Based on our experience in 2015 we expected around 90% of accepted applicants to claim a ticket. Yet, our final conversion rate was 62.5%, and even this was mostly due to a considerable push by the marketing team. [...] Some of the reasons for this could include [...]
I think you’re missing the most likely explanation here, which is that when you market harder, you get more applicants who are interested enough to apply but not interested enough to actually go. In previous years, people mostly only applied when they definitely wanted to go, because there wasn’t as much aggressive marketing to attract people who wouldn’t have applied otherwise.
I think you’re missing the most likely explanation here, which is that when you market harder, you get more applicants who are interested enough to apply but not interested enough to actually go. In previous years, people mostly only applied when they definitely wanted to go, because there wasn’t as much aggressive marketing to attract people who wouldn’t have applied otherwise.