Why Mobile Matters and 4 Things You Need To Know About Students And Mobile Devices
Jun. 20, 2013 at 08:00 AM | By Emily Goebel | Comment Count
As the millennial generation flocks to the digital space, campuses must recognize the impact mobile technology can have on student recruitment and retention. Understanding student mobile trends and behaviors can better drive marketing and communication decisions and help students succeed. Think for a moment . . .
- More than 90% of college students regularly use cell phones.
- 73% of college students report using smartphones.
- 66% of 18 to 29 year-olds own a smartphone.
- 95% of 18 - 29 year-old cell phone users text.
Beyond what statistics say, what does this information mean for higher ed? How can mobile steer your communication and brand strategies? How can mobile improve communication with prospects, parents, and alumni? How can mobile ensure graduate and non-traditional students feel a part of the campus community? Most importantly, how can mobile enhance engagement and the educational experience?
Optimizing for mobile is a MUST
Put yourself in a soon-to-be high school graduate’s shoes conducting college research. You’re at a family dinner and Aunt Judy just told you about University of X’s new energy conservation program. You never really thought about U of X before, but can’t wait to learn more about it. You eagerly pull out your smartphone to get a first glimpse. As the site loads, multiple images won’t download, it’s not personalized let alone customizable, you have to constantly zoom and pan on the small screen to view specific sections, and you can’t easily navigate to information on the program. Frustrated, you give up and move on to checking your text messages or watching the new Justin Timberlake video on YouTube.
Unfortunately, this scenario is all too common. Research shows that difficulty with site navigation is among one of the greatest challenges encountered with college websites. Fewer than half of colleges offer mobile-optimized website experiences even though more than half of students using mobile visit campus websites on their phones. Since smartphones and tablets are the norm for people browsing the Web, implementing a mobile solution will help you reach more students, improve your SEO performance, and give you a competitive advantage over other schools that do not have a mobile site.
Going mobile is great, but why not go responsive?
Building a separate mobile version of your site can capture student attention, but you may be selling your school short if you stop there. With so many types of mobile devices out there (tablets, smartphones, laptops, etc.), it can be difficult (and expensive!) to create multiple versions of your website so that it works regardless of the user’s screen. Today, more than 50% of institutions are opting for a strategy called “responsive web design”.
Why?
It is a more relevant and effective solution to deliver a consistent online experience; schools can plan for a single web experience that works no matter which device is being used. But, before committing to a responsive website, institutions should make sure they understand what students are looking for when browsing their site. Do they need information on specific programs, financial aid, or campus life? Are they applying online or scheduling a campus visit? In doing so, schools should organize content with these priorities in mind.
Lynn University is one school that has opted for a responsive website. Below is a screenshot of their website homepage, as well as three screenshots of the same site on iPhone 5. When you enter www.lynn.edu into your phone web browser, the site automatically adapts itself to fit the screen. When browsing on a smartphone, the user immediately finds information about campus life, academics, a financial calculator, and can even submit an application form.
Academic program listing, cost and scholarship calculators, and a calendar of important dates and deadlines are among the highest rated topics students want to find during their mobile experience.
To learn more about responsive web design, check out 23 awesome resources that can help you get started.
Be Social
Noel-Levitz reports that more than half of prospective students have visited the Facebook pages of schools on their list at least once. Thus, it’s likely that a student has visited your school’s Facebook page at some point during their admissions journey.
*You can check to see where your website traffic is coming from by using Google Analytics Social Media Tracking. Here’s a tutorial.
Like mobile site content, schools need to make sure they have a robust social media strategy that includes consistent, fresh, and relevant content. Today’s students are all about “social proof” – if they see their friends and others who are like them enjoying your school, chances are likely that their interest will peak. How cool would you feel if your top choice school tweeted you “congratulations on being accepted!” for all your Twitter friends to see and comment on!
Text to Recruit, Enroll, & Retain
Did you know that 60% of prospective students would be willing to allow a college or university admissions representative to send them text messages? Communicating with prospective students through texting can help you:
- target specific students with personalized messaging (Here’s how),
- drive traffic to special interest pages,
- paint a picture of campus life with photo messages, and
- send personalized invitations to upcoming events.
Text message open rates are high - some reports claim as high as 97% - and are more likely to elicit a response to a call to action. And, many CRM systems make it easy to track activity and monitor your entire communication plan. In addition, texting can be an effective strategy to help battle summer melt, providing students the needed support to ensure they make the transition from high school to college.
Simple outreach via text can remind students about application and financial aid deadlines, provide quick pointers or admissions checklists, or encourage students to contact a counselor or college advisor if they need help.
Texting can also impact your student success strategy. College advisers looking to keep struggling students from slipping into academic probation can send texts to remind students of advising appointments, encourage them to register for classes, or prompt them to check their inboxes for important emails. Many CRM solutions offer an automated text functionality to communicate messages like at-risk warnings, school closures, upcoming events, and campus emergencies.
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