Case Study: a large, moderately selective public program in the Midwest reduces form abandonment with Akero

How can you maximize the value of your advertising spend by reducing form abandonment?

A large moderately selective public university in the Midwest was struggling with a high form abandonment rate on its Online Program landing pages, resulting in significant wasted advertising spend. To improve conversions and get more prospects through the enrollment funnel, the school partnered with Akero for an analysis and solution using their form optimization expertise.

Akero's team analyzed the form's performance and implemented key changes, including making the phone number field optional and adding an SMS contact opt-in. This strategic redesign reduced the form abandonment rate to a minimal 15.63%. Akero's solution also provided valuable insights, revealing that over 60% of Google-sourced leads preferred SMS contact, which allowed the school to implement an automated follow-up process and engage more prospects effectively.