider, they decided to start a weekly blog series that focused on helping students to overcome their most pressing concerns and problems. The blog series uses webinars, press releases and video marketing strategies to help drive student recruitment and retention.
Within a few weeks, the website was beginning to rank organically for the very keywords that students were using to find and research training organisations.
Now that the website was starting to attract students, the next step was to ensure that prospective students were signing up on the website form, and showing their interest to learn more about a course.
So step three was to ensure the most popular website landing pages were formatted well, and made it easy for students to fill in a form.
For example, if a prospective student had clicked on:
- an Adwords ad, they would be taken to a particular landing page that seamlessly followed on from the content of the PPC adwords campaign text or image.
- a Facebook advert, the landing page would be formatted to work seamlessly with the ad.
- a link from an email marketing campaign, the content would follow on from what was said in the email.
With the training company offering dozens of different online and classroom based courses, this also meant that a specific landing page could be created for each of the courses, which helped to increase the conversion rate and boost sales significantly.
So with these changes made, the training company now enjoys 442% increase in converting a simple enquiry into a student enrolment, which has allowed them to significantly increase their sales revenue and profitability.
3 Action Steps To Increase Student Enrollments
- Perform strategic online research on competitor websites, then compare and evaluate your own website
- Update your website to include relevant keywords that attract students, update the website with relevant SEO and content marketing
- Create new website landing pages that are specific to each marketing campaign.
If you would like to know if your training company could benefit from a similar strategy, please contact me on 0468 881 606
I look forward to speaking with you soon.
Digital Marketing Strategist