Case study
The Online Business Academy
A conversion-led education website converting 14% of visitors, with 60% of applicants going on to enrol, in Australia and the UK.
The brief
The challenge
Selling education online has a long path to the sale. A prospective student doesn’t buy a course the way they buy a t-shirt, they compare providers, weigh up the commitment, and often talk themselves out of it somewhere between “interested” and “enrolled”.
The Online Business Academy needed a website that could carry that whole journey: explain the course offering clearly, capture qualified applications rather than tyre-kickers, and do it well enough to support expansion into a second market in the UK.
Delivery
A funnel built for how students decide
A course is a considered purchase. Every piece of the system was built around the comparing, hesitating human on the other side of the screen.
Web Design
Pages that answer the real questions
We designed the website around how prospective students actually decide, not an org chart of course categories: what the course covers, what it costs, what it leads to, and what to do next.
Google Ads
Course-intent traffic only
Campaigns capture course-intent searches and land them on pages matched to what people searched for. The thing that made the numbers work wasn’t a tactic, it was refusing to send paid traffic to pages that hadn’t earned it yet.
CRO
From enquiry to enrolment
A structured follow-up path moves each enquiry through to application and enrolment rather than leaving leads to go cold. The same system then carried the academy’s expansion into the UK.
Results
Leads that actually enrol
Each lead costs $34, and 40% of leads progress to a formal application. Cheap leads that never enrol are a reporting problem dressed up as success, the enrolment rate is the number that matters.
Website conversion rate
ROAS
Applicants who enrolled
What’s next
Now serving two markets
The same website and funnel now support the academy’s growth in the UK as well as Australia. If your lead generation measures success at the form fill instead of the sale, that’s usually the first thing we’d fix.
Let’s work together
Leads coming in but not becoming customers?
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