Objectives of knowledge management

Conversion process
Detailed content to help visitors decide on purchasing a 
course is available on the site. This includes module out‑
lines and FAQs. Specific landing pages have not been 
used to convert visitors from paid search or affiliates, 
for example. Instead, the destination page for visitors 
from referring sites is the main category page for the 
product preference indicated by the search performed 
(for example, online TEFL).
A number of engagement devices are used to gener‑
ate leads, including brochures, ‘TEFL tasters’, an email 
guide and campaign promotions such as winning a 
course.
Such leads are followed up through a series of wel‑
come emails. Results are monitored, but emails are not 
proactively followed up on. There is no phone follow‑up 
of leads due to the relative low value of the products, 
but site visitors are encouraged to ring or set up a call‑ 
back which often leads to higher conversion rates.