Top 5 Reasons Performance Matters for Your School’s Marketing Campaigns

Lea Alcantara

When you have an important marketing campaign to drive enrollment, the performance of your website — especially speed and stability — is crucial. Whether your goal is keeping prospective students on your site or boosting conversions, performance is an important part of your campaign success.

Your Speedy and Stable School Site Will:

1. Increase Conversions

If a site stalls, do you stick around while it loads? No. Parents, students and staff are no different. In fact, most web visitors expect a site to load in 2 seconds or less, and every additional second delay causes a 7% drop in conversions. If the average undergraduate enrollment is almost 6200, a 7% drop is 434 potential students leaving your site.

2. Stand Out from Your Competition

Parents and students review multiple schools during application time, and many will revisit school sites. But the New York Times notes that “people will visit a web site less often if it is slower than a close competitor by more than 250 milliseconds.” That’s milliseconds! If your site stalls, a potential student is more likely to leave your site — and end up attending another school instead!

3. Cater to Mobile-Savvy Students

92% of U.S. adults own a cellphone. As this usage grows, your site needs to be speedy for all users, even those on slower mobile networks. If a student or parent is surfing your site on their phone or tablet, they are less likely to be patient for your site to load and more likely to abandon your site entirely.

4. Improve Google Search Rankings

Your school’s enrollment not only depends on direct outreach, but to organic search as well. And Google favors fast sites. Improving your site speed can also improve your Google search rankings, essentially extending the reach of your enrollment efforts.

5. Support Staff Productivity

In education, staff often juggle multiple responsibilities, including managing the website. If your staff has to worry about the headaches of a sluggish site, that’s time not spent on building your school’s brand and recruiting students.

Make Your Site Speedy!

Performance matters. Every second affects conversions and directly impacts visitors’ confidence in your school. When you pay attention to your site speed, you’re also paying attention to your recruiting goals.

Struggling with a slow site and want to see better enrollment campaign conversions? Contact us!

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