Understanding the student behavior of the sales funnel is fundamental to creating marketing strategies that increase conversion of subscribers to enrolled.
Not knowing how the student arrives at your institution and what leads them to enroll is what may be causing the failure of your marketing campaigns.
The student's purchasing decision process must be completely known by your institution. Do you know how he finds your educational institution? Why does he decide to take the entrance exam and what prevents him from enrolling after registration?
If you answered no to any of these questions, now is the time to learn more about student behavior!
- The student recognizes the need
- The student actively searches for information
- The student considers options
- The student takes the entrance exam and decides on an educational institution
Why understand the student behavior?
One of the biggest mistakes related to marketing strategies educational marketing It is the carrying out of planning based only on conjectures. Imagine a student profile, imagine what their behavior is or what type of content interests them.
Acting this way reduces the chances of conversion of subscribers to enrolled. Let's face it, reaching a real audience with actions designed for an imaginary audience is an almost impossible task.
Hence the importance of understanding the student behavior. Which starts lead him to make a decision? Which elements are most relevant in your enrollment decision? The responses are individual, but it is possible to notice patterns in these actions.
Today, understanding these decisions also requires the use of data and technology. The application of artificial intelligence and automation in educational marketing makes it possible to send personalized content, on the right channel and at the right time, making monitoring the journey more precise and effective.
Furthermore, it is important to consider that student behavior is not limited to the pre-enrollment period. Adopting strategies based on the complete educational marketing funnel allows the institution to monitor students after they enroll, focusing on retention and loyalty. This broadens the strategic vision and strengthens relationships throughout the entire educational journey.
The most common steps of sales funnel in education
We can identify four moments of the student in the sales funnel in education
1. The student recognizes the need
You can identify numerous types of potential students at your institution at this time. There are those who have completed high school and are looking for college and a profession.
There are those who are in the job market, but want to progress in their career, but don't yet know that college can be an option. There are those who are dissatisfied with their chosen degree.
What is your student's need? It is important to map it out to produce specific content for him. To do this, carry out research or consult your own student community.
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2. The student actively searches for information
The student has decided that he wants to attend college and we hope that you have helped him make this decision. Right now, he is actively searching for information about professions and educational institutions.
At this point, you should understand the following elements of student behavior: In which channels does he look for information? What opinions does he listen to? What content do you consume?
In addition to understanding the channels used by students, it is essential to think about communication strategies aimed at different profiles. In many cases, such as in basic education, the ones who really make the decisions are the ones in charge. Adapting campaigns with a specific focus on these audiences significantly improves conversion. A segmented approach for students and parents is one of the most current strategies in the sector.
Caption: Understanding Student Behavior on the Conversion Journey.
3. The student considers options
Now, the student has chosen a higher education course, but is considering entrance exam options. Which institutions do you like most? This is the time to show the advantages of your college and, to do so, try to understand the profile of this student.
What advantages of your educational institution are important to him? Handbag, student financing, brand reputation? Once again, the student behavior is directed by attention to your expectations.
To stand out at this time of consideration, it is recommended to act on different fronts. Multichannel strategies — combining social networks, advertisements, webinars, email marketing and in-person events — increase the chance of being present in the research and comparison sources used by the student.
4. The student takes the entrance exam and decides on an educational institution
This step is very important. If the student took the entrance exam it is because their interest in the educational institution is great. But don't abandon the relationship halfway, after all, this is an important lead!. Offer the advantages that seem most related to the student’s profile. Check the standards of former enrollees. When and why did they enroll?
With this information about the gaps that lead the student to make a certain decision, the chances of conversion of subscribers to enrolled are much larger. Understanding this conversion process, investing in the relationship and student loyalty, the success of your educational institution will be certain!
Finally, for this step to convert into enrollment, it is crucial to understand your institution’s conversion rates. Monitoring indicators such as the enrollment-to-enrollment rate or the number of contacts needed to close an enrollment helps you identify bottlenecks and adjust campaigns in real time.
Summary: Understanding student behavior in the education sales funnel helps institutions identify needs, personalize strategies, and boost enrollment conversion. By mapping each stage — from interest to enrollment — and applying data and technology, schools can improve communication, optimize campaigns, and increase student retention.
Learn more about the education sales funnel! Access our content about funnels in educational marketing!
How to understand student behavior in the education sales funnel?
Why is it important to understand student behavior in the sales funnel?
Because knowing how students think and act at each stage helps create more effective and personalized marketing campaigns. This avoids assumptions and increases the chances of turning applicants into enrolled students.
What are the main stages of the sales funnel in education?
The most common stages are:
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The student identifies a need;
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Actively searches for information;
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Considers options for institutions and courses;
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Takes the entrance exam and makes a final decision.
What might prevent a student from enrolling after applying or taking the exam?
Analyzing data and identifying patterns from previous campaigns can reveal key gaps. Understanding these barriers allows the institution to refine communication and improve conversion.
What influences a student’s decision when choosing an educational institution?
Key factors include scholarships, student financing, the institution's reputation, service quality, and personalized communication. Knowing the student profile helps highlight the most relevant benefits.
How can you improve the conversion from applicants to enrolled students?
Use a well-structured funnel with segmented content, multichannel campaigns, and personalized follow-up. Track key metrics like enrollment conversion rates and adjust strategies in real time.
Do parents influence the enrollment decision?
Yes. Especially in basic education, it’s often the parents who make the final decision. That’s why it’s important to tailor communication not only for students but also for their families.
How can technology help understand student behavior?
Tools like automation and artificial intelligence allow institutions to send personalized content at the right time and channel. They also track student behavior in real time, increasing accuracy in decision-making and improving conversion and retention rates.
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