Enhancing Funnel Conversion for a High School Equivalency Diploma Certification Body with EDMO

EDMO, a premier provider AI powered enrollment solutions for higher education, tied up with a Washington-based High School Equivalent Diploma Certification Body to improve its funnel conversion rates and increase the number of test-takers. Their strategic priority was clear: enhance learner engagement and guide more students toward completing its certification process. The certification body partnered with EDMO to achieve these goals, leveraging its cutting-edge analytics and consulting expertise to address critical challenges and boost performance metrics.

Challenges and Goals

The examination body faced several complex challenges that sapped its ability to convert prospective learners into test-takers and eventual graduates:

• Conversion Gaps: Upon analyzing the funnel, the biggest drop came between account setup and its Ready Test Taker. EDMO set a goal to improve its first-time test-taker rate by 3-5% and full examination’s completion rate by 3%.
• Data Management Issues: The examination body’s existing analytics struggled to pinpoint gaps in the learner’s journey, with data scattered across multiple systems.
• Limited Personalization: A one-size-fits-all web application failed to engage learners effectively, contributing to significant drop-offs.

Implementation and Customization

EDMO deployed its proprietary analytics tools and  team of experts to analyze the client’s learner funnel comprehensively. The scope of the project included:

• Extensive Data Analysis: Spanning five years of data from over five million learners, EDMO’s team identified critical drop-off points.
• Custom Funnel Efficacy Model: EDMO developed a unique framework tailored to the client’s needs, focusing on personalized interventions for learners.
• Collaboration with Client’s Team: The five-month consulting project included continuous feedback and knowledge-sharing sessions to ensure successful implementation of the findings.

Key Features and Functionalities

The client found several EDMO tools and features invaluable:

• Comprehensive Funnel Diagnostics: The analytics revealed key insights, such as the lack of personalization being a major cause of drop-offs.
• Customized Recommendations: EDMO’s Funnel Efficacy Model proposed specific actions to address these issues, including tailored communication strategies and targeted learner engagement plans.
• Scalable Solutions: The recommendations provided a roadmap for ongoing improvements, ensuring sustained growth in conversion rates.

Unexpected stats also emerged. For example, the client discovered that their learners responded positively to personalized messaging, which improved re-engagement with previously inactive users.

Next Steps

“The Custom Funnel Efficacy Model brought clarity to our process and highlighted the importance of personalization in improving learner engagement.” – The Technology Director of the Examination Body said.

• Consulting Report Outcomes: EDMO’s in-depth consulting report identified critical gaps in the client’s learner journey and proposed tailored solutions to address them. These included strategies for improving test-taker engagement, optimizing completion rates, and enhancing data utilization through advanced analytics tools.

• Proposed Solutions: The report outlined actionable recommendations, such as implementing automated follow-up mechanisms, improving support touchpoints to reduce learner drop-off, and leveraging predictive analytics to better target at-risk learners.

The ongoing implementation phase will focus on integrating the proposed solutions into the client’s operational framework. This includes refining workflows, deploying analytics dashboards, and ensuring team readiness for sustained impact. As the implementation progresses, the client is poised to unlock even greater improvements across its learner ecosystem.

By addressing their challenges with innovative tools, expert guidance, and a phased approach, EDMO has reinforced its position as a leader in educational analytics and consulting.

WRITTEN BY

Aastha Aarya

Sr. Content Writer

Aastha Arya is a Senior Content Writer at EDMO who writes about topics covering education technology, AI, and case studies pertaining to the higher education sector. She has a 4-year of experience in this field and also likes to delve deeper into the role of AI tools empowering universities by automating high-priority tasks such as document review, processing, responses to student queries, etc.

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