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University of the People See a 52% Increase in End-to-End Conversion to Registration

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University of the People (UoPeople) is the first tuition-free, 100% online, accredited American university and is the fastest-growing online university in the US.

They strive to help qualified high school graduates overcome financial, geographic, political, and personal constraints keeping them from entering college.

Pain Point

UoPeople focuses on customer acquisition, the mainstay of their business strategy. They built an impressive automated onboarding funnel, with low CAC (customer acquisition cost) and continuously improve it.

They managed to successfully target thousands of potential students to apply to the University but failed to motivate potential students to complete the admittance process (declared funding + save a spot), which severely hampered the success of their onboard funnel.

University of the People Onboarding Funnel

Video Objectives

  • Increase Brand Awareness
  • Incentivize payment
  • Encourage students to complete admittance and finalize enrollment

By using the A/B testing methodology and randomized grouping, we managed to compare the two variants – personalized videos VS regular textual emails.


To deal with this leaky funnel, UoPeople decided to use personalized videos in order to increase engagement at the admittance point, thereby empowering the students to finish the actions and completing the enrollment.


How it was done

Video was delivered through a personalized thumbnail within the email, so that the students could simply click to access their unique video. The subject line was personalized as well like so:  “<First_Name> -UoPeople made this video just for you”

Once the student clicked on the thumbnail, the personalized video started, encouraging registration completion through engaging CTA buttons

Viewer was redirected to a short form where he/she completes registration.