An online university was seeing a downward trend in applications and new student enrollment. Because they lacked accurate analytics and attribution, they couldn’t tell which tactics were working — and which weren’t. How could we help them reverse these trends?
We started with a customer study to identify the university’s target audience. Armed with this information, we built content and paid media strategies more attuned to the needs and wants of prospective students, which helped refocus the university’s brand positioning.
As we fixed their analytics and reporting structure, we discovered where students were dropping out of the application process. Our conversion rate optimization (CRO) team reviewed, tested, and tweaked the user experience, leading to more application submissions. In addition, our search engine optimization (SEO) team made recommendations for technical and on-page improvements.
During the course of a year, we helped the university stop the downward trend and surpass its goal — as well as the industry standard — for applications and new student enrollments.
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