Online degree programs are more popular than ever, and there are more and more Universities entering the fray. Once the domain of for-profit schools, online program and degree programs are now being offered by most public universities, including most of top schools. Online degree programs are on track to deliver nearly a third of all degrees conferred. The needs of online degree candidates are also changing and reflect the changing picture of adult learners.
After more than 350 years of the current model of higher education, established by Harvard as the first U.S. college in 1636, the industry is finally changing dramatically. In fact, it will likely be unrecognizable within 25 years with the advent of online education, higher emphasis on adult and continuing programs, and increased competition. In order to adapt to this rapid change, higher education marketing teams need to dramatically change, and play a much more significant and vocal role in the school’s student acquisition programs.
Institutions of higher education are under siege. While the Harvard and MITs of the world may feel less threatened right now, other schools, whose academic value proposition and brands are not as well established, are competing more than ever before for both students and tuition dollars. There are a few key trends that impact higher education, which the marketers I’ve spoken with feel are presenting as major challenges.
In the first Wevo, Bentley saw a 151% improvement in conversion rate. That would have been nearly impossible to achieve with standard methods like A/B testing.