Generate more prospective student leads to an institution of higher learning. Ultimately, increased enrollment was the client’s goal.
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DOM created campaigns targeting specifically their online programs, an approach the university had not taken before. In addition, DOM re-worked the questions asked of prospective students and their parents to get more information important to admissions without hurting overall conversion rates.
Answers to certain key questions were formatted as required fields. While this could suppress conversion rates, it also meant that those filling out the forms were highly interested and more likely to move down the sales funnel to matriculation.