In the midst of summer, you are working hard to ensure that your yield strategy is producing results. Nonetheless, there are a number of students who did not enroll despite the fact that they applied, liked your Facebook page, and visited campus. The question is: Why? It is crucial to gain a deeper understanding of why these students didn’t enroll.

Like their Millennial generation peers, your prospective students live online. Online marketing and social media supply them with information about every type of product and service under the sun. If they are interested in your institution, the odds are that they have gone to your web site and/or social media sites to learn more about the school and, hopefully, to request more information, schedule a visit, or download/submit an application. It is crucial that your marketing team understands what web pages and/or sites lead these prospective students to act in desired ways. It is equally important to understand what areas of your web site and social media applications see prospects dropping out of the funnel.

What are you measuring? Do you know how to set up analytics goals? Are you examining pageviews, time on site, bounce rate, and other key metrics that can help you understand your prospective students’ web behavior?

As one of our analytics clients stated, “Our website is one of the most important marketing channels we have as an institution and the analytics provides us with a plethora of data. However, we realized that we were only starting to scratch the surface of what we could learn about our website from all this data we were collecting.”