Evidence
- Mobile users rose 10.5% in the last week (14K total) yet bounce rates jumped: home page bounce up 60%; programs & degrees page bounce up 50%
- Average engagement time per active user is only 2 minutes 7 seconds
Context for marketing team
Most prospects browse on phones. Slow or confusing mobile pages cause them to leave before clicking Apply or Request Info, undermining paid and organic campaigns.
Action Steps
A/B test a simplified mobile application form (fewer fields, auto‑complete) and measure lift in apply‑start events
Run PageSpeed Insights on the public homepage and Programs & Degrees page. Aim for under 3 seconds time to interactive by compressing images, deferring non‑critical scripts and enabling browser caching
Move key CTAs into the mobile hero area so they appear without scrolling. Include a sticky Apply Now button that remains visible as the user scrolls
Build a GA4 mobile funnel exploration
Step 1: landing on homepage
Step 2: navigating to a program page
Step 3: clicking Apply Now
Identify the step with the largest drop‑off
