The Art of Optimization: What Do I Do With All This Data?
You’ve run a school for a few months or years and have a good sampling of conversion data. Now what do you do with it? Do you take a look and thank your rep for it? Do you file it away in a folder, never to look at it again? I certainly hope not! Not sure where to begin Here are 3 ideas that have proved worthwhile for PlattForm and many partners:
- Track it back!
The first thing you want to do is track that data back to the sources driving traffic for that campaign. Do you notice 85% of your starts are coming from one source or bid term? Start throwing more marketing time and dollars that way. Are 75% of your leads from one source, but only 10% of your starts? It’s time to cut back reliance on that source or start shopping for new traffic methods.
- Evaluate program and campus success!
Dig even deeper into your start data by breaking down starts on a program and/or campus level. Are there any programs that are not producing a fair share of starts? Could those be a mismatch for your site or users? Do you see the same trends for similar schools? It might be time to suggest to your client rep to remove those programs from your form.
- Compare the scrubs!
Take a look at the inquiry credits you are receiving from these schools. You can track and analyze these just like start data, just reversing the outcomes. Are 85% of your credits coming from one source? It’s probably best to cut that source. Does one source produce only 5% of your scrubs, but 40% of your starts? Be aggressive to get more inquiries!
Affiliates: What’s in it for Me?
I can probably guess the first question that popped into your mind. Is all this extra work worth it? Absolutely. This data can be used to fine-tune the quality of your campaign, making your inquiries more valuable to clients. Clients have changed. The type of inquiries they seek have changed with them. They are now more interested in sources that offer quality, even at the expense of quantity. It results in smaller numbers of inquiries to work, but a better chance they will convert.
The bottom line is this:
Clients want inquiries that will convert.
They are often willing to pay more for quality inquiries. Which type of provider do you want to be? One who provides quality inquiries, leading to higher allocations and possibly better prices? Or one who provides average inquiries for a few months and then gets replaced by a better converter? The choice is yours.