With more than one way to add a program application to the Extension website – as an announcement, a program resource, an event, or text on a sub-page – how does one decide the best approach? One case example could help give insight into this question.

We took a closer look at 16 Master Gardener training programs* that had an electronic application (printable PDF or online form) linked from the website to see the audience’s actions.

What did we find?

  • Application links were seen more than 10,000 times and were clicked/downloaded nearly 2,000 times. This is a good 20% conversion rate (i.e. the number who downloaded or clicked on the application, divided by the number who viewed it).
  • Among the Master Gardener programs, 8 uploaded the application and 7 linked to it (1 did both). The applications available for download performed better.**
  • Only one program put a direct link to the application on their main program landing page, but they didn’t have higher success in conversion rate than anyone else.
  • However, programs that had an “announcement” showing on their main program landing page had higher average conversion rates. We could interpret this to mean that people who are specifically looking for applications with the intent to fill them out, find them through announcements.

  • Links to applications that were shown on a sub-page (usually the “How to Join” page) were seen more often than those that were only shown in an announcement or event. We could interpret this to mean that people who are not yet decided about applying or who are learning about it for the first time, find it through the sub-page menus.

Recommendation

Add the file or link to the application as a “program resource” that displays on a “How to Join” sub-page. Then create an announcement that references that program resource or the page itself.

Do you have other questions that you want to see if analytics can answer about your audiences? Get in touch with the web team to ask your question.

 

* The remaining Master Gardener programs asked visitors to get in touch with a person to apply or receive application materials, so these need to be tracked off-line.
**It would be useful for all the programs to see how many people actually submitted applications once they clicked to an online form or downloaded a PDF application. In the future digital strategy, online forms may be preferable for ease of processing and tracking applications.
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