Education Case Study
Established in 1996, the Melbourne Institute of Technology is a relatively young university, offering degrees and diplomas in business, accounting, management, marketing, and information technology. With campuses in Melbourne and Sydney, the institute is committed to providing highly qualified staff with the finest technological support for its growing student body.
The most recent brief was to build on the results we achieved previously in the last two years, with the goal of increasing organic traffic and developing an engaged community through social media. MIT was soon moving to a bigger Melbourne campus and could take on more students; this is why increasing student numbers was such an important goal.
We followed a two-pronged approach of examining the quality and potential of various traffic sources – organic, paid and social. We spent time defining the focus and tactics required for each channel. We examined the analytics data, gaining valuable insights about visitor flow and goal funnels which helped to gain actionable insights.
The solution involved devising advanced analytics, multi-channel attribution, website conversion optimisation and a review of the bidding strategy to identify profitable phrases while incorporating findings into the SEO campaign.
• An incredible 75.8% increase in conversion rates on domestic student enquiries were achieved in just 3 months.
• Highly engaged website visitors with a 25.62% increase on average visit duration.
• Engaging landing page content that inspired visitors to click through, resulting in a 22.84% reduction in bounce rate.
Not only did the conversion rate (online student enquiries) increase by nearly 76% – website enhancements by way of trust factors and applying conversion principles – led to a 97% increase in the applications to enrollment ratio; this meant meeting the intake target.