In this day and age, every childcare centre needs a website to engage and build trust with their families and prospective families. The content on your website is critical to help prospective families consider whether they will entrust their precious child in to your care. Remember, the content on your website will often be the first exposure that a new family has to your service…. 28% of families who waitlist via EnrolNow indicate that an online search led them to register . Even those families who discover your service via a different means (such as word of mouth) will generally visit your website to learn more and affirm their decision to visit your centre.
So, assuming the families like what they see on your website, the primary conversion goal for your website must be to collect relevant and useful information that allows your centre to continue the engagement with this new prospect and encourage their attendance at your service.
The “enquire now” , “book a tour” or “apply now” button should be considered by childcare services in the same way that an online retailer thinks about their shopping cart. “Apply Now” at childcare centre is synonymous with “buy now” on your favourite online retail site.
Much research has been published around how to improve the abandonment rate for shoppers for online retailers.
In the case of online shopping, the cart abandonment rate is over 65%. That is, two thirds of customers who progress through the selection process, have products in their cart ultimately abandon their cart at the completion of the sale.
Research shows us that the key drivers of abandonment are:
- Customers don’t want to open an account (14%)
- They are asked for too much irrelevant information (12%)
- The process is just too difficult (11%)
Childcare is no different. Whilst a family is in the decision making phase and considering multiple options it is absolutely necessary that you maintain a simple process with as low barriers to completion as possible.