Learn how StraighterLine is using the Tealium AudienceStream solution to engage visitors in real time and move them more effectively through the online purchase process. #tagmanagement #digitalmarketing #realtime #data

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FROM AWARENESS TO
LOYALTY:
HOW TO OPTIMIZE THE ONLINE
PURCHASE FUNNEL

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StraighterLine solves the #1 issue facing students today – the skyrocketing
cost of college – with low-cost, high-quality online general education courses
that prepare students for success. StraighterLine combines a $99 a month
course subscription with guaranteed credit pathways to accredited degree
programs to save up to 60% on the total cost of a degree.
Marie Ketner –
Senior Product Manager
UX, CRO
Kristine Zimmerman –
Director, Lead Conversion
& Customer Marketing

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STRAIGHTERLINE’S
DIGITAL STRATEGY

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TEALIUM AT STRAIGHTERLINE
StraighterLine Systems
Marketing Channels
/ Tools
Datamart Google Analytics
Email
Conversion
Tools
Display
Paid
Search
OrganicAffiliate
Website Demo Site
Course
Experience
CRM
Digital Analytics

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AGENDA
 The SL purchase funnel
 Campaign review
 Future plans
 Key takeaways

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New Visitor
Info Request, Call,
Chat, 3+ visits in 1 week
Free Trial, Degree Plan,
Cart Abandoner
Purchase Membership
Complete a Course
Purchase 3+ Courses
THE
PURCHASE
FUNNEL
How StraighterLine views the
customer lifecycle
AWARENESS
INTEREST
ADOPTION
COMPLETION
LOYALTY

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AWARENESS TO INTEREST
How do we increase form submissions and repeat visits?

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FREE TRIAL OVERLAY
OVERVIEW
 StraighterLine offers a free trial that
allows prospective students to try out
the first two lessons of our most popular
courses for free
 The goal of this campaign is to increase
the conversion rate of free trial page
visits to free trial signups through an exit
intent strategy

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FREE TRIAL OVERLAY
//app.yieldify.com/yieldify/code.js?yieldify_id=1754
&freetrial_visitor=true&customer=false&loca=http://www.straighterline
.com/landing/take-free-trial-course-cnt

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FREE TRIAL OVERLAY
RESULT
KEY METRICS:
Increased the number of free trial sign-ups
Click Rate: 11.8%
Increase in Free Trials: 7.3%
7%
Increase
in Free
Trials

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INTEREST TO ADOPTION
How do we better convert leads to enrollments?

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PARTNER REMARKETING E-MAIL
OVERVIEW:
 StraighterLine partners with 90+
accredited colleges and does co-op
marketing with select partners
 The goal of this campaign is to provide
more information and highlight the
benefits of our partner college
relationships through e-mail marketing
 A single e-mail is sent the day after the
desired action is taken

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PARTNER REMARKETING E-MAIL

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PARTNER REMARKETING E-MAIL
RESULT
KEY METRICS:
Promoted partner relationships while driving
incremental enrollments
Open Rate: 48.9%
Click Rate: 14.6%
Click to Conversion Rate: 2.9%
49% Open
Rate

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FREE TRIAL OVERLAY
OVERVIEW:
 After a visitor starts a free trial they are
encouraged to purchase the course they
signed up for
 The goal of this campaign is to increase
the number of enrollments generated
from those who started a free trial
through an exit intent strategy

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FREE TRIAL OVERLAY
//app.yieldify.com/yieldify/code.js?yieldify_id=1754
&freetrial=true&freetrial_visitor=true&customer=false&loca=http://ww
w.straighterline.com/landing/take-free-trial-course-cnt

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FREE TRIAL OVERLAY
RESULT
KEY METRICS:
Generated incremental enrollments from
visitors who signed up for a free trial
Click Rate: 30.4%
Click to Conversion Rate: 17.7%
18%
Conversion
Rate

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ADOPTION TO COMPLETION
How do we get more students to complete a course?

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FORGOT THE TEXTBOOK E-MAIL
OVERVIEW:
 We have found that students who
purchase a textbook with their course
have a higher completion rate than
those who don’t
 The goal of this campaign is to increase
completion rate and drive incremental
revenue
 E-mail is sent the day after an order is
placed that contains a course but does
not contain a textbook

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FORGOT THE TEXTBOOK E-MAIL

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FORGOT THE TEXTBOOK EMAIL
RESULT
KEY METRICS:
Increased textbook sales and drove
incremental revenue
Open Rate: 37.6%
Click Rate: 1.2%
38% Open
Rate

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COMPLETION
TO LOYALTY
How do we get more students to purchase multiple courses?

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WINBACK CAMPAIGN
OVERVIEW:
 Students have the option to cancel their
membership at any time
 The goal of this campaign is to win back
students who cancel through e-mail
marketing
 E-mails are targeted based on the
cancellation reason the student provides
 Encouraging students to restart their
membership drives higher LTR and
additional revenue

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WINBACK CAMPAIGN

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WINBACK CAMPAIGN
RESULT
KEY METRICS:
Drove lapsed students to log back into their
course
Open Rate: 33.2%
Click Rate: 2.2%
Click to Conversion Rate: 6.7%
7% Click to
Conversion
Rate

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FUTURE PLANS

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FUTURE PLANS
 Dynamic retargeting campaigns through integration of AS with a DSP
 Visitor segmentation with other 3rd partner vendors (i.e., CrazyEgg,
LivePerson, Google Analytics)
 Additional integration of AS in key reports
 Additional campaigns for purchase funnel optimization

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CO-BRANDING MYLINE

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KEY TAKEAWAYS

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KEY TAKEAWAYS
 Serves as much more than a remarketing tool
 Recommend a strong tech resource to assist in campaign
implementation and testing
 Marketer-friendly tool after a bit of a learning curve
 Integration with other vendors is easy and robust
 Tealium and AudienceStream have quickly become part of our workflow
 Tremendous amount of possibilities!