This is the first article in a series of five that is written by Guus Goorts for the DreamApply Expert Insight Series.
Welcome to the DreamApply Expert Insight Series! My name is Guus Goorts, and I am the author of the book “Successful Student Recruitment with Google Ads”. I help education institutes globally with their efforts to attract the right type of students through SEO and Google Ads.
In this series of articles, I will share how you can get more out of your student recruitment efforts by making full use of analytics. I will cover following topics in five articles:
- Why keep track, and what to track?
- What can you learn from tracking website traffic?
- Cost per lead: EUR 15,000 down the drain?
- Lead engagement – what does “lead” even mean?
- Application, Offer & Offer take-up rate – the ultimate measure.
Why keep track?
You could view the entire student recruitment process as a path that a prospective student travels. From first finding out about you, to visiting your website, engaging in conversations, applying and finally showing up on their first day.
This entire path is like a chain. And the chain is only as strong as the weakest link.
Analytics can help to quickly identify the weakest link. So you can fix it.
For example, you might find that your website has gained a lot of visitors due to strong advertising campaigns, but hardly anyone enquires or visits your virtual open day.
If that is the case, it is no use to focus on making your application process super smooth. Most prospective students will not ever get there anyway.
In this case, analytics tells you that you get the quickest improvement by making sure your website brings in sign-ups for your virtual open day.
What to track?
You need to track enough indicators to know when and where things break down.
It is easy to fall into the trap of tracking too many metrics – which will only overwhelm you.
In the image below, you will see the “milestone KPIs” that I advise you to track: website visits, cost per lead, lead engagement, application rate, offer take-up rate.
How to keep track?
Maybe you are already tracking some of these numbers. If not, it is not difficult to get started. In the follow-up articles I will share how to track Website visits, Cost per lead, Lead engagement and Offer take up rate.
Don’t want to wait for the second article to be published? Sign up for DreamApply Expert Insight Series to receive it in your inbox now!
P.S. This series is based on my book, Successful Student Recruitment with Google Ads. If you are interested to read more, you can download it from my website for free.