5 Ways to Increase Conversions for Your College or University


The first step in marketing your higher education institution involves attracting the attention of quality prospective students. In other words, getting them to click on your ad, visit your Facebook page or go through your website. This, of course, is only half the battle. The ultimate goal is to convert these prospects from interested viewers into applicants, and eventually enrolled students. Knowing this and actually achieving it, however, are entirely different things. To follow are a few techniques to increase conversions and improve your school’s enrollment rate.

Keep Things Simple – If your inquiry request form is difficult to understand or contains more than just a few key fields (i.e. name, email address, desired major, etc.), chances are you’re driving away opportunity. Take an objective look at the process you’re using to capture leads and determine if there are any ways you can make it simpler and more user-friendly. Then, implement those changes as soon as possible.

Meet Their Needs – Many higher education providers get so caught up in touting their accolades that they forget what really matters to their future students. It’s important to showcase the reviews and recognition your school as received, as this may draw the attention of quality prospects. Understanding the needs and desires of those prospects, however, and delivering real solutions is ultimately what will entice them to enroll.

Engage Your Prospects – Don’t just rely on ads, postcards and traditional marketing methods to reach your prospective students. Use engaging methods, like robust content and social media, to really connect with them on a higher level. Establishing a relationship as early as possible can vastly improve the chances of your potential students choosing your institution over another.

Send Reminders – What happens when a prospective student begins filling out an application on your site but then doesn’t finish? If you’re not taking the appropriate measures to effectively capture these opportunities, you’re losing revenue. Include reminders as part of the enrollment process and increase the odds of getting those leads back so you can convert them.

Analyze and Tweak – Not every campaign is going to knock it out of the park. It’s critical that the results of each strategy are regularly reviewed and analyzed to identify what’s working and what areas could use some improvement. If you’re not measuring your marketing efforts on a regular basis, you could be wasting valuable time and money while also not achieving your conversion goals.

Effective lead generation is a critical component of any higher education marketing plan. The next important step is bringing those prospects through the process until they’ve completed the application. By employing these simple strategies, you can successfully improve your college or university’s conversion rate, increasing the pool of candidates to select from and boosting enrollment rates.

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