It turns out that mobile can be a great platform for generating student leads for higher ed student recruitment.

1. The Effectiveness of Mobile Lead Generation in Higher
Ed
Slide 1
The Effectiveness of
Mobile Lead Generation
in Higher Ed

2. The Effectiveness of Mobile Lead Generation in Higher
Ed
Slide 2
1) Mobile campaigns
2) Most mobile lead generation forms are simpler and less
threatening
3) Mobile is a much more “directed” search platform
4) Mobile search is used to find local information
5) Mobile leads to action
Overview
Source: Higher Education Marketing – The Effectiveness of Mobile Lead Generation in Higher Ed

3. The Effectiveness of Mobile Lead Generation in Higher
Ed
Slide 3
 In recent examples where we’ve split off and launched
mobile-only PPC campaigns to parallel existing PPC
campaigns, we have seen lifts in conversion rate from
baselines of around 5% to anywhere up to 18%.
 That’s a pretty amazing result in any market but it turns out this is not
unique to higher education.
 With a bit of research on the web you will find many corroborating
studies and reports that confirm that mobile is generally getting
higher click through and conversion rates than traditional desktop
format marketing.
 So what’s different about mobile lead generation and what
are the factors that are influencing these results?
1. Mobile campaigns
Source: Higher Education Marketing – The Effectiveness of Mobile Lead Generation in Higher Ed

4. The Effectiveness of Mobile Lead Generation in Higher
Ed
Slide 4
 Out of necessity, most mobile lead gen forms, on websites
or on mobile PPC landing pages, keep it really simple, often
only requesting full name and email, as above .
 This makes good sense given the challenges of typing and
the limited attention span of a visitor using a smart phone.
 It is also generally accepted that by keeping the number of
fields to an absolute minimum that you will scare away the
least number of prospects, who are afraid of being put into a
hard sell sales cycle they if they provide phone number and
address details.
2. Most mobile lead generation forms are
simpler and less threatening
Source: Higher Education Marketing – The Effectiveness of Mobile Lead Generation in Higher Ed

5. The Effectiveness of Mobile Lead Generation in Higher
Ed
Slide 5
 Searching on a mobile device often has different intent from
the kind of searching we do on a desktop or with a tablet.
 Mobile searching is very directed, “mission-based” searching.
 If, in the moment, what we are doing in the real world, is more import
than what we are doing in the virtual world, then we want to get in,
find what we want, and get out.
 Mobile facilitates this type of searching best.
 In this type of a search it is reasonable to expect that prospect
students would convert on an information request goal more readily
than when in exploration mode while sitting at home on their desktop
in the evening when the have more time to gather and consider the
nuances of the information they find.
3. Mobile is a much more “directed” search
platform
Source: Higher Education Marketing – The Effectiveness of Mobile Lead Generation in Higher Ed

6. The Effectiveness of Mobile Lead Generation in Higher
Ed
Slide 6
 Mobile devices seem to be an almost perfect direct response
medium.
 70% of mobile searches lead to action within 1 hour. 90% eventually
lead to action
 90% of leads from other sources do not take action, leading to 2-5 %
conversion rates
 61% of mobile searches lead to an inbound phone call
 Inbound phone calls generally convert at 10 to 15 times the rate of
other leads.
 The success of mobile in producing inbound prospect phone
calls is an aspect that should be considered closely to effect
a closer integration of inbound marketing with your school's
admissions call centre.
4. Mobile leads to action
Source: Higher Education Marketing – The Effectiveness of Mobile Lead Generation in Higher Ed

7. The Effectiveness of Mobile Lead Generation in Higher
Ed
Slide 7
 Mobile has demonstrated its chops to us as an effective
tactic in higher ed lead generation.
 Lead quality and conversion to student rates remain to be
seen down the road but there are high hopes that these
leads will prove to be of high value.
4. Mobile leads to action
Source: Higher Education Marketing – The Effectiveness of Mobile Lead Generation in Higher Ed

8. The Effectiveness of Mobile Lead Generation in Higher
Ed
Slide 8
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