Enrollment Resources Inc enrollmentresources 250-391-9494

1. "The Art & Science of Testing: How a single sentence can increase conversion and two other surprising test results” Enrollment Resources Inc www.enrollmentresources.com 250-391-9494

2. Panelists • Shane Sparks, Enrollment Resources • Gregg Meiklejohn, Enrollment Resources About Enrollment ResourcesMarketing Services World-class internet marketing department working for you on a performance basis for a fraction of the cost of staffing it yourself. • We do NOT work with competing schools • We were the first edu marketing company to become Google Adwords Certified • We have NEVER aggregated a lead • Campaign we run are entirely owned by client • First internet marketing company in the world to be Certified B Corp

3. Are a dozen roses worth it? What is the better Valentines Day strategy? A B

4. Are a dozen roses worth it? What is the better Valentines Day strategy? In a study, women responded the same to a single rose versus a dozen rose. Men – same brownie points for 1/12th the cost! A

5. Testing 101 • A/B Testing: Half traffic is sent to one version, half to the other • Visitor to lead conversion is tracked • Tests are authentic from actual client campaigns Persuasion 101 • Copy • Call to Action • Credibility

6. Test #1: Multiple forms verses single form • A/B Test of a landing page featuring one form versus page with top and bottom form • Paid Search generated traffic • Headline, body copy was identical A B

7. Test #1: Results • B: Single form increased conversion 58.9%

8. Test #1: Results • B: Single form increased conversion 58.9% • Financial Implications: • Assuming 100 leads/month previous, 7% enrollment rate & $12,000 average tuition, yearly revenue increase: • $593,712

9. Test #2: Which headlines pull better? Tested four headlines on the call to action for a Massage Therapy Profession Development program

10. Test #2: Which headlines pull better? A B C D

11. Test #2: Which headlines pull better? C: “Become Lymphedema Certified in 11 Days” improved conversion 40.18%

12. Test #2: Which headlines pull better? C: “Become Lymphedema Certified in 11 Days” improved conversion 40.18% • Financial Implications: • Assuming 100 leads/month previous, 7% enrollment rate & $12,000 average tuition, yearly revenue increase: • $411,264

13. Test #3: Does privacy statement effect conversion? • A/B/C/D Privacy Policy Test CONTROL LINK ONLY SHORT NONE A B C D

14. Test #3: Does privacy statement effect conversion? A&B: Privacy Statement improved conversion 23%

15. Test #3: Does privacy statement effect conversion? A&B: Privacy Statement improved conversion 23% • Financial Implications: • Assuming 100 leads/month previous, 7% enrollment rate & $12,000 average tuition, yearly revenue increase: • $292,320

16. Overall • Testing is the only way to know whether ideas are good, bad or indifferent • Small changes can have large financial implications • Testing on websites and paid search accounts give valuable insight that can be applied to traditional media • If you aren’t testing, you need to be.

17. Free Website Review For a free website review and conversion analysis, call 250-391-9494 or email paul@enrollmentresources.com For information on our internet marketing services, go to: www.EnrollmentResources.com