4,800 new qualified leads
Enrollment grew by 6.8x
182% increase in newsletter subscribers
Their old Drupal website was super dated and was so customized that there was little OSU could do to update the site on their own. It was also time-intensive to edit web pages - navigating a byzantine network of web pages scattered everywhere.
OSU had significant security concerns with their outdated system. Their website was actually hacked and they couldn’t install security updates regularly because it would break their customized website and then need to be fixed every time.
Then came the challenge of organizing 100+ courses spanning a variety of programs. Updates to their old catalog was tedious and drained the resources of their small team.
It's important to grab the viewer's attention in the couple of seconds you have right from the moment they land on the site.
Most of PACE's learners are over 30 and already have a college degree, so they are not typical college students. This required really focused messaging to capture our unique audience.
While we wanted to reinvent the sell-first mentality, we also wanted to feature some of the unique classes offered through PACE. Taking full advantage of HubDB, we were able to dynamically pull featured courses to a custom slider built on the homepage.
Casual viewers might not be ready to sign up for a class, or even a newsletter, but offering downloadable premium content mid-page lends itself to starting the lead generating machine.
Before the final call to action we laid out how simple it is to get started with PACE in four easy steps.
Here's how we got the website to produce the results needed for success:
Adopting HubDB for all courses and certificate programs, we created a direct path for users to see only the offers that suit their specific needs.
Each item in the course catalog has a unique CTA that triggers workflows that are segmented by lists in HubSpot to send users specific catered content related to their area of interest.
WCS utilized the organization and ease of use of HubDB. We relied heavily on strong wireframes and prototyping to illustrate the user flow and to map out the HubBD tables needed to make a seamless user experience.
Here is how OSU's new website has impacted their bottom line:
This year alone, leads have increased by 148%! That's in large part to an enticing lead magnet that's utilized on their site and a sister site at the university. The popup has 4.8k new leads since launching last November.
Page views, time on page, and engagement levels are also up across the board.
Enrollment has gone from 10,219 learners in their courses in 2019 to 70,257 learners so far in 2020!
Not only does that mean more revenue, but also less marketing dollars spent promoting classes through other channels. After one course hit it's all time high (the record was 123 and they just hit 141) they were able to offer a summer course that has since also filled.
OSU PACE has seen 75% growth in revenue for Quarter 2 year over year, 40% growth in revenue for Quarter 3 year over year, and an overall growth of 10% in revenue for the year before the website went live to the year after.
OSU has been an amazing partner. The team was already ready with new ideas and feedback that made collaborating with them a breeze.
"I really see the power of having everything under one roof, in this case HubSpot. We have always enjoyed HubSpot, but now we’re HubSpot evangelists. Because they [WCS] were able to customize and build tools for us in HubSpot that we were not equipped to do, we are so much more successful across the board."
- Rich Collins, Marketing Writer and Content Strategist,
Oregon State University | Professional and Continuing Education
If you are struggling with your website and you're concerned about how to make it truly act as an extension of your marketing and sales team, please know that we are here to answer any questions you may have and guide you through the process.
let's have a discussion about how to really make your website work for you. Click on the live chat icon on the bottom of this page, and let's chat. Cheers!
