How BIU University increased its web conversion rate by 12%

THE PROJECT

Before BIU University rolled out Serviceform, lead capture on its website relied entirely on SEO. That channel accounted for just 3% of total contacts, with an annual conversion rate of 11.1%. The marketing team faced one core problem: qualifying leads. They were getting visits and sign-ups, but many of those contacts did not match the profiles they were after, which made them hard to work and dragged down the conversion rate. They needed to improve the quality of the leads coming in from the web, give users a better experience, and open a more direct, effective and personal line of communication from the first contact.

THE SOLUTION

To qualify leads better and improve the user experience, BIU University added a chatbot to its website. Built by Serviceform, the tool automates the conversation with each visitor, guides them based on their interests, and validates their information before handing them to the sales team. Since it went live, the chatbot has reached a standout 15.6% conversion rate and now accounts for 1% of total web channel lead volume. It has also markedly improved the quality of incoming contacts, streamlining follow-up and raising conversion potential.

The website as a whole now performs better, with overall conversion rising from 10% to 12.4%. Lead volume grew by 1% to 2%, but the real impact has been on quality and on closing enrollments.