3. Does the typical prospective student comparison shop? How many websites does a student typically visit before submitting an inquiry?
Reviewing aggregated data for the higher education industry, the median number of site visits is five leading up to and including the submitted enrollment form. This high percentage of visits to unique sites is notable, says the report, because it indicates that prospective students are shopping around on several different lead generator sites before making the decision to submit their form.
4. If you knew that your school’s site was the fifth education-related site a prospect is visiting in their journey, what could or should you do differently to maximize the chance that the prospect asks for more information by submitting an inquiry?
5. How long should your admissions teams be nurturing prospective students? In other words, how many days is the typical prospective student journey from start of active online research to enrollment? Is giving up after a month giving up too early?
According to the research, for prospective students who executed at least two engagements with an institution, the median number of days between the first and second engagements was 28 days. For prospectives who had at least three engagements, the median number of days between the second and third engagements was 12 days. And, when examining prospectives who performed 8 to 10 engagements—20 percent of all consumers in the overall study—the typical number of days between those visits is just one or two. The report notes that this illustrated that as the prospective student gets closer to enrollment, the activities related to that decision occur closer together.
6. How can behavioral data improve your school’s marketing attribution model?
The report states that perhaps admissions and marketing can create a premium lead campaign with strategic partners that allow for charging more for high-intent student leads.
For much more information on the research, including methodology and how the different markets are broken down, read Jornaya’s “2016 Consumer Journey Analysis Research Paper: Dissecting the Path to Conversion.”