Understanding the DX & Enrollment Funnel
The Digital Experience (DX) team plays a critical role in the student enrollment funnel, optimizing every touchpoint from first visit to enrollment completion.
The Enrollment Funnel
Our enrollment funnel consists of several key stages:
1. Awareness
- SEO and organic discovery
- Paid advertising campaigns
- Social media presence
2. Interest
- Landing page optimization
- Content engagement
- Lead capture forms
3. Consideration
- Program information pages
- Virtual events and webinars
- Chat and support interactions
4. Intent
- Application process
- Enrollment forms
- Contact with admissions
5. Enrollment
- Application completion
- Document submission
- Financial aid processing
DX Team Responsibilities
Content & User Experience
- Page optimization: Landing pages, program pages, forms
- A/B testing: Continuous optimization of conversion elements
- Content updates: Keeping information current and compelling
- Mobile experience: Ensuring seamless mobile interactions
Technical Implementation
- Analytics tracking: GA4, GTM, and custom events
- Performance optimization: Core Web Vitals and page speed
- Accessibility compliance: WCAG 2.1 AA standards
- SEO implementation: Technical and content SEO
Data & Analytics
- Conversion tracking: Funnel analysis and optimization
- User behavior analysis: Heatmaps, session recordings
- Performance monitoring: Site uptime and speed metrics
- Reporting: Regular performance and conversion reports
Key Metrics We Track
| Metric | Description | Target |
|---|---|---|
| Conversion Rate | Visitors to leads | 15%+ |
| Page Speed | Core Web Vitals | Good (green) |
| SEO Rankings | Key program keywords | Top 3 |
| Form Completion | Lead generation forms | 25%+ |
| Mobile Experience | Mobile conversion rate | 12%+ |
Tools We Use
Analytics & Tracking
- Google Analytics 4 - Primary analytics platform
- Google Tag Manager - Tag and event management
- BigQuery - Data warehouse and reporting
- Optimizely - A/B testing and experimentation
Development & QA
- Drupal CMS - Content management system
- GitHub - Version control and deployment
- Browser testing - Cross-browser compatibility
- Accessibility tools - WCAG compliance testing
SEO & Content
- Screaming Frog - Technical SEO auditing
- SEMrush - Keyword research and monitoring
- Google Search Console - Search performance
- Content audit tools - Content performance analysis
Daily Operations
Morning Routine
- Check overnight performance - Analytics and error monitoring
- Review A/B test results - Statistical significance and next actions
- Monitor SEO rankings - Keyword position changes
- Check site health - Uptime, speed, and functionality
Ongoing Tasks
- Content updates - Program information, policies, forms
- QA testing - New features and bug fixes
- Analytics monitoring - Conversion tracking and data quality
- Performance optimization - Speed and user experience improvements
Weekly Reviews
- Conversion funnel analysis - Identifying drop-off points
- A/B test planning - Next experiments and hypotheses
- SEO performance review - Rankings, traffic, and opportunities
- Team coordination - Cross-functional project updates
Getting Help
Need assistance with any DX-related tasks? Here's how to get help:
- Check this documentation first - Most common tasks are documented
- Search the team Slack channel - Previous solutions might exist
- Create an Asana task - For new requests or complex issues
- Reach out directly - For urgent issues or clarification
Quick Wins
The DX team focuses on high-impact, data-driven improvements. Small changes often yield significant results when applied across thousands of visitors.
Success Metrics
Our goal: ↘ time-to-answer, ↘ QA slips, ↘ Slack back-and-forth; ↗ first-call resolution.
We measure success through:
- Reduced support tickets - Better documentation and processes
- Faster implementation - Streamlined workflows and clear procedures
- Higher quality - Fewer bugs and better user experiences
- Team efficiency - More time for strategic work, less firefighting