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Case study · Education

Lower cost per enrolment on every programme

Landing pages by programme, an ongoing A/B testing plan and Meta Ads campaigns optimised with enrolment data for a business school that teaches entirely online.

ClientBusiness school (confidential)
ServicesMeta Ads · CRO · Web development
Duration7 months
MarketSpain and Latin America
−29%Cost per enrolmentIn 7 months
3.4%Landing page conversion ratePreviously 2.1%
+31%Lead-to-enrolment rateFrom 6.8% to 8.9%
24A/B tests completedWith statistical significance
Starting point

One landing page for every programme

The school’s twelve programmes shared a generic landing page. A professional interested in a finance master’s and another interested in a marketing one saw the same message, the same social proof and the same form.

The Meta campaigns optimised towards form submissions. The admissions team received plenty of contacts, but a significant share did not meet the entry requirements or were looking for free courses.

Goals
  • Reduce the cost per enrolment
  • Improve landing page conversion
  • Raise lead quality
  • Learn systematically through testing
Approach

What we did

  • 01Landing pages by programme

    One page per master’s with career outcomes, curriculum, faculty, testimonials and FAQs.

  • 02A/B tests

    Experiments on headlines, structure, forms and social proof, reaching statistical significance before any decision.

  • 03Enrolment signal

    Qualified lead and enrolment events sent to Meta through the Conversions API.

  • 04Creative by profile

    Video ads featuring students and lecturers, tailored to each programme and stage of the decision.

Results

Results after seven months

Cost per enrolment (index)100 → 71
Before
After
Landing page conversion rate2.1% → 3.4%
Before
After
Lead-to-enrolment rate6.8% → 8.9%
Before
After
Process

Project phases

  1. Month 1

    Funnel analysis

    Admissions data, analytics and performance by programme.

  2. Months 2–3

    Landing pages

    Design and development of pages for the priority programmes.

  3. Months 3–4

    Measurement

    Conversions API and qualification and enrolment events.

  4. Months 4–7

    Testing and optimisation

    Continuous A/B testing and campaigns optimised for enrolment.

Testing has replaced a lot of internal debate. Every change to the website is decided with data, and the cost per student has fallen steadily.

HMHead of MarketingOnline business school
Services applied

Disciplines in this project

Paid Ads Analytics and CRO Web development
Assessment

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