We are driven by results.
For us ROI means commitment to bringing students to you and proving our effectiveness.
Important questions you should ask about ROI in education marketing
How are you investing your marketing budget?
Every year, universities and schools dedicate a large percentage of their budgets to reach, inform, select and retain students. There are many ways of promoting your university but do you know where most of your audience is? Are you using the most effective methods to showcase your programmes to the right audience?
What is the return of your marketing investments?
“You can’t manage what you can’t measure.” When promoting your institution and programmes, it is important to know how much value has come out from your investment. You want to make sure that you are showcasing your institution, but also that you are indeed generating results for your campaigns in terms of applicants and enrolled students. We can help and evaluate the effectiveness of your marketing campaign, regardless of the lack of data or systems: there are always possibilities to get relevant and actionable insights.
Are you already tracking?
The most efficient tool to calculate the return on investment used in online marketing and promotion is through the use of web analytics software and CRM, which helps you track a campaign. If you master this, you will be able to benchmark between different online channels and justify your marketing choices.
Verify whether you are already using web analytics tools. It is common for communication and marketing departments not to be in close contact with webmasters. There is a quick way to find out whether you have web analytics tools such as Google Analytics implemented on your website.
What to track?
Learn the difference between quantity and quality. More than tracking the absolute numbers of student visits on your website, you want to track the quality of these visits, understand student behavior once they enter your website, know what content is more engaging, and how they react to your calls for action.
In turn, this allows you to understand the quality of student visits, their level of interest in applying to your programmes, and their enrollment potential. When done properly, web analytics can even tell you where your online applicants originated from and help you calculate the cost per candidate and per enrolled student.
EC English Language Centres measures quality and conversion of visitors
This case study evaluates how successful the co-operation is between EC and StudyPortals through promoting all language centres and courses of EC on LanguageLearningPortal. The co-operation has increased EC’s online brand awareness, as well as their number of pre-applications and bookings, with a strong Return on Investment.
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Tracking and conversion rate:
what are the most effective channels for SLU
This case study evaluates how successful the cooperation is between the Swedish University of Agricultural Sciences (SLU) and StudyPortals. It shows how SLU are tracking their students online orientation and what the conversions are to their application page from the different marketing channels they are using.
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Fontys Case Study: effective international online marketing universities
Internationalization is becoming more and more important. Following the Bologna Process, universities are facing the challenge of increasing the numbers of international students to their programmes. However the worldwide audience is large and finding targeted, cost-effective marketing solutions is the key.
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Success story with the
University of Economics in Katowice
This case study evaluates how successful the co-operation is betweenUniversity of Economics in Katowice and StudyPortals through promoting University of Economics in Katowice courses on MastersPortal. The co-operation has increased online brand awareness, as well as their number of pre-applications and bookings.
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Frequently asked questions
Do I need to have IT knowledge to use Google Analytics (GA)?
No, having basic knowledge of Google Analytics is enough to see your results. We are very happy to help you with the IT knowledge and share resources.
What do I need to have for tracking?
You need any Google account that is registered to university’s Google Analytics system.
What is a conversion rate?
It is the relation between the total number of visitors on your website that perform the goal you are interested in, such as filling an enquiry form or an online application (e.g. 10 students out of 2,000 applies after visiting = 10/2000 = 0.5%).
How to measure conversions to a special page of our website?
Your IT team has to set up the relevant event, which would be tracking the number of clicks on the required button.
I can't see the full traffic you are reporting, why?
You might not have full access to all pages, get in touch with IT to make sure your account can see all results. If you still have the same problem, check the links we send the traffic to and make sure they are tracked. In case this does not work, get in touch with us so we can help you investigate further.
What is a sub-domain? Why can’t we track it?
If you use a subdomain such as apply.university.com you will often not be able to track them combined with your main website since the Google Analytics considers them different websites. You will need to have cross-domain or sub-domain tracking set up to be able to track them properly. Please contact us if you need more help.
How to track the number of clicks on a specific button of our website?
Your IT team has to set up the relevant event which would be tracking the number of clicks on the required button.
Want to know more?
Our team is an expert in setting up and tracking websites with Google Analytics. If you have further questions, let us help out.
Want to learn more on how to maximise your ROI?