A successful strategy in a prominent Spanish online university
The project aimed to improve the acquisition of students in the digital channels of a Spanish online university. To achieve this, work was carried out across three pillars: multichannel advertising campaigns, SEO optimisation and a redesign of the user experience, with the goal of increasing conversion and facilitating the digital journey of students.
The client
The university has established itself as a benchmark in digital and blended education. Thanks to an educational model based on flexibility, innovation and personalised support, the institution positions itself as modern, accessible andfuture‑oriented.
The objectives
In its consolidation process as a digital academic institution, the university faced a strategic challenge: improvingconversion in its digital channels and increasing the quality of student acquisition. To achieve this, three complementarylines of intervention were defined, each addressing the conversion process from a different angle: advertisingperformance, visibility, and user experience.
Paid Media: creating and managing multichannel advertising campaigns aimed at conversion, optimising investmentand linking real enrolment data with advertising platforms.
SEO optimisation: strengthening organic search positioning, reinforcing domain authority and attracting qualifiedtraffic to the website.
UX Renew: redesigning the user experience to reduce friction, facilitate navigation and increase the conversion rate atkey points of the customer journey.
The project
The combination of strategy, technology, and analysis
Paid Media: Campaigns that not only impact but convert
The Paid Media project was structured in four phases: strategic planning, conversion analysis, platform management and continuousoptimisation. In close collaboration with the university’s marketing team, the priority study programmes were defined and specificcampaigns were designed for cold audiences (without prior contact) and warm audiences (users who had already interacted with thewebsite or came from the database).
The investment, close to one million euros, in 2025 was distributed across Google Ads, Meta Ads and Bing, according to historical performance and enrolment objectives. Conversion analysis was carried out directly on the PPC platforms and the CRM, enabling precise attribution and decisions based on real data. Campaigns were dynamically adjusted, modifying segmentations, creatives and budgets to maximise conversion.
The results were clear:
- A 15% increase in enrolments compared to the previous year.
- The cost per enrolment in Google Ads was reduced by 20%, optimising investment.
Additionally, PPC‑oriented landing pages were redesigned, tagging was reviewed for optimal attribution and a dashboard wasimplemented that cross‑referenced enrolment data with marketing metrics, enabling a complete view of performance.
SEO: Visibility that attracts and structure that retains
The SEO optimisation project was approached from three fronts: technical, content and authority. A full audit of the website wasperformed, identifying indexing issues, duplications, 4XX errors and opportunities for semantic improvement. A monthly content planwas defined with 10 optimised pieces, aligned with strategic keywords and supported by structured data. Thanks to the goodcollaboration, the team has been excellently integrated, contributing quality in decision‑making and consistency in the content.
In parallel, an off‑page SEO strategy was implemented with the publication of articles in specialised educational media, prioritisinghigh‑authority platforms to strengthen the university’s digital reputation.
Tools such as Google Search Console and BigQuery were integrated to analyse organic performance, identify keywords with highconversion potential and adjust existing content to avoid cannibalisation. Additionally, Cookiebot was implemented, ensuring consent management, regulatory compliance and transparency in data processing.
UX Renew: User‑centred experience
The UX Renew process was designed to improve navigation experience, reduce friction in conversion processes and align the websitewith the real expectations of users. An exhaustive analysis of navigation flows, abandonment points and user motivations at each stageof the digital journey was conducted.
Buyer persona profiles were defined and the content architecture reorganised to facilitate access to key information. Elements such as real FAQs, student testimonials were incorporated, and work was carried out on the semantic optimisation of content, contextual internal linking and simplification of forms, reducing the number of fields and improving usability. Campaign landing pages wereadapted to the different user profiles, with personalised messages and clearer calls to action.
The result was a more fluid, intuitive and conversion‑oriented experience, which strengthened user trust and improved performance indicators across all funnel stages.
Methodology, work team and project impact
The working methodology was based on regular follow‑up meetings, task coordination and review of results through a shareddashboard. The Infinitum Digital team integrated specialists in strategic marketing, technical SEO, Paid Media and advanced analytics, certified in tools such as Google Ads, Google Analytics 4, Semrush and HubSpot.
Results
The combination of strategy, technology and analysis enabled this important university:
- To improve digital conversion in key master’s degrees and undergraduate programmes
- To reduce the cost per enrolment in PPC campaigns
- To increase organic visibility and domain authority through technical SEO and specialised content
- To optimise user experience across the entire digital ecosystem, facilitating access to information and improving navigation
- To make decisions based on real data, connecting marketing and enrolment in real time