At Capture Higher Ed, we have created nearly a dozen ways to communicate with prospective students in real-time. Capture Behavioral Engagement (CBE) alone offers 11 different types of dynamic content tactics. One of these tactics is the Progressive Identification form.
A Progressive Identification form is a short form (pop up or embedded) that collects basic information such as name, email, phone number, etc. in order to identify a visitor. Completed forms can also trigger other pieces of dynamic content, and our team of experts will advise partners on how we can help identify visitors that are on your site but haven’t raised their hand yet.
Across our partners, there are currently 64 CBE Progressive Identification Form campaigns running. As of April 20, 2017, there were a total of:
(Unique Impressions are the number of unique visitors a form was served to. Organic inquiries are visitors that submitted the form but were not a part of the Partners Search pool. The Organic Conversion Rate equals Organic Inquiries over Forms Submitted.)
What does this tell you?
CBE allows for the tracking of anonymous traffic on our partners’ websites. The automated Progressive Identification forms are served up to visitors on the sites based on their behavioral pattern. When a visitor submits one of these forms, CBE first looks to match the prospective student with the information our partners pass over to us from their CRM.
If CBE cannot find a match, it creates a new record, and then passes that information back to our partner, so that they can collect that organic inquiry and start communicating with them. Sixty-nine percent of the forms that were submitted were truly organic leads, meaning that they were not a part of the partner’s search pool. This tells us that there is a whole other niche of interested prospective students visiting our partners’ sites waiting to be influenced.
What does this mean for you?
This means that even using one out of the 11 different CBE dynamic content tactics can benefit your institution significantly. Out of the 15,000 forms that were submitted, 930 turned into applicants and beyond.
ROI? CBE costs $60,000 per year. For many schools, the lifetime net tuition revenue of even one student is more than $60,000. For other schools, it takes a few students to equal the cost of CBE.
So if a progressive identification form helps a university enroll even a few extra students, it more than pays for all of CBE by itself.
By Jackie Pratt, CBE Product Manager, and John Foster, Data Analyst, Capture Higher Ed