New Student Journey
Project Brief
Carrington College had a goal to increase on-location appointment conversion rates in an effort to increase student registrations from paid and organic traffic. Through a strategized series of targeted digital, billboard, radio and tv ad campaigns the Carrington team sought to meet the market on their terms, communicate a vision for enhancing their future and drive them to the website and landing pates to ultimately schedule an in-person appointment.
Results:
- Scheduling tool implementation resulted in a 15% increase in booked appointments from landing pages in first quarter
- Year-over-year landing page engagement increased 25% while conversion rates increased 40%
- Total lead generation increased >30% year-over-year from the project
Responsibilities
- E2E Funnel Strategy
- Art Direction
- UX Research
- UI/UX Design
- Graphic Design
- A/B Testing
- Front-End Development
- Stakeholder Presentations
- Video Storyboarding & Direction
- Video & Audio Editing
Target Market
The market most seeking careers in the medical industry from career schools are females, specifically single mothers, between the ages of 17 & 28. Using messaging and content specifically created to target this market ensured the most impactful result for the business and users. The content and campaigns were constructed with the goal of allowing these potential students to become successful in their careers and enhance their way of life.
Identified Market Problems
- Users do not feel as though they have enough information to make an appointment
- Potential students are not confident of the career path programs may offer
- Potential student fear they will have little support in finances & education from the school
- Users are not scrolling down on internal medical program pages
- Those who visit landing pages want to schedule their own appointment instead of being contacted to schedule
Heatmaps showed that visitors weren’t scrolling down far enough on our medical program pages to see important information. To fix this, a clickable feature called ‘Earl’ was added that encourages users to keep scrolling. This small change increased the amount of traffic to the lower parts of the page by 33% in just a month.
To improve program pages even further, there was a complete redesign to make the content more engaging and relevant. This new design focused on showing students that they can start their journey now, address their concerns, learn about the program’s details, and see it for themselves.
Several new versions of landing pages were designed to test increase conversion rates. Different types of content and ways for students to schedule appointments were created and testing. As a result, an added easy-to-use in-app scheduler for booking appointments, which our staff then confirmed, led to a 15% increase in bookings over three months.
Additionally, "Day in the Life" videos were produced to highlight career opportunities in our programs. A new marketing campaign was launched to promote new content and increase lead generation. It included tv, billboard, radio and paid digital ads. The campaign won a Gold Award at the EduAdAwards for its compelling messaging and outstanding performance.
