Case Study
Concordia University’s Digital Transformation
Concordia University
A private institution based in Portland, Oregon, Concordia University sought to improve its digital marketing effectiveness to support student enrollment goals.
Industry: Higher Education
Location: Portland, Oregon
Project Scope: PPC campaign overhaul, conversion rate optimization, landing page strategy
Solution Provided: Deksia implemented a refined, program-specific landing page strategy through Liveball software, significantly improving conversion rates and reducing cost per lead.
The Challenge
Concordia University was investing in pay-per-click (PPC) advertising campaigns that drove traffic to a variety of landing pages. However, these pages underperformed in terms of conversions. Additionally, the process of creating and testing unique content for each page was overwhelming Concordia’s web team.
Their broad-targeting strategy failed to attract highly qualified leads and made the cost of customer acquisition unsustainable. Without better segmentation and optimization, they risked underdelivering on enrollment goals despite ongoing ad spend.
The Solution
- Discovery & Strategy: Deksia conducted a strategic overhaul focused on lead qualification and conversion. Instead of generic audience targeting, they shifted to a hyper-targeted model—building customized landing pages tailored to specific academic programs.
- Conversion Optimization: Utilizing Liveball software, the team streamlined landing page development and testing, reducing the resource strain on Concordia’s internal teams. The strategy allowed them to focus messaging and calls to action on high-intent prospective students.
- Campaign Restructuring: Ad content and funnel structure were redesigned to match the specificity of the new landing pages, enabling better alignment across the full user journey.
The Results
The transformation delivered exceptional, measurable outcomes:
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600% increase in year-over-year PPC conversion rates
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50% reduction in cost per lead
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Expanded qualified lead pool, leading to higher attendance at enrollment events
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Increased student enrollments directly linked to the revamped digital experience
This success can be attributed to a strategic pivot from a broad, less-targeted approach to a more focused one—demonstrating how a tailored strategy can enhance effectiveness and efficiency in PPC campaigns. Even well-established institutions can benefit from innovative digital strategies to reach their goals.
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