Complex Institute of Education

Complex Institute of Education (CIE) recently rebranded. CIE is Victoria’s largest registered training organisation in the security sector, and is responsible for training over fifty per cent of Victoria’s security guards.

The Challenge

CIE’s growth has traditionally been driven through B2B sales, and strategic partnerships. As part of an expansion plan, CIE wanted to grow inbound enquiry through there website.

Given a rebrand the sites URL was going to be changed, and they were aware that if not re-platformed correctly that they could loose a significant amount of search equity that they had acquired over time.

Given that online inbound marketing is a new method in the marketing mix at CIE, they wanted to be able to very clearly measure the cost per click, cost per lead and cost per acquisition to ensure that ROI was delivered. They also wanted increased conversion rates, to lower acquisition costs.


The Solution

During the website build Shout worked with CIE’s web development partners during the wire framing and design phase to ensure that the designs were not only being structured for aesthetic appeal, but that the user interface was easy to navigate, had clear sales funnels established and would have content placements to make the pages friendly for search engine optimisation.

Shout also advised on URL mapping and redirects from old site to new site, so the authority from the old URL, was passed to the new URL, and minimum search traffic would be lost due to the URL change.

The Results

Search Engine Optimisation

Within a three month period Shout tripled organic search traffic to the site through on page optimisation and content audit, technical SEO coupled with an aggressive outreach link building strategy.


“Security Courses “


“Cleaning Courses”


“Security Training “


“Security Courses Melbourne”


“Security Guard Training “

Adwords & Conversion

Through wire framing, heat map testing, analytics and conversion rate optimisation, coupled with on going Google Adwords management Shout achieved the following for CIE


65% Reduction
in Cost Per Acquisition


86% Increased
in Conversion Rates


47% Decrease
in Cost Per Click

The work