Frequently Asked Questions About Online EnrolmentJanuary 11, 2018
What kind of content should we use on our enrolments page?
Your enrolments page should provide prospective parents with key information about your admissions process. Where possible, you should ensure that the text is clearly written and provides prospective parents with every detail they need to get started enrolling their child. It's also a good idea to set expectations around how long your process can take and add a strong, clear call to action such as a button to increase conversions on your enrolments page.
How can we improve clicks through to our enrolment portal?
It's common for schools to have a link to their online enrolment portal on their website, but feel the click-through rate is low. Correctly-placed, branded and strong calls to action are key to driving traffic to your online enrolment system. From a user experience point of view, making online enrolment easier for the user is likely to improve click-through, so ensure that you have calls to action in relevant areas other than the main navigation and homepage. Try including buttons on key pages such as About, Enrolments, Facilities and even Term Dates pages. Put yourself in the shoes of the prospective parent and think about the part of the information search during which they might be ready to start the online enrolment process.
Which other digital marketing methods can we use to drive online enrolments?
There are a range of methods that can be used to drive traffic to your online enrolment system.
Paid search (also known as SEM or PPC)
Ensuring that your school shows up first in popular and relevant searches is an effective way to get traffic to your online enrolment system. If you don't have an in-house expert, engage an agency for the best possible performance.
Posting on social media and sharing engaging and effective content related to your school with links to enrol online can also be a great way to encourage online enrolments.
Build up your email database of prospective parents using forms on your website and event registrations, and then use email marketing to make them aware of enrolment deadlines and other relevant enrolment information. Always include a clear call to action to commence enrolment!
Want to learn more about digital channels that drive great results for schools?
How can we reduce abandoned enrolments?
A great way to reduce abandoned enrolments is by sending an email reminder to parents who have started the enrolment process but not finished. While there is no rule to the right number of days prior to a reminder being sent, we recommend waiting 7-10 days. This allows the prospective parent time to organise any additional documentation that you required and leaves a long enough gap to warrant a reminder. Providing a friendly reminder with an email link back to their application at this point can be an effective way to reduce abandoned applications and to get more completions. The ENROL system offers reminder email functionality.
What is retargeting, and how can we use it to improve the conversion rate for our online enrolments?
Retargeting is a digital marketing method that can be used to serve users who have previously visited and left your website (or a specific page) with an ad reminding them to return. This can be a great way to target prospective parents who have clicked onto your enrolments page or even into your enrolment system with a message reminding them to commence or complete their application. For search retargeting, if you don’t have a specialist in-house, you can contact an agency. If you’d like to give retargeting a try on social media, start your campaign with this handy guide.
Schools should ensure that website content relating to online enrolments is engaging and provides prospective parents with clear information about the enrolment process. In addition to this, clear and user-friendly calls to action should be placed on the enrolments page as well as throughout other relevant areas of the website. Social media, digital marketing and email campaigns can be used to drive traffic to the online enrolment process, and conversions can be increased through reminder emails.