At Circa Interactive we’re fortunate to work with a few outstanding partners. Below, our friends over at Finalsite put together five useful tips to increase the conversion rate on your institution’s website. Enjoy!
The term “conversions” covers a wide landscape of actions happening on your college or university’s website. It can mean a prospect did something as small as subscribing to your bi-weekly newsletter, or something as big as applying. It is the term used when a current student purchases a ticket for an upcoming football game, when a parent orders some swag, and when alumni make donations. In short, a conversion happens every time a form is submitted on your website.
When someone makes the decision to submit a form, it means that the perceived value of what you’re offering them is greater than giving you their personal information, their most prized possession in today’s world of sponsored posts and spam.
Therefore, a high-converting website has five main components:
- A website that drives qualified website traffic: The first part of getting conversions is getting qualified visitors to specific pages of your site.
- A semi-controlled website experience: You want certain visitors to go to certain pages and forms, so guide them there.
- Content that influences a conversion: Use visual and textual storytelling to appeal to the logos, ethos, and pathos of your target audience.
- Forms that facilitate a conversion: Your form length should vary based on what the user is receiving in exchange.
- Follow-up campaigns that engage a recent conversion, and nurture a future one: When someone converts, it means they’re interested in something — so never lose out on an opportunity to capitalize on that momentum.
Let’s dive into a little more detail on each of these five qualities:
1. A website that drives qualified traffic.
83% of search query paths (AKA, a simple Google search) begin with an
unbranded term such as “best colleges in Georgia for chemistry,” or “affordable liberal arts colleges.” This means that less than 20% of searches include a specific college or university name.
While this data may be a sign word-of-mouth-marketing (WOMM) may be dead, it’s also a sign that getting qualified traffic to your website is harder than ever. In addition to the mass amount of website traffic stemming from unbranded
searches, 60% of all organic clicks go to the top three search results. (Top of
the page means top of mind for lazy, quick-to-make-a-decision high school students.)
So how exactly do you combat this to drive qualified website traffic and boost your conversion rate? You have two main options:
- You can implement an SEO strategy to earn your website and its pages a Page 1 presence. This is a critical long-term strategy, but doesn’t always yield the best short-term results due to its complexity and time it takes to earn authority.
- You can invest ad dollars into a Pay-Per-Click (PPC) ad or social media ad strategy. These strategies often yield to best and most immediate results as you have more control over the journey the website visitor takes. For example, when someone searches for “best liberal arts colleges in MA,” you can pay to direct them to a landing page about your school’s liberal arts programs with a form to learn more.
A combination of SEO and PPC will be most successful, but if you’re looking for an immediate fix to drive new conversions, go with PPC.
Pro tip: When you send a searcher to a specific landing page on your website with a form, be sure to remove the primary navigation to further “force” a conversion. You can include your navigation on the “thank you” page.
2. A semi-controlled website experience.
The website experience can begin in search, but when it begins (or progresses) to your website, you’re also going to want control. This comes in two main forms: Calls-to-Action (CTAs) and specific landing pages.
A good first step to a successful CTA strategy usually begins by placing 2-3 CTAs right above the footer, as the bottom of the page is one of the highest-converting locations. However, the CTAs used on each page should vary based on the content and end-goal. For example, admission pages should have CTAs that drive traffic to inquiry and open house forms, while athletic pages should have CTAs that drive traffic to pages where they can read athletic success stories or meet with a coach.
While CTAs can be used to drive traffic virtually anywhere on your website, you’ll want to use them to drive traffic to specific landing page. Landing pages are where you earn your conversions.
A different landing page should be made for every type of conversion on your website. These pages include a form, as well as compelling content that influences them to fill out that form. When you build a landing page, it is a best practice to have the following content:
- A value proposition
- Photos or a video
- Testimonials and social proof
3. Content that influences a conversion.
Take a quick moment and do a role reversal: If you were a prospective student who just did a broad search in Google, and you were sent to a plain page with a form, would you fill it out? Or, if you were an alumni who just received an email to give back, and were sent to that same type of page, would you give back? Chances are, that’s a resounding “no.”
Conversions require content. And lots of it. Your school’s homepage, interior pages, and landing pages all require content that engages a particular target audience. Content should appeal to all stages of the applicant’s journey through awareness, consideration, and decision.
As you build out your content and website pages, ask yourself:
- Who would find this content useful or interesting?
- When should we share it?
- How should we share this content?
- Where should this content live?
- What happens next?
Content is a broad term, but the most effective forms of content are social and authentic — meaning look to student testimonials, a student-run blog, and social media to serve as your primary source of content.
4. Forms that facilitate a conversion.
Forms may appear to be the easiest part of a high-converting page, as they are the tool used to gather information. But for that exact reason, they are complex.
Forms need to appeal to two very different types of website visitors:
- Low-Commitment Visitors: These individuals are just shopping and browsing. Therefore, they are less likely to give you a lot of personal information. Forms for low-commitment visitors include pieces of content (like an informative whitepaper) or a newsletter subscription. Keep the form only 3-4 form fields in length for optimal conversion rates.
- High-Commitment Visitors: These individuals already know and love your school. It doesn’t matter how long your forms are, or how hard they are to find, they’re ready to fill them out.
Most of your website visitors — especially those in the awareness phase of their journey — will fall into the low-commitment visitor category. It’s important to have a mix of forms that appeal to low-commitment and high-commitment website visitors to fill your admissions funnel. For example, a newsletter sign up form with 1-2 form fields will help fill the top of your funnel, while a longer open house visit form that is 6-8 form fields will help fill the middle of your admission funnel.
5. Follow-up campaigns.
When someone makes a conversion, that’s their way of raising their hand and saying “hey, I’m interested!” And, you should use every digital opportunity you can to spark another conversion. Here are some good tools to have handy:
- A Thank-You Page: This is the page that comes after the form submission. Here, it is a best practice to have the content/information related to the form submission, as well as other similar content they may be interested in.
- A Page Pop: Putting a PagePop on a thank you page provides you real estate to drive traffic to a specific page or form to move your user further down the funnel.
- A Follow-Up E-mail: Whenever someone submits a form, there should always be a follow-up email with the information requested, and additional information.
- Email Campaigns: Based on form submissions, build different email campaigns. For example, individuals who have only filled out your inquiry form, but have never attended an open house, should receive nurture emails to spark a conversion on that form. Another example is alumni who have signed up to volunteer but haven’t donated money. Today’s consumer requires specific, personalized content to move them down the funnel.
- Social Media Campaigns: Instagram and Facebook are two great social media networks where you can go after those who have converted on your website. In this case you can remarket to them and drive them to new pages on your website on which they may be interested, and where you can garner another conversion.
For more tips and strategies for a high-converting website, download Finalsite’s eBook “The Ultimate Website Guide for Colleges and Universities.”