CASE STUDY
Conversion Optimization for a Data Analytics Training Startup
In a Nutshell
- Challenge: How to grow a new data analytics training business in a crowded space.
- Solution: Implement CRM and improved conversion path to drive more leads and course sign-ups.
- Results: 3X growth in qualified leads.
Overview
Promotable is a data analytics training startup based in Chicago, offering live and online bootcamps for Data Analytics and Python Programming. The company provides small class sizes, personalized expert instruction, flexible attendance methods (in-person or online), and a great value (less than most comparable offerings of similar quality).
Challenge
Data analytics training is a crowded space and Promotable lacked brand awareness. The company needed a differentiated story and value proposition to boost awareness of the brand and its analytics courses. Promotable had built a large community through hosted events which drew large crowds; however, the company wasn’t able to convert many of these prospects into students. Being an early-stage startup, the founding team was small, without a dedicated marketing resource.
Solution
Smart Growth Strategy
We worked with Promotable to develop and execute a new growth marketing strategy that strengthened the value proposition and leveraged one of the brands biggest strengths: it’s large community of event attendees. We also employed several ‘growth hacks’ that maximized business impact with minimal spend.SMART GROWTH STRATEGY TO MAXIMIZE IMPACT
Conversion Optimized Content and Web Design
The first step was a complete redesign of the company’s initial website to a more customized design built on WordPress with improved product descriptions, blog and purchase path. We developed new promotional offers and content designed to attract and convert leads from events. This redesigned course pages offered a SEO tuned value proposition, more detailed syllabus and options to request a call with a course advisor. We also added new blog articles with calls-to-action which reinforced the value of data analytics training.
To improve event and lead conversion, we tested and implemented a new event registration form for segmenting and qualifying course prospects. For instance, by adding questions regarding training interest to the event registration and website contact forms, we were able to prioritize and segment new leads and drive more qualified consultations with course advisors.
CRM and Marketing Automation
We also transitioned the business from HubSpot to ActiveCampaign, which offered a more cost-effective suite of CRM and marketing automation capabilities suited to Promotable’s goals. The brand had built up a significant community that presented opportunity for engagement and conversion. Now, it was time to activate that community. First, we created a new segmentation schema for a more personalized and timely contact approach. We then built an automated email nurture series and sales pipeline to better engage and track new lead activity. Task automation helped the team stay on top of new leads.
Video Marketing
We customized the Promotable YouTube channel to make it more engaging and increase search engine visibility. Playlists and topic sections helped viewers more easily find videos that matched their interest.
