About the Episode
About the Episode: Imagine requesting information for a master’s program and being asked about your favorite movie… that’s what Lydia Fine did at the University of Iowa Tippie School of Business! As the Senior Marketing Technology Specialist, Lydia faced a challenge: form submissions were okay on desktop but not quite up to par on mobile. Taking matters into her own hands during the transition to Drupal 9, she took advantage of the in-page, multi-page option and revamped the request-for-information forms to be more engaging. Lydia's clever idea? Making the first question effortless to answer, with a twist of fun. This approach has been a game-changer, skyrocketing their MBA program RFI's conversion rates by 192% and an extraordinary 595% on mobile.
Check out this very effective (and fun!) form on the Tippie College of Business website: https://tippie.uiowa.edu/masters-finance
Key Takeaways
- Prioritize Mobile Optimization: Ensuring a seamless mobile experience can unlock massive increases in form conversions.
- Add Fun First: Starting your forms with a playful, engaging question boosts engagement and reduces form abandonment.
- Track Results to Make a Case: Hard data can be a powerful tool in advocating for resources or approval of new strategies.
Episode Summary
Understanding the RFI Form Conversion Challenge
In 2022, Lydia Fine faced a challenge: RFI conversions for the University of Iowa’s MBA program had dropped, especially on mobile. While website traffic was increasingly coming from mobile devices, RFI forms converted 4.5 times better on desktop. Lydia’s team recognized that this gap presented an opportunity for improvement, especially as they prepared for a site migration to Drupal 9. The original standalone RFI form was isolated on its own page and required multiple clicks and scrolling, which could easily overwhelm prospective students on mobile.
The solution began with embedding the form directly into program content pages, making it more accessible and less disruptive to the user experience. This move aimed to keep users engaged by reducing the need for page changes and unnecessary scrolling, particularly on mobile.
Making the Forms Fun and Engaging
To address the issue of form abandonment, Lydia’s team adopted a clever strategy—making the first question on the form a fun, low-stakes choice. Inspired by best practices she observed in the private sector, Lydia introduced a simple, non-intrusive question that would engage prospective students immediately without requiring data entry.
One of the first questions was, “What’s your favorite finance movie?” for an MBA finance track. Choices included popular films like The Big Short and Moneyball, creating a lighthearted touchpoint that also resonated with students. This initial, fun interaction boosted student engagement and paved the way for more questions. With the University of Iowa’s transition to Drupal 9, the form’s “multi-page” functionality allowed them to break questions into bite-sized steps, making the experience feel conversational rather than transactional. By designing the form in stages, prospective students were more likely to complete it.
Results That Speak for Themselves
This change brought impressive results. Immediately after the form update, the team saw a 234% increase in conversion rates for the embedded RFI form compared to the previous standalone version. Over a five-month period, conversion rates increased by 192%, and mobile conversions increased by 595%. Previously, the site needed 394 mobile visits to get one conversion; the new form needed only 35 visits for one successful submission.
Lydia shared additional data showing that while the conversion rate on the standalone RFI form decreased slightly, overall lead volume remained consistent, and the embedded form contributed substantial incremental gains. For example, in one month, the embedded form on a single page nearly matched the leads generated by all program pages combined in previous months, highlighting its effectiveness.
Rolling Out the Strategy Across Programs
Encouraged by these results, Lydia’s team rolled out this strategy across more program pages and incorporated different fun questions tailored to each program. For instance, a data analytics program RFI might ask about a favorite data-centric film. This strategy also had a ripple effect in admissions, as the insights from the RFI’s initial question were integrated into the recruitment process, allowing admissions counselors to personalize follow-up communications based on a prospect’s answers.
This success shows how a small, creative change can increase top-of-funnel efficiency, translating into greater ROI across the entire admissions pipeline. With the data and buy-in from leadership, Lydia’s team is exploring further expansion of the embedded RFI form across all graduate programs.
About The Enrollify Podcast Network
Talking Tactics is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
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