17% ↗
Lead capture
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INESDI · Customer story
How INESDI increased lead capture by 17%
“One of the things we mainly wanted to improve with the chatbot was the ability to "guide" candidates, or recommend a master's program based on their prior knowledge. We're very happy with how the chatbot performs at Inesdi. It has driven a significant increase in leads and enrollments, and it hasn't cannibalized our other channels, which was one of our biggest worries. On top of that, we have regular check-in calls where the account manager brings us ideas for improvement, which is genuinely valuable.”
Sara Martinez
CMO Inesdi Business Techschool
4 ↗
Enrollments per month
14%
Lead-to-enrollment conversion
THE PROJECT
Before rolling out Serviceform’s tools, Inesdi’s marketing team wanted to make far better use of the organic traffic on their website, especially the homepage, corporate pages and blog, where the lead capture rate was low.
At the same time, the second goal was to improve lead quality by guiding candidates toward programs where the admissions team typically spotted gaps in their knowledge.
THE SOLUTION
We built two chatbots for the Inesdi website, one for the corporate pages and blog, and another for the course pages.
During the conversation with a prospective student, we ask a few questions about their knowledge in certain fields of study and then, based on the answers, surface one program over another within the same category, even when the options might look similar to the candidate. This has let us hand the admissions team a more qualified lead.
We also added a button to schedule a call or video call, which has helped us gauge each candidate’s level of interest and explore a new model. Instead of booking the interview off the back of the lead, we now skip this first stage of the admissions funnel.
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Daniel Aguilón Country Manager, Serviceform