Warriors – Army and Navy Academy

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In four months, increased conversion rate from 2% to 7% & reduced CPL by 60%


Army and Navy Academy, a private military school for young men, saw an opportunity to increase their enrollment leads and conversion rate by updating their website and increasing their focus on pay-per-click (PPC) marketing. The client understood that their website needed a new look, and their current approach was not focused on lead generation or converting visitors. As a result, their PPC campaigns were coming at a high cost per lead and had a low conversion rate.

 

Main Path Enters the Picture

army-and-navy-academy
Main Path took over as Army and Navy Academy’s digital marketing agency in June of 2015. With a strong focus on improving enrollment leads before the new school year, Main Path assigned a dedicated Marketing Executive to work with the client and draft a digital marketing strategy that involved pay-per-click marketing and a strong focus on conversion rate optimization (CRO).

Strategy Highlights:

  • Created a landing page focused on enrollment with core information about the school, lead form and feature video.
  • Tested variations of the landing page for the highest conversion rate.
  • Wrote a clear call to action for the landing page, driving action to the lead generation form.
  • Developed the landing page to be mobile friendly, accommodating over 50% of searcher traffic with a mobile rich experience.

Results

Main Path’s results-driven strategy created a conversion oriented pay-per-click campaign and landing page that saw great success. Within four months, their conversion rate increased from 2% to 7%, and cost per lead was reduced by 60%.


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