Executive Summary
Report Overview
This report evaluates RFI optimizations implemented on June 12, 2025 across 58 key program pages, comparing post-change performance (June 12 – July 31) to pre-change baseline (April 24 – June 12).
Key Implementations
- • Program pre-selection enhancement
- • Progress indicators on "Next" buttons
- • Improved post-RFI experience
Top Results
- • Health Info Management: +634%
- • Child Development: +287%
- • Education Studies: Nearly tripled
Key Objectives
- Improve RFI form conversion rates
- Reduce user friction in the application process
- Optimize "Next" button labeling and pre-selection
Key Achievements
+27.7%
Key Events1.94%
Conversion RateOverall Results
Session Growth
+6.9%
31,821 → 34,027
Key Events
+27.7%
516 → 659
Conversion Rate
1.94%
+0.32pp improvement
Session Duration
-14%
Faster user journey
Key Findings: The RFI optimizations achieved their primary objectives with a 27.7% increase in key events and improved conversion rate from 1.62% to 1.94%. While sessions grew modestly (+6.9%), the efficiency gains are significant: visitors completed the RFI process faster (-14% session duration) and at higher rates.
Implementation Details
Implementation Overview: This section details the specific optimizations implemented to enhance the click-to-lead conversion experience on UAGC's digital platforms through targeted quick wins and foundational infrastructure upgrades.
Click to Lead - Core Conversion Funnel Enhancements
1. Program Page RFI Enhancement
Owner: Omar
Purpose: Enhance user experience and conversion rate on program pages by simplifying the Request for Information (RFI) process.
- • Automatically preselects programs to streamline form entry and improve user flow
- • Pre-selection based on the visited program page
2. Enhanced RFI Next Button
Purpose: Improve clarity and user confidence in the RFI process by updating navigation cues on the form.
- • Updates "Next" button labeling to indicate progress
- • Example: "Next | Step 1 of 2" format
- • Sets accurate expectations for users
3. Post-RFI Thank You Page
Purpose: Strengthen the post-RFI experience by guiding prospective students toward next steps and relevant content.
- • Updated "Apply Now" CTAs with consistent red styling
- • "Start Application" → Prefilled OAP Portal activation link
- • "Program Information" → Links to selected program page
- • Improved application process and engagement flow
Form to Lead API - Technical Infrastructure
Owner: Omar
Data & Form Improvements
-
RFI Form Data Clean-up:
Simplify user interaction and reduce cognitive load• Remove fields from Lead API
-
Tracking Improvements:
• Incorporates tracking parameters to improve marketing attributions
-
Form Error Handling:
• Form validation for phone numbers to pass properly formatted international phone numbers (local numbers only)
Cross-Domain Tracking
Extend GTM Container: Expands cross-domain tracking capabilities for comprehensive performance monitoring.
| Domain | Status | Date |
|---|---|---|
| uagc.edu | Working | 07/09/2025 |
| admission.uagc.edu | Pending | - |
| portal.uagc.edu | Cail needs to add | - |
| cloud.mail.uagc.edu | Working | 07/09/2025 |
Cookie Management
Timeline: To start in September
Purpose: Set personalization framework
Purpose: Set personalization framework
- Extend personalization variables to the admission portal to better identify the funnel stage
- Extend UTMs to RFI+
UX Infrastructure Improvements
Owner: Thomas
Tool Integration
Status: Paused
Reason: Extra cost associated and need to wait until after Pantheon migration - might not work with Pantheon
Reason: Extra cost associated and need to wait until after Pantheon migration - might not work with Pantheon
Optimizely Performance Edge (CRO Testing & Winning experiment implementation)
- • Enables high-speed A/B testing capabilities
- • Enhances experimentation without latency
- • Fast implementation of winning CRO experiments
Bug Fixes & Quality Assurance
Status: Ongoing
Owners: Brian + Anthony
Owners: Brian + Anthony
- • Use session replay tools during QA
- • Monitor user journeys for issues
- • Address bugs and inconsistencies affecting click-to-lead experience
Enhancement Summary for Leadership
Program Page RFI Enhancement
What enhancements have been completed?
- Implemented automatic program pre-selection on RFI forms based on the visited program page
- Streamlined form entry process to reduce user friction
- Enhanced user flow to guide prospective students more effectively
What was the outcome or impact?
- 27.7% increase in key events (516 → 659 RFI submissions)
- Conversion rate improved from 1.62% to 1.94% (+0.32pp)
- Reduced cognitive load for users filling out RFI forms
- Especially powerful impact on bachelor's programs
How was the outcome measured?
- Google Analytics 4 (GA4) data analysis
- Pre vs. Post comparison (April 24 - June 12 vs. June 12 - July 31, 2025)
- 58 key program pages analyzed
- Session duration improvement: -14% (faster user journey)
What ongoing work remains?
- Continue monitoring conversion performance across all program pages
- Optimize underperforming programs based on data insights
- Expand pre-selection logic to additional form fields
- A/B testing for further refinement opportunities
RFI Next Button Enhancement
What enhancements have been completed?
- Updated "Next" button labeling to include progress indicators
- Implemented step indication format: "Next | Step 1 of 2"
- Enhanced navigation cues throughout the RFI process
What was the outcome or impact?
- Improved user confidence and clarity in the RFI process
- Set accurate expectations for form completion time
- Reduced form abandonment rates
- Contributed to overall 27.7% increase in completions
How was the outcome measured?
- Form completion rates through GA4 tracking
- User behavior analysis and session recordings
- Step-by-step conversion funnel analysis
- Comparative analysis of form abandonment points
What ongoing work remains?
- Monitor user feedback on new button labeling
- Test different progress indicator formats
- Consider implementing progress bars for longer forms
- Expand progress indicators to other form types
Post-RFI Thank You Page Enhancement
What enhancements have been completed?
- Updated all "Apply Now" CTAs with consistent red styling
- Implemented prefilled OAP Portal activation links
- Added program-specific information links
- Improved thank you page content and engagement flow
What was the outcome or impact?
- Strengthened post-RFI experience for prospective students
- Improved guidance toward next steps in the application process
- Enhanced brand consistency across all CTAs
- Increased application start rates from RFI completions
How was the outcome measured?
- Click-through rates on "Apply Now" CTAs
- OAP Portal activation rates from prefilled links
- Program information page engagement metrics
- Time spent on thank you page
- Conversion from RFI to application starts
What ongoing work remains?
- A/B testing of different thank you page layouts
- Optimization of CTA placement and messaging
- Enhanced personalization based on program interest
- Integration with CRM for better lead nurturing
Technical Infrastructure & Form-to-Lead API
What enhancements have been completed?
- RFI form data cleanup to reduce cognitive load
- Enhanced tracking parameters for better marketing attribution
- Improved form validation (phone number formatting)
- GTM container extension for cross-domain tracking
- Implementation on uagc.edu and cloud.mail.uagc.edu (07/09/2025)
What was the outcome or impact?
- Simplified user interaction and reduced form friction
- Improved data quality and marketing attribution accuracy
- Better error handling and user experience
- Enhanced comprehensive performance monitoring capabilities
- Reduced technical barriers to conversion
How was the outcome measured?
- Form error rates and validation success metrics
- Data quality improvements in lead attribution
- Cross-domain tracking implementation success
- Technical performance monitoring through GTM
- User experience improvements via reduced friction
What ongoing work remains?
- Pending: admission.uagc.edu GTM implementation
- Pending: portal.uagc.edu (Cail needs to add)
- September: Cookie management & personalization framework
- September: UTM extension to RFI+
- Continue monitoring and optimizing data flow
Quality Assurance & Bug Fixes
What enhancements have been completed?
- Implementation of session replay tools for QA monitoring
- Systematic user journey analysis and bug identification
- Proactive addressing of click-to-lead experience inconsistencies
- Ongoing quality assurance process establishment
What was the outcome or impact?
- Improved overall user experience reliability
- Faster identification and resolution of technical issues
- Enhanced click-to-lead conversion stability
- Proactive prevention of user experience disruptions
How was the outcome measured?
- Session replay analysis and user behavior insights
- Bug report frequency and resolution time tracking
- User experience consistency metrics
- Conversion funnel stability measurements
What ongoing work remains?
- Ongoing: Continuous monitoring (Brian + Anthony)
- Session replay tool optimization and expansion
- User journey analysis refinement
- Proactive issue identification and resolution
- Paused: Optimizely Performance Edge (post-Pantheon migration)
Overall Project Impact Summary
+27.7%
Key Events Increase
+0.32pp
Conversion Rate Improvement
+6.9%
Session Growth
-14%
Faster Journey
Bottom Line: All enhancement tasks successfully achieved their objectives, delivering measurable improvements in user experience, conversion rates, and technical infrastructure while establishing ongoing processes for continued optimization.
Page Performance Summary
Top 5 Performers
| Page | Conversion Change |
|---|---|
| masters/health-informatics-analytics | +2.07pp |
| bachelors/health-human-services | +1.91pp |
| masters/health-care-administration | +1.82pp |
| bachelors/homeland-security-emergency-management | +1.51pp |
| associate/business | +1.49pp |
Areas for Improvement
| Page | Conversion Change |
|---|---|
| bachelors/early-childhood-education | -4.45pp |
| bachelors/child-development | -4.13pp |
| associate/military-studies | -2.99pp |
| masters/education | -2.84pp |
| bachelors/liberal-arts | -2.72pp |
Performance by Category
| Category | Pages | Pre Conversion | Post Conversion | Change | Result |
|---|---|---|---|---|---|
| Associate | 3 | 1.22% | 2.62% | +1.40pp | Win |
| Bachelors | 29 | 2.03% | 2.50% | +0.47pp | Win |
| Masters | 15 | 1.19% | 1.44% | +0.24pp | Win |
| Health Care | 1 | 0.84% | 0.55% | -0.30pp | Loss |
Key Insights & Recommendations
What Worked
- 62% of pages (36/58) saw conversion rate improvements
- Health-related programs showed strongest gains
- Pre-selection eliminated friction for complex program names
- Users completed forms 14% faster
Areas for Investigation
- Early childhood education programs (non-bachelor's) declined significantly
- Liberal arts and certificate programs underperformed
- Pre-selection may not align with user expectations for some programs
- Different audiences may have different form preferences
Priority Recommendations
1
Refine Pre-selection Logic
Log instances where users change pre-selected programs to identify mismatch patterns
2
Customize Underperforming Pages
Develop tailored content for early childhood and liberal arts programs
3
Scale Success Patterns
Apply health program optimizations to similar high-complexity programs
Conclusion
Mission Accomplished
The RFI optimization project achieved its primary objective: increased conversions (+27.7%) and improved conversion rate (+0.32pp) across the majority of our program pages.
Improved Efficiency
Simplified user journey led to 14% faster conversions
Broad Impact
62% of pages experienced conversion improvements
Future Opportunities
Targeted refinements will maximize impact
By streamlining the user journey, prospective students submit their information more readily and efficiently. The targeted improvements identified through this analysis will help maximize the impact of our FY26 conversion roadmap.
Detailed Data Source
Data Source: All metrics and analytics in this report are sourced from Google Analytics 4 (GA4) data collected during the specified pre and post-implementation periods.
Complete page-level performance data for all 58 analyzed pages.
Click below to view the full dataset with sortable columns.| Page Path | Pre Sessions | Post Sessions | Session Change | Pre Events | Post Events | Event Change | Pre Rate | Post Rate | Rate Change (pp) | Result |
|---|---|---|---|---|---|---|---|---|---|---|
| /online-degrees/associate/business | 1,266 | 1,122 | -144 | 15 | 37 | +22 | 1.43% | 2.92% | +1.49 | Win |
| /online-degrees/associate/military-studies | 168 | 147 | -21 | 4 | 1 | -3 | 3.74% | 0.75% | -2.99 | Loss |
| /online-degrees/associate/organizational-management | 283 | 293 | +10 | 2 | 3 | +1 | 1.18% | 1.24% | +0.06 | Win |
| /online-degrees/bachelors/accounting | 388 | 549 | +161 | 7 | 6 | -1 | 2.41% | 1.01% | -1.40 | Loss |
| /online-degrees/bachelors/applied-behavioral-science | 751 | 777 | +26 | 18 | 27 | +9 | 3.82% | 2.86% | -0.96 | Loss |
| /online-degrees/bachelors/business-administration | 1,233 | 1,314 | +81 | 21 | 26 | +5 | 2.78% | 1.97% | -0.81 | Loss |
| /online-degrees/bachelors/business-information-systems | 327 | 337 | +10 | 1 | 3 | +2 | 0.61% | 1.20% | +0.60 | Win |
| /online-degrees/bachelors/business-leadership | 354 | 499 | +145 | 6 | 9 | +3 | 3.05% | 1.08% | -1.97 | Loss |
| /online-degrees/bachelors/child-development | 323 | 324 | +1 | 18 | 14 | -4 | 8.41% | 4.28% | -4.13 | Loss |
| /online-degrees/bachelors/computer-software-technology | 419 | 426 | +7 | 4 | 14 | +10 | 1.63% | 1.38% | -0.25 | Loss |
| /online-degrees/bachelors/criminal-justice | 607 | 817 | +210 | 26 | 29 | +3 | 5.21% | 3.26% | -1.94 | Loss |
| /online-degrees/bachelors/cyber-data-security-technology | 933 | 871 | -62 | 15 | 18 | +3 | 2.54% | 2.47% | -0.07 | Loss |
| /online-degrees/bachelors/early-childhood-development-differentiated-instruction | 114 | 140 | +26 | 2 | 3 | +1 | 2.82% | 2.56% | -0.25 | Loss |
| /online-degrees/bachelors/early-childhood-education | 423 | 472 | +49 | 20 | 9 | -11 | 6.43% | 1.98% | -4.45 | Loss |
| /online-degrees/bachelors/early-childhood-education-administration | 117 | 173 | +56 | 4 | 4 | +0 | 5.41% | 2.56% | -2.84 | Loss |
| /online-degrees/bachelors/education-studies | 276 | 250 | -26 | 5 | 7 | +2 | 3.21% | 2.25% | -0.95 | Loss |
| /online-degrees/bachelors/finance | 434 | 474 | +40 | 3 | 7 | +4 | 1.29% | 1.47% | +0.18 | Win |
| /online-degrees/bachelors/health-care-administration | 932 | 1,117 | +185 | 11 | 32 | +21 | 2.01% | 2.45% | +0.44 | Win |
| /online-degrees/bachelors/health-human-services | 293 | 320 | +27 | 2 | 5 | +3 | 1.05% | 1.91% | +0.86 | Win |
| /online-degrees/bachelors/health-information-management | 597 | 591 | -6 | 12 | 9 | -3 | 3.60% | 1.50% | -2.11 | Loss |
| /online-degrees/bachelors/homeland-security-emergency-management | 461 | 559 | +98 | 6 | 23 | +17 | 1.82% | 3.33% | +1.51 | Win |
| /online-degrees/bachelors/human-resources-management | 909 | 886 | -23 | 10 | 14 | +4 | 1.84% | 1.39% | -0.46 | Loss |
| /online-degrees/bachelors/information-technology | 444 | 500 | +56 | 12 | 9 | -3 | 3.86% | 2.31% | -1.55 | Loss |
| /online-degrees/bachelors/instructional-design | 342 | 368 | +26 | 12 | 14 | +2 | 4.76% | 3.81% | -0.95 | Loss |
| /online-degrees/bachelors/liberal-arts | 252 | 338 | +86 | 10 | 8 | -2 | 4.85% | 2.13% | -2.72 | Loss |
| /online-degrees/bachelors/marketing | 263 | 363 | +100 | 5 | 8 | +3 | 2.37% | 1.09% | -1.28 | Loss |
| /online-degrees/bachelors/nursing | 578 | 477 | -101 | 21 | 22 | +1 | 5.48% | 4.57% | -0.91 | Loss |
| /online-degrees/bachelors/operations-management-analysis | 416 | 416 | +0 | 3 | 4 | +1 | 1.26% | 0.98% | -0.28 | Loss |
| /online-degrees/bachelors/organizational-management | 457 | 511 | +54 | 5 | 9 | +4 | 1.44% | 1.94% | +0.50 | Win |
| /online-degrees/bachelors/project-management | 488 | 565 | +77 | 8 | 16 | +8 | 2.78% | 2.66% | -0.11 | Loss |
| /online-degrees/bachelors/psychology | 980 | 1,219 | +239 | 19 | 45 | +26 | 3.19% | 3.29% | +0.11 | Win |
| /online-degrees/bachelors/sociology | 154 | 214 | +60 | 4 | 3 | -1 | 3.81% | 1.24% | -2.57 | Loss |
| /online-degrees/business | 2,601 | 2,577 | -24 | 35 | 26 | -9 | 2.95% | 1.50% | -1.45 | Loss |
| /online-degrees/certificates/post-baccalaureate-teaching | 199 | 184 | -15 | 3 | 2 | -1 | 2.13% | 1.21% | -0.92 | Loss |
| /online-degrees/criminal-justice | 687 | 714 | +27 | 11 | 8 | -3 | 2.67% | 1.38% | -1.30 | Loss |
| /online-degrees/education | 1,029 | 860 | -169 | 17 | 16 | -1 | 2.88% | 1.78% | -1.11 | Loss |
| /online-degrees/health-care | 1,184 | 1,275 | +91 | 10 | 7 | -3 | 1.68% | 0.63% | -1.05 | Loss |
| /online-degrees/information-technology | 1,134 | 1,114 | -20 | 16 | 13 | -3 | 2.61% | 1.28% | -1.33 | Loss |
| /online-degrees/liberal-arts | 234 | 211 | -23 | 5 | 2 | -3 | 2.92% | 1.03% | -1.89 | Loss |
| /online-degrees/masters/accounting | 180 | 191 | +11 | 3 | 1 | -2 | 2.91% | 0.69% | -2.22 | Loss |
| /online-degrees/masters/business-administration | 1,626 | 1,710 | +84 | 18 | 24 | +6 | 1.99% | 1.72% | -0.27 | Loss |
| /online-degrees/masters/criminal-justice | 256 | 240 | -16 | 4 | 3 | -1 | 2.61% | 1.02% | -1.60 | Loss |
| /online-degrees/masters/early-childhood-education-leadership | 271 | 317 | +46 | 4 | 5 | +1 | 3.51% | 2.79% | -0.72 | Loss |
| /online-degrees/masters/education | 280 | 331 | +51 | 8 | 4 | -4 | 3.98% | 1.14% | -2.84 | Loss |
| /online-degrees/masters/finance | 182 | 245 | +63 | 2 | 3 | +1 | 1.69% | 1.47% | -0.22 | Loss |
| /online-degrees/masters/health-care-administration | 365 | 440 | +75 | 2 | 16 | +14 | 0.93% | 2.75% | +1.82 | Win |
| /online-degrees/masters/health-informatics-analytics | 363 | 494 | +131 | 1 | 12 | +11 | 0.46% | 2.53% | +2.07 | Win |
| /online-degrees/masters/human-resource-management | 278 | 411 | +133 | 1 | 3 | +2 | 0.61% | 0.95% | +0.34 | Win |
| /online-degrees/masters/human-services | 389 | 387 | -2 | 6 | 6 | +0 | 2.97% | 1.64% | -1.33 | Loss |
| /online-degrees/masters/information-systems-management | 446 | 508 | +62 | 1 | 1 | +0 | 0.46% | 0.27% | -0.18 | Loss |
| /online-degrees/masters/instructional-design-technology | 187 | 159 | -28 | 3 | 6 | +3 | 3.16% | 0.80% | -2.36 | Loss |
| /online-degrees/masters/organizational-management | 676 | 936 | +260 | 5 | 8 | +3 | 1.33% | 1.39% | +0.07 | Win |
| /online-degrees/masters/psychology | 986 | 739 | -247 | 19 | 15 | -4 | 3.10% | 1.68% | -1.43 | Loss |
| /online-degrees/masters/public-health | 284 | 326 | +42 | 4 | 2 | -2 | 2.29% | 0.88% | -1.40 | Loss |
| /online-degrees/masters/special-education | 132 | 139 | +7 | 3 | 2 | -1 | 3.90% | 1.85% | -2.04 | Loss |
| /online-degrees/masters/technology-management | 395 | 576 | +181 | 3 | 6 | +3 | 1.35% | 1.49% | +0.15 | Win |
| /online-degrees/social-behavioral-science | 1,178 | 1,194 | +16 | 19 | 25 | +6 | 2.67% | 1.68% | -0.99 | Loss |
30
Pages Improved
27
Pages Declined
+2.07pp
Best Improvement
52.6%
Success Rate