AAT – PURLs helps achieve a 25% conversion rate
In order to be elected as a member of AAT, students are required to complete a number of steps and elements. A process was required so that each of the 14,000 affiliates could easily determine at what stage of the application they were, and how they could progress further towards becoming elected.
AAT wanted to go beyond a simple email campaign and deliver a personal communication to each affiliate which recognised them as individuals, each on their own personal application “journey”.
By generating individually personalised pages (PURLs) to be incorporated within AAT’s determined campaign, the site visitor was able to see where they were in the process and what they still needed to complete their application – all from one central page that was unique to them.
The results speak for themselves with a 7.6% click through rate from the email to the site, 1202 unique visitors, 140 elections completed (and another 118 pending) and a 25% onsite conversion rate.