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Internal Website Leads Became Top Health Program Conversion Driver In 2018

May 17, 2019 Charlene Sterphone

While third-party media channels drove the majority of higher education health program inquiry volume in 2018 (55.5%), the majority of health category conversions came from first-party channels in 2018 (63.9%). According to the 2019 Report On The State Of Health Education Demand published by Digital Media SolutionsTM (DMS), the first-party share of conversions (SOC) rose steadily throughout 2018, beginning at 59.4% in Q1 2018 and increasing to 69.9% in Q4 2018.

Affiliate Data Lead SOV And SOC Decreased For Health Higher Education Programs In 2018

Despite a spike in Q4 2017, the SOV for higher education health program affiliate data leads was on a downward trajectory for much of 2017 and 2018, falling from 52.1% in Q1 2017 to 48.9% in Q4 2018. Similarly, the conversion rate (CVR) for affiliate data leads decreased throughout 2018, falling from 4.3% in Q1 2018 to 3.7% in Q4 2018. Download the 2019 Report On The State Of Health Education Demand to learn more about media channel trends for the higher education health category.

Internal Website Leads Overtook The Top Spot For Higher Education Health Program Lead SOC In 2018

Aside from a dip in Q1 2018, the CVR for internal website leads for higher education health programs increased each quarter in 2017 and 2018, reaching a high of 19.1% in Q4 2018. This steady growth in CVR drove internal website to overtake the top spot for health program SOC in 2018.

Download The 2019 Report On The State Of Health Education Demand Today

Featuring trends on higher education health category inquiry volume, conversion rates, media channel performance and more, the 2019 Report On The State Of Health Education Demand covers trends in the inquiry generation and student acquisition activities of higher education institutions for the period of January 2017-December 2018.

About the Author

Charlene Sterphone

Charlene Sterphone, Senior Marketing Manager A focused and highly motivated creative thinker, Charlene Sterphone develops, executes and reports on strategic marketing programs surrounding lead generation, paid search, email, social media, mobile targeting, SEO and compliance as Senior Marketing Manager for Digital Media Solutions (DMS). Throughout her diversified marketing career, Charlene has spent time in both the agency and direct corporate and start-up settings, including positions at Sparkroom, Education Dynamics and CBS Corporation, where she has seen success with digital and traditional marketing campaigns. As an analytical marketer, Charlene enjoys discovering new and innovative tools and techniques and using them to drive growth.

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