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

More Videos

Algorithms that can make sense of unstructured data is the future. It's great to see experts in the field getting together to discuss AI.

Sumit Takim

In pictures: Harnessing AI for customer engagement - CMO roundtable Melbourne

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in