5 Conversion Techniques that Higher Ed Can Learn From eCommerce
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The document discusses 5 conversion techniques that higher education institutions can learn from e-commerce: 1) content targeting and personalization, 2) call to action optimization, 3) form friction optimization, 4) online live/AI chat, and 5) predictive data analysis. It provides examples of how universities have improved conversion rates using these techniques and argues they are important for higher ed web teams to track returns on investment and link digital efforts to enrollment goals.
5 Conversion Techniques that Higher Ed Can Learn From eCommerce
- 1. 5 Conversion Techniques that Higher Ed Can Learn From eCommerce Piero Tintori – CEO & Founder Defining Digital Engagement for Higher Education
- 2. 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
- 3. • 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
- 4. • 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
- 5. • 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
- 6. • 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
- 7. •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
- 8. 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
- 9. Conversion Rate Optimization in Higher Education
- 10. University of Massachusetts Dartmouth Law School 5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017 300% increase in lead conversion
- 11. 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
- 12. #1 Content targeting & personalisation 5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017 eCommerce Average: 19-21% Improvement Using Course Search personalisation in Higher Education: 33-42% Improvement Cutting edge: 61-78%
- 13. #1 Content targeting & personalisation 5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017
- 14. Different techniques: • Colour • Placement • Wording • Friction #2 Call to Action Optimisation 5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017
- 15. The right location(s) 5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017
- 16. And the right colours… 5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017
- 17. #2 Call to Action Optimisation 5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017 eCommerce Average: 21-43% Improvement In Higher Education: 15-32% Improvement Cutting edge: 40-70% (typically improving from a very poor base line)
- 18. #3 Form Friction / Optimisation 5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017
- 19. #3 Form Friction / Optimisation 5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017
- 20. #3 Form Friction / Optimisation 5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017
- 21. 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
- 22. #3 Form Friction / Optimisation 5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017 eCommerce Average: ? % Lots of data, but different use cases In Higher Education: 25-50% Improvement Cutting edge: 50-100%
- 23. •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
- 24. #4 Online Live / AI Chat 5 Conversion Techniques that Higher Ed Can Learn From eCommerce - IWMW 2017
- 25. •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
- 26. 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
- 27. Conclusion
- 28. • 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
- 29. • 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