How SEAS Open Higher Studies got a 71.6% increase in website conversion
Serviceform helped us increase conversion directly from the course pages and remove a manual qualifying step in our process. It also provided our clients with a new and direct communication channel with us - Christina Cabra, Marketing at SEAS.
A new communication channel that pre-qualifies
The objective of SEAS was to open a new communication channel for its users and improve the quality of the leads coming from the website.
By opening this new communication channel, the aim was to improve the way in which students interested in studying at SEAS could get in touch with the school 24/7 in a simple and dynamic way.
Serviceform structured a chatbot project with two different types of conversations. A generic chatbot was implemented on the home page and other informative URLs while on all course pages a specific conversation was developed for those students interested in a particular course.
During the conversation that the user has with the chatbot, the qualification of the lead is achieved by asking certain questions such as age, country of residence or the information they need about a particular course.
71.6% increase in website conversion
After 6 months from the implementation of the chatbot project, SEAS' conversion rate increased significantly by 71.6% compared to the start of the project.
Indirectly, the bounce rate decreased by 4.13% and there was an increase in browsing time of 31%. These results were caused by the interactive effect of chatbots, which translates into greater interaction with the website and an increase in the average session time.
At the same time, the quality of leads has increased and the qualification process for leads has been significantly optimized.
About SEAS
SEAS specializes in offering high quality technical training within SEAS Open Higher Studies. A specialized training in the industrial and business field, which completes the online training offered of this center. Additionally, SEAS offers education and training in different sectors like audiovisual, hospitality, design, sports, healthcare and veterinary.
In addition, SEAS Open Higher Studies is the San Valero Group's online training center. An educational institution with more than 65 years of history whose model has been based on the training of professionals in technical and professional skills as well as integrated into their social environment without forgetting the most important values as citizens of the world.
A tool that fits like a glove
RE/MAX is a global real estate franchise operating in more than 110 countries. In Finland, RE/MAX has 42 branches with 450 working agents.
RE/MAX Finland has been using chatbots and other conversion tools for nearly two years. Chief Marketing Officer (CMO) for RE/MAX Finland, Matias Suhonen, reveals that the reason they switched to Serviceform was because RE/MAX wanted an easy-to-implement and easy-to-use solution.
This is where Serviceform came in. Late summer 2021 saw Serviceform having conversations with RE/MAX about our conversion tools and how we could help them.
The RE/MAX marketing unit has a clear vision when it comes to marketing goals. They have strong brand awareness and reach-related targets, but Matias said generating leads and the cost per lead was one of their most important KPIs.
Our solutions for RE/MAX Finland
Our goal was to give them a tool that increased their lead generation while being easy to use on their end. So we built a context-driven chatbot for their homepage. This meant visitors could easily learn more about buying and selling properties through RE/MAX.
With our contextual chatbot, we’re able to take listing descriptions as well as an agent's image and contact details to personalise the RE/MAX chatbot on each property listing page – making their customers feel like they're talking to the actual agent.
To streamline RE/MAX’s lead routing process, we also built an automated system through which the bot filters all leads by postcode and sends them to the appropriate agent in the relevant area.
Matias said that one of the biggest pros of switching to Serviceform was how easy to use the tools were. He said from just playing around with the chatbot, he was able to start implementing even more conversion tools in time for seasonal campaigns, such as smart popups, leadbars, and dynamic forms.
The result
Lead generation multiplied
The RE/MAX chatbot was installed in September 2021 and within 8 months of installation, they’ve multiplied their lead generation.
Matias said that the three biggest pros of Serviceform compared to their previous tools were easy implementation, good customer service, and having all the tools in one place.
“Serviceform is a combination of good support, easy-to-use tools, and quick response time,” Matias said.
Saving 90% of your time
RE/MAX was also able to reduce their workload by 10x because they no longer had to manually sort leads and forward them to the appropriate agents. Our tool had an in-built feature to automatically do that job for them.
Matias added that the easy-to-use nature of Serviceform tools was their biggest attraction. He said that after only one training session, he was given tool admin access and was able to intuitively play around with it, figuring out most things by himself. Whatever he needed help with, our friendly customer success managers were there to assist him.
Real estate conversion expert!
Who is RE/MAX?
RE/MAX, short for Real Estate Maximums, is a global real estate company operating in more than 110 countries. Operating as a franchise company, RE/MAX was founded in January 1973 by Dave and Gail Liniger.
RE/MAX landed in Finland in 2006, and now there are more than 400 RE/MAX employees in the country. RE/MAX operates in more than 40 locations across Finland.
RE/MAX deals mainly in buying and selling properties and rentals. The company was founded on a concept of maximum commission, meaning agents would keep nearly all of their commission while paying their broker a share for office expenses – rather than a share of commission on each sale.
