In the world of e-commerce, no problem plagues marketers more than shopping cart abandonment rates. According to the National Retail Federation, most online retailers see roughly two-thirds of all shoppers leave before making a purchase. It’s no wonder then that online stores spend millions of dollars each year to help convert prospective buyers into paying customers. But what about colleges and universities?
While the the number of abandoned applications may not be as drastic as the number of abandoned online shopping carts, it is a problem facing many institutions today. Quite simply, too many students will begin to fill out applications online and then simply leave…never to be seen again. But why?
The reasons vary, but borrowing a some tips from the world of e-commerce, here are some things you may want to consider to reduce application abandonment.
According to Forrester Research, two of the main reasons why consumers abandon online shopping carts are the facts that they are: 1) not ready to purchase the product; 2) comparison shopping. Quite simply, consumers often lead retailers to believe that they’re further along the decision process than they really are. In this case, you need to be careful not to rush them, but make sure that you stay top of mind before they forget about you entirely.
So what if the student is already far along the decision making process, but just needs a little nudge to complete the application? There are several things you can do to help the application experience.
1) Count the Steps: Provide instructions at the beginning of the application to let them know what is expected of them prior to completing the application. For example, let them know upfront what information they’ll need to submit, what their payment options are, when the application is due and how much time they’ll need to finish the application.
2) Let them know where they are in the process: Label your application pages and sections clearly so that applicants know what information they need to entire.
3) Provide help along the way: It’s some of the best advice for public speaking and it works here too: Tell them what you’re going to tell them. Tell them. Then tell them again. Providing instructions at the front of the application helps, but offering guidance throughout the process is essential to preventing abandonment. Provide explanations on sections that may cause confusion to many applicants. Offer additional information, such as, how you plan on using the information they’re providing. Do they want to waive their FERPA rights? Do they even know what FERPA means? Provide this information on each section so that your applicants are comfortable throughout the process.
4) Offer assistance: It’s amazing how many college applications I’ve seen where there’s no easy way to ask for help. One of the top ways for minimizing shopping cart abandonment in the ecommerce world is to offer live help during the transaction. Let your applicants know that you value their BUSINESS and you want to provide excellent CUSTOMER SERVICE. Remind them that you have a staff of experts available to help them answer questions about the application process. Offer links to FAQs, phone numbers or even a chance to chat with an admissions counselor and make that information accessible from within the application. If an applicant does stop to ask a question, make sure you respond promptly to get them back on the path to finishing their application.
5) Start, stop, continue: Maybe they don’t have enough time to finish the application all at once. Make sure your applicants are able to save their work and then go back at a later date to finish. Tip: Remember, you can always send them reminders once they’ve started the process. If an applicant starts, but does not continue after a certain time frame, use the information they’ve provided to campaign to them and make personalized recommendations on why they should complete their application to your institution.
6) Show them you’ve got it: What happens when an applicant clicks “save” or “submits” an application? How do they know your institution received it? Are you providing a confirmation message (either online or via email) to let them know their application was received? If not, you should.
7) Let them serve themselves: Once an applicant submits an application, they’re likely to be anxious about the status. Offer them some way to check in on the progress of their application online. Let them send reminders to their recommenders or submit payments by logging into the same place where they began their application, and remember to offer help if needed.
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