5 tips to optimize your admissions pages for lead generation

5 Tips To Optimize Your Admissions Pages For Lead Generation

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5 Tips To Optimize Your Admissions Pages For Lead

Generation


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1. Simplify2. Be true to your school3. Revisit your page from a prospect’s perspective4. Go mobile friendly5. Optimize your analytics

Overview

Source: Higher Education Marketing – 5 Tips To Optimize Your Admissions Pages For Lead Generation

http://www.higher-education-marketing.com/blog/5-tips-optimize-admissions-pages-lead-generation?utm_source=Slideshare&utm_medium=slide&utm_campaign=SlideshareHEM




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Recent statistics confirm that the attention span of web users is constantly shrinking and people are actually more likely to read the same amount or more on pages with fewer words.

Considering that the principle target audience is high school students: simplicity of navigation, copywriting and overall content presentation should be job one.

1. Simplify


http://www.higher-education-marketing.com/services/education-lead-generation?utm_source=Slideshare&utm_medium=slide&utm_campaign=SlideshareHEM





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This can be challenging when there is extensive information to convey to various audiences (high school students, parents, international and transfer students, etc.)

but clever design strategies eliminate redundancies to focus content into brief sections, rich in keyword links to further details, and often color-coded for easier navigation.

1. Simplify


http://www.higher-education-marketing.com/services/branding-web-development?utm_source=Slideshare&utm_medium=slide&utm_campaign=SlideshareHEM





http://www.higher-education-marketing.com/services/branding-web-development


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University of Alberta's "How to Apply" section gives 3 clear options with pictures and plenty of white space, and the colour-coded Admission Steps expand with a click to provide only the most necessary information, linked to source data.

It gives prospective students an uncluttered path to the answers they're seeking, with large "Apply Now" and "Visit Campus" call-to-actions prominently displayed.

1. Example – University of Alberta







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The best admissions pages inform while reinforcing the institutional brand.

What are your distinctive selling points?

You want to find an engaging way to condense the key value propositions of your college or university's quality and spirit in an easily digestible package.

2. Be true to your school


http://www.higher-education-marketing.com/blog/thinking-redesign-website-start-here?utm_source=Slideshare&utm_medium=slide&utm_campaign=SlideshareHEM






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2. Be true to your schoolTranslating educational values and complex academic programs into clear, relatable messages is not an easy task but try to consider the points that really matter to students and present them in a visually captivating format, like these infographics from the recently redesigned Duke University website.







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Based on your core branding foundation, use various imagery to show, not just tell, your story.

Go beyond generic taglines to create high impact statements that speak to the special qualities of your college.

Many prospects are seeking a school where they can imagine fitting in, forging lifelong friendships while learning in a stimulating environment.

2. Be true to your school








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Dalhousie University does a great job of providing the information prospects are looking for while giving enough of a glimpse of campus life to encourage excitement and engagement.

2. Example – Dalhousie University







Slide 11Source: Higher Education Marketing – 5 Tips To Optimize Your Admissions Pages For Lead Generation





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Too many higher ed websites are cluttered with excessive data that has built up over the years.

Colleges can catalyze a prospect's decision-making process by delivering the streamlined, uncomplicated yet powerful user experiences they are drawn to elsewhere on the web.

Capture the attention of a teenaged audience with easily understandable key content, student stories, strong imagery and videos.

3. Revisit your page from a prospect’s perspective


http://www.higher-education-marketing.com/services/education-lead-generation?utm_source=Slideshare&utm_medium=slide&utm_campaign=SlideshareHEM




http://www.higher-education-marketing.com/services/content-strategy-development


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Ensure that you answer their top questions: admission standards financial matters applicable majors etc. in an interesting, intuitive way.

The choice of photography, typography and layout all factor into how engaging a page is.

3. Revisit your page from a prospect’s perspective


http://www.higher-education-marketing.com/blog/4-steps-designing-website-international-student-recruitment?utm_source=Slideshare&utm_medium=slide&utm_campaign=SlideshareHEM






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Washington State University's admissions page immediately responds to the interests and concerns of high school students with its Instagram feed that also looks good on a phone.

3. Example – Washington State University







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York University conveniently colour codes their subject tabs from a prospect's perspective, providing fundamental information in a minimum of link-enhanced words and large, bright call-to-action buttons.

3. Example – York University







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4. Go mobile friendly

Many schools still lack mobile-friendly admissions applications.

With approximately one-third of admissions website traffic estimated to be mobile, this is an issue warranting greater attention.


http://www.higher-education-marketing.com/blog/rwd-higher-ed?utm_source=Slideshare&utm_medium=slide&utm_campaign=SlideshareHEM





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4. Go mobile friendly

Offering a mobile-optimized site or admissions application makes it easier for this significant (and growing) segment of the population to apply.

Include core elements in your mobile communication, including:

Application deadlines, required documentation, links Campus tour sign-ups, directions, maps, accommodation Relevant introductory details, majors, academic paths, quick facts


http://www.higher-education-marketing.com/blog/rwd-higher-ed?utm_source=Slideshare&utm_medium=slide&utm_campaign=SlideshareHEM





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5. Optimize your analytics

Analytics in higher education is the best measure of your admission page's effectiveness.

Google Analytics is a free service that can be used to define goals for particular actions on your website, such as confirming admission, applying for admission, and inquiring.

This is an excellent tool for revealing the conversion path length and time lag to identify prospective student behaviors at key points in the decision making process.


http://www.higher-education-marketing.com/services/analytics?utm_source=Slideshare&utm_medium=slide&utm_campaign=SlideshareHEM




http://www.higher-education-marketing.com/services/analytics


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Find the admissions pages most frequently visited in the past 6 months by noting the 6 alternate entry points from a Google search of your school, and select the highest for weekly tracking.

Filter out internal site users so that tracking reports are only based on new visitors.

The "bounce rate" will tell you what percent of visitors leave a given page without moving on to another, alerting you of potentially ineffective web pages.


http://www.higher-education-marketing.com/blog/15-ways-reduce-higher-ed-website-bounce-rate?utm_source=Slideshare&utm_medium=slide&utm_campaign=SlideshareHEM






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These results from U of Admissions Marketing show that: over 90 percent of recruits inquire within the first three

interactions 86 percent within the first three days.

This proves that first interactions are critical for encouraging inquiries and that your information request form should be easy to access.


http://www.higher-education-marketing.com/blog/digital-metrics-school-measure?utm_source=Slideshare&utm_medium=slide&utm_campaign=SlideshareHEM






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