Overcoming Prospective International Student Conversion Challenges - NAFSA 2015
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Transcript of Overcoming Prospective International Student Conversion Challenges - NAFSA 2015
Overcoming Prospective International Student Conversion
Challenges
Mike Elms Hotcourses
NAFSA May 27th 2015
Generating more leads Amend your website to get the right person at the right time
Virtual agency – where we’ve come
0
500
1000
1500
2000
2500
Leads
Where do leads come from?
Articles 44%
Search 24%
Home 15%
Forum 10%
Course detail
5%
Create the
right content and call to
action
Where do leads come from?
Articles 44%
Search 24%
Home 15%
Forum 10%
Course detail
5%
Impact of
open registration
form
What content converts best?
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
1.60%
1.80%
Detailed specific
guidance
What content converts best? High volume - generic Low conversion – 1% Low effort - 1 article
Low volume per article High conversion – 5% High effort – Write a lot
UX: Device specific conversion Float mobile interactions Mobile calls Out of office hours form
Small changes = huge difference
Align content and call to action
UX: If they’re gonna leave anyway
Splash pages when users
leave
Generating quality Focussing on the best, filtering out the rest
Search creates informed leads
Unique personal
tech creates informed
researchers
Enquiries
Our conversion funnel
Enrolments
Verified leads
Contacts
Applicants
Filter quality
early for higher
conversion
How to verify leads
Level of commitment
and an accurate
data
Unique visits
Verified leads
0.5% of visits
The lead conversion process
Verified lead
Call 3 times
No answer
Keep warm
Automated email
campaign
Not ready
Interested contacts
Eligible?
Documents after 3 wks?
Exam, visa etc
Recycle and re-engage
users
8.8%
Keep ‘em warm - update Automated
responses to each step – but personal ones
Trust messages
Keep ‘em warm re-engaging
What not to do!
Using technology to convert
Video conferencing with
parents & students – Google
hangouts mock interviews
Rajeev Reddy, Northwest Missouri State Uni, USA
“It was a wonderful experience with Hotcourses. The mock sessions conducted continuously over phone & Skype were very encouraging and helped me in succeeding the Visa interview.”
Speed can make a difference
What impression are you giving?
Efficient, technically
advanced. We want you to enrol
with us!
Average turnaround time from apps to offers 4 weeks
Average applications per student 2-3
Do you measure what works?
0.00
0.10
0.20
0.30
0.40
0.50
0.60
Contact to applications ratio
Website should convert well,
but with much greater volume
Continual improvement Monitor
performance of your team and learn lessons of
success
Unique visits
Our conversion funnel
Enrolments
Verified leads 0.5% of visits become verified leads
Contacts 8% of leads become contacts
Applicants 41% of contacts become applicants
55% of applicants become enrolments
1 enrolment
2 applicants
4 contacts
50 leads
Mike Elms – Hotcourses