"from awareness to loyalty: how to optimize the online purchase funnel" - straighterline,...


FROM AWARENESS TO

LOYALTY:HOW TO OPTIMIZE THE ONLINE

PURCHASE FUNNEL


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


STRAIGHTERLINE’SDIGITAL STRATEGY


TEALIUM AT STRAIGHTERLINE

StraighterLine Systems

Marketing Channels / Tools

Datamart Google Analytics

EmailConversion

ToolsDisplay

Paid Search

OrganicAffiliate

Website Demo SiteCourse

ExperienceCRM

Digital Analytics


AGENDA

The SL purchase funnel

Campaign review

Future plans

Key takeaways


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


AWARENESS TO INTEREST How do we increase form submissions and repeat visits?


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


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


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


INTEREST TO ADOPTIONHow do we better convert leads to enrollments?


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



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


FREE TRIAL OVERLAY

OVERVIEW:

After a visitor starts a free trial they are

encouraged to purchase the course they

signed up for


the number of enrollments generated

from those who started a free trial

through an exit intent strategy


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


FREE TRIAL OVERLAY

RESULT

KEY METRICS:

Generated incremental enrollments from

visitors who signed up for a free trial

Click Rate: 30.4%


18%

Conversion

Rate


ADOPTION TO COMPLETIONHow do we get more students to complete a course?


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


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


FORGOT THE TEXTBOOK E-MAIL


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


COMPLETION TO LOYALTY How do we get more students to purchase multiple courses?


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


WINBACK CAMPAIGN


WINBACK CAMPAIGN

RESULT

KEY METRICS:

Drove lapsed students to log back into their

course

Open Rate: 33.2%

Click Rate: 2.2%


7% Click to

Conversion

Rate


FUTURE PLANS


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


CO-BRANDING MYLINE


KEY TAKEAWAYS


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!

"from awareness to loyalty: how to optimize the online purchase funnel" - straighterline,...

Marketing

free trial signups

week free trial

free trials

kris11free trial overlay

straighterline partners

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partner college relationships