Western Kentucky University did more than dominate the University of Memphis in the Boca Raton Bowl on Dec. 20. They also dominated the Internet.
On their way to putting up 51 points, the Hilltoppers also drove thousands of visitors to admissions-related pages on their website. In the middle of the game, two-and-a-half times as many people visited those sites compared to before the game.
The on-field product involved a fake kneel-down to score before halftime. The online product used the innovation of Capture Behavioral Engagement to track off-campus visitors on admissions-related pages. The ‘about’ pages saw the most increased traffic.
With CBE, WKU doesn’t just know how many visitors came to those sites. They know who those prospective students are. This will help admissions enroll more students, save money by allocating resources toward the most engaged students, and shape their upcoming classes by targeting the most desirable prospects.
By John Foster, Data Analyst, Capture Higher Ed