“ Increased website conversion rate from 21% to 40% - almost double, from 2018 to 2020! ”
Client need
Key services:
Tailored customer segmentation and buying personas
Customer experience and satisfaction
Customer journey mapping (online and offline)
Brand experience evaluation
The challenge the client set was for us to help them achieve an innovative and competitive edge in Higher Education; to do something robust, but different. The project had one clear goal; provide insights so they could attain a better understanding of their current students’ experiences which would inform programme development (i.e. New Product Development) and could change the way they approached their digital and off-line sales and marketing activity in student recruitment. The impact was three-fold; (1) an improved sales and marketing approach, which led to improved conversion rates and delivered a stronger ROI, (2) an evaluation of student satisfaction which helped inform learning and programme development, identified strengths, and isolated areas to improve and (3) provided a strategic insight into how the University should position and differentiate themselves in a very competitive marketplace.
Research solution approach
We undertook data collection nationwide targeting all 1st year students in the University. We used multiple methods across all 5 campuses. We applied FUZE Metric segmentation / buying persona methodology which involved several key phases of fieldwork and respective analysis points, with each stage iteratively informing the next.
We undertook (1) in-depth desk research using secondary sources / internal intelligence to better understand the current ‘brand-standing’, (2) an in-depth qualitative phase of analysis and interpretation with key student groups and stakeholders, (3) a significant quantitative phase of research, cluster analysis and interpretation and (4) development of our unique design packages for the ‘persona’ storytelling, communication and action-planning, so that insights were actioned and owned.
About the client
One of the newest and most innovative Universities in the United Kingdom.
£59 million turnover
1,000 employees
5 campuses nationwide
Key insight
“FUZE enabled us to produce an insightful and statistically robust set of personas. The depth of insight helped us to develop a more personalised approach to all elements of our marketing and engagement. Understanding the motivations and pain points changed how we think about potential students and has influenced content, messaging, campaign development and improvements to our website. We have crafted a prospect and conversion framework based on the research which makes it really clear what has to happen at each stage of the applicant journey to make it as effective, easy and enjoyable as possible for the applicant. The framework also enables us to be more precise when making further enhancements to ensure the journey is as personalised as possible.”
Key action
“The personas really changed the way we operated right across the university; they really helped us to focus on improving conversion rates and income. The action-plan also allowed us to help the academics plan and deliver a great student experience. It really was a massively innovative piece of work.”
Impact
Improved communications have seen prospectus requests grow by 349%
Improved conversion rate on the website from 21% to 40%
Lead generation has grown by 192%
Website traffic grew by 750k in a year and 62% of that traffic was organic as a result of enhanced brand awareness
Client need
Key services:
Tailored customer segmentation and buying personas
Customer experience and satisfaction
Customer journey mapping (online and offline)
Brand experience evaluation
The challenge the client set was for us to help them achieve an innovative and competitive edge in Higher Education; to do something robust, but different. The project had one clear goal; provide insights so they could attain a better understanding of their current students’ experiences which would inform programme development (i.e. New Product Development) and could change the way they approached their digital and off-line sales and marketing activity in student recruitment. The impact was three-fold; (1) an improved sales and marketing approach, which led to improved conversion rates and delivered a stronger ROI, (2) an evaluation of student satisfaction which helped inform learning and programme development, identified strengths, and isolated areas to improve and (3) provided a strategic insight into how the University should position and differentiate themselves in a very competitive marketplace.
Research solution approach
We undertook data collection nationwide targeting all 1st year students in the University. We used multiple methods across all 5 campuses. We applied FUZE Metric segmentation / buying persona methodology which involved several key phases of fieldwork and respective analysis points, with each stage iteratively informing the next.
We undertook (1) in-depth desk research using secondary sources / internal intelligence to better understand the current ‘brand-standing’, (2) an in-depth qualitative phase of analysis and interpretation with key student groups and stakeholders, (3) a significant quantitative phase of research, cluster analysis and interpretation and (4) development of our unique design packages for the ‘persona’ storytelling, communication and action-planning, so that insights were actioned and owned.
About the client
One of the newest and most innovative Universities in the UK.
£59 million turnover
1,000 employees
5 campuses nationwide
Key insight
“FUZE enabled us to produce an insightful and statistically robust set of personas. The depth of insight helped us to develop a more personalised approach to all elements of our marketing and engagement. Understanding the motivations and pain points changed how we think about potential students and has influenced content, messaging, campaign development and improvements to our website. We have crafted a prospect and conversion framework based on the research which makes it really clear what has to happen at each stage of the applicant journey to make it as effective, easy and enjoyable as possible for the applicant. The framework also enables us to be more precise when making further enhancements to ensure the journey is as personalised as possible.”
Key action
“The personas really changed the way we operated right across the university; they really helped us to focus on improving conversion rates and income. The action-plan also allowed us to help the academics plan and deliver a great student experience. It really was a massively innovative piece of work.”
Impact
Improved communications have seen prospectus requests grow by 349%
Improved conversion rate on the website from 21% to 40%
Lead generation has grown by 192%
Website traffic grew by 750k in a year and 62% of that traffic was organic as a result of enhanced brand awareness
“ Higher education (HE) as a sector is at a watershed moment. The impact of the removal of the cap has led to the larger Universities (with their larger intake capability) squeezing the whole market. We embrace that competition and the need to do something different! We knew that we would have to rip up the traditional way that Universities approach 'strategic' marketing, brand visioning and positioning. We are a radical University and wanted to put the student-customer at the centre of everything we do.
FUZE allowed us to build a whole new way of working – using very strong methodology - it was the most complex and robust segmentation project I have seen / worked on. The impact of the project is still being felt as we have been able to improve the department / institute marketing strategies and have updated the whole website content / conversion funnels based on the key insights. Overall, we are now able to target and recruit students more effectively, and deliver a customer-student experience that ensures our students are satisfied and helps them to maintain a meaningful relationship with the University long after they have left.”
“ Higher education (HE) as a sector is at a watershed moment. The impact of the removal of the cap has led to the larger Universities (with their larger intake capability) squeezing the whole market. We embrace that competition and the need to do something different! We knew that we would have to rip up the traditional way that Universities approach 'strategic' marketing, brand visioning and positioning. We are a radical University and wanted to put the student-customer at the centre of everything we do.
FUZE allowed us to build a whole new way of working – using very strong methodology - it was the most complex and robust segmentation project I have seen / worked on. The impact of the project is still being felt as we have been able to improve the department / institute marketing strategies and have updated the whole website content / conversion funnels based on the key insights. Overall, we are now able to target and recruit students more effectively, and deliver a customer-student experience that ensures our students are satisfied and helps them to maintain a meaningful relationship with the University long after they have left.”
