Intelligent search, built leveraging complex algorithms and predictive search, lies at the core of the website's innovation, enabling potential students to easily find highly relevant course information with a single click. This keeps the prospective student engaged and guides them through to the application process. Personalised offer pages, emails and videos for students provide tailored information around the specifics such as enrolling, courses, timetables and other key aspects. Integrated throughout the site are intelligent lead-scoring and user behavioural profiling smarts.

Working in conjunction with UNSW’s media agency we were able to tag interactions and track students’ preferences weighting them to serve the most relevant information in the form of retargeted creative across 3rd-party networks. We utilised this data for further personalisation and to track behaviour patterns of different types of students looking at location and faculty interests. Once analysed, the insights were strategically implemented and are used on an ongoing basis to continually improve the conversion funnel by ensuring content is highly relevant. Complementing the website we have created a brand-focused display activity to drive prospective students through to the new UNSW International website.

One of our main challenges with the design of the site was to ensure leads were nurtured throughout the conversion funnel. We created a trigger-based, personalised post-enquiry program. This was delivered using an intelligent CRM and data segmentation strategy involving a carefully constructed and personalised email marketing campaign. Throughout the user’s journey on the site, tagging and tracking of their preferences and behaviour creates a profile of each user so the lead is able to be nurtured along the funnel and tracked even after they have left the website. Based on the location, faculty and preference-based content consumed on-site, the prospective students are then able to be served a series of customised creative assets across all UNSW owned digital properties including Facebook, Instagram, Twitter, LinkedIn and YouTube. These targeted social ads drive engagement with course and location specific content, directing them to relevant landing pages on site.