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engaging-more-students-with-converstational-marketing-2020

Engaging more students with conversational marketing

3 min read

What kind of impression is your school website making to visitors and potential students?

2019-12_conversational-quote-1

When you fail to adapt to the way your constituents want to communicate, you’re pushing them away. Students visit your school’s website because they want quick information. There are two things you control which could be the difference between the student being interested in enrolling at your institution or leaving your website, disappointed and frustrated:

Is your website clear and easy to navigate?
How easy is it to get questions answered?

The first question is easy enough to answer - have an independent party navigate your site and conduct an audit. The second question is a bit of a longer conversation, “conversation” being the operative word. You want to help students make decisions and you want to do so with the least amount of friction possible.

Forms = Friction

It makes sense that the more information a student can gain about a school, the more interested they will be. It also holds true that the more they interact with an institution, the stronger the connection made. So, what happens when someone visits your site and wants to know more about their preferred major, or how to apply for financial aid?

With most college websites, students have to start by filling out a contact (aka lead capture) form to get what they need. So, in this case, a school has a student at peak interest, but makes them wait hours, a day, or even a week to get a response. Additionally, 40% of students stopped filling out a form because it asked too much information. 1

If 40% of students stop filling out forms, what’s the percentage of people who can’t even be bothered to start filling one out? The fact is, forms are a major roadblock. There’s no value in the interaction when the conversation stops before it starts.

Enter conversational marketing with Mongoose Harmony.

It’s a bit ironic, but a real time conversation with a chatbot treats a potential student like an actual human being. Harmony, Mongoose's chatbot for higher ed, resolves friction points and immediately answers questions. It helps improve efficiencies by doing the things your staff might not have time for:

  • Quickly capturing visitor information
  • Providing immediate information to visitors
  • Escalating qualified candidates by getting them in touch with a human

33% of students say they have never encountered a chatbot 75% of students who DID encounter chatbots found them helpful
If 3 out of every 4 students had a good experience with a chatbot, consider that not all chatbots are created equal. We’ve all tried to solve issues with our bank and encountered bots that were archaic and frustrating. Harmony  chatbots are intuitive, easy to use and tailored to your needs.

Handing off to a Human

Harmony allows your staff to populate conversations with button responses that lead to helpful outputs. It quickly satisfies curious website visitors and strengthens connections with interested parties. It also helps weed out non-interested parties and gives your staff more time to focus on potential students with genuine interest in your institution.

Harmony chatbots also connects with your staff’s calendars to make it easy to set up an interview. While it’s clear to the visitor they’re chatting with a bot, they’re getting the information needed and they know exactly when they can talk to an actual human.

In our article, Conversational marketing helps more constituents achieve their goals, we dive deeper into the human handoff options and how chatbots work. 

Does your college website need a chatbot?  Use Google Analytics to find out. LEARN MORE


1 E-Expectations 2019 (RNL)

 

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