Is this for me? (BS IT specializations)
The visitor's question: "Which IT track should I take?"
Campaign brief
Who, where, and what we want
- Persona
- Fresh Grad and Transferee, full-time or working
- Already on a program page, choosing. Software Development (25%) and Network & Cybersecurity (18%) get the most applications; Data Analytics 12%.
- Who decides
- Learner (parents for fresh grads)
- Job to be done
- "When I've decided on IT but can't tell the tracks apart, help me pick the one that fits me so I don't waste years in the wrong one."
- Channel
- Website program pages (BS IT and each IT specialization)
- Visitors of /programs/college-degrees and the 4 IT specialization pages
- Our objective
- Application starts, pre-filled with the matched program. This is the last mile.
- Quiz
- IT Specialization Fit: 6 questions, 1 interstitial
- Lead form optional · fields: firstName, lastName, email
Step 1
The user journey, and where the quiz appears
- 1 · Channel
Lands on an IT program page
From search, the programs list, or a Data Fit result.
- Quiz access2 · Quiz
'Is this for me?' section
Sits after 'What you'll learn', before tuition.
Access: Section on each IT page
- 3 · Quiz
5 preference questions
Problems, projects, job titles, skills.
- 4 · Lead form
Optional save
Offered as a benefit: pre-filled application.
- 5 · Result
Best-fit track + your future
Roles, salary ranges, what you'll learn, runner-up.
- 6 · Conversion
Apply now (pre-filled)
/apply?program=…&src=quiz hands off to EnrollMate.
Scroll sideways on small screens. Red cards are where a visitor can reach a quiz.
Step 2
Try it: from the placement to the result
The phone starts at the placement (step 1 of the journey). Answer the questions; the panel on the right explains each screen and shows the lead record and events the quiz produces. The lead form uses sample details; nothing is sent anywhere.
Placement Website: BS IT: AI-Powered Product Development
Mapúa Malayan Digital College
BS IT: AI-Powered Product Development
Is this for me?
Not sure which IT track fits you?
5 questions. See your best match among our 4 IT specializations, and the jobs it leads to.
Tap the highlighted button to start where the visitor starts.
Step 3
Goal and metrics
| Metric | Target | Baseline | Why it matters |
|---|---|---|---|
| PRIMARYResult → application start | ≥ 20% | New metric | The only KPI that matters at the last mile. |
| Quiz match = program applied | track it | New metric | Tells us if the match is trusted. |
| Application → attended (quiz vs non-quiz) | ≥ non-quiz rate | 13.3% overall | Guards against pushing the wrong people to apply. |
Targets are proposals for a first 8-week flight, to be reset after the first 1,000 quiz starts.
Guardrails
Things that must not get worse while we chase the primary metric.
- Placement-assessment (PPC) completion of quiz applicants (70% never open it today)
- Program switch requests in term 1
Step 4
After the result
Nurture sequence
If saved, not applied
Day 1: 'Your application is 30% done' with the match pre-filled
Day 3
Compute your tuition for your matched track
New data on every lead
Fields today's lead form doesn't collect. They feed admissions, the nurture, and the C360 models.