If it’s not personalised, it’s not engaging. The idea of making the website experience for your target audience both personalised and targeted isn’t a new one. It is however one that has eluded most institutions. This is often down to time, skill or technology. This presentation will outline the opportunities available to higher education institutions that could help you elevate your visitors’ experience (and increase conversion); delivering one that is both meaningful and relevant to them. Video of presentation @ IWMW 2016 can be viewed here: https://www.youtube.com/watch?time_continue=515&v=6nZfxtF9Ljc

1. Let’s get personal…
Piero Tintori – CEO & Founder
Defining Digital Engagement
for Higher Education

2. About me
Let's get personal - IWMW 2016
• CEO & Founder of TERMINALFOUR
• A WCMS & Digital Marketing Platform
for Higher Education
• 16 years experience working with higher
Education institutions – first IWMW in
2005
• We count over 185+ of the world’s most
recognisable universities & colleges as
clients including about 60% of UK
Universities
Twitter: @pierotintori
piero.tintori@terminalfour.com

3. • Looking at how you can apply ecommerce and online retail
techniques to drive website improvements
• What problems does personalisation or content targeting
solve?
• Important prerequisites
• Higher Education’s uniqueness…
• 3 examples you can try…
• What works?
• What doesn’t work?
Overview
Let's get personal - IWMW 2016

4. 4Let's get personal - IWMW 2016

5. 5Let's get personal - IWMW 2016

6. What works well:
• Geographic personalisation
• Behavioural personalisation / click trail
• Purchase history / account information
• Email marketing linked personalisation
• People visiting from other organisations
• Retargetting (they have visited another site / social network)
• Predictive
General personalisation techniques
Let's get personal - IWMW 2016

7. How can we use this in Higher Education

8. The tug-of-war over the “Home Page”
Let's get personal - IWMW 2016

9. 9Let's get personal - IWMW 2016

10. Target very different segments,
with very different content & CTAs
• Undergraduate
• Postgraduate
• Short courses
• Staff
• Senior Management
Let's get personal - IWMW 2016
• People at other Universities
• International
• Outside the local area
• Alumni

11. The biggest win – increased conversion
Let's get personal - IWMW 2016

12. Some great results…
Swinburne University (Melbourne)
TERMINALFOUR Confidential – tForum 2016
32% increase in Under
Graduate course
enquiries within 4 days
12

13. Important prerequisites
(before you get too excited)

14. Prerequisites – don’t just dive in
Manage Measure Engage Transact
Are my
websites
working?
Can I easily
update them
in any
language?
KPIs /
analytics - are
they
delivering?
What can we
improve?
Connect with
the millennial
generation
Student recruitment
& retention - engage
with potential
students in a more
personalised way
As easy to
book a course
as book a
hotel room
Receive
fundraising
donations

15. 3 Examples that are proven
to work in Higher Education

16. What works well:
• Geographic personalisation
• Behavioural personalisation / click trail
• Purchase history / account information
• Email marketing linked personalisation
• People visiting from other organisations
• Retargetting (they have visited another site / social network)
• Predictive
Do these work in Higher Education?
Let's get personal - IWMW 2016

17. Measure “non vanity”
conversion metrics

18. Dashboards, funnels & flag waving
Let's get personal - IWMW 2016
CRM
Searches for course / unique visitors to course page
Visits to Enquiry Form
Converted Enquiry / CTA
Started Application Process
Completed Application Process
Accepted
Pre
Funnel

19. University & team success:
• Investment versus measurable return
• What is the “monetary” impact of changes or
improvements?
• Team resources – resources versus return
• Making the case for budget
Use these dashboards….
Let's get personal - IWMW 2016

20. Conclusion

21. • Follow our Blog:
http://www.terminalfour.com/blog
• Our Higher Education Web Survey:
http://bit.do/hewebsurvey2016
Thank You
Let's get personal - IWMW 2016