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Optimizing Your University Website for Maximum Conversions

By: Sarah Russell Jul 19, 2024

Optimizing Your University Website for Maximum Conversions

Modern prospective students are digital natives. They grew up immersed in technology, where instant access to information and personalized experiences are the norm. For them, the web is an extension of themselves, a seamless interface to the world. But this fluency comes with high expectations. Websites that are slow to load, lack clear navigation or are cluttered with irrelevant information are met with immediate frustration. In a world of endless choices, these future learners are quick to bounce, seeking the answers they need without the hassle. Their digital savviness and demand for efficiency make user experience paramount, a factor that can make or break a website’s success in capturing their attention and ultimately, their enrollment.

Turn Website Visitors into Engaged Students

A well-designed website is often the first point of contact for potential learners and can make or break their decision to enroll. In our Online College Students Report, 42% of online college students began their school selection process with a search on Google and 38% directly to the school’s website. But simply having a website isn’t enough. Your institution needs a website that converts – one that effectively captures prospective students, nurtures their interest and ultimately drives them towards enrollment.

Explore the key strategies for building a high-converting website specifically for your online programs, designed to turn your prospective students into enrollments.

Deep Dive: Understanding Your Audience and Their Needs

Before diving into website design, take a step back. Who are you trying to reach? Develop detailed student personas for your ideal online students. Here are some key aspects to consider:

  • Age and demographics:
    Are you targeting recent graduates (22-28) looking to upskill, working professionals (30-45) seeking career advancement, or a mix of both? Demographics can influence factors like preferred learning styles (asynchronous vs. synchronous) and preferred program lengths (certificates vs. full degrees).
  • Program interests:
    What specific programs are they considering? What are their career goals? For example, someone interested in a Master’s of Business Administration (MBA) program might be a busy professional seeking leadership advancement opportunities, while someone interested in a Data Science certificate program might be a recent graduate looking to transition into a new field.
  • Pain points and motivations:
    What challenges are they facing that your program can address? Are they feeling stuck in their current career? Do they lack the specific skills needed for a desired job? Understanding these pain points allows you to craft messaging that speaks directly to their needs and aspirations.

Higher Ed Expert Tip:

Conduct market research! Our Market Research team are experts at conducting surveys, focus groups and competitor analysis that offer valuable insights into your target student audience’s needs and online behavior.

Craft Compelling Content That Converts: Speak Their Language

Your website is the hub of your brand and a key tool for attracting and engaging prospective students. The content on your site not only needs to be informative but also engaging and tailored to your target audience. For instance, while listing program features may be attractive, highlighting how your online programs can help students achieve educational and career goals is much more compelling and speaks to their potential pain points. Above all, keep your language clear and concise, avoiding academic jargon. Busy professionals don’t have time to decipher complex sentences; they want to quickly understand how your program can help them reach their goals.

To curate content that converts, consider these strategies for your existing content:

  • Homepage:
    Present a clear value proposition within the first fold (the area of the screen users sees without scrolling). Briefly showcase your most popular programs and highlight key benefits like flexible scheduling or renowned faculty.
  • Program landing pages:
    In our Online College Students Report, the top five most important factors in online college students’ enrollment decision were cost of tuition and fees (49%), availability of online programs (38%), programs that matched career goals (33%), length of time to complete program (32%) and the availability of flexible formats (28%). Incorporating these elements into your program landing pages can effectively address your prospective students’ key priorities to drive engagement and increases the likelihood of enrollment.
  • Blogs:
    Publish valuable content that addresses the pain points and interests of your target audience. Consider articles like “Top Skills Employers Are Looking for in Today’s Business World” or “How to Balance Work, Family and Online Learning.”
  • Integrate compelling visuals:
    Use high-quality images, videos and infographics to break up text, showcase program features and grab attention. Consider incorporating student testimonials or video success stories to add a human touch.
  • Feature testimonials and success stories:
    Let satisfied graduates tell their stories about the positive impact your programs have had on their lives and careers. This builds trust and social proof, encouraging prospective students to see themselves achieving similar success.

Prioritize User Experience (UX): Make it Easy to Find What They Need

Your website needs to be a seamless and engaging experience for your future students. Your website should be designed with the user experience in mind, ensuring it looks and functions seamlessly across all devices – desktop, tablet, and mobile. Clear labeling and intuitive menus make it easy for visitors to quickly find the information they need. In addition to seamless design across devices, website speed is critical. According to Google, the probability of a visitor bouncing increases significantly as page load time increases, with a 32% increase in bounce rate between a 1-second and 3-second load time. Consider using tools like Google Page Speed Insights to identify areas for improvement, such as optimizing your images and code. Finally, once your future student is on your site, you need to tell them what to do next. Use clear calls to action to guide them towards their next step, whether it’s requesting more information, downloading a brochure, or applying to a program. Employ strong verbs and contrasting button colors to make these calls to action stand out and encourage engagement. Remember, effective calls to action are essential for converting website visitors into engaged students and ultimately, program enrollees.

Leverage Data and Analytics for Continuous Improvement

Building a high-converting website isn’t a one-time project; it’s an ongoing journey of optimization. To continuously improve your website’s effectiveness, leverage data and analytics to track key metrics like which pages visitors engage with most, how long they stay on your site, and where they drop off. Use heatmaps to visualize visitor interactions and pinpoint areas that need improvement. Experiment with A/B testing different headlines, layouts, and calls to action to discover what resonates best with your audience. By analyzing website data and implementing these strategies, you can identify opportunities for refinement and optimize your website for maximum conversions.

Integrate Solutions for Lead Nurturing and Conversion:

Your website should be seamlessly integrated with your admissions and marketing automation tools. This allows you to capture inquiries, nurture their interest and ultimately guide them through the enrollment process:

  • Capture inquiries:
    Offer valuable downloadable resources like white papers, webinars, or free course previews in exchange for contact information. Use gated content forms to capture inquiries and build your email list.
  • Nurture their interest:
    Send targeted email campaigns based on a prospect’s interests and program inquiries. Provide them with relevant content, answer their questions and showcase the value proposition of your programs.
  • Track conversions:
    Monitor which website elements drive the most inquiries and conversions. See which CTAs are most effective and which landing pages convert the best. This data allows you to refine your strategy for maximum impact.

For a deeper dive into how to effectively guide your prospective students throughout the student journey, read our blog on Full Funnel Marketing Guide for Higher Education

Make Your Website the Hub of Your Brand with EducationDynamics

At EducationDynamics, we offer a comprehensive suite of solutions designed to help universities and colleges optimize their online program websites for maximum impact. We can help you with:

Contact us today to discuss your specific needs and learn how we can help you build a high-converting website that turns website visitors into engaged students for your online programs.