Overcoming Prospective International Student Conversion Challenges - NAFSA 2015
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A presentation from Hotcourses CEO Mike Elms from NAFSA 2015 in Boston. The presentation highlights the company's Virtual Agency Services for Indian students which went launched in August 2014. Hotcourses Virtual Agency Services utilise both online and in-person counselling to guide students from applying right up to enrollment.
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Overcoming Prospective International Student Conversion Challenges - NAFSA 2015
- 1. Overcoming Prospective International Student Conversion Challenges Mike Elms Hotcourses NAFSA May 27th 2015
- 2. Generating more leads Amend your website to get the right person at the right time
- 3. Virtual agency – where we’ve come 0 500 1000 1500 2000 2500 Leads
- 4. Where do leads come from? Articles 44% Search 24% Home 15% Forum 10% Course detail 5% Create the right content and call to action
- 5. Where do leads come from? Articles 44% Search 24% Home 15% Forum 10% Course detail 5% Impact of open registration form
- 6. What content converts best? 0.00% 0.20% 0.40% 0.60% 0.80% 1.00% 1.20% 1.40% 1.60% 1.80% Detailed specific guidance
- 7. What content converts best? High volume - generic Low conversion – 1% Low effort - 1 article Low volume per article High conversion – 5% High effort – Write a lot
- 8. UX: Device specific conversion Float mobile interactions Mobile calls Out of office hours form
- 9. Small changes = huge difference Align content and call to action
- 10. UX: If they’re gonna leave anyway Splash pages when users leave
- 12. Generating quality Focussing on the best, filtering out the rest
- 13. Search creates informed leads Unique personal tech creates informed researchers
- 14. Enquiries Our conversion funnel Enrolments Verified leads Contacts Applicants Filter quality early for higher conversion
- 15. How to verify leads Level of commitment and an accurate data Unique visits Verified leads 0.5% of visits
- 16. The lead conversion process Verified lead Call 3 times No answer Keep warm Automated email campaign Not ready Interested contacts Eligible? Documents after 3 wks? Exam, visa etc Recycle and re-engage users 8.8%
- 17. Keep ‘em warm - update Automated responses to each step – but personal ones Trust messages
- 18. Keep ‘em warm re-engaging
- 19. What not to do!
- 20. Using technology to convert Video conferencing with parents & students – Google hangouts mock interviews
- 21. Rajeev Reddy, Northwest Missouri State Uni, USA “It was a wonderful experience with Hotcourses. The mock sessions conducted continuously over phone & Skype were very encouraging and helped me in succeeding the Visa interview.”
- 22. Speed can make a difference What impression are you giving? Efficient, technically advanced. We want you to enrol with us! Average turnaround time from apps to offers 4 weeks Average applications per student 2-3
- 23. Do you measure what works? 0.00 0.10 0.20 0.30 0.40 0.50 0.60 Contact to applications ratio Website should convert well, but with much greater volume
- 24. Continual improvement Monitor performance of your team and learn lessons of success
- 25. Unique visits Our conversion funnel Enrolments Verified leads 0.5% of visits become verified leads Contacts 8% of leads become contacts Applicants 41% of contacts become applicants 55% of applicants become enrolments 1 enrolment 2 applicants 4 contacts 50 leads
- 26. Mike Elms – Hotcourses Mike.elms@hotcourses.com