PROBLEM: We were finding that users were overwhelmed by the lengthy Request Information form on the website. These users were interested in the school, but not in giving away all of their information.

HYPOTHESIS: I believe that if we engage users by allowing them to fill out a short form for information about The Art Institutes, we will see more users requesting information and filling out applications.

SOLUTION: A "pre-lead" newsletter was developed to go out to users who filled out a short form asking for their name and email address. This newsletter is sent on a monthly basis, and contains upcoming events and information about the school and degree programs of interest. This form was placed on pages that had a poor performing conversion rate in order to try to engage these users who still needed more information before requesting information from our admissions departments.

TRACKED RESULTS: Raised goal conversion rate on low converting pages by 115%, and 27% of users who got the newsletter later became leads

MY ROLE: I developed the strategy for where these new CTA's would appear on the site. With use of google analytics, I was able to determine where our biggest opportunities were, and where the lowest converting pages on the site were. I then managed the project all the way through production, and reported on the results once an accurate sample size had been collected.