Skip to content
Get started

Revitalizing Lead Generation for The Costa Rica School of Massage Therapy

Costa Rica School of Massage Therapy - Case Study

Industry

Higher Education

Challenge

The Costa Rica School of Massage Therapy (CRSMT) struggled with below-average conversion rates on their lead-generation landing page, which lacked customization and A/B testing. With a 4.76% conversion rate—below the 5.93% industry average—and integration issues preventing proper lead tracking, CRSMT faced challenges optimizing their enrollment funnel.

Results

The Costa Rica School of Massage Therapy (CRSMT) worked with Pepperland Marketing to revamp their lead-generation landing pages and integrate with HubSpot, resulting in a 125% increase in conversion rates and a 32.15% decrease in cost per submission. These improvements not only boosted enrollments but also enabled CRSMT to reallocate funds toward expanding its digital marketing efforts and enhancing its educational infrastructure.

Services Leveraged

HubSpot Conversion Path, HubSpot Landing Page, Google Ads Management, Google Tag Manager Tag Setup

crsmt.com
125%
Increase in Conversion Rate
32.15%
Decrease in Cost Per Submission
$65K
Cost Savings

Working with Pepperland Marketing to transition our landing pages to HubSpot was a game changer. The improvements in conversion rates and lead quality have been significant, allowing us to focus more on nurturing relationships with prospective students. Their expertise helped us create a more seamless and effective enrollment funnel, and we’ve seen real results.

Bill Burden, M.Ed.

Director of Marketing at The Costa Rica School of Massage Therapy and Yoga

Massage Therapist Class

About CRSMT

The Costa Rica School of Massage Therapy (CRSMT) stands out as a premier study abroad program for Massage Therapy Certification, attracting students from across the globe seeking to enhance their understanding of the human body and therapeutic techniques. The school prides itself on providing an outstanding education that prepares students to perform massage therapy at a highly skilled level. With a carefully crafted curriculum, CRSMT offers a comprehensive learning experience, enabling students to develop a solid foundation of knowledge and master advanced skills that set them apart in the field. Students studying at CRSMT immerse themselves in a tranquil beach town.

The Challenge

CRSMT faced challenges with their lead-generation efforts. As a destination for their ads, they were heavily relying on one underperforming lead-generation landing page hosted by a third party. The landing page had a conversion rate of 4.76%, below the industry average of 5.93% at that time. Additionally, CRSMT found the third-party software difficult to work with and discovered it lacked the features needed to create new landing page designs or to conduct A/B testing. At the same time, Pepperland discovered an integration error that made it difficult to attribute deposited students back to their original source, which is vital in determining the impact of their digital marketing efforts.

The Solution

Pepperland Marketing identified that the third-party landing pages were negatively impacting CRSMT’s enrollment funnel. Leveraging their extensive knowledge of inbound marketing, Pepperland redesigned and deployed new landing pages in HubSpot that were stage-appropriate (awareness, consideration, and decision) for CRSMT’s audiences.

Key Steps Taken

  • Redesigned landing pages in HubSpot that leverage best practices to create seamless user experiences that align with paid media ad copy.
  • Developed forms in HubSpot that collect the necessary and desired information at each stage and set appropriate contact record properties in the HubSpot customer relationship management system (CRM).
  • Configured workflows to ensure these contacts receive appropriate follow-up emails and personalized nurturing communications.

Implementation

Building on the key steps identified, Pepperland Marketing performed the following actions:

  1. Developed new landing pages referencing high-converting templates within the HubSpot content management system (CMS).
  2. Developed new landing page content tailored to specific student personas and aligned with paid media copy to create a personalized, cohesive experience.
  3. Streamlined form integration by integrating HubSpot forms into the landing pages, minimizing the number of fields required, and ensuring prospects are correctly added to the HubSpot customer relationship management system (CRM).
  4. Updated HubSpot workflows to ensure new contacts received appropriate follow-up emails and personalized nurturing communications.
  5. Set up conversion tracking through Google Tag Manager to ensure the Google Ads campaigns counted successful form submissions as a conversion action for optimization purposes.

The Results

Immediate Impact

Two weeks after moving assets into HubSpot, there was a noticeable increase in the volume of new prospective students. At the same time, the admissions team reported a noticeable improvement in lead quality, making it easier to nurture and convert students.

Key Metrics and Results

In the year and a half since Pepperland Marketing implemented this solution, CRSMT saw significant improvements to their landing pages, including:

  • Conversion Rate: Increased by 125% from 4.76% to 10.7%, surpassing the industry average benchmark of 5.93% to 7.07%.
  • Cost Per Submission: Decreased by 32.15% from $53.50 to $36.30, despite the cost per click increasing by 52.55% from $2.55 to $3.89.
  • Integration Issues: Transitioning landing pages into HubSpot removed all integration-related issues CRSMT was dealing with, allowing the enrollment team to successfully nurture new leads.

High-Level Impact

Increasing the paid media landing page conversion rate by 125% has contributed to $65,119 in savings to date. These savings allowed CRSMT to shift focus from generating new leads to improving their process of nurturing leads and enhancing website content.