"from awareness to loyalty: how to optimize the online purchase funnel" - straighterline,...
TRANSCRIPT
![Page 1: "From Awareness to Loyalty: How To Optimize the Online Purchase Funnel" - StraighterLine, Digital Velocity 2015](https://reader034.vdocuments.us/reader034/viewer/2022042716/55a6d9311a28ab7c298b47ee/html5/thumbnails/1.jpg)
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FROM AWARENESS TO
LOYALTY:HOW TO OPTIMIZE THE ONLINE
PURCHASE FUNNEL
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StraighterLine solves the #1 issue facing students today – the skyrocketing
cost of college – with low-cost, high-quality online general education courses
that prepare students for success. StraighterLine combines a $99 a month
course subscription with guaranteed credit pathways to accredited degree
programs to save up to 60% on the total cost of a degree.
Marie Ketner –
Senior Product Manager
UX, CRO
Kristine Zimmerman –
Director, Lead Conversion
& Customer Marketing
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STRAIGHTERLINE’SDIGITAL STRATEGY
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TEALIUM AT STRAIGHTERLINE
StraighterLine Systems
Marketing Channels / Tools
Datamart Google Analytics
EmailConversion
ToolsDisplay
Paid Search
OrganicAffiliate
Website Demo SiteCourse
ExperienceCRM
Digital Analytics
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AGENDA
The SL purchase funnel
Campaign review
Future plans
Key takeaways
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New Visitor
Info Request, Call,
Chat, 3+ visits in 1 week
Free Trial, Degree Plan,
Cart Abandoner
Purchase Membership
Complete a Course
Purchase 3+ Courses
THE PURCHASE FUNNELHow StraighterLine views the
customer lifecycle
AWARENESS
INTEREST
ADOPTION
COMPLETION
LOYALTY
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AWARENESS TO INTEREST How do we increase form submissions and repeat visits?
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FREE TRIAL OVERLAY
OVERVIEW
StraighterLine offers a free trial that
allows prospective students to try out
the first two lessons of our most popular
courses for free
The goal of this campaign is to increase
the conversion rate of free trial page
visits to free trial signups through an exit
intent strategy
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FREE TRIAL OVERLAY
//app.yieldify.com/yieldify/code.js?yieldify_id=1754
&freetrial_visitor=true&customer=false&loca=http://www.straighterline
.com/landing/take-free-trial-course-cnt
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FREE TRIAL OVERLAY
RESULT
KEY METRICS:
Increased the number of free trial sign-ups
Click Rate: 11.8%
Increase in Free Trials: 7.3%
7%
Increase
in Free
Trials
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INTEREST TO ADOPTIONHow do we better convert leads to enrollments?
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PARTNER REMARKETING E-MAIL
OVERVIEW:
StraighterLine partners with 90+
accredited colleges and does co-op
marketing with select partners
The goal of this campaign is to provide
more information and highlight the
benefits of our partner college
relationships through e-mail marketing
A single e-mail is sent the day after the
desired action is taken
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PARTNER REMARKETING E-MAIL
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PARTNER REMARKETING E-MAIL
RESULT
KEY METRICS:
Promoted partner relationships while driving
incremental enrollments
Open Rate: 48.9%
Click Rate: 14.6%
Click to Conversion Rate: 2.9%
49% Open
Rate
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FREE TRIAL OVERLAY
OVERVIEW:
After a visitor starts a free trial they are
encouraged to purchase the course they
signed up for
The goal of this campaign is to increase
the number of enrollments generated
from those who started a free trial
through an exit intent strategy
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FREE TRIAL OVERLAY
//app.yieldify.com/yieldify/code.js?yieldify_id=1754
&freetrial=true&freetrial_visitor=true&customer=false&loca=http://ww
w.straighterline.com/landing/take-free-trial-course-cnt
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FREE TRIAL OVERLAY
RESULT
KEY METRICS:
Generated incremental enrollments from
visitors who signed up for a free trial
Click Rate: 30.4%
Click to Conversion Rate: 17.7%
18%
Conversion
Rate
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ADOPTION TO COMPLETIONHow do we get more students to complete a course?
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FORGOT THE TEXTBOOK E-MAIL
OVERVIEW:
We have found that students who
purchase a textbook with their course
have a higher completion rate than
those who don’t
The goal of this campaign is to increase
completion rate and drive incremental
revenue
E-mail is sent the day after an order is
placed that contains a course but does
not contain a textbook
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FORGOT THE TEXTBOOK E-MAIL
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FORGOT THE TEXTBOOK EMAIL
RESULT
KEY METRICS:
Increased textbook sales and drove
incremental revenue
Open Rate: 37.6%
Click Rate: 1.2%
38% Open
Rate
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COMPLETION TO LOYALTY How do we get more students to purchase multiple courses?
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WINBACK CAMPAIGN
OVERVIEW:
Students have the option to cancel their
membership at any time
The goal of this campaign is to win back
students who cancel through e-mail
marketing
E-mails are targeted based on the
cancellation reason the student provides
Encouraging students to restart their
membership drives higher LTR and
additional revenue
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WINBACK CAMPAIGN
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WINBACK CAMPAIGN
RESULT
KEY METRICS:
Drove lapsed students to log back into their
course
Open Rate: 33.2%
Click Rate: 2.2%
Click to Conversion Rate: 6.7%
7% Click to
Conversion
Rate
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FUTURE PLANS
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FUTURE PLANS
Dynamic retargeting campaigns through integration of AS with a DSP
Visitor segmentation with other 3rd partner vendors (i.e., CrazyEgg,
LivePerson, Google Analytics)
Additional integration of AS in key reports
Additional campaigns for purchase funnel optimization
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CO-BRANDING MYLINE
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KEY TAKEAWAYS
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KEY TAKEAWAYS
Serves as much more than a remarketing tool
Recommend a strong tech resource to assist in campaign
implementation and testing
Marketer-friendly tool after a bit of a learning curve
Integration with other vendors is easy and robust
Tealium and AudienceStream have quickly become part of our workflow
Tremendous amount of possibilities!