Everyone talks about A/B testing, but most enrollment teams save it for the highest-stakes moments. That’s backwards. Incomplete applicants are the perfect place to test voice, content, and conversion strategy. Here’s how to turn this overlooked segment into your most actionable enrollment lab.

After a year of secret shopping as a student and parent, I uncovered what most colleges get wrong about text messaging. Generic, one-off blasts don’t build trust—thoughtful, timely, personalized texts do. In this episode, we explore what works, what doesn’t, and how to make SMS a real relationship builder.

Instead of urgency, what if colleges used encouragement to help students complete applications? A dedicated “Momentum Week” could work.

What if college apps adjusted in real time to help students finish with confidence? A more intuitive, student-friendly process is possible.

If undecided students retain at lower rates, what can enrollment do? Help them explore majors before they enroll. Here’s how.

For Gen Z, who have higher levels of anxiety than previous ones, this sense of urgency can feel paralyzing rather than motivating.

Students abandon college applications not because they lack interest, but because they feel overwhelmed. A progress bar taps into behavioral