How to stop killing conversions and sagging enrollments
Research from RNL confirms what we all know: Students don’t like to fill out long forms. In fact, nearly half of high school seniors and over one-third of juniors acknowledge stopping filling out a form because it was too long. Of course, we also know that students want engagement from colleges and universities to be personalized at every turn.
How are enrollment marketers supposed to personalize content for prospective students without asking too much?
Understand What You Need to Continue the Conversation
A lot of our standard inquiry flows are predicated on having basic contact information from our audience to send additional information. The tricky balance, of course, is getting what you need without asking for so much that the student decides it’s too much to fill out the form.
Unfortunately, “less is more” is easier said than done when communications scheduled within CRM systems have stringent requirements.
Here’s what you need to communicate with a student:
Here’s what your CRM oftentimes thinks you need to communicate with a student:
- Mailing Address
- Phone Number
- Term of Entry
- Major of Interest
- High School Name (or worse, CEEB code)
Over 60% of students (and nearly three-quarters of Juniors) say an email is the best way to receive more information after submitting a form. In fact, here’s a rank order of the best online methods (i.e. methods for immediate response) that students say are best:
- Email with next steps (61%)
- Admissions officer email (56%)
- Text (46%)
- Call (17%)
If you only have one form of communication to use when reaching out to a student who submitted an RFI, the best one would be email.
How Do You Fill in the Blanks?
If you are only collecting name and email, how can you fill in the blanks to keep your CRM admin happy while also ensuring personalized follow-up with your prospects? The easy answer is … talk to the student!
Campus Connect, Conduit’s live and embedded chat tool, allows you to ask for the basics while also quickly and easily capture more detailed information than any RFI form. The tool can be used to make on-demand video content on your Conduit platform more interactive while also allowing you to turn every page on your website into an opportunity for prospective students to submit an RFI.
Here’s a quick side-by-side comparison:
As you can see, a Campus Connect chat (collected live online or on-demand when your staff is offline) enables you to get the information you need to send a personalized reply (name and email) and collect the information you want to schedule automated follow-up communications within your CRM.
What About the Other Blanks?
Naturally, not every chat request is going to include every nugget of information you’re looking for to automate future communications. This should not preclude you from adding that student to your CRM and having a mini-dedicated communication flow to collect further information.
Some easy opportunities for filling in prospect profile blanks are:
- A dedicated webcast for new prospects. Leverage poll features built-in to Conduit to collect further information during the experience.
- Host dedicated live chats for prospects to further build a relationship.
- Leverage your data to build a great content marketing plan using other data based on other interactions.
Generally, a student who has identified themselves to you is more likely to share more information as you continue to engage and add value. Making information easy to access and immediately available will help to fill those remaining blanks.
Ready to get started?
Contact us to see how you can leverage live chat data with the Conduit platform to maximize response and engagement today.