Smaller colleges and universities feel an increasing urgency to respond to an
enrollment cliff, a decline in student matriculation created by demographic
changes and the convenience and efficacy of online teaching modalities. This
research study investigated the impact of digital maturity on enrollment in
small colleges with registration of less than 5,000 in the New England region
of the United States. The study focused on understanding the impact of digital
maturity through a comprehensive analysis of 77 college websites. It used a
Poisson regression model to analyze domain rating, URL rating, backlinks,
keywords, traffic, paid marketing, and a proprietary ranking (
Ahrefs) to understand the impact of these components of digital maturity on
enrollment.
Ahrefs was chosen as it is a respected search engine
optimization (SEO) online toolset used by marketers from world-leading
companies to analyze and improve their websites.
The findings suggest a positive impact of digital maturity on college
enrollment. Moreover, the study highlighted that digital maturity is an
integral part of the stature and reputation of a college. The research
proposes that digital maturity was one of the key pillars of attracting
students to new colleges, inseparable from other factors like
athletics, housing, campus beauty, community feel, and
reputation of faculty. This research is significant for
college administrators who aim to improve their enrollment rates, particularly
considering the constrained demographics and continued changes in education
delivery. This research also proposes a framework of digital maturity
assessment that college administrators can use to assess and create their
enrollment strategy.
The findings suggest a positive impact of digital maturity on college enrollment. Moreover, the study highlighted that digital maturity is an integral part of the stature and reputation of a college. The research proposes that digital maturity was one of the key pillars of attracting students to new colleges, inseparable from other factors like athletics, housing, campus beauty, community feel, and reputation of faculty. This research is significant for college administrators who aim to improve their enrollment rates, particularly considering the constrained demographics and continued changes in education delivery. This research also proposes a framework of digital maturity assessment that college administrators can use to assess and create their enrollment strategy.