Make Your Website Your Best Admissions Officer with Real-Time Personalization
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Make Your Website Your Best Admissions Officer with Real-Time Personalization

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Online research is a critical tool for students and parents choosing a college. ...

Online research is a critical tool for students and parents choosing a college.

Personalization allows you to target students by academic, athletic, or any other interests, and to target parents with content they find most relevant such as cost and safety.

Learn more about Percussion CMS: http://www.percussion.com/products/index

Learn more about Evergage: http://www.evergage.com/

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Make Your Website Your Best Admissions Officer with Real-Time Personalization Make Your Website Your Best Admissions Officer with Real-Time Personalization Presentation Transcript

  • Make Your Website Your Best Admissions Officer With Real-Time Personalization
  • DAN FLANIGAN VP of PRODUCTS @danflan linkedin.com/in/danflan KARL WIRTH CEO/FOUNDER @wirthkarl linkedin.com/in/karlewirth INTRO.! #personalizeEDU  
  • AGENDA.! §  The challenges of edu websites today §  Different personas: Students vs. parents §  Personalization can your website into your best admissions officer #personalizeEDU    
  • WHO WE ARE.! #personalizeEDU  
  • Evergage enables marketers to increase conversions using real-time visitor persona and intent data to personalize the digital experience for every visitor. All without IT. #personalizeEDU  
  • Percussion  So,ware's  award-­‐winning  web   content  management  system  is  used  by   higher  educa8on,  government  agencies,  and   businesses  to  create  engaging,  effec8ve   content  that  looks  great  on  any  device.     #personalizeEDU  
  • 3 BIG CHALLENGES EDU WEB MARKETERS FACE TODAY.! #personalizeEDU  
  • 1. NOT GETTING THEIR AUDIENCE. Prospective students along with their parents have different interests, preferences, and needs #personalizeEDU  
  • 2. CLUTTER. With so much information, EDU web marketers are cluttering their homepages with too much information. #personalizeedu  
  • 3. COMPETITION. #personalizeEDU   Competition for online students is heating up.
  • SOLVE THEM ALL WITH REAL-TIME WEB PERSONALIZATION.! #personalizeEDU  
  • DEFINE YOUR PERSONAS.! #personalizeEDU  
  • Thinks About… Major/programs Location Campus life/activities Athletics THE PROSPECTIVE STUDENT.
  • PROGRAMS. How can we help you? Search
  • LOCATION. HI BOSTON RESIDENT! Come to our Open House this weekend! EVENT DETAILS
  • CAMPUS LIFE. WELCOME BACK! Last time you were looking at Housing. Are you ready to look at Dining or do you want to continue where you left off? Housing Dining
  • ATHLETICS. Name Email SUBMIT GET MORE INFORMATION
  • PARENTS CONCERNS DIFFER.! #personalizeEDU  
  • PROSPECTIVE COLLEGE STUDENTS & PARENTS HIERARCHY OF NEEDS.
  • Parents have some different concerns Cost/Financial Assistance Payment options Safety Location PARENTS THINK ABOUT…
  • Parents  have  some  different  concerns   Cost/Financial  Assistance   Payment  op;ons   Safety     Loca;on         HOW TO DETERMINE? JUST ASK! Are you a parent or a student? Student Parent
  • OTHER WAYS TO PERSONALIZE.! #personalizeEDU  
  • SEARCH.
  • SEARCH. Learn more about financial aid and lower cost programs. Download our Financial Aid Guide
  • EMAIL.
  • SOCIAL. Welcome  from  Facebook!    
  • BLOGS/CONTENT.
  • REAL-TIME PERSONALIZATION IN ACTION.! #personalizeEDU  
  • RELATIONSHIP: None PERSONA: High school Senior INTENT: Learn about Aid   RELATIONSHIP: Alumni PERSONA: Parent of Senior INTENT: Make decision about whether to bother applying   TODAY, A WEBSITE DOESN’T RESPOND. BUT AN ADMISSION OFFICER DOES.
  • CAPTURE BEHAVIOR (visually out of the site) UNDERSTAND PERSONA – INTENT RESPOND IN REAL-TIME §  Per-Visitor, User, Account Anonymous to Named §  Clickstream, Context, Tags Time on page and in category Progress in funnel §  Attributes, Transactions §  Form Fields, Surveys §  History from other systems §  Set up rules to segment §  Analyze differences amongst segments §  Visually browse site and target communications. §  Personalize site in <300ms #personalizeEDU  
  • RELATIONSHIP: Never given PERSONA: Alumni INTENT: Give, not sure how much   2. RESPOND1.  UNDERSTAND PERSONA-INTENT 4 visits to Support BC Read How to Give Read Make a Gift. 10 minutes on page YOUR WEBSITE = YOUR ADMISSIONS OFFICER A  good  rule  of   thumb  is  to  start   with  1%  of  your   annual  income  
  • RELATIONSHIP: None PERSONA: High school Senior INTENT: Learn about Aid 2. RESPOND1.  UNDERSTAND PERSONA-INTENT 2 visits to Financial Aid ½ way through filling out an application Third time back YOUR WEBSITE = BEST ADMISSIONS OFFICER Meet  Julie  in Denver  on  Ju to  talk  about Financial  Aid   Admissions  
  • In Conclusion! #personalizeEDU  
  • §  Define Your Personas §  Audit Content For Your Personas §  Personalization is a dialogue, not a monologue §  What are you waiting for? #personalizeEDU  
  • JOIN US FOR PART 2 ON THURSDAY, MAY 8! #personalizeEDU  
  • Q&A www.percussion.com Learn more about Percussion at www.percussion.com twitter.com/percussion linkedin.com/company/percussion-software facebook.com/percussionsoftware www.Evergage.com/Blog Free Real-Time Personalization Resources: www.evergage.com/resources See a Demo of Evergage www.Evergage.com/Request-a-demo twitter.com/evergage linkedin.com/company/evergage #personalizeEDU