Flattening Hurdles to Enrollment: Creating an Efficient Process

Our client’s goal to increase starts in their graduate nursing programs was challenged by lengthy lag periods and drop-off between lead submission and enrollment. With an unclear vision of how, when, where, and why incoming students were navigating the steps to enrollment, it was difficult for marketing and admissions teams to understand the distinct hurdles and detractors on the path to becoming a student.

The Solution:

Clearing the Path to Enrollment

Harness and Analyze Data

We began by using data to uncover the notable events and digital page assets in a typical student journey. Then, by using and looking at journey analytics, we could illuminate the most relevant digital channels and attribute the most efficient path across the school’s digital assets toward enrollment.

Streamline Application and Enrollment Processes

Based on the most efficient student journey, we created streamlined processes that would prepare incoming students for the necessary steps to enrollment. First, we optimized efficiency by making the student portal auto-populate student information after completing a lead form. We also simplified the financial aid process for students. Finally, we revamped the school’s “welcome” email so that it came earlier in the journey and contained messaging designed to eliminate any surprises that could become a detractor. This messaging carefully informed prospects of the “gates” they would pass through on the way to enrollment (e.g., transcript submission, financial aid, and orientation interview).

We eliminated time-consuming gaps in the process and reduced the overall student journey by 45 days.

The Results

We were able to reduce the period from lead to enrollment and increase year-over-year qualified leads and applicant conversion rates.