DPG is a provider of HR courses across the UK. The overall aim of the strategy was to increase leads and lead quality for CIPD courses and new products across the site.
Historically, DPG’s focus was on selling CIPD courses via PPC. However, the CIPD started to sell their own courses online, meaning that DPG was naturally being dominated by CIPD in the SERPs.
In addition, smaller competitors were being more aggressive than ever, dramatically driving up the CPAs from paid search.
Leads and conversions were down, so we needed to support marketing in driving more leads by supporting new products, achieving better lead quality and assisting them through a site migration.
DPG receive a monthly multichannel lead report via our propriety software, ReportLab, tracking the following:
Overall leads up 24% YoY
Overall, this migration succeeded in driving more traffic to the site, improved the quality of the traffic, and improved conversion rates.