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Transforming OET’s digital presence

By 29 April 2021September 1st, 2021No Comments

Transforming OET’s digital presence

/// Overview

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.


6+ years


Account manager
Creative director
UX/UI designers
Digital designers
Front-end developers

Applied Processes

Creative direction
API integration


CMS website
E-commerce shop
Salesforce integration
Social media assets
Social campaigns
Landing pages
Ad collateral
Video assets

OET heroes website

/// Challenge

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.

/// Solution

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:

  1. Pages that attracted most users
  2. Pages that had high bounce rates
  3. Pages that were the busiest (maximum time spent)
  4. 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.


Case studies

Where OET could share ‘success stories’ from professionals.


Preparation material

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:


Digital collateral

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.


Destination guides

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.

OET website page
guide to living in Ireland and Australia
OET social media banners
OET doctors

/// Highlights

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.”

Michelle Coleman
Senior Brand and Marketing Manager, OET