Bel-Rea Vet Tech Institute

Conversion Optimization / Paid Search


Increased conversion rate by 46%


The Problem


Bel-Rea Institute, the largest school for veterinary technicians in the U.S., wanted to make their website more efficient at converting website visitors so that they could lower their costs for online advertising and still generate enough leads to fill their classrooms.   

The Action


Bel-Rea engaged SmartClick to optimize their website for lead generation. We added redundant lead generation pathways, including a JavaScript Meerkat slide in from the bottom of the browser window. We produced engaging content including info graphics and videos to help potential students make an informed decision about attending school there. In addition, we did a number of A/B tests of different page variations and were able to optimize landing pages.

The Result


By implementing a meerkat slide in we improved conversion rate on potential student information requests by 33%. By A/B testing lead capture page variations, we were able to build on that and improved overall conversion rate by 46% comparing 2012 to 2013.


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