Episode IV: How can I fit CRO into my enrollment marketing strategy?
Published by Elaina Knight on
Investing in conversion rate optimization will make every other dollar in your budget more efficient. This episode will step you through a hypothetical scenario that will help you assess how CRO can help you hit your goals.
Need the TL;DR (or TL;DWatch) Version of this Episode?
- To help show the impact CRO can have on your enrollment marketing strategy, imagine this hypothetical situation. Julia has been given $100,000 for her recruitment budget and has a goal to have 1,300 students enrolled as a result.
- Julia divides her budget and at the end of the recruitment season there are a certain amount of students from each area she recruited in that led students to her university website.
- Assuming that the university website is converting at the national average this means that only 1% of the students visiting the university site will go on to submit an inquiry.
- As this enrollment funnel shows, Julia barely exceeded her goal.
- Now let's see how adding CRO into the enrollment budget impacts things. With 20% of Julia's budget dedicated to CRO, there is a 20% decrease in the number of students visiting Julia's university website.
- Even though not as many students are visiting the website, because of the investment in CRO the website is now converting at 3%. This means that Julia has more than double the number of inquiries she would have without CRO.
- Obviously recruiting is so much more than throwing numbers on a page, but this example is strictly to highlight the kind of impact CRO can have on your enrollment marketing strategy. It is a big mistake to ignore conversion rate optimization. It is the simplest way to more easily hit your goals.