American University
American University came to Lineout to improve lead generation for online and on-campus programs, and to integrate and assess HubSpot, a CRM to gather clean data. Lineout rebuilt the Google Ads account strategy, developed new landing pages optimized for conversion efficiency, implemented HubSpot forms and tracking, and overhauled Google Analytics tracking.
- 95%Reduction in average lead cost
- 541%Increased lead volume
- 350%Increased conversion rates
Client Overview
American University is a distinguished private university in Washington, DC. Founded in 1893, its most notable programs include political science, international relations, journalism, law, public policy, and business. The university has a strong international reputation for academic programs, research, and preparing students to be leaders in their communities.
Services Provided
Google Ads
Landing Page Development
Site Speed Optimization
The Challenge
To market a new online learning program at American University, the client required technical marketing expertise in paid search and CRM data management at a scale their existing agency couldn’t provide. The university also wanted to pilot HubSpot, a CRM tool for data sharing across recruitment teams. The CRM’s seamless deployment and integration with marketing data sources was critical to the success of the pilot.
Strategy & Execution
After conducting a thorough review of the existing Google Ads account, Lineout researched keyword volume and audience interests, and analyzed similar programs at other universities to strategically position the client’s offerings. Lineout used this research to optimize landing pages, program pages, forms, and copy throughout. To improve load time performance, Lineout quickly rebuilt landing pages using a dedicated platform, which improved conversion rates. Lineout collaborated closely with the client’s recruitment team to gauge lead quality on a monthly basis, which enabled ongoing optimization efforts across the Google Ads account, landing pages, forms, and site speed.
Tactics
Manage Google Ads account strategy
Develop new branded landing pages optimized for conversion efficiency
Implement HubSpot forms and tracking
Overhaul Google Analytics tracking
Results
Within six months, Lineout achieved a 95% reduction in average lead cost, decreasing from $541.65 to $23.15, while simultaneously increasing lead volume by nearly 6x. Additionally, Lineout increased conversion rates by 350%, due to design improvements, intake form enhancements, and site speed optimizations for landing pages. The client expressed satisfaction with the smooth integration of HubSpot with all internal systems, which facilitated a successful pilot and a university-wide rollout of the recruitment-data systems.
- 95%Reduction in average lead cost
- 541%Increased lead volume
- 350%Increased conversion rates
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