Why Box Hill Institute turned to games to boost conversion

Seeing an uptick in online activity with the coronavirus lockdown and wanting to boost expected conversion after a website relaunch, the educational institution turned to a gaming solution

View all images

Box Hill Institute, in downtown Melbourne, relaunched its website, but after an initial surge in interest soon found conversion wasn’t what it had expected. And with the global pandemic seeing people rely on websites more than ever for researching and choosing between educational providers, a call was made to deploy some additional tools.

Box Hill Institute executive manager of marketing, Anika Hewett, told CMO the vocational educatino provider tapped Convincely to build an array of gaming features onto the site to build engagement and conversion. It launched its new gamified website experience, all while under stage four restrictions, and saw an immediate spike in conversions within the first weeks.

Hewett said the pandemic has had a considerable impact on the institute’s digital presence. “We’ve seen consideration for education increase during COVID and this is reflected in our website traffic,” she noted.

Hewett said the decision to tap Convincely of boosting conversion was an extension of its work designing its tailored, personalised onsite experience for its audience. To date, this has increased onsite conversion by 80 per cent. 

“The Convincely solution also integrates seamlessly with our CRM and we went live within six weeks of project launch. We consider ourselves at the cutting edge when it comes to digital marketing initiatives within the education sector, working with Convincely has definitely assisted us to maintain this lead,” she said.

With sales moving away from the storefront and into the online space, local startup Convincely has been working with businesses in some of the hardest-hit sectors, including education, health and retail, to convert browsing to sales using a software platform, created with the help of gamers, to boost personalisation and add challenges, rewards and positive feedback across sites to feed into engagement, conversion and sales. 

Hewett said Box Hill Institute's overarching marketing strategy is to achieve long-term customer growth and build its reputation. And that’s where this website and tools like this come into play.

“A critical element of our marketing strategy is delivering a personalised experience for our audience through the use of digital technologies. The solution we have implemented with Convincely has aligned particularly well with this strategy,” she said.

As for next steps, this will see the organisation deploying the gaming solution across all course pages and eventually across its entire website. “It’s continuing to optimise and personalise the entire experience,” Hewett added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandate,We currently have Available FOB Rotterdam/Houston for JP54,D2, D6,JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in