EDU Server Case Study

Situation

As a leader in the higher education industry, Higher Ed Growth has first-hand knowledge of the challenges that schools and partners encounter with their inquiry generation goals. Last year, HEG was approached by a partner who owns multiple websites directed towards education prospects. Although the sites were attracting high amounts of traffic from outbound marketing, conversions were on the decline as form drop-off rates increased. HEG decided to study these sites’ advertising and web forms to determine why visitors were not converting.

The main problem that HEG identified was the use of link-outs to generate inquiries. In this case of link-out advertising, visitors who clicked on education display ads were directed away from the initial site and transferred to a separate landing page to fill out an inquiry form and receive results. This method causes friction for the user at multiple points. Taking a user to a separate landing page creates a disjointed experience as the branding, creative and layout change between sites. Also, although the user is transferred to another site, their information is not, forcing them to re-enter required form data. These additional pages, clicks and steps cause user indecision and distrust, decreasing likelihood of conversion.

These websites were also using inline frames (IFrames) to capture user information. While IFrames do not transfer visitors to other websites like link-outs, the user experience is equally fragmented. The ad creative and form are inserted onto the domain without consideration of the existing site design, resulting in visitor uncertainty of the website and increasing drop-off rates.

In addition to negative user experience and reduction in conversion rates, HEG found that link-outs and IFrames require the website owner to relinquish control of the user. This web owner could not update third party advertising creative to ensure cohesiveness with the sites. When he could place pixels on web forms to track conversions, the tracking was unreliable, leaving him unable to make optimizations. Although he was generating traffic for domains, this partner had little to no control of website monetization. After reviewing these issues, HEG realized that a more efficient process for online inquiry generation was necessary to increase website conversions and revenue.

Solution

Higher Ed Growth developed EDU Server in response to the disadvantages of link-out and IFrame campaigns. This product was easily integrated into the partners’ website, and studied for effectiveness.

To combat drop-off rates resulting from link-outs, HEG embedded the advertising and data collection into one seamless process on the website. As a result, the user is able to view ads and enter information without ever being redirected to another site or page. In order to continue a theme of unity between the sites and advertising, EDU Server gives complete control of creative to the website owner. The owner can customize the content, layout and design of the ads and forms, increasing cohesiveness and brand trust.

Maintaining the idea that a web owner should have control of their website traffic and advertisements, this product also gives the owner the ability to target visitors by demographic. This allows them to display relevant ads and information to the audience, increasing click-through rates. Unlike link-outs and IFrames, EDU Server records user data entered on the site through events such as registration. When the prospect selects an offer all of their information is pre-populated, so the user is not asked for the same information they have already provided. Within 1-2 clicks, the prospect can input their information, receive results and request information from schools without any friction points.

To support EDU Server and maintain a seamless process, HEG leverages its proprietary inquiry management technology, Enrollment Advisor (EA). When a prospect submits their information, the data is sent to EA, which qualifies the prospect and uses an intelligent matching algorithm to respond with eligible school programs for the site to display. The user then selects which programs they are interested in, and EA sends their information to the chosen schools.

EA also alerts if a prospect is unqualified for schools, reducing return rates for the web owner. Prospects can then be easily routed to other offers or funnels as decided by the web owner. EDU Server is able to incorporate scoring services, LeadiD and TCPA consent in order to ensure transparency. Additionally, all aspects and attributes of inquiries are tracked and stored by the system and are available to the web owner. This best-in-class technology allows the partner to optimize traffic and advertising, allowing him to efficiently monetize the websites.

Results

When Higher Ed Growth’s partner used link-outs and IFrames to generate inquiries, the websites were converting about 0.6% of visitors, with a Revenue per Impression of $0.15. Within a year of using EDU Server to improve user experience and tracking, this web owner saw a rise in conversions to 2.3% and Revenue per Impression increased to $0.56. This increase in both conversion of revenue of over 270% demonstrates the effectiveness of the EDU Server technology. By creating a seamless, simple and customized experience for visitors, this service increases click-through rates, conversions and revenues for web owners. Higher Ed Growth looks forward to helping more partners reach their inquiry generation goals with EDU Server.

EDU Server Case Study PDF

Higher Ed Growth Receives Best New Partner Award by LeadsCouncil

Tempe, Ariz. (March 27, 2014)Higher Ed Growth, a full-service marketing agency specializing in post-secondary education, was recently recognized as one of the top lead generation companies across the United States.

The LEADER Award for Best New Partner was presented to Higher Ed Growth to acknowledge the organization’s superior work as lead generators and lead aggregators. Award winners were announced this week to coincide with LeadsCon, an annual conference that showcases leaders and new products in vertical media and direct-response marketing.

To win one of the accolades, a company must receive the highest number of votes in a category from LeadsCouncil members. Company growth, lead performance and judges’ personal experiences with nominees were taken into account during the voting and final selection process.

“Each year, our awards celebrate companies making great strides, and Higher Ed Growth has captured the attention among lead generators nationwide,” said Michael Ferree, spokesman for the LEADER Award program.

Higher Ed Growth’s revenue grew approximately 300 percent last year. With more than 400 colleges and universities in its client roster, Higher Ed Growth specializes in exceeding clients’ lead generation and digital marketing goals. This is accomplished through daily turnarounds in delivering leads, thorough reporting, complete transparency and compliance with industry regulations.

“Our work has allowed us to help hundreds of post-secondary institutions meet and exceed recruitment goals,” said Frank Healy, CEO of Higher Ed Growth. “Earning the LEADER Award distinction shows our industry is taking notice of our successes. We look forward to the continued growth of our company within the higher education sector.”

 

LeadsCouncil Best New Partner - Higher Ed GrowthFor more information about Higher Ed Growth’s LEADER award, visit www.higheredgrowth.com.

About LeadsCouncil

LeadsCouncil is the first independent industry organization dedicated strictly to advancing online lead generation. LeadsCouncil members include lead buyers, lead sellers, technology solutions providers, and investment professionals with a passion for the lead generation industry. The group focuses on best practices, research, education, and networking to provide a more transparent and effective marketplace for online lead generation. www.leadscouncil.com.

About Higher Ed Growth

Higher Ed Growth (HEG) is a full-service marketing agency specializing in post-secondary education. HEG uses propriety technology to deliver targeted enrollment leads to for-profit and nonprofit education clients. In addition to inquiry generation, HEG offers agency of record services, enrollment analytics and consulting, search engine marketing and white label portals – with the ultimate goal of boosting enrollment and retention numbers for clients. Visit www.higheredgrowth.com.

Media Contact:

Jennifer Lawhead

Jennifer.Lawhead@offmadisonave.com

480-505-4547

Off Madison Ave

Online Degree Courses Lose Momentum

February 26, 2014 by Frank Healy

As technology evolves, colleges and universities have found the need to adapt to an ever-changing environment over the past decade. Some changes have been more gradual, such as the incorporation (and removal) of degree programs in order to accommodate an increasingly skill-focused job market. Other changes were rapid, such as online courses and online degrees, which many schools quickly implemented into their curriculum.

The 2013 Survey of Online Learning Report revealed that 7.1 million students are taking at least one online course, an immense increase of about 5.5 million from their initial survey in 2002. When compared to last year, however, there is only a 6.1 percent growth rate, the lowest in a decade.

At Higher Ed Growth, we examined our data to compare online degree enrollments and traditional campus degree enrollments over the past two years. In 2012, 49 percent of all student enrollments were in campus degrees, while 51 percent were online degree enrollments. This even distribution was capsized in 2013, as 59 percent of students enrolled in campus degrees and 41 percent enrolled in online degree programs. This ten percent shift in both degree types suggests, like the Online Learning Report, that there is a major change happening in student participation in online courses.

Online classes provide flexibility that traditional classes cannot rival, and most studies agree that both methods of learning produce the same student performance results. So why are we seeing a decline in the growth of online degree enrollments? The answer to this may be in Higher Ed Growth’s recent report that shows healthcare and medical degree enrollments are on the rise. While students in general perform equally well in online and campus classes, some courses prove to be easier in a face-to-face classroom environment, such as nursing and medical assisting.

Our report also shows that business degrees, which are one of the most popular online degree programs, have decreased over the past few years. The change in the types of degrees students are pursuing may be one of the major reasons online enrollment growth is decreasing, and this growth will most likely continue to plateau as the educational environment shifts.

Frank Healey is president and CEO of Higher Ed Growth, a full-service marketing agency specializing in post-secondary education. Visit www.higheredgrowth.com for more information.

Arizona Business Magazine Link

 

More Arizona students enrolling in health care studies

By: Corbin Carson/KTAR     Originally published: Feb 5, 2014

PHOENIX — Changing demand in the job market is sending students toward different careers.

In Arizona, higher education in health care fields is up among Valley students, according to a report by Higher Ed Growth.

“I think what’s happening is that, really, students are going to school so they can qualify for jobs,” said Eric Flottmann, chief operating officer of Higher Ed Growth. “I think the medical field, specifically, is appealing because there are job opportunities available for graduates with certificates and associate level degrees. So students can qualify for jobs without necessarily going to a four year university.”

The study shows higher education enrollment in Arizona is also up for women and those with military backgrounds.

This report represents a changing attitude towards education, he said.

“It used to be that a bachelor’s degree in a liberal arts program was the default, but really more and more it seems like vocational degree types are becoming more popular,” he said. “And are probably more appropriate for a lot of students and provide more opportunities.

“A lot of the data that we’ve looked over the past while supports that, and we expect to see it continuing to go that direction,” he said.

KTAR Article Link

Listen: Higher education enrollment trending upward

 

New Report Shows Shift In Educational Pursuits To Meet Job Demands

Healthcare Degrees, Certificate Programs Climb to the Top While Business Management Drops

Tempe, Ariz. (January 31, 2014) – As the economy continues to recover, the higher education industry is seeing a flux in the types of educational programs new students are pursuing — all reflective of the current demands in the job market. These trends include a surge in healthcare and medical studies, a decline in business management degrees and an overall increase in specialized certificate programs.

Higher Ed Growth (HEG), a leader in post-secondary education and generator of enrollment inquiries for more than 400 educational institutes throughout the country, recently released its Educational Pursuit Report, which evaluated new-student data trends and revealed the following:

· Healthcare and medical enrollments grew more than 15 percent since 2011, with medical assisting programs largely driving this trend. Nursing rebounded in 2013 from a small decrease the year before.

· Business degree enrollments dropped considerably, decreasing approximately 10 percent.

· Vocational program enrollments, like automotive and massage therapy, have grown steadily over the last few years.

· Master and bachelor-level enrollments have declined since 2011, while certificate programs have been on a steady increase since 2011, becoming the dominant level of all degree pursuits in 2013.

“Our data shows students are seeing the value in earning a degree in the healthcare field, which mirrors reports that say this career choice is in demand now, and will continue to be in the coming years,” said Eric Flottmann, chief operating officer for Higher Ed Growth. “We’re also seeing a shift of focus towards very specific specialties, indicating that individuals are being more purposeful than ever toward their education and future career path.”

The Educational Pursuit Report by HEG recaps 2013 and also shows trends that differ across U.S. regions. The West saw a rise of 5 percent of individuals committing to a higher education last year, and the Midwest and Appalachian Highlands have also experienced an increase. The Southeast and mid-Atlantic regions have seen the most significant change, dropping from a dominant 44 percent of higher education enrollments nationwide, to a more modest 30 percent.

Program Level Enrollments

The below graph details enrollment types across more than 400 higher education organizations throughout the nation, representing more than 2,500 students. Source: HEG.

Program Level Growth

Category Enrollments

The below graph details enrollment categories across more than 400 higher education organizations throughout the nation, representing more than 2,500 students. Source: HEG.

Category Enrollment Growth

For more information about the HEG Educational Pursuit Report, visit www.higheredgrowth.com.

About Higher Ed Growth

Higher Ed Growth (HEG) is a full-service marketing agency specializing in post-secondary education. HEG uses propriety technology to deliver targeted enrollment leads to for-profit and nonprofit education clients. In addition to inquiry generation, HEG offers agency of record services, enrollment analytics and consulting, search engine marketing and white label portals – with the ultimate goal of boosting enrollment and retention numbers for clients. Visit www.higheredgrowth.com.