Engaging silent browsers with interactive web tools and features

Topics: Online Strategies, Online Education, Academic Affairs, Marketing and Branding, Enrollment Management

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Katie ManganKatie Mangan, Consultant

Encourage prospect self-identification at two distinct moments in the search process

As prospects delay inquiry in favor of independent, online research, the expectation is that websites serve prospects with varying goals at all stages of their decision-making process. The challenge is that prospects' information needs change as they build their consideration set, and prospects have little incentive to provide their contact information. The Forum's research revealed two distinct phases of this browsing period: initial information-gathering and application preparation. Progressive institutions should design interactive web tools to encourage prospect self-identification at these distinct moments in the research process.