Lead generation strategies

Increase Student Conversion with a Multi-step Lead Form

Pernilla Carlström

Pernilla Carlström

CEO

January 21, 2021 · 3 min read

Are you struggling to capture users who browse your website but aren't ready to download a brochure, contact a student advisor or apply to the programme?

It's time to try something new.

A "multi-step" lead form can get you stronger engagement and more student leads for your marketing efforts.

To understand the benefits of multi-step, let's first examine the brochure download. By far, the most common lead capturing technique in the education industry. 

Picture the lead form users fill in before getting their hands on the brochure as a kind of 'single-step form'. With conversion rates in the range of 3% and up, you might be thinking that's not bad going considering the average attention span online.

Well, multi-step lead forms can generate student conversion rates of up 70%.

Brochure lead form

All in all, the brochure download is incompatible with today's generation of tech-savvy students.

  • Mobile-unfriendly: Everyone is on their phone, all the time. Nearly 99% of Facebook users access the site on mobile. Navigating a PDF brochure on your smartphones is a negative user experience.
  • Privacy concerns: Personal details are now hard currency given data security issues. Prospective students are asking - 'Is sharing my contact details a fair price for a brochure?'. And the answer is, probably not.

Introducing the Multi-Step Lead form 

A mobile-friendly and more importantly, user-friendly technique for capturing data is the multi-step lead form. By asking just one question per step, with up to 12 steps in the same lead form, you'd be surprised at the level and amount of information you could gather.

It's a winning formula for breaking down a lengthy communication into a mobile-friendly format, too.

Why Do Multi-Step Lead Forms Convert Better? 

The Secret Sauce - Escalation of Commitment

The key to its success lies in the phenomenon known as escalation of commitment. 

With every question the user answers, they make a micro-commitment. The more questions they answer, the higher their commitment stacks up. 

The natural drive to convince ourselves we are rational decision-makers is also in play.

And it's this combination that nudges the user to complete all of the questions. And reap the rewards of their investment.

Build a Meaningful Relationship

Multi-step lead forms open the door for your brand to interact with the user. It's an instant gateway for developing trust by putting the needs of your user first.

And once you've gained their confidence, they're more likely to convert.

Imagine a conversation with a good student advisor. You'll talk about your interests, desires, intended career path, and expectations from the school. 

Gradually, you'll share a lot of personal information by answering a series of simple questions about yourself. You feel like this student advisor has your best interests at heart, and you’re eager to hear them out. 

But before you're able to get your advice, you're asked to leave a few extra details like your contact information to follow up. What do you do? 

We've found that students consider sharing contact details as a fair price for friendly advice and expert insights.

Cater to a Mobile-First Generation 

The format of short questions and options for the user to choose from is a great way to make the content on your webpage or brochure easier to digest. 

A streamlined user journey for the small screen can conquer the most complicated inquiry process. And still collect a high amount of valuable, user data.

Personalized and Rewarding User Journey

Personalisation in marketing is among the top trends in 2021. One-size-fits-all is dead. And guess what. You can tailor multi-step journeys to each individual student. 

Say you ask a student a question and present them with five options to choose from. The next question that pops up depends on which option they have just selected. 

By creating alternate pathways, you're able to deliver a chatbot-like experience with the high levels of customer service associated with them.

A typical flow could look something like this: Question - "Do you want a specialized business degree?" Answer "Yes". This action would generate the following question: "Which area do you want to specialize in?", and so on.

In this example, the student experiences a personalised path towards discovering which programme at your school matches their goals and interests. And once you know exactly what they're looking for, it's much easier to give them the specifics about what they find most important.

Capturing Leads at Different Decision-Making Stages

We dive much deeper into connecting your students to the decision-making funnel in this blog post.

But in summary, engagement-driven media or bite-sized formats are perfect for capturing users in the awareness or consideration phase.

Remember? Users who browse your website but aren't ready to download a brochure, contact a student advisor, or apply to the programme. 

Take a look at what a multi-step lead form for your university programme could look like. 

Demo version of House of Education multi-step lead form

Want to know how it could look like for your brand or programmes? Get in touch!

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