New Research: Advancing Digital Experience in Higher Education
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10 Ways to Convert Website Traffic into Student Campus Visits
Oct 01, 2024 • 5 Minute Read • Stephanie Nardone, Content Marketing Manager
Ready to make your college or university's website an irresistible invitation to visit campus?
A robust digital presence can set your school's experience apart. As your website is often the first point of contact for prospective students, leveraging it correctly and efficiently can transform visitors' online experience, bringing your academic experience to life virtually and from anywhere.
But the ultimate test is when you can transform your online traffic into real-world foot traffic and get those prospective students through the gates of your campus in-person.
Here are 10 ways to convert website traffic to foot traffic and increase student visits to campus.
1. Vivid Videos, Imagery, and Storytelling
By today's media standards, visual storytelling is a must. The amount of content your prospective students consume between TikTok, Instagram, and YouTube is unprecedented. Because of this, visual storytelling is one the most influential ways to capture your audiences' attention.
Join the conversation by publishing high-quality photos and videos that vividly convey the unique experience you offer. Highlight what sets your institution apart—be it stunning architecture, state-of-the-art facilities, or a vibrant campus life. Use visual narratives to tell compelling stories about student life, academic opportunities, and community engagement.
Emerson College makes it easy to explore 'real Emerson experiences' and what it's like to be a student there. Their site is overflowing with video content. For example, they provide website visitors a look at student life. Dive a little more, and their YouTube video shorts show glimpses into recent graduate stories, move-in week, campus life in the city of Boston, and more, as it's regularly updated.
2. Virtual Tour Highlights
Before committing to the visit, incoming students want to know what they'll experience if they schedule a tour. Give them the ultimate movie trailer for college life at your school. Because you know that once they get to your campus, they'll fall in love with it, too.
CampusTours, a leading provider of virtual tours and interactive maps, reports that over 30 million students have used their platform to find virtual tours and campus maps.
In the US, 58% of Chief Enrollment Officers believe their online tours mirror the on-campus visit experience. At the same time, 86% emphasize the tour's significant role in a prospect's enrollment decision.
Offer a virtual tour with high-quality photos, 360-degree videos, drone footage, and interactive maps to show prospective students your campus remotely. Highlight the key attractions that'll win them over, such as academic buildings, residence halls, dining, and recreation areas.
Prominent universities like Harvard, USC, and Penn State provide extensive online tours that show campus and student life through their facilities, history, and academic landmarks.
Additionally, the University of South Carolina's virtual tour showcases the campus and student experience through an online tool with audio, videos, 360-degree visuals, interactive maps, and a menu to navigate the experience. Once you're within the experience, you can quickly request more info, schedule an in-person visit, or start an application.
3. Campus Tour Scheduling
Make scheduling easy, convenient, and transparent. Display a detailed calendar of upcoming campus tours and events. Include clear information on tour times, registration processes, and special activities planned during visits to help prospective students and their families plan their trips and feel confident.
University of California, Berkeley's visit page provides a comprehensive schedule and easy registration for campus tours.
4. Testimonials and Success Stories
One way to effectively carry out your mission online and draw prospective students to campus is to feature testimonials from current students, alumni, and faculty. Highlight stories that showcase the transformative impact of a campus visit and the overall academic and social experience. Boston University's site features powerful testimonials from students and faculty that highlight the benefits of attending the institution. These testimonials go beyond simple profiles; they provide a window into each individual's journey at BU, offering prospective students a relatable and inspiring perspective.
5. Personalized Experiences
Connections happen when individuals feel recognized and valued. Allow prospective students and their families to personalize their campus visit itinerary. By offering a variety of options, you provide a preview of the unique benefits they'll experience. This approach enables them to focus on specific academic programs, campus facilities, or extracurricular activities that align with their interests, ensuring a more tailored and meaningful visit.
The University of Chicago offers personalized visit options where prospective students can schedule meetings with faculty, sit in on classes, and attend student panels.
6. Meetings with Admission Counselors
Offer opportunities for prospective students and their families to schedule one-on-one meetings with admissions counselors. These sessions can provide personalized guidance and address specific questions about the application process, financial aid, academic programs, and campus life.
NYU's admissions page provides options for meeting with admissions counselors during campus visits.
7. Faculty and Student Interaction
Arrange meetings or information sessions where prospective students can interact with faculty members, current students, and academic advisors. Engaging with your educational community will provide deeper insights into specific majors, research opportunities, and student services.
Columbia University offers opportunities to attend classes and meet current students during campus visits.
8. Special Events and Workshops
Many prospective students and their families make extra time to visit campuses. Adding value to those visits can go a long way in making them feel seen and appreciated for their time while providing unique insights into the academic experience. Host special events, workshops, or information sessions on career development, study abroad opportunities, research initiatives, and campus diversity.
Rensselaer Polytechnic Institute (RPI) offers engineering summer camps that allow prospective students to explore academic interests and interact with professors.
9. Showcase the Destination Experience
Campus visits are your time to be a guide in the eyes of visitors. Incentivize their trip beyond the campus. Highlight local attractions for the whole family, not just the student. Provide information about nearby accommodations, dining options, parking facilities, and transportation services. Offering discounts or vouchers for on-campus amenities can make the visit more appealing and convenient.
Quinnipiac University visitor resources include lists of local hotels, discounts, dining, and transportation options.
10. Highlight Influencers on Your Website
Do you have any inspiring alumni, faculty, or current students to showcase? Highlighting notable or influential people who have made significant contributions in their fields can inspire prospective students and highlight your university's impact.
Princeton University's website showcases influential alumni and faculty achievements, reinforcing the institution's prestige and appeal.
Making Your Website Work For Your Institution
Every interaction on your site brings prospective students one step closer to an in-person visit, offering them a firsthand glimpse of what makes your institution exceptional. To attract students, they must recognize your campus's unique and noteworthy qualities to distinguish it from others.
However, if implementing these strategies seems challenging, we get it. There could be resource limitations, technical challenges, excess content to create, and departments to coordinate, to name a few. At Verndale, we help you navigate the complexities of technology and digital strategies tailored to your institution's digital agenda. Whether you're focusing on design and UX, converting digital traffic into campus visits, or everything in between, we bring deep expertise to academic digital experiences to help you achieve your goals. Start the conversation today.