Clarifying Tuition Costs
UTPB’s #1 complaint from students? Confusion about tuition costs. Rather than focusing on affordability, the content was infused with “higher ed speak” that created more confusion than conversion. There was no simple way to answer: “What will I pay?”
Digging into the user experience data, Stamats and UTPB uncovered several challenging—yet surmountable—obstacles to connecting prospective students with information.
Personalization + Smooth UX
To overcome those barriers, Stamats and UTPB developed a personalized content strategy to lead students through the tuition estimation process. Tactics to achieve this smooth user experience in the Tuition Estimator involved creating:
- Easy-to-edit persona categories made with Cascade CMS cards
- Decision tree mapping for scenario-answer matching
- Logic flow-based personalization of content results
- Student-centric, SEO-rich wraparound page content
By engaging prospective students with customized, interactive content, future Falcons became increasingly engaged across undergrad and graduate demographics. This dynamic and flexible content creation process positions UTPB for easy calculator and persona updates year to year.
Results that Matter
of page viewers used the calculator (90-day site data)
of page viewers are new users, from organic search (90-day site data)
of page viewers sought Graduate cost info (90-day site data)
What Our Customers Are Saying
The array of users engaging with the calculator proves that our content strategy worked. From undergrad, online, and graduate students—this tool is universal to all.
Tatum Hubbard, VP, Marketing & Communications Chief of Staff at UT Permian Basin
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