Case Study: Charles Sturt University achieves a $6.7M revenue boost with Merkle and Contentsquare

How Contentsquare and Merkle helped Charles Sturt University achieve a $6.7M revenue boost

Charles Sturt University needed to improve its visitor-to-application completion rate, especially for mobile users who were dropping out during the online application process. Working with Contentsquare and its long-time partner Merkle, the university used Contentsquare’s experience intelligence platform to uncover hidden friction points and better understand why applicants were abandoning the funnel.

Contentsquare and Merkle identified major usability issues on the application login page through Journey Analysis, Heatmaps, and Impact Quantification, then helped the university redesign the page with a mobile-first approach, clearer CTAs, and simplified content. The changes were A/B tested and delivered a 58% increase in login success, a 10.6% lift in “Create Account” clicks on mobile, and an estimated $6.7 million AUD in annual revenue impact.

Merkle

Vaughan Files

Manager, Digital Customer Experience