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Dramatic Digital Marketing Gains for Online School

About

An online real estate school offering live and online business and real estate courses. Students from across the state were able to purchase and take courses online.

Digital Marketing for Online School

The Challenge

    • IMG was hired on a one year engagement to improve the performance of the digital marketing assets for an online school. 70% of their transactions occurred through their e-commerce website but the school suffered from low website traffic and a high bounce rate. It also had a large contact database that wasn’t being utilized to run email and lead nurturing campaigns. The school partnered with IMG to reshape their inbound marketing strategy, increase website traffic and improve lead flow and quality.

Driving Traffic
to the Website

  • The school relied heavily on its website to bring in new students, drive conversions and generate revenue. While the website had seen steady traffic the prior year, conversion rates were low. Within just months of engaging with IMG, the school saw website users almost double compared to the previous year. Website changes, as well as a revamped digital marketing strategy by IMG, led to a year over year growth rate in users of 106%.

The Process


Across the board increase in traffic by source!

Direct +31% YoY Increase
Organic+11% YoY Increase
Paid +223% YoY Increase
Referral +770% YoY Increase

Social +100% YoY Increase
Display +39% YoY Decrease
Email Increase from 14 users in T12 to 20,080

 

Tactics Employed

Content Optimization for Improvement in Organic Results
A comprehensive content strategy and technical review of the website to improve keyword performance.

Paid Campaigns
An overhaul of AdWords campaigns, lowering cost-per-click and increasing click-thru-rate.

Referral Sources 
Improved navigation between classroom website and e-commerce website, to increase repeat business.

Social Media Management
A monthly, multi-platform social calendar, combining educational posts, industry news and promotion.

Marketing Automation & Email Marketing
A monthly email calendar to fully leverage the different segments of a 90,000 contact email database.
 

In addition to driving more traffic to the website, a key focus was an improved user experience.

A counter intuitive website architecture and navigation, plus a poorly devised inbound linking strategy led to a high bounce rate and low average pages/session. By improving the navigation, user experience and website design, we were able to dramatically improve the time visitors spent on the website, as well as number of pages they visited, reducing bounce rate and increasing average page views/session.

View Page / Session & Bounce Rate Graph below.

Implementing IMG's Strategy

Clear Calls-to-Action
IMG updated CTA’s to make them more visible and help guide customers towards conversions.

Visuals
New images instantly lifted up the webpages and provided a more visually appealing experience for website visitors.

Navigation
A new, simpler and intuitive navigation bar helped guide visitors to the content that they need and make the the website easier to explore.

Footer
The old footer contained nothing more than a website logo and social media links. IMG updated the footer to include useful links, contact information and support hours to create an all around smooth user experience.

View Pageviews & Average Session Duration Graph below.

Driving traffic to the website was a substantial focus for us, but with that we wanted to increase user engagement. By creating a robust content strategy consisting of blogs, email nurturing campaigns using marketing automation and consistent social media posting and management of communication, IMG helped increase WEBSITE ENGAGEMENT & CONVERSIONS.

The average session duration increased by 159% in the first year of engagement. Improving the user experience impacted the time users spent on the page as well as page views. The total page views increased by 1,146% over the first 12 months.

 

Bounce Rate
Page views

The Result

The end result was increased user engagement, measured both by page views and average session duration.

  • With the increase of traffic and average page views, the compounding effect was an increase from 312,701 page views in trailing 12 months prior to IMG’s engagement, to 3,355,120 page views in the first 12 months of the IMG engagement. An increase of 973%.
  • Average Session Duration for the trailing 12 months prior to IMG’s engagement was 2 minutes, 35 seconds. At the end of the 12 month period following IMG’s engagement, it was 7 minutes, 26 seconds, a nearly 3X improvement. Reshaping the school's inbound marketing strategy had a direct impact on their revenue.

IMG reconstructed their website creating a positive user experience, curated a content strategy that drove growth and engagement, and rebuilt their paid campaigns to provide more visibility to their brand. Driving more traffic to the website and increasing the time users spent on the site affected their sales dramatically.

The culmination of all of these efforts was a positive increase in revenue over the first 12 months of IMG Engagement.

 

 

With IMG's assistance, our client was able to revamp their marketing strategy and optimize their digital presence. The partnership lead to an influx of website traffic resulting in positive sales and revenue increase. IMG delivered measurable solutions to help the school improve their marketing campaigns and maximize their return on investment.

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