Marketing is the servant of the sales team. Creating an environment of trust and rapport through the implementation of a great plan, makes the sales process way easier, customer retention easier and so on. Managing a plan with your sales team in mind is key

How A/B Testing Failures Reveal Bigger Opportunities

Failing Forward: Unlock Hidden Insights

As marketers we are always pushing to grow, break new ground, and stay ahead of our competition. We may test a new advertising approach, a different angle on a value proposition, build channel partnerships, or realign our marketing for performance and growth.

An area perhaps less explored is when bright ideas fail to live up to expectations. Testing is a science but mostly it’s trial and error where breakthroughs come by being curious around the why-of-things, especially when results flop.

Understanding your prospects at their level and being able to communicate to their needs and aspirations is the foundation of all great breakthroughs

In a recent landing page test for Google Ads, we started to notice some common trends for expensive to market programs that had commonality among competition. Most schools were running these programs, Google search advertising was expensive and cost per leads were higher than we wanted for our clients. We were having some breakthrough success across other program landing page tests, improving conversion rates by 30% on average, so we adopted a similar approach to what we’ve called our “problem programs.” Think teenage angst.

Pages were built with a new design, rewritten, and expectations were high. To our surprise and disappointment, the tests dropped performance and increased cost per lead so we stopped the test to protect ROI.

You can go two ways with a situation like this:

  1. Determine that the control is the better version and carry on to a new test
  2. Question why performance went in the opposite direction we wanted

In many ways, conversion rate optimization analysts will forgo the failure and move on to something new. The tendency is to seek the win, which is great, but often that win or insight can be hidden in the failure.

We tend to lean in on curiosity.

Since Virtual Advisor encapsulates the stories behind a prospects’ journey, we started to dig into the data we had on those programs. We also questioned if the program value proposition wasn’t aligned with where the prospect was in their journey.

Were they already invested in the career? Were they just starting their research? Why are they inquiring now? To help answer these questions, we decided to use our form technology to trigger a seamless survey on a second step form. We then combined that data with Virtual Advisor’s quantitative and qualitative data on these programs and started to uncover some blind spots in our copywriting.

In most instances, our prospects had been thinking about the career for some time, in many cases years. The pandemic has been an interesting catalyst for many folks looking to explore a different path in their lives. The knowledge that the career path is not new to them and they have done their research prompted us to reframe how we spoke to them in our copy.

We’re currently on iteration #3 for this test and will likely have results in the new year but the point is not necessarily about the end result in this case. It got our wheels turning around leveraging our form technology and aligning Virtual Advisor user data to improve your school’s conversion rates in other ways we hadn’t thought of before exploring why our tests had failed.

Understanding your prospects at their level and being able to communicate to their needs and aspirations is the foundation of all great breakthroughs.

Any insights you can attain to further your understanding and have more meaningful conversations, online and offline, is a recipe for great things. Combine that with seamless technology to foster a supportive user experience, it begins to get really interesting.

This will be one of the sessions at our 3rd Enrollment Builder Best-Practice Virtual Conference – we would love to see you there!

Are You Ready For A Strong January?

Are you ready to support your high-intent Explorers in January? - A post from Enrollment Resources

Typically this time of year, schools would start to see declines in leads through paid search advertising and inquiries from prospective students through their website as folks get busy preparing for the holidays.

But, as we have all witnessed, 2020 has been anything but typical.

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[Case Study] How This 4 Campus College Saved 43% On Their Lead Generation And Increased Inquiries By 109%

The Managing Partner of a four-campus Career College in British Columbia, Canada, wanted to increase the volume and quality of leads generated through digital advertising. This Case Study shows what happened with their first agency, then looks at the results after the Enrollment Resources Conversion Team took control.

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Enrollment Resources Earns A+ BBB Rating

Enrollment Resources Earns A+ Better Business Bureau (BBB) Rating

Higher Education Marketer Is Recognized For Ethical Business Practices

VICTORIA, British Columbia – Sept. 25, 2020

Enrollment Resources is proud to announce that they have achieved an A+ rating with the Better Business Bureau (BBB). An A+ rating shows that the BBB is highly confident that Enrollment Resources consistently treats their customers in a fair and honest manner, is transparent in their business practices and engages in truthful marketing and advertising.

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Beware the Pettiness of Marketing Agencies

The pettiness of marketing agencies

Photo by Kev Seto on Unsplash

One of my staff just spent the weekend rebuilding a new clients’ AdWords campaign that was “mysteriously” deleted without notice or cause.

What happened?

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[Podcast] Lost Revenue Finder Live

Enrollment Management Round Table with Enrollment ResourcesWe have this cool, free five-minute process we call Lost Revenue Finder. Through it, we can find out if you’re losing millions of dollars in Enrollment Revenue due to small oversights within your Enrollment Management process. Click here to try Lost Revenue Finder yourself.

We usually run this exercise one-to-one, but we thought it would be fun to ask listening schools to try it live.

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[Webinar] Find $1M in lost enrollment revenues in 45 min? Challenge accepted.

Watch ER co-founder Gregg Meiklejohn uncover $1M in lost Enrollment Revenues for a small Vocational School he has never met before... in only 45 minutes!

Do you want to see exactly where a school like yours is leaking hundreds of thousands of dollars from small cracks in their Enrollment Management Process?

Watch live as Enrollment Resources co-founder Gregg Meiklejohn attempts to uncover $1 million in lost Enrollment Revenues for a small Vocational School he has never met before… in only 45 minutes! Talk about pressure! Click here to reserve your spot.

Observe the spectacle LIVE at 11:00 am PST / 2:00 pm EST on Tuesday, October 3rd and Thursday, October 5th.

No matter Gregg’s fate, the live EMScorecard™ GAP analysis will leave you with tons of process improvement tips and insider knowledge including:

  • The school’s greatest operational points of leverage;
  • Several 1-2% opportunities they can seize upon and turn into rapid enrollment growth;
  • Key bottlenecks preventing the successful implementation of good ideas; and
  • How they’re performing against competitors.

The Enrollment Resources Scorecard Live and Unabridged will no doubt have Gregg sweating bullets. Will he fall flat on his face or will he prevail? The staff at ER are taking bets… but you’ll have to be there to find out. Make sure you save your seat!