University websites are huge beasts and their webpages serve many different purposes and audiences. Where webpages are student recruitment focused, there needs to be an end goal. This goal is known as a conversion.
Conversion optimisation aims to progress web visitors down the student recruitment funnel from prospective students to current students. Not all of our content needs to have a conversion goal but all marketing materials need a strong call to action.
Google Adwords and other digital marketing platforms help you track conversion goals using code that goes into your webpages. With this tool you can track many types of conversions such as:
- A sign up to your newsletter
- A registration to your alumni community
- A completed degree application
- A payment for short courses
Some marketing copy serves just a branding purpose but we are still hoping for an eventual conversion albeit a difficult-to-track conversion.