Admissions Differentiation - Toolkit for Admissions

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Transcript of Admissions Differentiation - Toolkit for Admissions

  • twitter: @cstone_portalwww.cubicstone.com

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    ADMISSIONS

  • Who we are: Cubicstone

    What we do: Cloud software and services

    Why it matters: Advanced technology at your reach

    Who we do it for: Private and public schools

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    Admissions Page Basics Admissions Page Design Admissions Page Management

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    Admissions Page Basics1. How to use the right type of experienceGood for: understanding the most common types of admissions page experiences, and considerations for the best user experience and results.

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    TYPES OF ADMISSIONS PAGE EXPERIENCESType Characteristics Considerations When to Use Example of Trac

    Landing Page

    The simplest type. It is usually one page. It includes a submit button at the end.

    Because they are single pages, reporting is

    limited to pass/fail. Little can be learned about

    families.

    Use when you are certain of family self-suciency, and that

    they are highly motivated to finish.

    Recurring pages. Email based surveys. Email campaigns to gather

    additional data.

    Option Path

    Initial page contains 2-5 choices to select from

    (typically choices based on grade, interests,

    campus, etc.). Further segmentation is possible.

    Well suited for large schools, with multiple

    campuses. Also, to display varied admissions

    requirements based on grade.

    Use an option path when the family

    admissions need is vague or not fully

    determined.

    First time admissions, electronic or print advertising, social

    campaigns.

    WizardSimilar to an option path, but gives the

    impression of an app rather than a page.

    Families make a series of selections to configure the admissions page, or drill down to a specific

    version.

    When families are likely to appreciate the utility

    of building their own form or answering

    specific questions to receive a tailored form.

    First time admissions, electronic or print

    targeted admissions advertising, social

    campaigns.

    Assessment Based

    Feedback-driven interactive experience that provide feedback, like estimated tuition

    fees, etc.

    Families answer questions in order to receive customized

    responses and gather admissions data.

    Use assessment based pages to gain loyalty

    and create high-impact first time experiences.

    Recurring and first time admissions, targeted

    admissions and social media.

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    Admissions Page Basics2. How to determine your admissions page benchmarks

    Good for: Admissions newbies who arent yet tracking the basic metrics

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    Unique and Returning VisitorsThere are two reasons to measure your visitors

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    Form Completion RateEvery admissions workflow has a primary objective

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    Trac SourcesWhere your visitors come from

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    Support Channel UsageThe number of visitors that require help

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    Admissions Page Design3. How to assess the quality of your admissions pagesGood for: evaluating what improvements can be made to a page to decrease incomplete forms and increase on target conversion rates.

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    Is there a visual match?

    Do you use directional cues?

    Is the page focused and simple?

    Is the important stu above the fold?

    Is the call to action positive?

    Is the text scannable?

    Is the experience device specific?

    Is the page trustworthy?

    Is the value clear?

    Is the barrier to conversion low?

    Does the page make the user

    feel good?

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    Admissions Page Design

    Assessment Not so good So-so Great!

    Is there a visual match?

    Do you use directional cues?

    Is the page focused and simple?

    Is the important stu above the fold?

    Is the call to action positive?

    Is the text scannable?

    Is the experience device specific?

    Is the page trustworthy?

    Is the value clear?

    Is the barrier to conversion low?

    Does the page make the user feel good?

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    Admissions Page Design4. How to use conversion paths to improve resultsGood for: Understanding audience segments, motivation & need and providing a more relevant experience.

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    Admissions Page Management5. How to evaluate your admissions page maturityGood for: identifying your schools admissions page strengths and areas of improvement.

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    Assessment 1 2 3

    How are pages created, launched and managed IT Manages Combination of IT and Admissions or outsourced Admissions manages

    How are turnaround times for new pages and edits to existing pages? Unsatisfactory Satisfactory At or exceeds expectations

    Where are admissions pages managed? Completely ad-hoc, variesIn several systems (CMS,

    local, etc.)In a single environment that

    meets most or all of our needsWhats the overall process like to make a new page? Unsatisfactory Satisfactory At or exceeds expectations

    How varied are your admissions workflows? Single layout Several layouts, many page optionsFull creative flexibility for single

    and multi-page forms

    How many admissions flows do you use? Only first time admissionsFirst time and yearly

    returning familiesSelf-service demographic

    pages, first time and returning

    How personalized are your pages? Not at all Somewhat Very

    Do your pages use responsive design or mobile-specific versions? No Somewhat Yes

    How satisfied are you with your admissions conversion rate? Unsatisfactory Satisfactory At or exceeds expectations

    How satisfied are you with the available data on your admissions pages? Unsatisfactory Satisfactory At or exceeds expectations

    How frequently do you access your admissions page data/reporting? Rarely Monthly Weekly or Daily

    Total Score:

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    Admissions Page Management6. How to go beyond admissions pagesGood for: making amazing, highly targeted user experiences that lift positive experiences and conversions.

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    PersonalizationTargeted and personalized content

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    Behavioral PersonalizationAppeal to interests

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    Online support channelsEnsure positive experiences

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    SegmentationAllow visitors to segment themselves

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    Interactive ContentBring your admissions page alive

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