Skills Training Australia - Case Study

20 January 2020

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Case Study: Skills Training Australia Increased Leads by 18X

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Skills Training Australia is a Registered Training Organisation that has been providing high quality training services in the delivery of health/nursing and ageing support services since 1999. They understand that choosing the right educational institution is an important decision to be made. Their team of experienced course/program advisors and business development personnel are here to assist in making this important decision an easy one.

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The Digital Eagles team put together a comprehensive Paid Media strategy to achieve the desired enrolment boost and identified this as the easiest way to scale the student enquiries for Skills Training.

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The Goal

Skills Training Australia has been a client of Digital Eagles for over 18 months now and their conversion campaign has been extremely successful to date. The goal for Skills Training was to find a digital marketing provider that could help drive stronger online lead generation through paid media (Google and Facebook). The campaign has gone from strength to strength. With the Cost per Lead reducing by 80% and the lead count increasing by over 18X.  

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The Solution

A full campaign re-build for Adwords and Social campaigns:

  • Landing Pages 
  • Full funnel re-targeting 
  • Heat Mapping / Mouse Tracking
  • Full tracking re-build 
  • Strategic motivational messaging
  • Email nurture campaign 

By gathering crucial data from this audit, the team were able to gain actionable insights and form a hypothesis of how to improve the websites user experience and encourage more conversions. A list of major changes were provided which were signed off by the client.

After providing a new website design mock up which was approved, the team at Digital Eagles began AB split testing the website by sending 50% of the audience to the old website vs. 50% of the audience to the new website design and tracking the engagement and conversion metrics of each to crown a champion.

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Results:

Results have been extremely positive for Skills Training with clicks and impressions improving massively, resulting in a significant increase in conversions, 687 over the last 12 months, up 1800%.

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By looking at this very clear trend in our heatmapping analysis, we were able to dive deeper into the analytics and find that visitors who used site search were converting at almost 3X the amount that the visitors who weren't using site search were. This meant that one of our big changes was to make the search bar more prominent and have a sticky function to follow users as they navigated through the entire website:

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Heuristic Analysis

Looking through some of the main friction points within the website, we found that the easiest win was to include payment icons on all of the product pages. This builds trust in an audience and makes ensures a level of safety when checking out and purchasing a product.

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By adding these payment icons and also asking the client to update their Unique Sales Propositions and place them prominently on the home page, we were able to elevate the user experience and allow users to really understand how Keeler Hardware differentiates themselves from the rest of the pack. All of this social proof makes it easier for a user to get over any conversion hurdles and helps them progress through to a transaction opportunity.

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The Results

The campaign was an extreme success as the team at Digital Eagles not only smashed the goal for Keeler Hardware, but they also improved on it even further and the uptick in conversion rate will carry on. At the end of the three months, Keeler Hardware had:

  • 34.43% increase in ecommerce conversion rate
  • 16.37 increase in average session duration
  • 32.97% increase in transactions
  • 47.91% increase in revenue

Review / Testimonial 

"I was skeptical on Conversion Rate Optimisation at first as I didn't understand how it would benefit my business. The team at Digital Eagles explained the process thoroughly and provided mock ups of their proposed work and business revenue is booming"

Khash Rahim, Director

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