case study • Jul 13, 2018

Landing Page Analysis Boosts Conversion Rate by 467%

 

Overview

• CLIENT: Drexel University Online
• INDUSTRY: Education
• SERVICES: Analytics & PPC
• RESULTS: 17% Conversion Rate (+467% higher than PPC average of 3%). 106 Incremental Users Requesting More Info through a Form Submission.

The Challenge

Medical Billing and Coding was one of the most
visited program pages on Drexel University
Online’s website.

Organic Search was driving the majority of traffic
to these areas. Through Seer’s analysis, we
found that there was a high percentage of non-converting
users coming from this channel. We
also identified that many of these non-converting
users were navigating to Tuition or Courses links
on the page, leading them away from our desired
conversion, and often the site itself.

The challenge became, how do we get
those non-converting users interested in
the program enough to submit a form on
their first session?

The Approach

Our goal was to improve the form submission
conversion rate (CvR), thereby increasing the
amount of people inquiring about the program.

From our assessment of the organic-only
program page, we recommended that Drexel
University Online build a PPC landing page that
created more of a direct conversion point while
still providing users with the critical information
needed to make a decision.

The Execution

Drexel University Online created the PPC landing
page and Seer’s recommendation generated
positive results within the first week.

Based on our analysis of the organic program
page, we modified the PPC landing page to
ensure that users had what they needed both from
an organic exploration standpoint, and from a PPC
conversion standpoint.

Within the 1st week of results, we noticed a much
higher CvR for the PPC landing page vs the initial
general organic program page (indicating success
and more opportunity for growing the test).

The Results

The PPC landing page drove 106 new user
inquiries for the Medical Billing and
Coding program—a +467% higher CvR
improvement compared to the organic variation
of the program page. This was despite lower traffic
volume and no optimizations made to Drexel’s preexisting
paid search keywords.

The initial results of this small scale test provided
high-level, actionable insights into the types of
content users engaged with the most prior to
converting—therefore increasing the likelihood of
conversion from the initial variation.

 

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