How a Private K12 School got Immediate Results with Halda Personalization

When Allison Burger took over as Director of Marketing & Communications for Westlake Prep, a private school outside of Houston, she had a mountain to climb. “If you searched for Westlake in Google, you’d find anything but us. So about a year ago, we started optimizing SEO and search data. And once we got that cleaned up I could tell we had a lot more traffic on the site, but I could also tell there was another step missing.”

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That’s where Halda came in.

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“I just went for it. There was this breakdown for our visitors between ‘Ok, you’re on the site’ and ‘Come in for a tour’. Then Halda showed up and it was exactly what I was looking for–like it was meant to be.” Burger was immediately excited about the chance to provide information and interactions tailored to each individual visitor.

"This is a customized option that gives visitors the quick information they want. The tools show up and immediately provide parents and students with the answers they're looking for" -Allison Burger, Director of Marketing & Communications

“People are scared to commit. They want to move around and fish for information on websites.” Burger explains. “They want to know the cost, a little about who we are, whether they’re a good fit. Halda gives us an in-between step to connect them to Westlake without asking for a huge commitment. Then, when we do suggest they come on campus for a visit, they’re ready to commit.” 

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This “in-between step” to the conversion process helped people connect with the school on their own terms. “It’s a personalized extra touch that helps your school stand out. It shows your visitors that you’ve put thought into their experience”, Burger explains. She finds that her visitors appreciate the thoughtfulness. “We’re getting so many people who happily interact with Halda’s tools. And so far, everyone who has filled out a DLP (Dynamic Landing Page) has come on campus.”

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This is partly because of Burger’s consistent and timely follow-up with Halda’s leads “One thing that’s been helpful on our DLPs is a section for ‘Other Questions’. Almost everyone asks an extra question, then I use that as a starting point for follow-up communication”. 

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Right off the bat, Halda has proven an efficient starting point for meaningfully connecting with website visitors. “Halda’s tools have only been up for 2 weeks, and the leads have already been great. Just in that time we’ve had 11 leads who have all come on campus, and 3 of them are already new enrollments.”

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Heightened Interaction with Personalization

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Burger believes that these early results reflect a sustainable effectiveness as she optimizes her website’s personalization. Part of this sustainability lies in the cost-efficiency of Halda’s tools. “I mean, you could spend thousands of dollars adding videos and graphics and all these fancy things to your website that other schools are already doing–or you could do this.” 

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The decision to commit her resources to Halda was, in Burger’s eyes, an easy one. “This is a customized option that gives visitors the quick information they want. The tools show up, and provide the answers people are looking for.”

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Then, Halda logs those website interactions within a data platform that helps marketers make savvy, informed decisions. 

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“Usually people come to the site and I can’t track them once they’re here. With Halda we can see how visitors are interacting with the site, and it’s given us super-helpful information.” 

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Some pages, for instance, were doing lots of unexpected and untapped traffic.

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“We have a Partners page that gets all this traction and I’m like ‘Why are people on this page’. But it helps us see what people are looking for.” Burger continues. “I can use this data to create new content about things that I may have paid almost zero attention to.”

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This potent combination of website personalization and support has Burger excited about moving forward with Halda as a partner. “The experience so far has 100% met our expectations. It’s quick and easy. It’s exactly what we’re looking for.”

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Could Halda be exactly what you're looking for? We'd love to have a conversation with you, or you can even try out our products right now with Try It Live, our personalized demo environment.

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