Direct Marketing at Work at Roosevelt University Inquiry Form
From time to time we celebrate examples of “blessedly brief” inquiry forms designed with a primary purpose in mind: capture an online inquiry. Direct marketers know that the longer a form, the fewer are the people who will complete it.
Forms like this resist the impulse to populate an admissions or enterprise-wide database with demographic information that is not needed for the primary purpose of this form: make a first contact with a potential student.
Only 4 Required Info Blocks
The link to the Roosevelt University form is prominent at the top of the home page, just to the right of the University logo. Follow that link and you arrive at one of the shortest inquiry forms we’ve seen yet: just 4 required block to complete, plus a 5th space for a phone number:
Confirm Email Address
There is also an optional block to ask a question, followed by a place to tell Roosevelt if you’d like to get information by mail. And so no street address and therefore location information is required.
3 Optional Questions
The from closes with three optional questions on planned starting date, area of academic interest, and type of student at time of entry. None of this is required. And these items that often clutter these forms and make them more difficult to complete are not included:
No date of birth.
No high school or high school code or ‘last school attended.”
No test score or GPA request.
Google “Test My Site” tool gives this page a relatively high 69/100 for Speed but an unusually low 67/100 for overall Mobile Friendliness. Desktop speed is better at 83/100 but Google rates that as only “fair.” This information form is not designed to convert many smart phone users. Fixing that would not be difficult.
Follow the Link of the Week
To experience an online inquiry form that follows direct marketing principles to increase conversion rates, visit the Roosevelt University Contact Information page.
Original Link of the Week Page
Regular readers will notice that the Link of the Week selection now appear with my blog. To review initial 2016 selections and previous years visit the Link of the Week archive page.