Increase Revenue with Modern Continuing Education Software
How using modern eCommerce principles drives revenue in Continuing Education
As the pandemic shifted students to the online environment, their view of higher education (and higher ed leaders) has changed. The desire for online learning continues to grow, and institutions need the right processes and structures in place to meet their needs. In this interview, Carol Aslanian talks about the recent survey EducationDynamics conduct about these online learner demands, how students have changed since the pandemic and how to adapt to meet these needs.
Carol Aslanian (CA): Looking at the history of online studentsā involvement in higher ed, in fall 2021, 30%of undergraduate and graduate students were enrolled fully online. There was a little bump from previous years because of the pandemic, but thereās no doubt that by 2031 weāll be above 30%. Itās a growth market and thatās why we need to focus on it even more than we do today.
CA: There are several factors, the first being that theyāre younger. About 11 years ago when EducationDynamics started this survey, nearly half of respondents studying online were 35 years old and over. Today, almost half are under 25. Theyāre growing in number but also becoming younger. This means a fresh and new generation is heading our way.
Second, thereās a larger percentage over the years of Black students. Third, a large portion of online students (about 70%) have three or more years of work experience. Thatās important when it comes to deciding what curriculum we want to offer them. Another factor is that more than 80% are enrolled in their state of residence, which is a pattern we found to be generally true for post-traditional students.
Some other factors that have changed among online students is the market growth in certificates and licenses. Further, areas such as nursing and medicine also grew in interest over technology among degree-seekers. We also noticed that 90% of students visit institutionsā websites for information and direction, which makes it very important for colleges to produce informative and attractive websites. In fact, 43% of online students expect to start their studies within one month of their initial contact with a college of interest.
CA: Most of them are working with employers in their surrounding environment. When you decide to continue your education, youāre often doing it for two reasons: to increase your salary/get a promotion and to study with an institution known to prospective or current employers. Prospective online students are closely tied to the employment community and can match their educational goals to whatās available in the region.
CA: As I mentioned, 82% of online students enroll in their state of residence, and 25% are looking for certificates or licensesāand we expect that market will continue to grow. Many students are looking for courses of study that will stack and lead to a degree. But in the moment, theyāre looking for more short-term options that help them with a desired promotion or salary increase.
The importance of a collegeās website search function is certainly noteworthy. Itās the first place prospective online students go after a Google search, and they want to know everything: what programs are available, schedules, costs and start dates. Such information must be found easily on the website. In short, itās extremely important to have a well-informed and easy-to-navigate website.
CA: Tuition and fees are always a challenge. Itās the biggest stumbling block for online learners. Colleges should make clear what opportunities they offer for tuition support. As well, about 45% of online students who were employed didnāt know if tuition reimbursement was available to them. In short, higher education institutions need to work with employers and prospective students to alert them to the employer-based opportunities they may have or that the college itself can offer.
CA: Creating user-friendly websites is critical to being successful. Itās important to get feedback from new and current students to learn about the effectiveness of their websiteāwhat is working and what is missing to make needed improvements. The website is a major vehicle for decision-making.
Keeping in touch with recent graduates and alumni is also key to keeping your programming relevant to the market demand and needs. You must build and maintain ties with area employers. Also, your nearest competition is in your neighborhood, so conduct competitive analyses often. Find ways to improve your competitiveness.
CA: We may see greater employer and college ties within a given region. Prospective online students want education that will provide career advancement. Colleges also need to be aware of global competition. Although many of our online students are enrolled within their regions of residence, itās something to keep an eye on. Tuition and fees need to be assessed regularly to have affordable reasonable ways to motivate students to return to higher education.
CA: We must recognize that age no longer predicts what and how students will learn. We thought 18- to 22-year-olds return to campus and study full time. Thatās not the case anymore. We canāt have aged-based marketing or curriculum development any longer. The website also continues to serve as the hub of a schoolās brand. Websites must be loud and clear. The last things to consider are fees and tuition. It makes a huge difference to students, and you can make up for low costs by volumeāmore students will consider and enroll in your institution if the price is right. Further, colleges must be closely linked with regional employers to deliver the right program to meet their needs. You may also consider and choose to reinforce tuition reimbursement with area employers and offer the courses and programming that match workforce needs.
This interview was edited for length and clarity.
How using modern eCommerce principles drives revenue in Continuing Education
Author Perspective: Administrator