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The 7 Habits of Highly Effective and Persuasive WebsitesPresenterRob JansenStudyPortalsBachelorsPortal MastersPortal PhDportal ShortCoursesPortal DistanceLearningPortal PreparationCoursesPortal ScholarshipPortal STeXX 2007-20162007-2017 StudyPortals B.V.

IN A NUTSHELL TREND: GOAL: HOW: 2007-2017 StudyPortals B.V.More people use online channelsSecure your future bookingsBuild your organisation around a highly effective and persuasive website2

THE 7 HABITS OF HIGHLY EFFECTIVE PERSUASIVE WEBSITES Habit 1 – Consistent message Habit 2 – Attract high-quality visitors Habit 3 – Use multiple channels Habit 4 – MobileFriendly website Habit 5 – Seduce your visitors to act Habit 6 – Follow up! Habit 7 – Measure your Return on Investment 2007-2017 StudyPortals B.V.3

HOW AM I GOING TO SOLVE MY PROBLEM? ME, MYSELF, AND STUDYPORTALS PARTHABIT 1-4HABIT 5: SEDUCE YOUR VISITORSHABIT 6: FOLLOW UPHABIT 7: RETURN ON INVESTMENT 2007-2017 StudyPortals B.V. SKIP GEAR UP FEW ANECDOTES, YOU GET TO TALK! ONE MORE ANECDOTE GOOGLE ANALYTICS, CONTINUES AT MY STAND 4

THE 7 HABITS OF HIGHLY EFFECTIVE PERSUASIVE WEBSITES Habit 1 – Consistent message 2007-2017 StudyPortals B.V.5

HABIT 1: CONSISTENT MESSAGE USPs: What makes your institute unique? Location Way of teaching Extra activities Price Consistency among channels Student interest Key word searches Ask your students: why you? 2007-2017 StudyPortals B.V.6

KEEP ON TALKING Talk about what they want to know: nightlife, progression to university, career, etc 2007-2017 StudyPortals B.V.Source: 7

THE 7 HABITS OF HIGHLY EFFECTIVE PERSUASIVE WEBSITES Habit 1 – Consistent message Habit 2 – Attract high-quality visitors 2007-2017 StudyPortals B.V.8

HABIT 2: ATTRACT HIGH-QUALITY VISITORS 2007-2017 StudyPortals B.V.9

UNDERSTAND RECRUITMENT FUNNELALL PROSPECTIVE STUDENTS ACROSSTHE GLOBE 2007-2017 StudyPortals B.V.10

UNDERSTAND RECRUITMENT FUNNELDouble the conversionDouble the outcomeDouble theinflowDouble theoutcomeALL PROSPECTIVE STUDENTS ACROSSTHE GLOBE 2007-2017 StudyPortals B.V.11

THE 7 HABITS OF HIGHLY EFFECTIVE PERSUASIVE WEBSITES Habit 1 – Consistent message Habit 2 – Attract high-quality visitors Habit 3 – Use multiple channels 2007-2017 StudyPortals B.V.12

HABIT 3: USE MULTIPLE CHANNELS 2007-2017 StudyPortals B.V.13

INSPIRE YOURSELF BY THE BIG GUYS702010 2007-2017 StudyPortals B.V.14

WHAT HAPPENED ON 21 APRIL 2015? 2007-2017 StudyPortals B.V.15

THE 7 HABITS OF HIGHLY EFFECTIVE PERSUASIVE WEBSITES Habit 1 – Consistent message Habit 2 – Attract high-quality visitors Habit 3 – Use multiple channels Habit 4 – MobileFriendly website 2007-2017 StudyPortals B.V.16

HABIT 4: MOBILEFRIENDLY entage of mobile traffic on MastersPortal.com 2007-2017 StudyPortals B.V.17

HABIT 4: MOBILEFRIENDLY WEBSITEThe only way to do it right is a MobileFriendly website 2007-2017 StudyPortals B.V.18

THE 7 HABITS OF HIGHLY EFFECTIVE PERSUASIVE WEBSITES Habit 1 – Consistent message Habit 2 – Attract high-quality visitors Habit 3 – Use multiple channels Habit 4 – MobileFriendly website Habit 5 – Seduce your visitors to act 2007-2017 StudyPortals B.V.19

HABIT 5: SEDUCE YOUR VISITORS TO ACT 2007-2017 StudyPortals B.V.20

ART OF SEDUCTION 2007-2017 StudyPortals B.V.21

40%35%30%20%18%10%0%Without gift 2007-2017 StudyPortals B.V.With Gift22

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100%80%75%60%40%35%20%10%0%1 Person3 People 2007-2017 StudyPortals B.V.243 People (2 passive)

”It's a real tough decision.They've got big stars speaking forit, and big stars speaking againstit. You don't know how to vote.” 2007-2017 StudyPortals B.V.25

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WHAT DO OTHER PEOPLE SAY?AwareInformedInterestedStudyingWord of mouth 2007-2017 StudyPortals B.V.27

LET YOUR (EX) STUDENTS DO THE WORK 2007-2017 StudyPortals B.V.28

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YUMMIESTYUMMIERYUMMYYUM 2007-2017 StudyPortals B.V.30

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THE 7 HABITS OF HIGHLY EFFECTIVE PERSUASIVE WEBSITES Habit 1 – Consistent message Habit 2 – Attract high-quality visitors Habit 3 – Use multiple channels Habit 4 – MobileFriendly website Habit 5 – Seduce your visitors to act Habit 6 – Follow up! 2007-2017 StudyPortals B.V.32

HABIT 6 2007-2017 StudyPortals B.V.33

PERSISTENCE SPEED MORE BOOKINGSDon’t mess upwith your follow up.Don’t let student interest go astray,reply within one day.Source: enchmark-through-student-eyes/ 2007-2017 StudyPortals B.V.34

ONE MORE PROBLEM 2007-2017 StudyPortals B.V.35

THE 7 HABITS OF HIGHLY EFFECTIVE PERSUASIVE WEBSITES Habit 1 – Consistent message Habit 2 – Attract high-quality visitors Habit 3 – Use multiple channels Habit 4 – MobileFriendly website Habit 5 – Seduce your visitors to act Habit 6 – Follow up! Habit 7 – Measure your Return on Investment 2007-2017 StudyPortals B.V.36

HABIT 7: MEASURE YOUR RETURN ON INVESTMENTSelect marketingchannelsMeasure andcompare results 2007-2017 StudyPortals B.V.Implementcampaigns37

FIND THE DIFFERENCES 2007-2017 StudyPortals B.V.38

POLLHow often do you use Google Analytics yourself? Once a week or more Once a month or more Less than once a month 2007-2017 StudyPortals B.V.39

POLLHow far can you track? Quality of trafficGoal completionsStudent bookingsFull multi-channel 2007-2017 StudyPortals B.V.(bounce rate, avg session duration, etc)(leads, online applications)(student name linked to last-click channel)(student name linked to multiple channels)40

QUANTITY VS. QUALITY12 2007-2017 StudyPortals B.V.41

QUANTITY VS. QUALITY12 2007-2017 StudyPortals B.V.42

CALL-TO-ACTION 2007-2017 StudyPortals B.V.43

THANK YOU! 2007-2017 StudyPortals B.V.44

CREATING SEGMENTS Drop by at my stand with your GAand I can show you today how to dothis yourself, it’s EASY! Take-away: with segments you can look in the past, before you had any goals. 2007-2017 StudyPortals B.V.45

SETTING UP GOALS12 2007-2017 StudyPortals B.V.46

SETTING UP GOALS 2007-2017 StudyPortals B.V.47

SETTING UP GOALS2 2007-2017 StudyPortals B.V.148

SETTING UP GOALS3 2007-2017 StudyPortals B.V.49

SETTING UP GOALS5 – Type the link that you would like to track46 – Verify your goal: if the result is %0 then it is not working – try to see what is wrong 2007-2017 StudyPortals B.V.750

SETTING UP GOALSDone › EVENTS 2007-2017 StudyPortals B.V.› Brochure download› Contact via email› Contact via phone51

CONVERSION RATE PER CHANNEL 2007-2017 StudyPortals B.V.52

CAMPAIGNS1 2007-2017 StudyPortals B.V.253

CAMPAIGN URL rl-builder/ 2007-2017 StudyPortals B.V.54

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STUDENTS USE MULTIPLE CHANNELS 2007-2017 StudyPortals B.V.56

JUST ONLINE APPLICATION FORM WILL INCREASE BIAS 2007-2017 StudyPortals B.V.57

COOKIE TRACKING 2007-2017 StudyPortals B.V.58

COOKIE TRACKINGCookie: studyportals google facebook google application 2007-2017 StudyPortals B.V.59

LANDING PAGES 2007-2017 StudyPortals B.V.60

GOOGLE TAG MANAGER How does it work? - The old wayGA tracking codeTracking codeClick Tracking codeHome PageVideo tracking codeForm submit tracking code 2007-2017 StudyPortals B.V.GA tracking codeTracking codeOutgoing links tracking codeCourse PageE-mail Tracking codeDownload tracking codeGA tracking codeAdWords conversiontracking codeTracking codeThank you pageTracking codeOutgoing links tracking code61

GOOGLE TAG MANAGER How does it work? – Tag Management System (TMS) wayGA tracking codeTMS Container& data layerAdWords conversiontracking codeTMS Container& data layerDownload tracking codeHome PageTMS Container& data layerCourse PageOutgoing links tracking codeVideo tracking codeThank you pageForm submit tracking codeClick Tracking codeRules & logic, all in one location 2007-2017 StudyPortals B.V.62

PIXEL TRACKING›› 2007-2017 StudyPortals B.V.Conversion pixel on thank you/last pageTracking pixel on online marketing page/ad63

THE 7 HABITS OF HIGHLY EFFECTIVE PERSUASIVE WEBSITES Habit 1 – Consistent message Habit 2 – Attract high-quality visitors Habit 3 – Use multiple channels Habit 4 – MobileFriendly website Habit 5 – Seduce your visitors to act Habit 6 – Follow up! Habit 7 – Measure your Return on Investment 2007-2017 StudyPortals B.V.64

Rob.jansen@studyportals.com 2007-2017 StudyPortals B.V.THANK YOU!65

THE 7 HABITS OF HIGHLY EFFECTIVE PERSUASIVE WEBSITES Habit 1 –Consistent message Habit 2 –Attract high-quality visitors Habit 3 –Use multiple channels Habit 4 –MobileFriendly website Habit 5 –Seduce your visitors to act Habit 6 –Follow up! Ha