Business Platform
Universidad Uk
Improving lead reply rates with WhatsApp Business Calling API
Brand
WhatsApp Business Solution Provider
The Mexico-based online university partnered with Meta Business Partner Twilio to adopt the WhatsApp Business Calling API's voice call option and make it easy for leads to dial the school directly from a WhatsApp conversation, which increased reply rates.
Their Story
Self-paced online learning
Universidad Uk is an online university that serves adults and working professionals in Latin America and the US by offering self-paced graduate and undergraduate programs. Since Universidad Uk’s classes all take place online, its marketing, enrollment and academic strategies are also driven by digital technologies.
Their Goal
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Converting leads faster
Universidad Uk wanted to reduce the time it took to convert leads reached by its digital campaigns so that it could boost engagement and increase the chances of enrolling them as new students.
“Our lead reply rate has seen greater improvement than our other communication channels—around 1.5 percentage points. And the leads we have generated from ads that click to WhatsApp campaigns have shown double the conversion rate of those we get from other sources.”
Iván Cantu
COO, Universidad Uk
Their Solution
Universidad Uk is an online university that serves adults and working professionals in Latin America and the US by offering self-paced graduate and undergraduate programs. Since Universidad Uk’s classes all take place online, its marketing, enrollment and academic strategies are also driven by digital technologies.
Universidad Uk wanted to reduce the time it took to convert leads reached by its digital campaigns so it could boost engagement and increase the chances of enrolling them as new students. The school frequently markets its programs using ads that click to WhatsApp, which enable interested users to start a messaging conversation with a school representative on WhatsApp. The representative screens each individual by asking them questions to determine their needs and learn which classes they’re interested in taking.
The school partnered with Twilio to implement WhatsApp Business Calling API’s voice call feature as part of its messaging experience. Universidad Uk agents can now choose to send a WhatsApp message that gives prospective students the option to voice call the representative directly from the WhatsApp messaging thread in order to learn more or enroll. This has helped speed up the lead qualification process and increase the chances of success.
Their Success
Improved lead reply rates
Universidad Uk reports that its lead reply rate for WhatsApp has increased by 1.5 percentage points, a higher increase than its other communication channels during the same time period. Leads who speak with Universidad Uk via WhatsApp Business Calling API stay on the phone with the school longer on average than leads reached through traditional voice channels.*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
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