Diverse offerings left parents confused and summer camp openings unfilled.
Develop, launch & promote an interactive tool that directs parents to the most appropriate course offerings for their child.
Courses filled earlier. Fewer phone calls from confused parents, which freed up staff time. Analytics like decreased page visits & bounce rates – plus increased time on site – indicate that visitors found what they were looking for more quickly and engaged with the content more thoroughly.
Great news: People using the site increased by 74% from the previous year, over a 4-month period.
Good news: Number of pages visitors saw increased by 50% and they were able to find what they were looking for faster (pages/session & duration) with less frustration (lower bounce rate).
More great news: Google is rewarding the site for making it better for users & shows the site more often when people are searching in Google. And an overhauled email marketing campaign really paid off, too, as opposed to social algo changes that diminished impact.
Course-correction: Discontinued paid search with Google because the testing didn’t prove out. Instead, we invested in Facebook ads.