Last week, we introduced you to our Mobile Click-to-Call case study involving three different schools. Now, to find out the results of these campaigns!

How did cost-per-enrollment (CPE) compare to other channels?

After tracking each school’s campaign, we noticed that CPE for all three schools utilizing the pay-per-call campaigns was significantly less than their CPE goals, with an average cost per enrollment of $932 (see chart below). In fact, the difference between CPEs resulting from the mobile campaigns the schools’ goal CPEs ranged from 28-33 percent less. The schools’ CPE goals were representative of the typical costs that these schools were seeing in other third party inquiry generation channels, confirming that pay-per-call campaigns definitely result in lower CPE than other online affiliate channels.

What about the all important conversion rates?

In these campaigns, we tracked enrollment rate, which is defined as the percentage of valid inquiries (calls over two minutes) that enrolled. It turns out that enrollment rates were also significantly better in these campaigns than with regular online cost-per-inquiry channels. Average enrollment rate was high at 7.6%, as seen in the results chart below. In comparison, we typically see an enrollment rate range of three to four percent for regular affiliate channels and around 10-12% for a high performing channel like pay-per-click (CUnet data). It was immediately apparent that mobile was not only providing inquiries of good quality to the schools, but at a much lower price point.

In next week’s post, we will examine CUnet’s approach to pay-per-call campaigns, and how to ensure your campaign is a success. Stay tuned!

About Colleen Gauthier

Colleen is Senior Marketing Manager at CUnet. She has over 10 years of experience in higher education sales and marketing, and has worked closely with everyone from professors, to deans, to students, and administrators. When she is not working, she can be found spending time with her two young children, playing baseball, or drinking wine!

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Tags: case studies, Higher education marketing, inquiry generation, marketing, mobile, pay-per-call, statistics

This entry was posted on Tuesday, August 28th, 2012 at 11:25 am and is filed under CUnet, Mobile. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.