Over the past few weeks, I've had numerous conversations with higher education professionals, and a recurring theme has emerged: schools are losing prospective students because of friction in their enrollment funnel. Whether it's a slow website, poorly designed request for information (RFI) forms, limited visit options, or applications that seem designed to deter completion, these obstacles are costing institutions dearly. In today's competitive market, schools cannot afford to let these issues go unaddressed.
A common issue I keep seeing as I audit a school’s website is that it’s simply too slow. In an era where students expect instant access to information, a sluggish website can be a deal-breaker. Prospective students are likely to abandon their search if pages take too long to load, leading to significant drop-offs in inquiries and applications. It's not just about the content on the website; it's about how quickly and efficiently that content can be accessed.
Another issue that has come up repeatedly is the design of Request for Information (RFI) forms. These forms are often the first point of contact between a prospective student and the institution, and they need to be extremely accessible, simple, and user-friendly. Unfortunately, many schools have overly complex forms that ask for too much information upfront, leading to high abandonment rates. For instance, there’s no reason to ask for a student’s birthday on the RFI form—don’t ask for it. If students feel overwhelmed or frustrated by an RFI form, they’re unlikely to proceed further in the application process.
Campus visits play a crucial role in a student's decision-making process. However, many schools offer limited visit options or fail to promote them effectively. Some institutions offer only a narrow range of visit times or don't provide virtual tour options, which are increasingly important in a post-pandemic world. If students can’t easily visit or explore a campus, they’re less likely to apply.
The application process itself can be a significant source of friction. Many schools have applications filled with unnecessary steps or requirements that deter students from completing them. Lengthy essays, redundant information fields, or unclear instructions can discourage even the most interested students from finishing their applications.
The consequences of these friction points are clear: fewer inquiries, fewer campus visits, fewer completed applications, and ultimately, fewer enrollments. In a market where every student counts, schools must take a hard look at their enrollment processes and identify where friction is causing them to lose out.
The good news is that these issues can be addressed. By focusing on creating a faster, more user-friendly website, simplifying RFI forms, offering more flexible visit options, and streamlining the application process, schools can significantly reduce friction and improve their enrollment outcomes. As competition for students intensifies, those institutions that prioritize the student experience and eliminate unnecessary roadblocks will be the ones that thrive.
If you're concerned about friction in your enrollment funnel and want to explore solutions that can help, let’s connect. Together, we can ensure your institution provides a smooth and welcoming path from inquiry to enrollment.
