"The Art & Science of Testing: How a single sentence can

increase conversion and two other surprising test results”

Enrollment Resources Incwww.enrollmentresources.com

250-391-9494

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Panelists

• Shane Sparks, Enrollment Resources• Gregg Meiklejohn, Enrollment Resources

About Enrollment Resources Marketing ServicesWorld-class internet marketing department working for you on a performance basis for a fraction of the cost of staffing it yourself.• We do NOT work with competing schools• We were the first edu marketing company to become Google

Adwords Certified• We have NEVER aggregated a lead• Campaign we run are entirely owned by client• First internet marketing company in the world to be Certified B Corp

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Are a dozen roses worth it?

What is the better Valentines Day strategy?

A B

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Are a dozen roses worth it?

What is the better Valentines Day strategy?

A

In a study, women responded the same to a single rose versus a dozen rose. Men – same brownie points for 1/12th the cost!

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Testing 101

• A/B Testing: Half traffic is sent to one version, half to the other• Visitor to lead conversion is tracked• Tests are authentic from actual client campaigns

Persuasion 101

• Copy• Call to Action• Credibility

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Test #1: Multiple forms verses single form

A B

• A/B Test of a landing page featuring one form versus page with top and bottom form

• Paid Search generated traffic

• Headline, body copy was identical

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Test #1: Results

B: Single form increased conversion 58.9%

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Test #1: Results

B: Single form increased conversion 58.9%

Financial Implications:- Assuming 100 leads/month previous, 7% enrollment rate

& $12,000 average tuition, yearly revenue increase:

$593,712

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Test #2: Which headlines pull better?

Tested four headlines on the call to action for a Massage Therapy Profession Development program

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Test #2: Which headlines pull better?

A B C D

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Test #2: Which headlines pull better?

C: “Become Lymphedema Certified in 11 Days” improved conversion 40.18%

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Test #2: Which headlines pull better?

C: “Become Lymphedema Certified in 11 Days” improved conversion 40.18%

Financial Implications:- Assuming 100 leads/month previous, 7% enrollment rate

& $12,000 average tuition, yearly revenue increase:

$411,264

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Test #3: Does privacy statement effect conversion?

A D

A/B/C/D Privacy Policy Test

B C

CONTROL LINK ONLY SHORT NONE

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Test #3: Does privacy statement effect conversion?

A&B: Privacy Statement improved conversion 23%

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Test #3: Does privacy statement effect conversion?

A&B: Privacy Statement improved conversion 23%

Financial Implications:- Assuming 100 leads/month previous, 7% enrollment rate &

$12,000 average tuition, yearly revenue increase:

$292,320

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Overall

• Testing is the only way to know whether ideas are good, bad or indifferent

• Small changes can have large financial implications

• Testing on websites and paid search accounts give valuable insight that can be applied to traditional media

• If you aren’t testing, you need to be.

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Free Website Review

For a free website review and conversion analysis, call 250-391-9494 or email paul@enrollmentresources.com

For information on our internet marketing services, go to:

www.EnrollmentResources.com