Results

Online Education

Situation

  • Largest distance learning company in the world.
  • Unreal Marketing was engaged to drive online registrations to the client’s various educational programs utilizing a multi-tiered search program including:
    • Paid Search
    • Paid Inclusion
    • Search Engine Optimization (SEO)

Landing Page Test

  • We implemented a focused landing page test for the High School Diploma program in an effort to improve the customer journey and increase conversions.
  • Two different designs were tested against the control that can scale across the diverse range of over 90 different online programs.

Landing Page Test

  • Two different landing page designs were tested against the control.
  • Both designs included a more direct call-to-action and faster click-to-registration by adding a form directly below the key information about each program.
  • This enabled us to eliminate the click on an additional page to get started in an effort to reduce churn.

Landing Page Test Results

Campaign Results
  • The new design tested beat the control in every metric within the entire lead lifecycle.
    • The click-to-lead rate was 71.9% higher.
    • The lead to enroll was was 9.9% higher.
  • Additionally, Revenue per enrollment for the test was 146.0% higher than the control.
  • These improvements combined for an aggregate 364.8% increase in revenue for the same cost.
  • Based on the successful test, Thomson was able to scale the updated design across the diverse range of over 90 different online programs.