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: Craig Davis

​Leadership resilience, startups scaling up, marketing best practices, customer insights - these are just a few of the topics we manage to explore in the latest episode of Conversations over a Cuppa with CMO featuring Craig Davis.

More Videos

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

BARYBKIN ALEXANDER ALEXANDROVI

3-pronged marketing approach for property disruptor Brickx

Read more

Was really informative. Customer retention is very important for companies as retaining customers are simpler compared to making new ones...

Bhooshan Shetty

What lies ahead for the future of marketing post-AI

Read more

Good day sir / madamWe CLOSED JOINT-STOCK COMPANY AO KAYUM NEFT OIL COMPANY is one of theleading Oil & Gas trading companies in Russi...

BARYBKIN ALEXANDER ALEXANDROVI

3-pronged marketing approach for property disruptor Brickx

Read more

Good day sir / madamWe CLOSED JOINT-STOCK COMPANY AO KAYUM NEFT OIL COMPANY is one of theleading Oil & Gas trading companies in Russi...

BARYBKIN ALEXANDER ALEXANDROVI

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Ryota Miyagi

Brene Brown: What it takes to be a brave leader right now

Read more

Blog Posts

Life beyond the cookie: 5 steps to mapping the future of marketing measurement

​There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.

Natalie Stanbury

Director of research, IAB Australia

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Sign in