Improve Conversion and Start Rates with Pay-Per-Call Advertising

Increase Conversion and Start Rates with Pay-Per-Call Advertising

Presentation Overview • The value of a phone number • What is pay-per-call? • Merging online with the phone • Inquiry quality benefits of pay-per-call • Best practices for managing pay-per-call campaigns • EnrollCall overview • Question and answer2

The Value of a Phone Number • Increase touch points • Improve perception • Create an immediate connection • Increase consumer convenience • Provide instant gratificationPhone calls are the most direct contact method with a prospective student.3

What is Pay-Per-Call? • Pay-per-call is a performance-based advertising solution that generates inbound calls using unique, trackable phone numbers. • Pay-per-call provides publishers the ability to track revenue, and clients the ability to track calls by source on a per-call basis.4

Pay-Per-Call: Merging Online with the PhoneOnline Benefits Phone Benefits• Performance based • Immediate connection• Immediate execution• Real-time reporting + • Engaged consumers • Higher conversions = Pay-Per-Call• Data driven • Increased credibility5

Lead Quality Benefits of Pay-Per-Call • Exclusivity • Consumers initiate contact • Speak with students at their convenience • Engaged and interested consumers • Increase conversion ratesWith pay-per-call, you are not just collecting studentdata, you are conducting an initial interview.6

Best Practices for Managing Pay-Per-Call Campaigns • Establish a clear process: – Utilize a unique phone line – Capture inbound phone number – Enter students info into CRM – Set up a hunt group – Determine after-hours procedures • Understand your provider’s promotional relationships • Consider a call center resource7

Pay-Per-Call Marketing and EDU • Phone numbers and traditional marketing • Essential to utilize robust platform – Unique tracking – Intelligent call routing – Immediate reporting – Custom optimization Call performance campaigns provide the power of direct human interaction with the measurability of online marketing.8

EnrollCall: CUnet’s Pay-Per-Call Solution9

What is EnrollCall? EnrollCall is a marketing solution for colleges and universities that directly connects interested students with a school’s admissions office through performance-based, trackable inbound calls.10

Affiliates use promo EnrollCall Process Flow numbers in branded advertising to generate phone calls CUnet team creates CUnet team checks all campaign and distributes ads for compliance and promo numbers to provides reporting to participating affiliates client Admissions Interactive Voice Response (IVR) menu can Potential studentCall is routed to admissions be used to further filter or qualify calls with sees ad and calls your choice of criteria like age or program of promo number interest11

Benefits of EnrollCall • No intermediary participates on call • Students ready to speak now • 100% percent contact rate • Pay only for qualified phone calls • Improve rep morale • Calls are qualified based on mutually agreed up criteria, such as: – Call duration – Questions from Interactive Voice Response (IVR) – Business hours • Real time reporting12

EnrollCall Reporting The EnrollCall Client Dashboard provides real-time insight into campaign performance13

EnrollCall Increases Total Inquiries • Web form receiving only organic search traffic generated 24 percent more total inquiries (data plus phone) SEO Affiliate – National School - Good Leads by Month, 2010 Month Data Leads Phone Leads Total Leads February 77 77 March 58 58 April 68 68 24% 3 Month Total 203 203 INCREASE May 55 27 82 June 41 22 63 July 58 49 107 3 Month Total 154 98 252 •Three month average jumped from 68 to 84 leads.14

EnrollCall Improves the Quality of Education Leads• In Q3 and Q4 of 2010, a national online school received over a 3x better start rate with EnrollCall calls compared to data leads. Q3 and Q4 Totals: National Online and Campus School Valid Phone Calls 1156 Starts 36 Lead to Start 3.10% Cost per Start $ 3,211.11 Valid Data Inquiries 278,488 Starts 2,467 Lead to Start 0.90% Cost Per Start $ 4,269.07 EnrollCall delivers more than student data—you get an exclusive connection with a potential applicant!15

Summary and Key Takeaways• Phone calls are the most direct contact method with a prospective student• Fully understand all aspects and best practices if running a pay-per- call campaign• EnrollCall is the premier pay-per-call solution in the EDU space• EnrollCall delivers a 100% contact rate• EnrollCall increases total inquiries and improves lead quality16

Questions? To ask a question, please type your questions into the “question” box on your webinar dashboard. Interested in Learning More? Ben Counter ben.counter@cunet.com 303.696.5399 Contact the CUnet sales team at: sales@cunet.com17

Improve Conversion and Start Rates with Pay-Per-Call Advertising

by CUnet on Apr 28, 2011

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Improve Conversion and Start Rates with Pay-Per-Call Advertising — Presentation Transcript