Case study reveals how a campaign-specific phone number on a web form helped drive inquiry-to-start rates nearly three times higher
Paramus, NJ – June 8, 2011 --CUnet, an interactive marketing company, and RingRevenue, the leader in call performance marketing, today released the results of a case study examining the impact of adding a campaign-specific phone number to existing web-based inquiry forms. Using CUnet’s EnrollCall pay-per-call solution, two schools profiled in the report saw significant increases to the quality and quantity of inquiries received, resulting in higher conversion rates and lower overall cost-per-start.
The study was based on data from two schools running EnrollCall campaigns during 2010 and 2011, including a regional private sector school and a national private sector university with numerous campuses across the United States. In the first instance, the school experienced a 49 percent increase in visitor-to-inquiry conversion rates. The other school profiled saw significant improvements to the quality of student inquiries received, resulting in an inquiry-to-start ratio nearly three times that of web form inquiries, as well as a six percent lower overall cost-per-start.
EnrollCall, which is powered by RingRevenue, adds campaign-specific phone numbers to online and offline marketing, allowing prospects to connect directly with an admissions office at their convenience. The solution also allows the schools to define caller quality criteria, adjust the flow of calls, and specify geotargeting to ensure only the most qualified student prospects are connected live to their enrollment counselors. By reaching prospective students when they are most interested and engaged, EnrollCall results in better, more focused inquiries with higher overall conversion rates.
“If a prospective student is researching schools online, they may not always want to submit a form and wait for a callback. By providing a way for those students to immediately reach the admissions office, EnrollCall gives both students and prospects what they’re looking for – the opportunity to connect, engage and provide answers at that moment when the prospect is most interested,” said Matt McLaughlin, President of CUnet. “By engaging in that one-on-one dialog early on, and helping to aid in the student’s decision-making process, schools can provide a better level of customer service from the start, which ultimately benefits everyone.”
“Marketers in higher education are no different than other marketers who are generally concerned with three things: increasing brand awareness and demand, acquiring new customers or students and controlling the cost of the acquisition. The EnrollCall pay-per-call solution can influence all three,” said Jason Spievak, CEO of RingRevenue. “The results of the case study are pretty clear and support something we have believed since starting RingRevenue: when it comes to major life decisions like an education or high-value purchases, people are more inclined to pick up the phone to talk with someone. There is simply no substitute for live interaction when it comes to these types of decisions.”
To see more results from the CUnet case study, click here.
CUnet delivers industry-leading technology, media, and marketing services to higher education institutions to help recruit and enroll students. Driven by a commitment to technology leadership, compliance, and exceptional customer service, CUnet’s higher education experts partner with schools to improve marketing performance and deliver qualified inquiries that meet enrollment and retention goals. CUnet is proud to be a founding sponsor of the Education Marketing Council and is dedicated to promoting ethical marketing practices in postsecondary education. CUnet, headquartered in Paramus, NJ, is part of Nelnet (NYSE: NNI), a leader in education planning and financing for more than 30 years. For more information, visit www.cunet.com.
RingRevenue® improves every marketing campaign with better quality leads, higher conversions and increased ROI. By tapping the power of the phone, RingRevenue's patent-pending call performance marketing platform captures and converts more high-value customers. RingRevenue's comprehensive tracking and analytics consistently increase revenues from mobile, print and other "offline" media while also improving the performance of online campaigns such as search, email and display. RingRevenue powers many of the leading performance marketing networks and agencies. To learn more about RingRevenue or to request a demo, please visit ringrevenue.com or call 866-943-6426.
Director, Corporate Marketing