St George’s University Conversion Rate Success – Case Study

How did St George’s University of London achieve a 77% conversion rate and record applications?

The Challenge

Although St George’s, University of London is the only UK university to share their campus with a teaching hospital, they are not immune to the ever-increasing competition from other universities.

To make sure their Physician Associate Studies MSc course stood out amongst this competition, St George’s, University of London approached Akero and Net Natives to help raise awareness of their course provision to prospective students in London.

The course was already attracting attention, but the University’s marketing team still faced the challenge of generating high-quality leads which they could be sure would convert into enrolled students.

A great deal of time was being spent on administrative tasks such as qualifying, tracking, and attributing leads back to campaigns. Such time-consuming tasks affected the team’s ability to quickly follow up high priority leads.

The University’s marketing team needed a way to bring all elements of their campaign together. They wanted a holistic view of their marketing and lead data, so that they could map personalised lead journeys through the conversion funnel.

 

The Solution

Reducing Administrative Tasks
Building landing pages and forms in Akero dramatically reduced the amount of time the University’s admissions team spent qualifying leads. Second part forms were adopted to gather lead-qualifying data, so the team could quickly identify and prioritise their hottest leads.

Simultaneously, Akero’s automatic lead scoring function allowed the admissions team to set up and send automatic correspondence that targeted prospective students based on the data that they submitted.

Personalisation
Based on the data gathered from the University’s enquiry forms, the team at Akero mapped out personalised student journeys that informed, engaged and guided leads through the conversion funnel.

Akero’s beautifully branded HTML emails, advanced automation features and workflows were used to target leads with a number of highly personalised, and timely, messages, depending on where they were within their decision-making process.

Creating a ‘True Customer View’
Using Akero’s ‘full funnel view’ functionality, St George’s, University of London could view their campaigns, lead data, and analytics holistically, allowing them to reduce wasted marketing spend and attribute leads in real time.

 

The Result

The admissions team saw a record number of applications for their Physician Associate Studies MSc course. With a limited number of spaces available the team saw a 59% increase in applications, compared to the previous year, and a conversion rate of 79% from offer holder to enrollment.

Jack Tomlinson, Senior Marketing Officer at St George’s University, commented,

“Net Natives supported us in ensuring that St George’s were established as a leader in Physician Associate Studies in an increasingly competitive sector. Through intelligent targeting and optimisation, the campaign delivered quality leads, which, using their dedicated marketing and lead nurture software, Akero, resulted in real enrolments for our institution.”