How Capilano University Increased Online Conversions by Shifting Their Digital Advertising Strategy

Capilano University is a teaching-focused public university based in North Vancouver, Canada. They are nationally and internationally recognized for liberal arts, professional, and career programs which lead to degrees, diplomas, and certificates.

Every year CapU launches an extensive marketing campaign to boost brand awareness and drive online conversions from interested prospective students. They began working with Ollo Metrics in mid-2020 to manage all aspects of their digital marketing including Paid Digital Ads, CRO, Analytics, and SEO.

Challenge

The Covid-19 pandemic created many challenges for educational institutions, with the rapid shift to remote teaching and learning. Furthermore, many of CapU’s student recruitment events, which used to be in person, were moved online and required a different approach to drive registrations.

Ollo Metrics worked with the CapU marketing & digital experience team to identify objectives and KPIs for their Marketing Analytics and create a full-funnel strategy for multiple target audiences which included platform distribution, student journey planning, landing pages, Conversion Rate Optimization and more.

Solution

We solved this by…

Intensive competitor, keyword and internal research
Revisiting our objectives and refining the strategy to focus on conversions
Optimizing campaign at a program-by-program basis to increase conversion value
Creating a custom high-level dashboard and deep dive reporting
Continuous creative and copy testing and optimization
Budget optimization across platforms, geographies, audiences, etc.
Conversion rate optimization on all low performing pages
Custom landing pages and A/B testing

Results

119%

Increase in primary website conversions

51%

Decrease in cost per conversion

68%

Increase in program profile page views

68%

Increase in CPM*

*CPM increased due to a shift to conversion-based objectives and was aligned with our overall strategy.

What Our Clients Have to Say

“Ollo Metrics has been a great partner for Capilano University. They are exceptional at performance marketing and advanced analytics, but most importantly they are great human beings to work with. In a short time, Ollo Metrics to developed custom multi-level marketing dashboards to increase transparency on all our marketing efforts across the university. Getting everyone’s eyes on the right metrics has been crucial to improving conversion rates, and also budget efficiency. The Ollo team is always friendly and professional, and their systems have helped us keep our advertising campaigns more organized than ever. “

Rafael Gi

Marketing Director, Capilano University

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What Our Clients Have to Say

“Ollo Metrics was an attentive and supportive partner in a past creative and strategic role. I felt that every time we met, I learned something new and I appreciated their collaborative guidance and coaching.”

Taehoon Kim

Editor in Chief, Capsule – Capilano University

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We are a Digital Marketing Agency in Vancouver, BC, Canada. We specialize in Google Ads, Social Media Ads, and SEO (Search Engine Optimization). What makes us different from other agencies is that we place a heavy emphasis on marketing analytics to help connect the dots between marketing costs and revenues generated.

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604-398-8844
301-1290 Howe St.,
Vancouver, BC, V6Z 0C2
Canada

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