U.S.-based high school students say the website is their most influential resource when conducting college research, and 40% will lose interest in a college or university if the website is frustrating or disappointing.
This, according to “Personal Connection: How to Maximize Enrollment, Retention and Re-Engagement,“ a research paper developed by Modern Campus, the industry’s leading “student first” modern learner engagement platform.
The research comes from Ruffalo Noel Levitz’s E-Expectations Trend Report, an annual survey of high school students exploring their behaviors and experiences as they research prospective colleges. The 2021 edition highlights the rising importance of personalization in engaging prospective students—and the need for colleges and universities to stand out in the increasingly competitive postsecondary marketplace.
“Modern learners think and act like consumers, so it’s critical for colleges and universities to build websites, social media presences and outreach strategies that address their needs and interests,” said Peter DeVries, president and chief operating officer of Modern Campus. “Those that do will thrive. We know this because we see it in our customers every day—on average they grow annual revenue by 19% and enrollments by 14%.”
Like any customer in any industry, prospective students conducting their college research are primarily trying to understand how the institutions they are considering match their needs and expectations.