Over the past six years, Charles Elena has partnered with OET’s digital marketing team to grow its business, boost digital sales and increase presence across 40+ countries globally.
OET is the premier English-language test that focuses on improving people’s ability to effectively communicate in healthcare. A venture between Cambridge Assessment English and Box Hill Institute, OET is trusted by government councils and healthcare boards around the world to validate a candidate’s English-speaking capability.
Account manager Creative director UX/UI designers Digital designers Front-end developers
Branding Creative direction Research UI/UX Development API integration Post-production
CMS website E-commerce shop Salesforce integration Social media assets Social campaigns Landing pages Ad collateral Video assets
Addressing the right target audience
OET required more than an identity uplift to attract new candidates. It required a digital transformation. This included a new website to meet the requirements of multiple stakeholders: candidates, governing bodies, health organisations and education providers.
Although OET was already a global brand, it seemed to miss hitting the right target audience, in particular Australia and New Zealand. Although based in Australia, most OET users were located in India, the Philippines and Singapore. Thus, to increase its outreach, we had to distribute equal attention to these markets and promote OET in Australia and New Zealand.
Analysing technical audit and quantitative data
By analysing large quantitative surveys conducted by OET, along with a technical analysis using Google Analytics and Quantcast, we were able to identify:
Pages that attracted most users
Pages that had high bounce rates
Pages that were the busiest (maximum time spent)
Demographics of the users
Combining data from Quantcast and Google Analytics enabled us to map out the traffic spots on the website.
Developing the right content hierarchy
Our first step was to dismantle and re-categorise OET’s website content, before organisingit into the most valuable hierarchies to users. For this, we simultaneously worked with data analysts to understand what users required the most, where they seemed lost, and how they managed to get their job done.
The three hierarchies created for the site structure were:
For people to buy OET resources, learn and teach.
Where OET could share ‘success stories’ from professionals.
A portal to house content that helped users prepare for OET. In particular, access to free material.
Enhancing the digital presence
Once the hierarchy was in place, we focused on various ways to market and increase OET’s digital presence:
We created digital marketing assets to promote OET on Google Ads. Our consistent tracking of users through Google Analytics and Quantcast helped us to find relevant candidates for OET.
A dedicated landing page highlighting the benefits and experiences of working and living in a specific country after passing the OET test.
Digital campaigns – OET Hero
Designed to feature a candidate who would promote his journey from prepping for and taking the test to their achievements thereafter. This campaign was launched on various social media platforms to entice other candidates to compete and submit their videos and be the next ‘Hero’.
CRM integration designed to push sales
Our development team helped integrate OET’s website with its Salesforce marketing cloud, enabling them to track user journeys and their sales.
Over 1600% increase in online sales over the last five years
55% increase in candidates in Australia and New Zealand in the past three years
440+ worldwide registrations for the “OET Hero” campaign
“The team is highly creative and goes beyond our often scant briefs to come up with state-of-the-art collateral to ensure the effectiveness of our marketing efforts.”