4 04, 2019

Get More Students On Campus with Tailored Homepage Content

By | 2019-04-04T12:38:52+00:00 April 4th, 2019|Categories: Google Analytics, Higher Education, Creative Design|Tags: , , , , |

Spring is a popular time for campus visits. In April, campuses everywhere swell with high school upperclassmen, parents in tow, taking part in information sessions and embarking on campus tours. It’s an exciting time, filled with intrigue and possibilities.

A successful spring campus visit season is a result of much hard work, coordination and planning, especially by your school’s admission staff. As the flagship marketing asset, however, your higher ed site also has a lot to do with getting prospective students on-campus.

In the months prior, students and their families scour college websites, looking for insights into a multitude of different campuses. A user experience geared specifically to a prospective student’s interests can go a long way in helping your school stand out from the crowd.

Imagine a prospective student logging on to your homepage and being welcomed by a greeting featuring her first name. Or, an international prospect seeing a welcome image matching his time of day six time zones away.

Personalization is a powerful marketing force. But, tailoring your homepage experience for multiple audience groups can seem like a bit of a daunting proposition.

With a bit of strategic analysis and creative brainstorming, however, the process loses its mystery. All it takes to create an effective personalized web experience is applying what you learn about your audience groups to a slightly more sophisticated tracking setup. After that, you’ll need to teach your website when to fire up the right web experience for the right type of visitor.

Step 1: Identify Your Prospective Student Groups

In order to create a personalized experience, you’ll first need to identify your audience groups. Your admission staff can provide initial guidance on which major prospective student groups exist within your school’s typical applicant pool. Odds are, your school will have one or more of the following prospect groups: high school, international, transfer and graduate.

As the content expert on your school’s website, you’ll then need to identify which collection of pages each distinct prospect group is most likely to frequent. While all prospective students are likely to access admissions and financial aid information, international students, for example, may also visit pages with information about student visas. Transfer students, on the other hand, are likely to be interested in credit transfers.

Identifying the distinct mix of pages for each group is a key part of the process. The wrong step here can lead to confusion on the part of the end-user – or worse, a complete loss of interest. It’s helpful to engage several people in the brainstorming and examine user journeys and needs from as many angles as possible to get the full picture.

Step 2: Segment & Analyze Your Prospective Student Groups

Once the target pages are defined you’ll be able to do two things: 1) analyze historical data for further insights into each group (thru Google Analytics segments), and 2) set up tracking to segment incoming visitors for future analysis (via Google Tag Manager custom dimensions).

Make use of the historical data to confirm the assumptions you may have made about each group earlier in the process. You may also discover additional interests that may not have been obvious before.

Make note of trends in the data, such as geographical location, what other platforms or websites users are coming from and even type of device being used. Details like these will help you further determine what type of content will meet the needs of each group. Use this information to guide the design and creation of each personalized homepage.

Setting up the custom dimensions in Google Tag Manager is what will enable the cueing of the right personalized homepage to the appropriate prospect group.

Step 3: Build Custom Experience for Each Prospect Group

You’ve identified your prospect groups and learned the distinct needs and expectations of each. All that’s left is designing the actual personalized content.

Start small. Custom greetings and introductory text are among the easiest to customize. Once you have put those pieces in place, you can customize by the interests identified in the earlier stages.

High School Prospects 

Give this group lots of student life shots and direct access to on-campus happenings. This is the audience that wants to see that award-winning sunset over the stadium, or the spring festival on the main lawn. Links to a frequently asked questions page and information on housing and majors are also likely to be of importance.

Often, parents or other family members will also be searching with this group. This demographic might be interested in information on cost, class size and selection, campus safety, etc. You might consider adding a panel just geared to this audience on the high school prospect homepage. If this audience segment is large enough, it may warrant its own personalized page.

International Students

These students have a longer journey to campus. In many cases, there are also new language and cultural elements to get used to. This group may need to feel reassured that your school is worth the challenges. These visitors are likely to appreciate content that makes them feel welcome, secure and a part of the campus community.

You may want to feature images of other international students and multi-cultural events on campus. Information about various international communities that may be active in the area will let international prospects know that they are not far from a taste of home.

This group may also be looking for international student visa information, or any special international housing opportunities.

Transfer Students

Transfer students have already been in the college system. They are goal-oriented and in search of a better academic experience than where they came from. This group may be the most primed for a deep dive into the academic choices your school offers.

Greet them with classroom shots, or images of student creations and accomplishments. They are also likely to appreciate quick access to academic programs, transfer and degree requirements, post-graduate employment opportunities and accommodations.

You may also want to add links to extracurricular activities – social, physical and academic – to showcase ways they can get involved on their new campus.

Beacon Knows Custom Audiences

Need help segmenting and tracking your high-value audiences in Google Analytics and Google Tag Manager? Beacon can help. Give us a call, we’ll be glad to talk through your questions.

13 11, 2018

Visual Storytelling: Designing an Effective Homepage

By | 2018-11-13T12:25:03+00:00 November 13th, 2018|Categories: Higher Education, Web Development, Creative Design|Tags: , , , |

Brands are big in our society. Wherever we go – out to dinner, to a concert, for a cup of coffee with a friend – we see branding. In addition to communicating (sometimes) complex ideas, branding is also used as an identifying element. It’s how we know that the store we’re walking in to is the place we mean to be.

The same is true online. We’ve discussed the idea of the website as the centerpiece of higher ed marketing strategy previously. If your website is your digital storefront, how do your visitors know that they’ve come to the right place after typing in your school website URL or clicking on a link?

Of course, the user’s expectation is that they’ve arrived at their intended destination. The homepage, then, first and foremost, needs to confirm that expectation. The easiest way to do that is to lean on your school’s branding.

The homepage is where the user journey starts on your website. For colleges and universities, this is where prospective students gain their first impressions of your school. As a digital doorway onto your campus, the homepage needs to display your institution in a visually striking way that resonates with your future students. It needs to scream your school brand… loudly.

Show Them, Don’t Tell Them

How do you create an authentic brand experience? Making use of compelling campus imagery is a vital first step. The goal is to relay your school’s narrative mainly through visual elements.

Letting your prospective students enter your world via stunning and interactive visuals allows them to become part of your story. They want to see themselves there, reflected in the student body. That’s why shots of students walking through a busy part of campus is such a fixture on higher ed websites.

Aspects that exemplify the personality of your school are also perfect muses for the page. Be it an iconic landscape, a specific department, or a philanthropic spirit, these hallmark additions draw users in and make a big first impression.

Imagery serves as a great alternative to extensive text. While packing your homepage with tons of written information may seem like a good idea, it can actually hurt the overall experience. The job of the homepage is to wow your prospective students, and then guide them to the next step in the recruitment process – campus visits, application, or a deeper dive into the academic offerings.

Make It Easy, And Tell Your Story

You know what prospective students are searching for… maybe even better than they do. So, help them out. Since the homepage is almost always designed for the prospective students, tailor the homepage experience for their needs. Structure the page to match the questions and interests of this audience group.

That doesn’t mean that your campus events are not important. They are. It just means that the homepage is probably not the ideal place to feature the events widget prominently.

The layout of the page should create an easy to follow narrative: This is who we are, this is why you want to be here, here is what you need to get started.

Keeping with the theme of easy, provide direction and navigational guidance for your visitors. Be sure to include CTAs like “Apply Now” or “Schedule A Tour” at appropriate panels throughout the page. Be cognizant of where your buttons are. Placement is key for visibility and engagement.

To ensure you are on target, use Google Analytics data to monitor your CTA engagement levels. You can always tweak the appearance or wording of your CTAs to optimize performance.

Don’t Forget That Your Audience Is Mobile

A lot has been written about adopting a mobile-first approach to website development, including our recent post on the topic. But, what’s the impact on homepage development for higher ed websites?

While online college applications typically get filled out on the bigger screens of desktops and laptops, your prospective students are just as likely to first check out your school website via their mobile devices. As such, the homepage needs to be optimized for the mobile experience.

That doesn’t mean that the homepage should be stripped of any complex functions. It just means that your foundational page elements need to scale easily and efficiently to smaller screen sizes.

Beacon Does Web Design

Feeling overwhelmed? Don’t know where to begin your homepage revamp efforts? No worries, Beacon is here to help. Request a complementary audit from our expert team today.