Take a look at your 2015 budget. Are you really prepared to spend on website optimization this next year?
Personalization continues to gain ground as one of the biggest trends in digital marketing, and optimization is a must for universities.
Why? Glad you asked. Here are 3 reasons you need to budget for optimizing your website this year:
1. It Gives Your School the Edge with Your Best Students
Consumers are coming to expect a more personalized web experience, and it’s no different when searching for a college. If your site can deliver custom, relevant content to visitors, you can gain their trust and stand out among competitors!
Imagine if each department was filled with their ideal students. Or your alumni team connected with the most invested donors. Optimization can make that dream a reality. A site that instantly engages those visitors most likely to be a good fit for your university will grow your strongest connections.
Not sure what resonates with certain students or alumni? A/B testing tools are a great way to start figuring out the best content on your website. Testing different photos, content, or even submit buttons can provide substantial insight on what converts.
2. It Offers More Bang for Your SEO and PPC Buck
If targeted ads lead people to a generic site, they’ll bounce away as quickly as they came. Think about an ad for your stellar art program that directs leads to a basic “undergraduate programs” page. On the flip side, if personalized banner ads direct visitors to a site tailor-made to address their unique needs, you’ll likely see a big boost in conversions.
The same is true for visitors arriving via search engines. If the keywords they seek influence their user experience, your site and university will be exactly what they were searching for.
If you’ve got a personalized page but aren’t seeing the conversions you hoped for, try A/B testing your online forms. Sometimes taking out a field or asking a different question can skyrocket submissions.
3. More Conversions Means Lower Cost and Higher Profits
If your optimized site begins converting more visitors, your cost-per-acquisition (CPA) immediately drops. Now the same investment is returning more paying students (and more donations). The additional financing means you can move forward acquiring even more leads, which you can convert at your higher rate!
While you do need to spend on optimization in your budget, you’re likely to see return on that investment in the form of higher conversions. So we want to know: Is your university planning to spend on optimization in 2015?
About the Author:
Sarah Quezada (@SarahQuezada) is a content writer at Formstack. She lives in Atlanta, Georgia in a talkative, Spanglish household with her Guatemalan husband and two amusing kiddos. She is a big fan of travel, marketing, blogging, Prison Break and the beach.