Grant Sabatier

A Higher Education Perspective on Everything Digital

The 80/20 Digital Marketing Reality

by Grant Sabatier on May 27, 2015 , No comments

Based on our work with many institutions, I am sorry to report it is not uncommon to find examples of schools that have spent $100,000 + on a single digital campaign that resulted in no more than a handful of inquiries. Do the ROI math on that.

There are three basic reasons this is happening in a surprising number of situations:

  • The money is spent on poorly conceived strategies that have led to bad display ad placements, inappropriately targeted keywords and other such misfires.
  • Increased competition, driven by more sophisticated digital marketers in the higher education space, has led to most institutions losing up to 40% of their market visibility in the past year. That means 4 out of every 10 people who used to see your institution when searching online no longer see you.
  • Most institutions have not made peace with the reality that they are simply not spending enough money on digital advertising to have a chance of competing with the growing number of institutions that have accepted the reality that in digital marketing you literally have to pay to play. It is a new cost of doing business in higher education — and institutions that don’t factor this into their models will find themselves first marginalized, and soon literally out of the game.

What to do?

The third point above is a longer conversation. Again, most institutions have to seriously rethink their business and pricing models to include significantly higher costs of lead acquisition in the digital age. We spend a fair amount of time at Eduvantis introducing institutions to the data, models and metrics that demonstrate and contextualize this point.

The immediate response for most institutions is to at the least seriously up their game in terms of the sophistication with which they approach digital marketing. Our experience analyzing many institutions is that Pareto’s Principle — more popularly known as the 80/20 rule — is alive and well. 80% of what schools invest in digital marketing creates little impact. 20% of what they do is responsible for most of the enrollment impact they do achieve.

Here is the catch: Most institutions do not have in place the things it takes to actually know which of their hard-earned dollars is actually making a difference. The good news is that in the days of “Mad Men,” advertisers literally didn’t know what was actually producing results — which spawned the old adage, “half of my advertising dollars are wasted, I just don’t know which half.” In the digital age, things have changed. Here’s what you can do.

The easiest way to determine what has historically given you the best results is to look at the past performance of your Google Analytics conversion goals (if you haven’t set them up or don’t know if they are set-up correctly click here). For most institutions it makes sense to track prospect and/or other website visitor actions – such as inquiries, information session signups, applications started, and applications submitted (sometimes more challenging if you use Hobson’s Apply Yourself – but it is possible to find ways around this system). These conversion goals in Google Analytics can then be mapped back directly to measure your direct and in-direct marketing efforts.

channel

 

 

 

When analyzing your conversion efforts we recommend using the “secondary dimensions tab” or the “reverse goal path” in Google Analytics to analyze the referral source, traffic source, landing page, keywords, and other points of origin that led to conversions. At Eduvantis Digital we recommend exporting all of your conversion data into Excel to make it easier to sort. After you have gathered your conversion data – then sort all of your conversion sources and look at where the majority of your conversions originated over the past 1, 2, and 3 years. Using this approach you will easily be able to isolate the 20% of your efforts that generated 80%+ of your conversion results. These are where you should focus and invest in your marketing efforts.

For most of our clients these are organic search, paid search, and increasingly paid social media – which can be isolated all the way down to a specific keyword set or target. The least effective digital ads from a conversion standpoint are general display placements (like on popular news website). Over time we recommend our clients use simple referral tracking source codes for all of their digital efforts to make attribution modeling with Google Analytics possible (finding the source + touch points leading to conversions). It is always better to focus your budget and efforts on finding ways to make your most effective tactics work harder for you.

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Grant SabatierThe 80/20 Digital Marketing Reality

The Search Social Connection – New Google Twitter Partnership

by Grant Sabatier on February 9, 2015 , No comments

In an effort to share the most relevant results to searchers, Google continues to evolve both its algorithm as well as establish partnerships to keep visitors using the platform. It is both an exciting and challenging time for Google, whose lifeblood rests in its online advertising model and dependence on keeping users coming back. For the first time since 2009, Google is now losing marketshare of the search market to other giants like Yahoo and has recently been seeking more creative ways to provide the information people want. While the specifics have yet to be disclosed, the Google Twitter partnership is one of those efforts that is highly representative of the increasingly blurry lines between social and search and will likely have significant implications on search results.

Google and Twitter have reached an agreement that will give Google access to its data feed – which will make it easier for 140-character tweets to appear in the search engine results page. This means that tweets will appear faster and more prominently in the search engine results, which will ultimately drive more search traffic to Twitter instead of to websites. Historically, Google needed to crawl Twitter like any other website to obtain content, but this new arrangement will allow tweets to show up in real time. This will significantly increase the visibility of conversations happening on Twitter.

What does this mean for colleges, universities, and business schools?

When a prospect searches for your business school, they are likely going to see your business school tweets featured prominently in the results. It is also likely that prospects will see what other prospects and others are saying about your institution. This significantly increases the importance of leveraging social media in your institution’s recruiting efforts. It is also an opportunity for institutions to define and share what differentiates their institutions. This past fall, the incredibly popular, yet controversial #WhyMBA Twitter campaign which BusinessWeek ran to promote their new business school rankings did one thing very well – it brought out the best in business schools.

The Top 5 Business Schools on Twitter were those who did something truly unique and were able to showcase the distinct attributes of both their culture and their programs. The digital space is becoming increasingly competitive and full of noise. It is no longer sufficient to get the attention of a prospect – you have to tell them something distinctive and of value. This is the only way they will pay attention.

Unfortunately after the campaign, most business schools went back to the status quo. But what the new Google Twitter partnership means is that the status quo will no longer be good enough – because people will see your tweets directly in the Google search results, significantly increasing their visibility. Prospects will have the opportunity to judge your institution through real-time content – so every tweet now matters, because you never know who is going to be viewing your updates when they are forming their consideration sets.

Twitter now must officially become a more important component of an institution’s digital strategy and now has significant search engine optimization implications since Google will now be able to index tweets more effectively and crawl Twitter links. As Google continues to increase the information they share about an institution, it will be increasingly important for institutions to develop a distinctive digital strategy – one that not only showcases their brand, but also aligns with how the digital world is evolving. The institutions at the forefront of digital marketing, including Google changes, will be the ones to gain a competitive advantage and increase the visibility of their institutions and programs.

 

Bob Booth, Digital Analyst at Eduvantis contributed to this post.

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Grant SabatierThe Search Social Connection – New Google Twitter Partnership

Getting Real About Digital Marketing in Higher Education

by Grant Sabatier on November 20, 2014 , No comments

At the American Marketing Association Higher Education conference in Austin last week, many attendees expressed big worries about meeting their enrollment numbers. However, many of the sessions painted what I feel was an overly rosy picture about how digital marketing can increase brand awareness, gain visibility for programs, and engage prospects.

It takes a lot in today’s highly competitive business school environment to use digital to help grow enrollments, rather than what is often loosely termed “brand presence.” There was little data presented at the conference about how an increase in impressions or clicks translates into enrollment growth (which at most institutions is the ultimate goal of digital recruiting efforts). This type of tracking requires a highly calibrated marketing and enrollment funnel that tracks prospects from initial search through to application and matriculation. Below are three observations and ideas that were not part of the conversations we heard at the AMA Higher Ed conference, but are critically important components to leverage digital to strategically drive enrollment growth.

PPC, SEO, and social media are not “strategies,” they are tactics– Based on our experience working in higher education and ongoing market observations, approximately 90% of all of the institutions are doing just that – the same thing. Sure, you need a nice website, strong pay-per-click advertising campaigns, and search engine optimization, but what you really need is a strategy. Most institutions are only competing on the tactical level, thus significantly limiting the opportunity to really leverage the power of an integrated digital marketing strategy.

Digital is not a “magic pill,” but can help you capture market share –Yes, 97% of all prospective students start searching for college, university, and business school programs online, but there are limitations to the impact digital marketing can have on enrollment. First and foremost, you should understand the market demand for your programs – how many people are actually searching for programs like yours, how many choices do they have, and what percentage of the market are you currently capturing? If there isn’t any market demand, or the market demand is shrinking for programs like yours, then digital marketing can’t help grow the market.

Consumers are changing much faster than you can, so you need to respond in real-time– Higher education institutions are notoriously slow which significantly limits the impact they can have through digital efforts. Updating a website page can take weeks, realizing your tracking code isn’t working can take days to discover and often longer to fix, and if your campaigns aren’t managed daily, then you are likely missing valuable marketing opportunities. The power of digital marketing rests in the insights you can derive and respond to in real-time. If you aren’t iterating, adapting, and evolving, it is likely your competition will get ahead of you. There is no end to digital marketing – to truly manage a digital strategy is a substantial internal commitment for an institution. Not only does it take time, it also takes expertise, and a commitment to keep up on how the digital landscape is evolving. This is why Eduvantis Digital offers services to support, enhance, and increasingly act as your internal digital team to help you get – and stay – at the forefront of digital marketing.

The Eduvantis Digital team enjoyed the engaging conversations at the AMA Higher Ed conference and we look forward to continuing the dialogue about how to effectively leverage digital marketing to drive enrollment growth for your programs.

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Grant SabatierGetting Real About Digital Marketing in Higher Education

Higher Education Website Design Trends 2015

by Grant Sabatier on October 28, 2014 , No comments

Last week I had the opportunity to attend the annual High Ed Web Association Conference in Portland, Oregon. The sold out conference was attended by a mixture of website developers, IT staff, marketers, and vendors all working with higher education institutions. Through some great sessions, discussions with dozens of the web developers, and our experience working with top colleges and universities, the Eduvantis Digital team has identified three of the top higher education website trends for 2015. All of these trends have one primary theme in common – they are focused on creating the best user experience possible for visitors. 2015 will be the year of “user experience”.

Higher Education Website Design Trends 2015

1. Responsive design instead of mobile. Visitors are no longer looking at websites on their standard smartphones – they have tablets, “phablets,” and every device in between. I recently watched my cousin searching for college information from his Xbox. According to Mary Meeker’s 2014 Internet Trends report, over 25% of all website traffic globally now happens on a mobile/non-desktop device and this is projected to reach over 50% in the upcoming two years. I recently spent time navigating through higher education websites on Google Glass and it was a disaster. Google Glass will not likely be the device of choice for your website users, but my experience highlights an important point – that a university website needs to adapt to the user, no matter what device they are using. Using purposeful responsive design can ensure that users are having the best experience with your website and your brand.

Best in class example: The Oberlin College website doesn’t compromise design and is easy to navigate on any device.

Oberlin College

Oberlin College Homepage

2. Visitors don’t want to read your website, they want to “experience” it. Digital user experience continues to have a strong impact on brand perception. Consumers are also in control of the experience they want to have on your website – they can click on whatever they want and decide to leave on a whim. This means it is critical for institutions to design dedicated visitor funnels – so you can funnel visitors where you want them to go and make the easy choice be the action you want them to take. In addition to funnels, make dynamic content the focal point of your website. Turn your website into a sensory experience. All of the data points to the same trend – people want to watch your videos, view your photos, and will scan read some of your website – but mostly only the headlines. So many websites are text heavy and while text content is an important element of any search engine optimization strategy, it should be integrated to support dynamic engaging content. Instead of “telling” a higher education website should focus on “showing.”

Best in class example: The Duke University undergraduate admission’s homepage does an exceptional job showcasing the Duke experience using large photos, videos, and engaging graphics.

Duke University

Duke University

3. Beautiful websites don’t generate leads – easy to use websites do. A common theme we observed at the conference were websites that looked great, but were difficult to use – it was hard to search for information, find what we were looking for, and even fill out an inquiry form. Higher education websites have evolved significantly from a visual perspective, but many of them are still dense and difficult to use. As consumers have less and less time to visit your website, it is critical to make it as easy as possible to share key program information. How do you know if your website is easy to use? Test to see what works and then keep testing. There is always a way to make your website easier to use and create a better experience for your users. There are now an unprecedented number of tools available beyond Google Analytics to better understand how users are navigating your website. Focus on what visitors click on and more importantly why they leave. Then fix your website and make it easier to use.

Best in class examples: Arizona State University and its business school the Carey School of Business are easy to use websites focused on lead generation.

Arizona State University

Arizona State University

There are many other exciting trends in higher education website design, including program comparison tools, advanced forms to optimize conversions, A/B testing of home pages and landing pages to increase engagement and user actions, as well as advanced social integration. At Eduvantis Digital we advise many top higher education institutions on their website strategy and re-design projects in order to support an increase in brand awareness, engagement, and enrollments.

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Grant SabatierHigher Education Website Design Trends 2015

The Top 5 Business Schools on Twitter

by Grant Sabatier on October 22, 2014 , No comments

This past week Twitter has exploded with business schools sharing photos, stories, and testimonials at an intensity and frequency that has never occurred in the business school sector. The inspiration? Another business school ranking competition. To promote Businessweek’s Best Business School rankings set to be released on November 11, Bloomberg created the #WhyMBA social media competition encouraging business schools to share information about their institutions and compete to get the most @ brand mentions.

The purpose of the campaign is to answer the pressing questions on many prospective student minds including: Why should I get an MBA? Would an MBA help you get your dream job? Which MBA program is best? How has your MBA helped your career? Is an MBA worth the investment? Despite the importance of this topic and these conversations, currently Businessweek are ranking of the top business schools on Twitter based on only the total number of people who mention the business school’s Twitter handle(ex. @DukeFuqua).

But at Eduvantis Digital we understand that social media is about more than a popularity contest – its about real engagement and having the opportunity to share what makes an institution’s programs, campuses, students, faculty, alumni, and community truly distinctive. Based on an analysis of over 50 business school Twitter accounts, the Eduvantis Digital team ranked the top 5 business schools on Twitter based on how successful they are at conveying the unique attributes of their brand. The business schools we have chosen really stand out and there is a lot other business schools can learn from them. At the end of the rankings below we have compiled a list of the top 5 social media best practices that any business school can implement today to have a more effective Twitter and social media strategy.

The Top 5 Business Schools on Twitter

1. Duke University’s Fuqua School of Business

The @DukeFuqua Twitter account is a standout example of a business school who understands who they are. Fuqua have built a social media strategy to showcase their unique brand – a truly global business school. Duke Fuqua can lay claim to launching the first global MBA program with their Cross Continent MBA, which has since become a model for other global business school programs to follow. Over a 16 month period Fuqua students in the Cross Continent MBA program study in North Carolina, India, China, Russia, and Chile.

To align their social media strategy to support its global mission and programs, the @DukeFuqua team focuses on sharing globally focused content – from faculty research, to student photos, program gatherings, and Fuqua alumni stories across the world. Not only has Fuqua set the bar for business schools on Twitter, they were also the first business schools in the United States to expand their social reach into Asia, creating a Duke Fuqua account on Weibo (the Twitter of China) to engage with stakeholders and prospective students in China.

2. University of Virginia Darden School of Business

The @DardenMBA Twitter account takes the opposite approach to @DukeFuqua, focusing instead on an intensely local strategy – showcasing what it’s like to a student at one of the most beautiful and prestigious business schools in the world. The University of Virginia, which was founded in 1819 by Thomas Jefferson has a stunning campus – especially now with the bright colors of a Virginia fall season. The famous Jefferson lawn and rotunda is a world heritage site and creates a historical backdrop for a business school with an intensely close and ethically driven community.

The Darden brand is built on a rigorous social community where your professors can be your friends and joining the UVA family gives you both a large, but also practical network to support you as your build your career and life. From day one, students at Darden are taught to respect and value their tight-knit learning community through the signing of the famous UVA honor code. The Economist recently ranked Darden as having the number one teaching experience in an MBA program. Professors are known to give their cell phone numbers to all students on the first day of class and even text with students when they have a question.

3. University of Michigan Ross School of Business

An early Twitter adopter, @MichiganRoss are an exceptional example of a top-ranked business school that stands out, not only because they are a world class institution, but because they make going to business school seem like a lot of fun. The “social” Michigan Ross brand is naturally suited for social media and one of the most engaging higher education institutions on Twitter.

Out of the 50 business school Twitter accounts the Eduvantis Digital team analyzed, @MichiganRoss has the most accessible brand – they are the industry leader in creating and sharing dynamic brand content (consistently releasing new engaging photos and videos) and they truly engage with their community on Twitter and their enthusiasm shows. The @MichiganRoss team are always listening to their community across social media and consistently share user generated content that tell the stories of their many stakeholders (students, faculty, alumni, and Michigan business community).

4. University of California – Berkeley, Haas School of Business

The @BerkeleyHaas Twitter account is the only one Eduvantis Digital ranked that is not participating in the #WhyMBA campaign, which naturally aligns with its “question the status quo” and “confidence without attitude” brand. Led by the prolific Tweeter Dean @RichLyons, @BerkeleyHass is fiercely independent and always engaging. Haas has unique built into the core of its brand. Most of @BerkeleyHaas updates are about the success of their students and the cool stuff that seems to only be able to happen at Berkeley.

Berkeley Haas’s proximity to San Francisco and Silicon Valley, where there is a natural skepticism for MBA programs within the entrepreneur community is both a challenge and an opportunity. It’s clear from the @BerkeleyHaas Twitter account that Berkeley is tight with the tech community and it’s graduates are having an incredible amount of success working in the tech industry, as well as launching their own companies. They also share a lot of stories about their students and graduates helping others – which aligns nicely with the other core tenant of their brand – to go “beyond yourself”.

 

5. University of Maryland Smith School of Business

The @SmithSchool Twitter account wins the award for most passionate #hashtag user – which allows them to tap into other conversations that are happening on Twitter outside of its core community. Most business schools shy away from engaging outside of their core followers, but @SmithSchool clearly understand their large community is deeply rooted in one of the most cosmopolitan and powerful cities in the world.

Of all the schools the Eduvantis Digital team analyzed, @SmithSchool does the best job engaging all of their stakeholder groups and showcasing all of the elements of their brand (their campus, proximity to Washington DC, top notch faculty, research, and programs). This is not easy to do on social media, but with a focused approach it is possible to engage with a much larger community than just your students and create more value for your followers.

 

Business School Twitter and Social Media Best Practices

1. Showcase Your Distinct Brand: Figure out what makes your institution unique and build your content strategy around showcasing that distinctiveness. @DukeFuqua and its global focus is a standout example.

2. Leverage User-Generated Content:  Social media is about more than one person managing an account. Your business school is a community and to truly tell the story of your institution and what makes you unique, that story needs to come from your community. Very few business schools encourage their students, faculty, and alumni to create and share content about their experience. As an institution you should be curating the best of this content on your own Twitter account. @BerkeleyHaas does an exceptional job listening to their social followers and leveraging their content to showcase the unique Haas experience.

3. Create and Share Dynamic Content: You should be creating and sharing photos and videos with as many of your Twitter posts as you can. Your social media followers want to “experience” your business school – they want to watch it, hear about it, and see it. If you don’t have top-notch videos to share you need to make a priority to create them. @MichiganRoss have created some of the most engaging videos for a business school and share them frequently through Twitter.

4. Engage With All Stakeholders: Most business schools only share content related to prospective or current students. This is a missed opportunity to engage with all of your stakeholders (including the business community) most of whom likely have very different expectations of your brand. Listen, engage, and be proactive. Find conversations where you can share your institution’s unique views and join the conversation. @SmithSchool engage with all of their stakeholders, including the DC business community.

5. Mobile User Experience – it is important to remember that most Twitter users are engaging with the platform on their mobile device. Business schools need to ensure that all content linked to from Twitter is mobile optimized to ensure the best user and brand experience.

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Grant SabatierThe Top 5 Business Schools on Twitter

Executive MBA Market: A Digital Perspective

by Grant Sabatier on October 17, 2014 , No comments

At Eduvantis Digital, we study the trends that are driving and shaping global business school markets. We are pleased to share some important observations about the Executive MBA market which we will be speaking about at the upcoming Executive MBA Council Conference in Los Angeles. Understanding your program visibility and how to reach your targets is the key to increasing enrollments in the digital economy.

Demand Stabilization: Following a 30% decline in EMBA program searches from 2007 to 2012 in the United States, the number of searches has remained consistent from 2012 through Oct 2014.

Limited Market: There are only 70,000 searches each year in the United States for Executive MBA programs, with approximately 56% of these searches being branded – people searching specifically for an institution’s EMBA program (e.g. Wharton Executive MBA). This means 44% of searchers haven’t yet narrowed their list of prospective EMBA programs.

Increasingly Expensive: Over the past 3 years the average cost per click for Executive MBA keywords in the United States has increased over 60%, with many advertisers paying up to $45 per click in competitive markets.

Interest exploding for online delivery format: There has been a 250% year over year 2014 vs. 2013 increase in interest for online executive mba programs.

Top US markets shifting: Most popular markets for EMBA programs based on total search volume is changing. Top markets (and previous ranking last year):

  1. San Francisco (4)
  2. New York (1)
  3. Boston (6)
  4. Washington DC (2)
  5. Houston (9)

Top 5 Growing EMBA brands (based on percentage increase in searches):

  1. Ohio State University Fisher Executive MBA
  2. Baylor University Executive MBA
  3. Southern Methodist University Cox Executive MBA
  4. Yale University Executive MBA
  5. Rice University Executive MBA

Implications

The EMBA product category is a niche market in which a substantial percentage of searchers can be influenced in their final program decision through effective digital strategies. Understanding how the market searches and optimizing scarce marketing budgets is increasingly complex but essential given rising costs and increased competition.

About Eduvantis Digital

At Eduvantis Digital our data driven practice combines unrivaled business school expertise and leading digital strategies to increase program enrollments. We combine search engine optimization (SEO), paid media, web usability, and analytics services to help institutions increase their market visibility and grow enrollments through strategic digital marketing.

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Grant SabatierExecutive MBA Market: A Digital Perspective

The Top 5 Business School Websites

by Grant Sabatier on October 10, 2014 , No comments

Institutions are challenged to balance the needs of the various stakeholder groups (prospective students, current students, alumni, business community) and prioritize content based on institutional goals. But the main goal of most institutions is to recruit students.

So here is our pick, among many great examples, of 5 standout recruitment-focused websites. We used the following criteria to determine our picks: intuitive navigation, accessible/clear content, and prominent calls to action.

1. The University of Chicago Booth School of Business

http://www.chicagobooth.edu/

Chicago Booth

Chicago Booth Programs Homepage

The University of Chicago Booth School of business website has a clean design with excellent navigation. The programs overview section highlights their four campuses and does a standout job of summarizing Booth’s program offerings.  This is a great example of providing meaningful content that address prospects that may be in the early stage of evaluating programs.

Once the user selects a program, Chicago Booth provides meaningful content tailored around each program format. For example, the Full-Time MBA program page includes quick program and class snapshots that highlight the location, length of program, how many classes per quarter, and other essential pieces of program information. The content is presented graphically and through dynamic media (photos and videos) making it easy to digest. The Booth website is a great example of the right balance of content (most business school websites have way too much text and are too dense). We also like the vibrant red calls to action and the invitation to “Engage” with the institution.

Chicago Booth Full Time MBA

Chicago Booth Full Time MBA

2. Boston University School of Management

http://management.bu.edu/

Boston University MBA

The Boston University School of Management website is a great example of an institution focusing on targeting prospective students and highlighting key interest areas front and center on their homepage. Website visitors expect key program information to be clear and accessible. Boston University has gone a step further and represented key information graphically and made it accessible via icons on the homepage. At Eduvantis we have seen very few institutions highlight prospective student information as prominently as Boston University, which ultimately signals to the prospect that the institution values the prospect.

Once a visitor navigates to the graduate section of the website, the various Boston University business programs are showcased graphically encouraging prospects to learn more without a page cluttered with text. From a user experience perspective the easier an institution can make it to navigate their website the more effective it will be at both creating a positive brand impression and encouraging inquiries. At Eduvantis we recommend eliminating everything but the essential content to encourage easy browsing and information gathering.

B

3. Arizona State W.P. Carey School of Business

http://wpcarey.asu.edu/

The Arizona State W.P. Carey website is a standout example of intuitive navigation and a website with the perfect balance of text and images. On all of the pages Carey have prioritized the most important content and cut everything else – leaving only the essential information. On most business school websites the content is overwhelming – text is too dense and difficult to read and visitors are unclear where to click next. This is not the case with the Carey website – the focused content makes for a positive user experience – because information is easy to digest and visitors are encouraged to contact Carey to learn more.

asu

As you can see, Carey has 3 primary calls to action at the core of the website: request info, apply now, and visit campus. These three calls to action are perfectly placed above the fold to encourage immediate engagement. On all additional pages calls to action are also bright yellow and prominently featured – signaling to the prospect what the institutions wants them to do. Once the user clicks any of the call to action buttons, they are placed into a funnel that leads them to a simple inquiry form based on their selections – making is easy for prospects to inquire, sign up for an event, or apply. It is a simply seamless experience.

ASU.MBA

4. Rotman School of Management at The University of Toronto

http://www.rotman.utoronto.ca/

The Rotman School of Management has a unique, but very effective website strategy. Visitors to the homepage are greeted with a simple call to action inviting them to engage with the website through defined points of entry – ultimately allowing Rotman to funnel visitors through defined user paths with the goal of encouraging visitors to inquire. Calls to action are prominently and strategically placed throughout the website making it easy to engage with the institution.

UniversityTorontoMBA

 

Rotman has taken a unique approach on their program pages as well which we really like. Even though there is a lot of content it is organized incredibly well through a tab based structure with simple titles – such as “Getting In” and “The Program.” The sidebar margin is also organized incredibly well encouraging prospect so “Explore, Connect, and Apply” in a wide variety of ways.

 

RotmanPartTimeMBA

5. University of California Berkeley: Haas School of Business

http://haas.berkeley.edu/

BerkeleyHaasMBA

Finally the Haas website has the best in class example of a program page – the navigation is simple (it is very easy to access program pages) and each program page has a simple inquiry form located in the right column of the site making it very easy for prospects to inquire. The content on the website is also appropriately calibrated to the needs of a prospect – content can be easily consumed in 30 seconds or less and prospects are encouraged to inquire to learn more.

haas

 

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Grant SabatierThe Top 5 Business School Websites