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Remember when newspapers first started putting their information online? It wasn't that long ago. (Boston.com went live in 1995.) Early on, papers decided they wanted information about their readers. So they would trade an interesting article for a filled in info form. Those old "info capture" pages thanked you for reading, and said to go further you had to be a member. Give us your name, email, and mailing address. Why don't you take my watch and my wallet while you're at it? It felt as a stick to hurt - and angry. And I was immediately turned off. Not to mention a little 'fear of my data into the wrong hands. (This fear was alive and well in 1995 - remember "The Net" with Sandra Bullock.)
Today in Higher Ed, we often feel our future students the same way. We put out bait (PPC ads, banners, SEO good links from blogs, etc.) and then we attack! "Thank you for your interest in our program, complete this form to receive more information."Stick em 'up!
You know what? Why do you think, forms data as an interest rate of 10-20% (filled at best)? Let prospects feel hurt, angry, and very dangerous, off.
The problem of info Capture is a lack of transparency and trust among potential students and the institution. Students do not have confidence that the "more info" and then send valuable or worth their time. Moreover, they are concerned, you just spam sites or sell them to death for the invitationnext six months. Many of us are even worse, after the person concerned for the module with a generic thank you page in full, "Thank you for your interest. That's it. This is what you get my information. Talk about a kiss.
Now I have no intention of landing pages Slam. Our agency has many of them, because they work. They are extremely useful program to communicate your unique value and the Institute for Learning and the identity of the parties concerned. Just be careful howask.
If your internal goal is to begin meaningful conversations with prospective students, then do it. Tell students that you'd like to answer their questions with a knowledgeable representative of your program. Put that person's picture and contact information next to the field you want the student to fill out. Tell them, "Fill out this short form, and John Doe, the director of our MBA programs, will email you a link to video of actual classes and more information about our program within 48 hours. He / she will be available to answer your questions. "
Now you have the full picture of future students a reason the form, you trust with students by giving them what they will not be getting their information, and you have your program a friendly face. People in touch with people better than people connect with the institutions.
Then, use the thank you page to reinforce the message. "Thank you for your interest in ourprogram. You will receive an email from Dr. Doe within 48 hours. Click here to go to our full program web site for class, admission, and financial aid information."
If you absolutely MUST send a brochure (I know it'll help some of you sleep better at night), give the prospect the option to ask for one with a check box. Once they click the check box, have your site open up the address fields to be filled in.
No guarantees that these changes will make your conversion rate skyrocket to 50 or 60% (some people are always suspicious of good information to the field - another reason to put information contact the Director of the page), but I promise to make a better first impression. And this is the key.
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