A global organization that offers certifications and courses to professionals.
Their flagship program contains 3 exams which are taking in order, after registering for an exam you have 6 to 9 months to study and prepare for the exam.
Challenge
Customers who registered for the first exam frequently didn't continue to take the next level, even if they passed.
In fact, nearly 20% didn't even show up to take the exam.
The Ask: Increase the percentage of customers continuing on after first exam.
Approach & Impact
Approach
After an immersion in the business, including talking to stakeholders and customers, some opportunity areas were identified. Most prominent was that communication to customers was infrequent while they were preparing for their exam and only consisted of updates to their exam (dates, prep materials, etc.)
The was a hypothesis that engagement throughout the exam preparation process would increase the likelihood for a customer to continue. A monthly digest was implemented with news and perspectives in the industry, preparation tips, expert interviews, and other content tailored to the customer. This, combined with exam preparation communication, improved results significantly.
Results
While the campaign required consistent content development and constant optimizing the results were well worth the investment.
13% increase in customers continuing to the second exam
24% increase in customers continuing to their third exam