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Higher Education Conversion Rates Increase In 2018

March 1, 2019 Jeff Meola

Higher education conversion rates were up significantly in 2018, according to the 2018 Year-End Higher Education Inquiry Generation Review, published by Digital Media Solutions (DMS). The conversion rates for both online and campus-based formats increased in 2018, with the average campus-based CVR growing more dramatically in 2018.

Q3 2018 Higher Education Conversion Rates Spiked To New Highs

The overall CVR for all higher education leads was 10.3% during the first three quarters of 2018, up from 9.8% in Q1-Q3 (January-September) 2017. CVR climbed for each of the first three quarters in 2018, with Q3 the highest in the report date range (January 2016 – September 2018) at 11.8%, up from 10.3% in Q2 2018 and 9.9% in Q3 2017. Download the 2018 Year-End Higher Education Inquiry Generation Review for more details on conversion rate trends.

Campus-Based Higher Education Programs Experienced Greatest Conversion Rate Increase

The average campus-based CVR increased significantly in Q3 2018, following a Q3 spike trend we have seen for the past three years. The CVR jump in Q3 2018 was the largest in the date range, increasing from 9.9% in Q2 2018 to 13.7% in Q3 2018. Campus-based program lead volume also increased throughout 2018, but to a lesser extent than online programs.

Online Higher Education Program Share Of Volume Continued To Increase

Online programs continued on a consistent growth track, with volume up 17.5% from 2017 to 2018. In 2018, volume grew most significantly in the first and second quarters, up by 20.7% each quarter. According to a 2018 article, “Online education is continuing to grow. A recent Babson study showed enrollment growth for 14 straight years in most kinds of online higher education programs.” For more information about volume and conversion rate trends, download the 2018 Year-End Higher Education Inquiry Generation Review.

Download the 2018 Year-End Higher Education Inquiry Generation Review Today

Featuring trends on inquiry volume, conversion rates, media channel performance and more, the 2018 Year-End Higher Education Inquiry Generation Review covers trends in the inquiry generation and student acquisition activities of higher education institutions for the period of January 2016-December 2018.

About the Author

Jeff Meola

Jeff Meola is the Consumer Insights & Marketing Analytics Director at Digital Media Solutions (DMS), the fastest-growing independent digital performance marketing company. DMS helps its clients accelerate growth by deploying diversified and data-driven customer acquisition solutions that deliver scalable, sustainable and measurable marketing results. DMS performance marketing solutions connect the right consumers with the right offers at the right time to achieve the marketing objectives of our clients. DMS is continually innovating to provide new and emerging media and technology solutions that minimize waste and maximize results across the most competitive industries. Since its inception, DMS has demonstrated incredible year-over-year growth which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016, 2017 and 2018.

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