Case Study: Universal Technical Institute Increases Application Requests Eight-fold With Website Optimizer
March 9th, 2011 | Published in Google Website Optimizer
UTI revved up their conversion rate with Google Website Optimizer. By conducting rigorous testing, making design improvements to their landing pages, and increasing AdWords investment to capitalize on their higher conversion rates, UTI cut their cost-per-application request in half and increased their request volume by more than 700% in in marketing campaigns that used the new landing pages. Read more to learn how they did it!
New landing page (click to see full size)
“Prospective Students responded extremely well to our new landing pages,” said Loring Kohrt, Online Marketing Manager for UTI, “not only did we triple our conversion rate, we reduced our exit rate and saw a boost in site engagement metrics across the board.”
More Good News: The Effect on Advertising
The jump in conversion volume was substantial and immediate, but UTI didn’t stop there. Realizing that their increased conversion rates had dramatically lowered their cost-per-lead, UTI decided that they had room to bid much more aggressively on Google’s Search and Display Networks. By doing so, they increased their average position, and brought in eight times the conversions at about half the CPA!
Improving conversion rate amplified all other marketing activities
Reflecting on his experience, Mr. Kohrt said “We are tremendously happy with the results of our redesign. We were able to dramatically improve the profitability of our advertising, increase our enrollments, and deliver a better experience to potential students.”