By Kat Liendgens — Jul 17, 2019 9:00:00 AM
Meeting enrollment goals is becoming more challenging
It’s no secret that college enrollments have been declining over the past years. According to Collegeinteractive.com, “Meeting enrollment objectives is one of the biggest challenges faced by colleges today. The cost for this entire process is significant. The average budget for student marketing and recruitment for a college looking to enroll 2,500-5,000 students is close to $1MM. The average spend by institutions for student acquisition is hovering around $4,000 per student.” While higher education knows that it needs to spend a significant amount in order to recruit students, the strategy is not always clear. It seems that the traditional “digital shyness” of higher ed can sometimes be in contrast to the needs, habits, and expectations of prospective students.
In order to help our customers provide a better digital experience to different segments of their target audience, we are proud to provide Clive, our engagement platform, which is available to all of our Cascade CMS customers and integrates with the CMS.
Join us on Wednesday, July 31 at 2:00pm EST for a guided walkthrough of Clive, delivered by Kat Liendgens, Hannon Hill CEO.
Prospective students expect personalized content
Today’s students are arguably the most technically savvy cohort in history. They grew up with Netflix, Facebook, and Amazon, where the digital experience is tailored to each individual. Those students are expecting the same level of personalized content everywhere. They know that their data is being collected, and they demand better customer experiences in exchange for their personal information. There’s plenty of data to support this. According to OHO Interactive, “Gen Z is 25% more likely than other generations to provide personal information to gain a more predictive online experience”. A study conducted by Hubspot revealed that personalized calls to action perform over 200% better than static ones. Meanwhile, the conversion rates for Landing Pages in higher education are the lowest across all industries. The writing’s on the wall: Higher education must embrace personalization in order to deliver the level of engagement and service that students expect and in order to be competitive. If you present your prospective students with the same content, regardless of their interest, location, and where they are in their decision making process, you risk that they will go look for a better experience somewhere else.
Here comes Clive!
Since one of the best ways to provide explicit personalization is by collecting data via forms, Clive has a robust form builder which allows non-technical users to create and embed powerful forms within minutes. This includes functionality such as one-click CAPTCHA, progressive disclosure, custom fields, and email autoresponders. Another benefit of Clive is the fact that you don’t need to worry about styling, as the forms automatically inherit the CSS of the page in which they are embedded. You can even log into Clive with your Cascade CMS login.
Once you’ve created your form, you can simply select it in Cascade CMS to put it on your page.
It really couldn’t be any easier.
You can now deliver custom content to your visitors based on which form they filled out or on the value selected or entered into a form field. Picture this very simple example: you have a call to action to sign up for your newsletter. Once someone has already subscribed, there really is no need to show them the same call to action, so you can use the real estate to prompt your visitors to do something else, such as following you on social media, submitting a story, or downloading your mobile app.
Or consider this scenario: A visitor has filled out a form and indicated that they are interested in a certain area of study. You can now use this information in order to deliver more targeted content, including images, videos, calls to action, or copy. In fact, you can even just tweak the wording a little in order to make it more tailored to the individual. In addition, Clive will allow you to run A/B tests of content snippets, so that you can test different variations, track conversion rates, and optimize your content as you learn more about your audience.
The more tailored content you deliver, the better your chances of reaching your goals. After all, ”52% of consumers will switch brands if their communications are not personalized”. Use tools like Clive in order to increase engagement, automate checklists, and effectively nurture visitors all the way through their experience with your organization - whether it’s prospective students, current students, parents, or potential donors.
Learn more and stay tuned!
There’s so much more to come in Clive, as we roll out new features on a daily basis. Want to learn more? Sign up for our upcoming webinar on July 31 at 2:00PM EDT.