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Rasmussen College Case Study

Technology Category
  • Analytics & Modeling - Real Time Analytics
Applicable Industries
  • Education
Applicable Functions
  • Sales & Marketing
Services
  • Data Science Services
The Challenge
Rasmussen College, a private, career-focused college with 24 campuses across six states and online, wanted to understand the importance of tuition costs to prospective students and if that information was a factor in their higher education selection process. They had created a tuition cost estimator for prospective students to use on their site, but there was no way to track engagement. This lack of knowledge regarding a prospective student’s use of the tuition estimator tool limited the ability of Rasmussen College to accurately position the value of an investment in a college education. They wanted to increase new student enrollment inquiries, determine price sensitivity across schools of study, and increase task completion for prospective students seeking tuition information.
About The Customer
Rasmussen College is a private, regionally accredited, career-focused college with 24 campuses in Minnesota, North Dakota, Illinois, Wisconsin, Kansas, and Florida, and online throughout the nation. Founded in 1900, Rasmussen College provides prospective students with information about degrees and other credential programs offered at the college, as well as associated tuition costs. The college wanted to understand the importance of tuition costs to prospective students and if that information was a factor in their higher education selection process.
The Solution
Rasmussen College integrated Google Analytics events and custom variables with the tuition estimator to capture geographic and programmatic information as prospective students interacted with the widget. They sought to answer specific business questions including what schools of study had the most price-interested students, which regions of the U.S. contained the most price-interested students, what is the relationship between tuition estimation and lead generation, and are students able to find the information they want regarding tuition. They exported custom event and variable information from Google Analytics and analyzed the data. They developed price interest metrics across program and geography using the Google Analytics data.
Operational Impact
  • Increased rasmussen.edu conversion rates among tuition estimator users
  • Determined prospective student interest in tuition costs varied across schools of study and positioned tuition content accordingly
  • Improved prospective student task completion across multiple key website segments
Quantitative Benefit
  • Tuition estimator users were four times more likely to complete the website inquiry form
  • Those who went on to perform a separate ROI calculator were 7.3 times more likely to complete the website inquiry form
  • Found a correlation between tuition information and a prospective student’s readiness to take the next steps

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