False dichotomies

I see a lot of merit in the arguments for prioritizing micro-conversions during the modern enrollment journey. Forget the straight line from awareness to application—there is usually a labyrinth of influences and emotional detours along the way as students explore, compare, and engage with institutions before making a decision.

Consider a scenario where a prospective student expresses initial interest in cybersecurity. She embarks on her journey by following the university’s social media accounts, attending a virtual webinar about the university’s cybersecurity programs, and downloading an informational brochure. These micro-conversions, such as social media engagement and brochure downloads, provide valuable insights into her interests and preferences.

Imagine the student has a change of heart about pursuing cybersecurity as a career during a nurturing campaign solely focused on this program. By fixating on micro-conversions related to cybersecurity, there’s a missed opportunity to speak to the student about other values that may resonate with her, such as a vibrant campus community and career guidance.

Colleges and universities should be cautious about overemphasizing micro-conversions and neglecting the importance of key milestones at the expense of measuring clicks and open rates. A balanced view that leverages data insights while focusing on core objectives can lead to a more effective and efficient enrollment strategy. The over-complication, inaccurate assumptions and implementation challenges that accompany engagement obsession are all very real concerns.