Online research is a critical tool for students and parents choosing a college.
Personalization allows you to target students by academic, athletic, or any other interests, and to target parents with content they find most relevant such as cost and safety.
Learn more about Percussion CMS: http://www.percussion.com/products/index
Learn more about Evergage: http://www.evergage.com/
Make Your Website Your Best Admissions Officer with Real-Time Personalization
1. Make Your Website Your Best
Admissions Officer With
Real-Time Personalization
2. DAN FLANIGAN
VP of PRODUCTS
@danflan
linkedin.com/in/danflan
KARL WIRTH
CEO/FOUNDER
@wirthkarl
linkedin.com/in/karlewirth
INTRO.!
#personalizeEDU
3. AGENDA.!
§ The challenges of edu websites today
§ Different personas: Students vs. parents
§ Personalization can your website into your best
admissions officer
#personalizeEDU
5. Evergage enables marketers to increase
conversions using real-time visitor persona
and intent data to personalize the digital
experience for every visitor.
All without IT.
#personalizeEDU
6. Percussion
So,ware's
award-‐winning
web
content
management
system
is
used
by
higher
educa8on,
government
agencies,
and
businesses
to
create
engaging,
effec8ve
content
that
looks
great
on
any
device.
#personalizeEDU
16. CAMPUS LIFE.
WELCOME BACK!
Last time you were looking at Housing.
Are you ready to look at Dining or do you
want to continue where you left off?
Housing Dining
20. Parents have some
different concerns
Cost/Financial Assistance
Payment options
Safety
Location
PARENTS THINK ABOUT…
21. Parents
have
some
different
concerns
Cost/Financial
Assistance
Payment
op;ons
Safety
Loca;on
HOW TO DETERMINE? JUST ASK!
Are you a parent or a student?
Student Parent
30. RELATIONSHIP: None
PERSONA: High school Senior
INTENT: Learn about Aid
RELATIONSHIP: Alumni
PERSONA: Parent of Senior
INTENT: Make decision about
whether to bother applying
TODAY, A WEBSITE DOESN’T RESPOND.
BUT AN ADMISSION OFFICER DOES.
31. CAPTURE BEHAVIOR
(visually out of the site)
UNDERSTAND
PERSONA – INTENT
RESPOND IN
REAL-TIME
§ Per-Visitor, User, Account
Anonymous to Named
§ Clickstream, Context, Tags
Time on page and in
category
Progress in funnel
§ Attributes, Transactions
§ Form Fields, Surveys
§ History from other systems
§ Set up rules to segment
§ Analyze differences amongst
segments
§ Visually browse site and
target communications.
§ Personalize site in <300ms
#personalizeEDU
32. RELATIONSHIP: Never given
PERSONA: Alumni
INTENT: Give, not sure how much
2. RESPOND1. UNDERSTAND PERSONA-INTENT
4 visits to Support BC
Read How to Give
Read Make a Gift. 10 minutes on page
YOUR WEBSITE = YOUR ADMISSIONS OFFICER
A
good
rule
of
thumb
is
to
start
with
1%
of
your
annual
income
33. RELATIONSHIP: None
PERSONA: High school Senior
INTENT: Learn about Aid
2. RESPOND1. UNDERSTAND PERSONA-INTENT
2 visits to Financial Aid
½ way through filling out an application
Third time back
YOUR WEBSITE = BEST ADMISSIONS OFFICER
Meet
Julie
in
Denver
on
Ju
to
talk
about
Financial
Aid
Admissions
35. § Define Your Personas
§ Audit Content For Your Personas
§ Personalization is a dialogue, not a monologue
§ What are you waiting for?
#personalizeEDU
36. JOIN US FOR PART 2
ON THURSDAY, MAY 8!
#personalizeEDU
37. Q&A
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www.percussion.com
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linkedin.com/company/percussion-software
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www.Evergage.com/Blog
Free Real-Time Personalization Resources:
www.evergage.com/resources
See a Demo of Evergage
www.Evergage.com/Request-a-demo
twitter.com/evergage
linkedin.com/company/evergage
#personalizeEDU