make your website your best admissions officer with real-time personalization
Post on 06-May-2015
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Make Your Website Your Best Admissions Officer With
Real-Time Personalization
DAN FLANIGAN VP of PRODUCTS
@danflan
linkedin.com/in/danflan
KARL WIRTH CEO/FOUNDER
@wirthkarl
linkedin.com/in/karlewirth
INTRO.!#personalizeEDU
AGENDA.!
§ The challenges of edu websites today
§ Different personas: Students vs. parents
§ Personalization can your website into your best admissions officer
#personalizeEDU
WHO WE ARE.!
#personalizeEDU
Evergage enables marketers to increase conversions using real-time visitor persona and intent data to personalize the digital experience for every visitor. All without IT.
#personalizeEDU
Percussion So,ware's award-‐winning web content management system is used by higher educa8on, government agencies, and businesses to create engaging, effec8ve content that looks great on any device.
#personalizeEDU
3 BIG CHALLENGES EDU WEB MARKETERS FACE TODAY.!
#personalizeEDU
1. NOT GETTING THEIR AUDIENCE.
Prospective students along with their parents have
different interests, preferences, and needs
#personalizeEDU
2. CLUTTER.
With so much information, EDU web marketers are cluttering
their homepages with too much information.
#personalizeedu
3. COMPETITION. #personalizeEDU
Competition for online students is heating up.
SOLVE THEM ALL WITH REAL-TIME WEB PERSONALIZATION.!
#personalizeEDU
DEFINE YOUR PERSONAS.!
#personalizeEDU
Thinks About… Major/programs
Location Campus life/activities
Athletics
THE PROSPECTIVE STUDENT.
PROGRAMS.
How can we help you? Search
LOCATION.
HI BOSTON RESIDENT! Come to our Open House this weekend! EVENT DETAILS
CAMPUS LIFE.
WELCOME BACK! Last time you were looking at Housing.
Are you ready to look at Dining or do you want to continue where you left off?
Housing Dining
ATHLETICS.
Name
SUBMIT
GET MORE INFORMATION
PARENTS CONCERNS DIFFER.!
#personalizeEDU
PROSPECTIVE COLLEGE STUDENTS & PARENTS HIERARCHY OF NEEDS.
Parents have some different concerns
Cost/Financial Assistance Payment options
Safety Location
PARENTS THINK ABOUT…
Parents have some different concerns Cost/Financial Assistance Payment op;ons Safety Loca;on
HOW TO DETERMINE? JUST ASK!
Are you a parent or a student?
Student Parent
OTHER WAYS TO PERSONALIZE.!
#personalizeEDU
SEARCH.
SEARCH. Learn more about financial aid and lower cost programs. Download our Financial Aid Guide
EMAIL.
SOCIAL.
Welcome from Facebook!
BLOGS/CONTENT.
REAL-TIME PERSONALIZATION IN ACTION.!
#personalizeEDU
RELATIONSHIP: None PERSONA: High school Senior INTENT: Learn about Aid
RELATIONSHIP: Alumni PERSONA: Parent of Senior INTENT: Make decision about whether to bother applying
TODAY, A WEBSITE DOESN’T RESPOND. BUT AN ADMISSION OFFICER DOES.
CAPTURE BEHAVIOR (visually out of the site)
UNDERSTAND PERSONA – INTENT
RESPOND IN REAL-TIME
§ Per-Visitor, User, Account Anonymous to Named
§ Clickstream, Context, Tags Time on page and in category Progress in funnel
§ Attributes, Transactions
§ Form Fields, Surveys
§ History from other systems
§ Set up rules to segment
§ Analyze differences amongst segments
§ Visually browse site and target communications.
§ Personalize site in <300ms
#personalizeEDU
RELATIONSHIP: Never given PERSONA: Alumni INTENT: Give, not sure how much
2. RESPOND 1. UNDERSTAND PERSONA-INTENT 4 visits to Support BC Read How to Give Read Make a Gift. 10 minutes on page
YOUR WEBSITE = YOUR ADMISSIONS OFFICER
A good rule of thumb is to start with 1% of your annual income
RELATIONSHIP: None PERSONA: High school Senior INTENT: Learn about Aid
2. RESPOND 1. UNDERSTAND PERSONA-INTENT 2 visits to Financial Aid ½ way through filling out an application Third time back
YOUR WEBSITE = BEST ADMISSIONS OFFICER
Meet Julie in Denver on July 10 to talk about Financial Aid and Admissions
In Conclusion!
#personalizeEDU
§ Define Your Personas
§ Audit Content For Your Personas
§ Personalization is a dialogue, not a monologue
§ What are you waiting for?
#personalizeEDU
JOIN US FOR PART 2 ON THURSDAY, MAY 8!
#personalizeEDU
Q&A
www.percussion.com Learn more about Percussion at
www.percussion.com twitter.com/percussion
linkedin.com/company/percussion-software
facebook.com/percussionsoftware
www.Evergage.com/Blog
Free Real-Time Personalization Resources: www.evergage.com/resources
See a Demo of Evergage
www.Evergage.com/Request-a-demo
twitter.com/evergage
linkedin.com/company/evergage
#personalizeEDU
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