How to Quickly Improve your Website to Impact

2017 Enrollments

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Collegis understands every institution has unique opportunities to achieve growth. We use our deep higher

education operational experience to deliver highly customized enrollment growth solutions that attract, enroll

and retain students.

MEET OUR EXPERTS

DAN ANTONSONMarketing Technology ManagerCollegis Education

MEGAN DANIELSONDirector, Digital MarketingCollegis Education

TODAY’S AGENDA What is a quick win on a higher education website? Improving your analytical foundation Enhancing the prospective student (digital) experience Improving conversion and outcomes

WHAT IS A QUICK WIN?

BEFORE WE GET STARTED Answer the following questions:

Who is my website built for? What actions do I want someone to take when

visiting my website? What are the three things I want to convey when

a visitor comes to my website?

FOCUS ON WEBSITE EXPERIENCE

percent of education seekers will first visit a school’s website at least two weeks — and often two months — before taking action.

8

of students have used the Internet to research education.90% of high school seniors looked at a college website within the past week.64%

77% Source: Google Nielson Study

FOCUS ON DIGITAL

of all visitors to education sites on mobile devices reported a poor experience.

of prospective students use mobile devices to research.50%

50% This has led to 40% of prospective students reporting a negative perception of the university brand in question, with 35% moving on to conduct their university search on a competitor’s website.

Source: Google Nielson Study

ADMISSIONS

IMPROVING THE FOUNDATION

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INSTALL BUILTWITH TECHNOLOGY PROFILER ON YOUR CHROME BROWSER

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VIEW ALL TECHNOLOGIES INSTALLED ON YOUR WEBSITE

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Source: ChiefMartec.com

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INSTALL: TAG ASSISTANT

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QUICK WIN: Use tag assistant to ensure GA is on all pages

✓

✓

✓

X

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QUICK WIN: Use tag assistant to ensure GA is on all pages

QUICK WIN: Ensure conversion tracking is implemented

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RECAP:Quick wins in Google Analytics Ensure you’re tracking all of your pages. Make sure you’re using one account Ensure that conversion rate tracking is setup

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ENHANCING THE PROSPECTIVE STUDENT EXPERIENCE

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QUESTIONS TO CONSIDER

What is the at the glance perception of your website?

Does it take a long time for my website to load? What percentage of my traffic is coming in from

mobile?

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3-SECOND TEST

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SPEED.

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QUICK WIN: Speed up your website

Reducing number of images on the site Compressing images Eliminate (or minimize) javascript files Remove un-used or leftover tools Enable browser-caching

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IS YOUR WEBSITE MOBILE FRIENDLY?

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RECAP:Quick wins in website experience

Conduct the “3 Second Test” Run the Google Site Speed Test Know how mobile impacts your site

Google Mobile Test Review Google Analytics

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HELPING STUDENTS FIND WHAT THEY NEED

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USING GOOGLE ANALYTICS TO LEARN ABOUT SEARCHERS

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IDENTIFY AND BENCHMARKING SEARCHES

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QUICK WIN:Identify searches, improve results

Identify the top results Find keywords that have high exit rates Adjust site search tool to deliver better results

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IMPROVING CONVERSION

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CONVERSION RATE OPTIMIZATION

- Control - 3% Conversion Rate

- Variation

Version A. Version B.

- 4% Conversion Rate

50% of Traffic 50% of Traffic

THE ORIGINAL THE VARIATION

84.5%THE RESULTS

Potential Value: 380 additional form submissions per month

ADMISSIONS

QUICK WIN: Use CRO to improve key actions

Create Hypothesis Create Test Measure Performance Implement Winner

QUICK WIN HITLIST Install Chrome Extension, BuiltWith, to identify

technologies on your site Use Chrome Extension, Tag Assistant, to make your

Google Analytics foundations is on par Utilize Google Page Speed Insights to identify site speeds

issues Leverage Google Analytics Site Search reports to

understand how visitors search your internal site Use Conversion Rate Optimization techniques to test

changes to the site and show lift with your effort

May 3, 2023 | Copyright Collegis, LLC. Proprietary and Confidential. | #CBEplaybook

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May 3, 2023 | Copyright Collegis, LLC. Proprietary and Confidential. | #CBEplaybook