Data-driven Design for Higher Education to Increase Applicant Engagement and Conversions

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#DataDrivenWeb4Ed
Data-driven design for higher education to
increase applicant engagement and
conversions

www.verndale.com
Copyright 2013
Introduction & Company
Overview
eduUser Journey Research
Q&A
Agenda

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Sean Rusinko
• VP, Digital Strategy
• Focus on Building & Executing the
Strategic Direction of Client Digital
Marketing Initiatives
• Frequent speaker at MITX, BIMA, Gilbane,
Sitecore Symposium, NEDMA, and others
• Northeastern University, BS in Marketing &
Advertising
Jll Grozalsky
• Digital Strategist
• Previously worked at Qorvis Communications
as a leader in general and crisis social media
strategies
• Focus on big picture strategic goals for
websites and overall online presence
• University of Maryland, BA in General
Communications
Speaker Bios

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Some Clients: Some Partners:
• Award Winning Digital Agency
• Since 1998
• Headquartered in Boston
• 100 + Full-time Employees
• More than 260 Active Clients
• Deep Technical Background
• Diverse Client Portfolio
About Verndale

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Digital Strategy
Technology
Digital Marketing Content
Orchestratio
n
Experience
Design
define
planpromote
measure
build
suppor
t
train
Digital Maintenance
Our Service Offerings

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The eduUser Journey

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Marketers need to reach students in the right channels — and look beyond traditional
enrollment periods — with a constant presence online.
• Nine in ten enrolled students have used the
Internet to research higher education institutions
(Goolge, Compete Study)
• 77% of education seekers will first visit a school’s
website at least two weeks — and often two
months — before taking action
• Half of conversions occur 2+ months after time of
Search Referral
• Over 1/3 of eduSearchers use mobile devices
• 60% of students have little to no certainty as to
where they’ll end up when they begin research
• 57% of students watch a YouTube video created
by a school
1. Measure by value-per-visit
2. The journey is multi-screen
3. Seeing is believing
4. Learn the new landscape
Digital Use in Choosing Schools
Source: Google Think

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Google’s eduSearcher
http://www.google.com/think/tools/customer-journey-to-online-
purchase.html?utm_medium=email&utm_source=newsletter&utm_campaign=mayadvanced&utm_content=ca

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Affect of Marketing Channels
Marketing channels (Such as email, paid ads, social and direct visits)
influence the customer at different points in their decision-making process

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Affect of Marketing Channels
Which channels play more of an “assist” or “last interaction” role?

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The eduUser Journey: Search

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More Searches, More Often

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Search Drives Edu Conversions

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Only 19% of first queries by eduSearchers are branded
There’s Branding Work to be Done
Converters
Brand
19%
Non-Brand
81%
Query Path of
Converters; 2010
Query 1

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eduSearchers are Seeking Brand Info
In 2010, more than 25% of education queries were branded vs. 15% in 2009

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Online Content Plays a Large, Recurring Role
Of those converters referred by the Google Display Network (GDN):
88% are referred
2+ times
17% are referred
10+ times

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The eduUser Journey: Convert

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Early Touch Points are Critical

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% of
Converters
Referred by
Search
Days before Conversion
eduSearchers Initiate Research Early On
Total
Half of conversions occur 2+ months after time of search referral

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Research Contributes to Conversions

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The Impact of Video

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• Don’t force users down a path.
• Mobilize your brand
• Widen the scope of your message
• Assign value to upper funnel touch
points
Key Implications for the New Reality

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Social is the gateway to a
school’s website and admissions
information
Social Today

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•96% of college students are on Facebook
•91% of college professors engage in social media as part
of their job
•29% of Higher Education Institutes do not have a social
media plan
•Social media is one of the easiest ways to amplify any
grassroots efforts and increase funding
•38% of Higher Education Institutes attribute increased
applications to social media
http://www.umassd.edu/media/umassdartmouth/cmr/studiesandresearch/images/socialmediag
amechanger/SocialMediaEfficiency.pdf
http://blog.tunheim.com/2012/03/09/how-college-students-use-social-media/129#.UffEb421Gzp
Social Today

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•39% of students connected/chatted with current
students through social media
•22% admit strongly considering applying to a
school based on a recommendation from a social
media site
•2% of students report that a school’s social
presence had a negative impact on their
application interest
Out of 20,000+ polled high school
seniors:
http://www.maguireassoc.com/wp-content/uploads/2011/04/CDIS-Report-2011.pdf
Why Social?

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Social Today
Percentage of students who consider particular social media functions
moderately or extremely important
http://www.maguireassoc.com/wp-content/uploads/2011/04/CDIS-Report-2011.pdf

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Social Success: Harvard
• Real-time updates from social
media
• Easy-to-use social media directory
to highlight all channels
• Featured news to advance
traditional marketing efforts
• Consistent and timely social
updates

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Social Campaign: OSU
• Multiple options and touch points
so users aren’t forced into one
method
• Creates transparency
• Allows OSU to listen to prospective
students and tailor content
accordingly; gauge intentions

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Social Mobile: USC
• Virtual campus tour
• Provides “insider tips” allowing
prospective students to get a
more realistic view of campus
• Easy to navigate both online and
on campus
• Motivates prospective students to
connect via other social channels

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Copyright 2013
Thanks.Thanks.
Let’s Connect!
@Seanrus
@Cuisine_Queen

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