The Problem

Stepful, a nationwide short-term training provider in the healthcare space, set goals to increase the scale, enrollment, and revenue of their online training programs. After making substantial investments in building robust training programs and generating positive student outcomes, Stepful needed to focus on a way to streamline onboarding and program distribution to scale. After increased marketing efforts led to 20,000+ applicants per month, Stepful identified increasing conversion from application → enrollment as a major lever for growth.

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The Solution

To enable scalable growth and capture the upside of an increased marketing budget, Stepful partnered with GetScale to add systematically timed one-on-one conversations to identify the unique questions, concerns, and motivations of each applicant before building a success plan to help them reach their goals. Each success plan involved reviewing why the applicant was interested in the program, how the training could improve their life, and establishing clear next steps to make their deposit payment.

With the solution in place, GetScale and Stepful ran an A/B test to measure the impact of the improved onboarding + conversion process.

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The Results

Over the course of a 3-month A/B test, GetScale increased Stepful’s applicant → enrollment conversion from 5.5% → 7.5%, increasing the number of trainees by 36% without any increase in marketing spend or application volume.

Based on the success of the initiative, the client and GetScale have continued to explore additional cohorts, programs, and use cases for GetScale outreach.