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Flipping the Funnel – How 1 School Increased Yield with Website Optimization
The document outlines strategies for improving student admissions yield at Johnson & Wales University through website optimization and personalized content targeting existing prospects in the admissions funnel. It emphasizes the importance of data collection, analysis, and real-time marketing to increase engagement and ultimately yield, suggesting a shift from simply adding more prospects to influencing the current ones effectively. The document concludes with a call to action for better data integration and collaboration between marketing and admissions teams.
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Flipping the Funnel – How 1 School Increased Yield with Website Optimization
- 1. Flipping the Funnel HowOne School Increased Yield with Website Optimization Dr. Grant Geske Manager of Digital Analytics at Johnson & Wales University Jason Smith Managing Director, OHO Interactive @drchemg @jason_smith #AMAHigherEd
- 3. Questions We’ll Answer Howcan I increase admissions yield? How I can influence prospects already in the admissions funnel? How can I know more about my prospects in the funnel? How can I find new segments of prospective students? How do I get started?
- 4. The Problems inthe Funnel
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- 8. So we asked, “Ratherthan adding more prospects to the top of the funnel, how can we better influence the prospects already in the funnel?”
- 9. 300,000 Prospects Inquired 50,000 Applied 20,000 Accepted 12,500 Enrolled 2,500 Add MoreNames Lower Standards Influence Here Influence Here
- 10. Why Does ThisWork? A 2% increase at the bottom of the funnel equates to a 20% increase at the top of the funnel.
- 11. 300,000 Prospects Inquired 50,000 Applied 20,000 Accepted 12,500 Enrolled 2,500 20% here 2%Increase Don’t have to accept as many Increase selectivity Improves ranking Spend less here
- 13. The Plan inAction
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- 15. Strategy Increase yield withfocused, personalized content offerings.
- 16. Use All Data LeadScoring Personalization
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- 22. Application Email Landing PageExtended Visit Crazy Amounts of Data More Personalized Email
- 24. Results 2% Increase inYield = 91 Students 10% of students in campaign enrolled
- 25. Besides 91 morestudents, we also had 2 other insights.
- 26. What’s Going OnOver There?
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- 28. Increase Visibility Understand intentof participants Reduce the number of stealth applicants Understand what’s happening between the different stages of the funnel. Use this information to make better use of admission staff’s outreach and marketing strategy At top of funnel can help you make changes to campaigns At bottom of funnel – individualize attention.
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- 30. One thing wedidn’t change yet – the culture
- 31. Admissions Marketing Goal: Recruitstudents Goal: Not always clear
- 32. Increased flexibility Goal: recruitstudents Real time marketing Get better at data collection, analysis and decision-making Admissions Marketing
- 33. Anonymous Data Capturewith Cookies Visits Time on site Content Frequency Website Lead Capture Ties Data to a User with Email CRM Digital Expressed Intent Two Way Real Time Data Flow More Visibility
- 34. Now what? Collect dataany way possible. Start using for conversations. Start analyzing what campaigns and messages are working. Work towards closed loop reporting. Find ways to make reporting real time. Look at ways to make processes able to be impacted by data. Show how marketing is a revenue generator not a cost center. Eliminate silo between marketing and admissions.
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