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Capture Behavioral Engagement — Capturing Success 1-on-1

A major selling point of Capture Behavioral Engagement (CBE) is the ability to monitor student’s web behavior then communicate one-on-one with each prospect based on his or her interests.

It allows the universities to send dynamic content — targeted messages in real time — that display information the student finds relevant and interesting based on their search behavior.

Overall, this content has had a measurable impact on student engagement. In a week after Capture served dynamic content, students’ average Capture Engagement Score (CES) rose 14.5 percent. (The proprietary CES, which was developed by Capture scientists using big data, helps guide communications strategy unique to an institution.)

Here are some success stories from schools where Capture has used CBE dynamic content.

Story #1

Between August 1, 2015 and July 31, 2016, 10,091 students interacted with a piece of dynamic content — such as a toaster, image swap, popover or triggered email — for a mid-size university in Ohio. The content highlighted such features as in-state and out-of-state campus visits, honors college interest, career fairs where the school’s counselors would be present, and content that encouraged international inquiries.

Capture Labs analyzed three triggered emails for the school, including in-state and out-of-state visitors who went to visit-related pages, and also international visitors who visited the partner’s site from one of the school’s 12 sister cities in 11 countries.

Here’s what we found:

18,283 total interactions
9.6% click-through rate
9.0% conversion rate — students who completed a form after clicking on a piece of dynamic content
After receiving a triggered email, students’ average CAI (related to CES) increased 17% during the next week

Story #2

Between August 1, 2015 and July 31, 2016, 1,329 students interacted with a piece of dynamic content — a toaster, image swap, popover or triggered email) for a small Christian college in the South.

The dynamic content topics included: special campus visit days, dance programs and financial aid. It also targeted visitors in various recruitment statuses.

Capture Labs analyzed targeted emails that encouraged visitors to complete the admissions process as well as an email targeting visitors who demonstrated interest in the theatre program pages.

Here’s what we found:

  • 1,979 total interactions
  • 5.2% click-through rate
  • 10.4% conversion rate — students who completed a form after clicking on a piece of dynamic content
  • After receiving a triggered email, students’ average CAI increased 24% during the next week.
Story #3

Between August 1, 2015 and July 31, 2016, 1,323 students interacted with a piece of dynamic content — again, a toaster, image swap, popover or triggered email — for a small, residential, liberal arts school in the South.

These types of dynamic content focused on campus visits, increasing applications and deposits, scholarship competition days, and priority deadlines.

Capture Labs analyzed two triggered emails encouraging students to visit campus. One email targeted specifically students that were in Admit status for their Admitted Student Day and the other was a general Open House email.

  • 2,418 total interactions
  • 6.9% click-through rate
  • 6.5% conversion rate – students who completed a form after clicking on a piece of dynamic content
  • After receiving a triggered email, students’ average CAI increased 10% during the next week.
Story #4

Between August 1, 2015 and July 31, 2016, 457 students interacted with a piece of dynamic content (a toaster, image swap, pop over, or triggered email) for a historic college in Tennessee.

These types of tactics focused on topics such as campus visits, driving inquiries and applications, scholarships, various academic program, international inquiries, and increasing deposits.

Capture Labs analyzed two triggered emails including a STEM program email that targeted visitors who demonstrated interest in STEM program pages on the site. The other email encouraged visitors to submit their application if they visited multiple admissions pages. This email also included information on how to submit an enrollment deposit, if they are accepted.

  • 920 total interactions
  • 4.4% click-through rate
  • 7.7% conversion rate – students who completed a form after clicking on a piece of dynamic content
  • After receiving a triggered email, students’ average CAI increased 14% during the next week.

Go here to check out some our latest and greatest CBE success stories.

By John Foster, Data Analyst, and Jackie Pratt, CBE Product Manager, Capture Higher Ed

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