Data Driven Design & Digital Marketing Strategy

E3d2f97d64a383266fc1746afb02ad2b?s=47 Zach Richard
October 03, 2015

Data Driven Design & Digital Marketing Strategy

Case studies on data driven design for lead generation and content marketing from the University of Notre Dame. Presented originally at HighEd Web Conference 2015 in Milwaukee, WI

E3d2f97d64a383266fc1746afb02ad2b?s=128

Zach Richard

October 03, 2015
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Transcript

  1. Data Driven Design & Digital Marketing Strategy Zach Richard Marketing

    Analyst @ZRichard4 zrichar1@nd.edu 1
  2. 2 Data Types Lead Generation • Graduate Programs • Faculty/Staff

    Recruiting • Giving Content Marketing • Brand Awareness • News & Events • SEO
  3. 3 Lead Generation • Prospect Acquisition • Click through rate

    • Cost per click • Cost per conversion • Quality Score
  4. 4 Lead Generation • MS Entrepreneurship • Focus on STEM

    students • Increase # of applicants • Increase applications from target demographics
  5. 5 Lead Generation - ESTEEM Change in 2015-2016 applications vs

    average of previous three years Domestic +202% International +48.7% Total Applicants +120% Target Demographic +69.6%
  6. 6 Lead Generation - ESTEEM 1. Homepage Layout 2. SEO

    Audit 3. Pay-Per-Click Market Analysis 4. Landing Page Design & Testing
  7. 7 ESTEEM - Homepage Layout • Apply button blend in,

    A/B test color • Users try to interact with slider • Slider has not CTA’s • Bottom right of page has no purpose • Large percentage of user flow straight to “About” page.
  8. 8

  9. 9 ESTEEM - Homepage Layout • Increased application button clicks

    by 15% • Decreased flow to “About” page by 10% • Increased flow to “Admissions” page by 12% • Increased keyword positions by an average of 5.2
  10. 10 ESTEEM - Landing Pages

  11. 11 ESTEEM - Landing Pages +25%

  12. 12 ESTEEM - Landing Pages

  13. 13 Lead Generation - ESTEEM Change in 2015-2016 applications vs

    average of previous three years Domestic +202% International +48.7% Total Applicants +120% Target Demographic +69.6%
  14. 14 Content Marketing • User Acquisition • User Flow •

    Text Analysis • Headline Optimization
  15. 15 Content Marketing

  16. 16 Content Marketing

  17. 17 Content Marketing • Eliminating excerpt text • Focus on

    images & titles • Serve related content to users • Serve geo content • Custom designs for viral content
  18. Data Driven Design & Digital Marketing Strategy Zach Richard Marketing

    Analyst @ZRichard4 zrichar1@nd.edu 18