About This Project

Advertiser: Concordia Saint-Paul University

Agency: Prove

• Challenge
o Concordia was using only one landing page experience for all it’s education programs, resulting in a low conversion rate. Their PPC spend was $5000 per month yet only getting 10 conversions ($500/conversion) with every 8th conversion resulting in 1 new student. PPC ads were appearing on Page 5 in Google search results.
• Approach
o Prove utilized a mass personalization strategy to optimize conversions, developing new landing pages for each specific program. We conducted A/B testing to find a winning landing page and then created a template to duplicate across all of Concordia’s programs with program specific content and layout. We also developed a new website sign-up experience using A/B testing to test the winning consumer journey. We optimized ad copy with targeted content and CTAs for each program as well.
• Results
o Reduction in cost per conversions by 250%
o Averaged 140 conversions per month for $30,000 ($220/conversion, down from $500/conversion)
o Reduced the cost per lead (CPL) by 500% – 3.6 conversions for 1 new student ($792 per student)
o Average Ad Position in Google: Page 1
o Student experience feedback: Concordia University is the best school to achieve my Online Degree
o All Online programs performed in search