Background

Armenian Code Academy stands as a leading educational center in Armenia, providing top-tier IT courses that empower students with the skills needed for thriving careers in technology.

Challenges

Despite its reputation, Armenian Code Academy faced several critical obstacles threatening its growth:

1. High Cost per Acquisition: Rising expenses to acquire new students strained the marketing budget and jeopardized financial sustainability.

2. Declining Student Applications: Applications had been steadily decreasing over three months. Moreover, the quality of incoming leads was poor, negatively impacting conversion rates and enrollment.

3. Ineffective Marketing Strategy: The existing strategies failed to connect with the target audience, indicating a gap in understanding the motivations and behaviors of potential students.

   
   

What we did

To address these challenges, we implemented a comprehensive, data-driven strategy:

1. Audience Research and Psychological Analysis

• Conducted an in-depth study of the target audience to understand their behaviors, preferences, and pain points.

• Identified key motivators, such as career advancement, high industry demand, and the appeal of mastering in-demand skills.

• Analyzed historical enrollment data to uncover trends and actionable insights that optimized recruitment strategies and course offerings.

2. Landing Page Optimization

• Redesigned the landing page to create a visually appealing, user-friendly interface, enhancing engagement.

• Conducted a detailed conversion rate optimization (CRO) analysis to pinpoint bottlenecks and areas for improvement.

• Implemented targeted changes to improve navigation, streamline the user journey, and enhance the overall experience.

• Achieved a 2x increase in conversion rates, transforming interest into actionable applications.
  

  Before 

  

After

3. Ad Campaign Development

• Designed a visually compelling and highly targeted ad campaign to resonate with the student persona.

• Created ad copy that directly addressed potential students' aspirations, such as career growth and skill-building opportunities.

• Deployed the campaign across high-impact digital platforms to maximize visibility and engagement.

(Note: Original ad copy was created in Armenian and later translated for review purposes.)

Results

The strategic interventions led to outstanding outcomes:

1. Improved Lead Quality

   The percentage of high-quality applications surged to 99%, significantly enhancing the enrollment pipeline.

2. Reduced Cost per Acquisition

   Successfully cut the cost per acquisition by 50%, ensuring a more sustainable and efficient use of resources.

3. Enhanced Application Growth

   The optimized strategies resulted in a steady flow of qualified applications, revitalizing enrollment numbers.

Summary

This case study highlights the transformative impact of tailored audience research, conversion-focused landing page optimization, and well-executed ad campaigns. Armenian Code Academy’s success underscores the importance of understanding your audience and applying continuous improvements to marketing efforts. With a data-driven approach, it’s possible to achieve sustainable growth while significantly reducing costs.