Conversion

The goal: To generate leads or enrollments

There are two types of conversions: leads and enrollments. Leads are prospects that move on to the sales or admissions stage. Enrollments are prospects that become students. The higher the price point for your program, the more likely it is that the end result of marketing is a lead rather than a conversion. Usually, enrollments are generated for individual classes, while leads are generated for certificate or degree programs. Leads may be someone completing an inquiry form, completing an application, or registering for an information session.

There are several techniques to generate more conversions. Sometimes, simply creating highly visible calls-to-action can increase the number of prospects that convert. In other cases, making your checkout process more intuitive and simplifying inquiry forms can impact on your conversion rate.

Conversions are often measured by conversion rates and cost-per-conversion. Conversion rates can be calculated individually for each type of conversion and a general conversion rate can be calculated for the overall website.

Contact us to learn how JMH can optimize your marketing funnel!