5 Conversion Techniques that Higher Ed Can Learn From eCommerce
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5 Conversion Techniques that Higher Ed Can Learn From eCommerce
Piero Tintori – CEO & Founder
Defining Digital Engagement for Higher Education
About me
5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017
• CEO & Founder of TERMINALFOUR
• A WCMS & Digital Marketing Platform for Higher Education
• 17 years experience working with higher Education institutions – first IWMW in 2004
• We count over 200 of the world’s most recognisable universities & colleges as clients including about 60% of UK Universities
Twitter: @pierotintori
piero.tintori@terminalfour.com
• Our Higher Education Digital Marketing Blog:
https://www.terminalfour.com/blog/
Our Blog…
5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017
• Digital Marketing & Management trends survey:
https://tinyurl.com/t4survey2017
Our 4th Annual Survey…
5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017
• Looking at how you can apply ecommerce and online retail techniques to drive website improvements
• Some indicative data since last year as to what’s working
• Key prerequisites
• 5 conversion techniques worth focusing on
Overview
5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017
• For a non “recruitment” focused web team, why is this important:
• Tracking return on investment = enhances the budget case (attaching a monitory value to each lead)
• If you are benefiting another team’s goals, make the case for some of their budget!
• Link the numbers to goals in your strategic plan (engages senior management more easily)
• What work is worth spending your time on?
“Conversion Rate Optimization”
5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017
•Really know your organisational goals
•Really know your team goals (and make sure they link with the org goals)
•Understand your recruitment funnel
Important at a business level…
5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017
Fundamental prerequisites:
• Effectively tracking conversion
• Social / Adwords
• Click streams
• Solid attribution tracking
• Understanding your conversion “funnel” and technical sources:
• Undergraduate recruitment
• Postgraduate recruitment
• Alumni engagement
Important at a web tech level…
5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017
University of Massachusetts Dartmouth Law School
5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017
300% increase in lead
conversion
Different techniques:
• Geographic personalisation
• Behavioural personalisation / course search
• Click stream
• Email marketing linked personalisation
• People visiting from other organisations
• Retargetting (they have visited another site / social network)
#1 Content targeting & personalisation
5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017
#1 Content targeting & personalisation
5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017
eCommerceAverage:
19-21% Improvement
Using Course Search
personalisation in Higher
Education:
33-42%Improvement
Cutting edge:
61-78%
#1 Content targeting & personalisation
5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017
Different techniques:
• Colour
• Placement
• Wording
• Friction
#2 Call to Action Optimisation
5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017
#2 Call to Action Optimisation
5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017
eCommerceAverage:
21-43% Improvement
In Higher Education:
15-32%Improvement
Cutting edge:
40-70%
(typically improving
from a very poor base line)
#3 Form Friction / Optimisation
5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017
#3 Form Friction / Optimisation
5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017
#3 Form Friction / Optimisation
5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017
Different techniques:
• Number of fields
• Avoid requesting information not to hand
• Multi device testing
• Simplify validation rules
• Radio button instead for drop downs (small lists)
• Inline validation
#3 Form Friction / Optimisation
5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017
#3 Form Friction / Optimisation
5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017
eCommerceAverage:
? %
Lots of data, but different
use cases
In Higher Education:
25-50%Improvement
Cutting edge:
50-100%
•Key challenges:
• Complex standard forms in CRMs
• Large scale ERP / SIS based admission processes
• Poor responsive forms in CRMs & SIS solutions
#3 Form Friction / Optimisation
5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017
•Things to consider:
• 24/7 or “business hours”?
• Only for certain target markets?
• What languages?
• Tracking follow on
• Linking the data base to your CRM
#4 Online Live / AI Chat
5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017
In Higher Ed in the US:
• (Increasing conversion X Increaseing leads) + buying in leads= Lots more student enquiry leads
• Model what are “ideal students”
• High retention levels
• Academically successful
• Compare your leads via a predictive analytics engine with potentially successful students
• Some strong success stories in US, but also debate!
#5 Predictive Data Analysis
5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017
• For a non “recruitment” focused web team, why is this important:
• Tracking return on investment = enhances the budget case (attaching a monitory value to each lead)
• If you are benefiting another team’s goals, make the case for some of their budget!
• Link the numbers to goals in your strategic plan (engages senior management more easily)
• What work is worth spending your time on?
“Conversion Rate Optimization”
5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017
• Follow me on Twitter:@pierotintori
• Follow our Blog:
http://www.terminalfour.com/blog
• Our Higher Education Web Survey:
https://tinyurl.com/t4survey2017
Thank You
5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017
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