5 tips to optimize your admissions pages for lead generation

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Good higher ed marketing strategy creates user-friendly admissions pages, assisted by analytics in higher education.

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5 tips to optimize your admissions pages for lead generation

  1. 1. 5 Tips To Optimize Your Admissions Pages For Lead Generation Slide 1 5 Tips To Optimize Your Admissions Pages For Lead Generation
  2. 2. 5 Tips To Optimize Your Admissions Pages For Lead Generation Slide 2 1. Simplify 2. Be true to your school 3. Revisit your page from a prospect’s perspective 4. Go mobile friendly 5. Optimize your analytics Overview Source: Higher Education Marketing – 5 Tips To Optimize Your Admissions Pages For Lead Generation
  3. 3. 5 Tips To Optimize Your Admissions Pages For Lead Generation Slide 3 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 Source: Higher Education Marketing – 5 Tips To Optimize Your Admissions Pages For Lead Generation
  4. 4. 5 Tips To Optimize Your Admissions Pages For Lead Generation Slide 4 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 Source: Higher Education Marketing – 5 Tips To Optimize Your Admissions Pages For Lead Generation
  5. 5. 5 Tips To Optimize Your Admissions Pages For Lead Generation Slide 5 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 Source: Higher Education Marketing – 5 Tips To Optimize Your Admissions Pages For Lead Generation
  6. 6. 5 Tips To Optimize Your Admissions Pages For Lead Generation Slide 6
  7. 7. 5 Tips To Optimize Your Admissions Pages For Lead Generation Slide 7 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 Source: Higher Education Marketing – 5 Tips To Optimize Your Admissions Pages For Lead Generation
  8. 8. 5 Tips To Optimize Your Admissions Pages For Lead Generation Slide 8 2. Be true to your school Translating 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. Source: Higher Education Marketing – 5 Tips To Optimize Your Admissions Pages For Lead Generation
  9. 9. 5 Tips To Optimize Your Admissions Pages For Lead Generation Slide 9  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 Source: Higher Education Marketing – 5 Tips To Optimize Your Admissions Pages For Lead Generation
  10. 10. 5 Tips To Optimize Your Admissions Pages For Lead Generation Slide 10 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 Source: Higher Education Marketing – 5 Tips To Optimize Your Admissions Pages For Lead Generation
  11. 11. 5 Tips To Optimize Your Admissions Pages For Lead Generation Slide 11Source: Higher Education Marketing – 5 Tips To Optimize Your Admissions Pages For Lead Generation
  12. 12. 5 Tips To Optimize Your Admissions Pages For Lead Generation Slide 12 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 Source: Higher Education Marketing – 5 Tips To Optimize Your Admissions Pages For Lead Generation
  13. 13. 5 Tips To Optimize Your Admissions Pages For Lead Generation Slide 13 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 Source: Higher Education Marketing – 5 Tips To Optimize Your Admissions Pages For Lead Generation
  14. 14. 5 Tips To Optimize Your Admissions Pages For Lead Generation Slide 14 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 Source: Higher Education Marketing – 5 Tips To Optimize Your Admissions Pages For Lead Generation
  15. 15. 5 Tips To Optimize Your Admissions Pages For Lead Generation Slide 15Source: Higher Education Marketing – 5 Tips To Optimize Your Admissions Pages For Lead Generation
  16. 16. 5 Tips To Optimize Your Admissions Pages For Lead Generation Slide 16 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 Source: Higher Education Marketing – 5 Tips To Optimize Your Admissions Pages For Lead Generation
  17. 17. 5 Tips To Optimize Your Admissions Pages For Lead Generation Slide 17Source: Higher Education Marketing – 5 Tips To Optimize Your Admissions Pages For Lead Generation
  18. 18. 5 Tips To Optimize Your Admissions Pages For Lead Generation Slide 18 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. Source: Higher Education Marketing – 5 Tips To Optimize Your Admissions Pages For Lead Generation
  19. 19. 5 Tips To Optimize Your Admissions Pages For Lead Generation Slide 19 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 Source: Higher Education Marketing – 5 Tips To Optimize Your Admissions Pages For Lead Generation
  20. 20. 5 Tips To Optimize Your Admissions Pages For Lead Generation Slide 20 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. Source: Higher Education Marketing – 5 Tips To Optimize Your Admissions Pages For Lead Generation
  21. 21. 5 Tips To Optimize Your Admissions Pages For Lead Generation Slide 21 5. Optimize your analytics  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. Source: Higher Education Marketing – 5 Tips To Optimize Your Admissions Pages For Lead Generation
  22. 22. 5 Tips To Optimize Your Admissions Pages For Lead Generation Slide 22 5. Optimize your analytics 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. Source: Higher Education Marketing – 5 Tips To Optimize Your Admissions Pages For Lead Generation
  23. 23. 5 Tips To Optimize Your Admissions Pages For Lead Generation Slide 23Source: Higher Education Marketing – 5 Tips To Optimize Your Admissions Pages For Lead Generation
  24. 24. 5 Tips To Optimize Your Admissions Pages For Lead Generation Slide 24 Questions? 1.514.312.3968 info@higher-education-marketing.com Visit our Website: Higher Education Marketing FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+

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