Understanding the admissions funnel in higher education

The admissions funnel is a key strategic tool for guiding prospective students through the various stages of their journey to enrollment at a higher education institution. From initial awareness to the final decision, each touchpoint offers an opportunity to build trust and showcase the institution's unique offering. By optimizing the admissions funnel with the latest technologies and a student-centric approach, institutions can effectively transform prospects into engaged and motivated students. This in-depth guide explores best practices and strategies for designing a high-performing admissions funnel, drawing on real-world examples from institutions that have successfully improved their enrollment rates.

Summary :

1. Understanding the admission funnel

2. Key stages of the admission funnel

3. Optimize the admission funnel

4. Best practices for funnel management

5. Final thoughts

Definition of the admission funnel

Origin and concept of the funnel

The funnel concept originates from marketing. It allows you to visualize a prospect's journey, from the initial contact to the final sale. The goal is to optimize each step to convert as many prospects as possible into customers.

This model is perfectly applicable to the field of higher education admissions. Institutions face a significant challenge: attracting and persuading potential students in a highly competitive environment. Each student goes through different phases before enrolling: awareness, interest, decision-making, and action.

By adopting a funnel-style approach, schools can better understand and support students at each stage. The goal is to provide the right information at the right time, remove obstacles, and facilitate the application process. A well-designed admissions funnel helps transform prospects into engaged and motivated students.

Objectives of the admission funnel

The main objective of an admissions funnel is to optimize the student recruitment process. By segmenting and guiding prospects at each stage, from initial awareness to final enrollment, institutions can improve the efficiency of their admissions efforts.

However, focusing solely on enrollment is not enough. A successful funnel must also aim to attract high-quality, motivated students who align with the school's culture. This contributes to improved student retention and long-term success.

In summary, an effective admissions funnel pursues a dual objective: to optimize recruitment in terms of both quantity and quality. By refining their strategy at each stage, institutions can build cohorts of engaged and high-potential students, thus ensuring a lasting positive impact.

Key stages of the admission funnel

Awareness-raising and prospecting

To effectively attract prospects to the top of the admission funnel, several awareness and prospecting actions are essential:

1. Social media campaigns: Develop an active presence on platforms favored by your target audience (Facebook, Instagram, TikTok...) by sharing engaging content that highlights the strengths of your establishment.

2. SEO actions: Optimize your website and content to improve your visibility in search results for keywords relevant to your audience.

3. Participation in student fairs: Be present at events that bring together your target audience to promote your offer, answer questions and establish initial contact with interested prospects.

4. Targeted email campaigns: Based on your personas, send personalized emails to prospects to make them want to learn more about your programs.

5. Advertising retargeting: Target your website visitors with relevant ads on other sites to maintain their interest and encourage them to return to you.

By combining these actions, you can effectively generate qualified leads at the top of the funnel and gradually guide them towards the application and registration stages.

Application and admission

Submitting an application marks a decisive step in a prospective student's journey. It's the moment when initial interest transforms into a concrete commitment. A complete and well-presented application demonstrates the candidate's motivation and their suitability for the program.

The admissions teams then carefully evaluate each application. They examine not only academic results, but also extracurricular experiences, letters of recommendation, and personal essays. The goal is to select students who have the potential to thrive and succeed at the institution.

This selection stage is crucial, as it determines the composition of the incoming class. Admissions reflect the values ​​and identity of the institution. By choosing diverse and talented candidates, the school fosters a rich and stimulating community.

Once admission decisions are communicated, a new support phase begins. Admitted candidates receive detailed information on the next steps: security deposit, housing application, and course selection. The goal is to convert these admissions into actual enrollments by offering personalized support right up to the first day of classes.

Registration and integration

Once their admission is confirmed, students enter the final and crucial phase of the funnel: registration and integration. Institutions must ensure that this step is as smooth and engaging as possible to convert these admissions into actual enrollments.

The process begins with clear communication about registration procedures. Admitted students receive a detailed guide that outlines each step, from tuition fees to course selection. A dedicated portal allows them to complete their registration online in a simple and intuitive way.

But beyond the administrative aspects, it's also a time to build connections. Students are invited to pre-semester events to explore the campus, chat with their future classmates, and get a feel for the school's atmosphere. Student ambassadors are on hand to answer their questions and share their experiences.

Because the goal is to foster their engagement and reinforce their choice. By cultivating a sense of belonging even before the start of the academic year, we lay the foundations for successful and lasting integration. Transforming an admission into enthusiastic enrollment promises a fulfilling student experience, from the first year to the final year.

Optimize the admission funnel

Personalize communication

Faced with prospects with diverse profiles and at different stages of their registration journey, a uniform communication approach is not optimal. Generic messages have little impact and struggle to move potential candidates further down the funnel.

The solution is to segment your audience and adapt the content and tone to each segment. During the awareness phase, focus on inspiring messages that introduce your institution. For applicants, provide practical information about the admissions process. With admitted students, strengthen their sense of belonging even before the start of the academic year.

Collect data at every interaction to refine your understanding of profiles and behaviors. Define personas that reflect your target audience. Finally, automate your communications with scenarios tailored to each stage of the funnel. Your system will thus become more relevant and effective in converting prospects into subscribers.

Analyze the funnel data

To effectively optimize your admissions funnel, it is essential to regularly monitor several key performance indicators:

1. Lead-to-candidate conversion rate: This metric measures the percentage of leads who become candidates by submitting an application. A high rate indicates that your attraction strategy is effective.

2. Admission rate: This represents the proportion of accepted candidates relative to the total number of applications received. It reflects the quality and suitability of the applications to your selection criteria.

3. Admission rate: This is the percentage of admitted students who actually enroll. A high rate demonstrates that your training program and support services are effective in attracting and retaining your students.

4. Cost per student acquisition: This key indicator measures the investment required to recruit a new student. It allows you to assess the profitability of your marketing efforts at each stage of the funnel.

By regularly analyzing these metrics, you will identify the strengths and areas for improvement in your admissions process. This will allow you to adjust your actions to attract more qualified candidates, improve your selectivity, and increase your enrollment, all while controlling your recruitment budget.

Automate certain steps

Here are some examples of automation that can greatly streamline the prospect journey through your admission funnel:

1. Automatically send personalized welcome emails as soon as a prospect fills out a form on your website. This allows you to immediately initiate a warm dialogue.

2. Scheduling email sequences tailored to each stage of the funnel. For example, automatically sending information about programs after a request for documentation, then information about application procedures a week later.

3. Automatic lead qualification based on their interactions (page views, resources downloaded, etc.). This allows you to prioritize the most engaged prospects.

4. Automated journeys are created based on each prospect's profile and interests. A candidate interested in a particular program will receive tailored content and messages.

5. Automated email or SMS reminders for incomplete applications. The goal is to reduce attrition by supporting prospects throughout the entire process.

Thanks to automation, you can offer each prospect personalized and proactive support at scale. The key is finding the right balance between automation and human interaction for a seamless and engaging candidate experience.

The admissions funnel is a powerful tool for guiding prospective students toward enrollment at your institution. By understanding and optimizing each step of the journey, from initial awareness to the final decision, you can transform your prospects into a vibrant community of engaged learners. Leverage the latest technological advancements, personalize your communications, and streamline your processes to deliver a seamless and compelling admissions experience. By drawing inspiration from best practices and striving for continuous improvement, you will lay the foundation for successful and sustainable student recruitment, making your institution a top choice for students.