Eastman College of Music Online Application Experience

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Students applying to colleges and universities have made their frustrations quite clear on Twitter. Feel free to checkout some of our favorite tweets about the painful application experience

Here is the walk through of what it takes to find the online application for Eastman School of Music.

Eastman School of Music Built With:
Wordpress
Application Software By:
Technolutions/Slate

*This process is gone through with the assumption that we are a new undergraduate admission prospect.

Eastman's Application Experience - Home Page

Home page - A "Call to Apply" (CTA) is not visible in the primary navigation. Don't bury the lead.

Eastman School of Music Application Experience Step 1 - Homepage

Eastman's Application Experience - Admissions

The CTA is buried on this next page in their application experience and surrounded by robust side bars and included in a series of other possible links. Of course we live in a world where users know that websites scroll, but we expect students to take time out of their schedule to apply to our school let's make it as painless as possible.

Eastman School of Music Application Experience Step 2 - Admissions

Eastman's Application Experience - Undergraduate Admissions

Another buried link on this next page in their application experience and also surrounded by robust side bars and included in a series of other possible links. 

Eastman School of Music Application Experience Step 3 - Admissions Undergraduate

Eastman's Application Experience - Instructions

Yet another buried CTA. Please don't bury the "Online Application" link under a bunch of text based notifications/warnings that might not apply to every student. 

Eastman School of Music Application Experience Step 4 - Admissions Undergraduate Process

Eastman's Application Experience - Account Creation

Required account creation is one of the biggest user frustrations. Why do students need to create an account? 

Just like eCommerce sites should not require users to create an account - in Higher Education we need to make it easy for students to submit the application and perhaps offer users the option to create an account after completing the application process. If we need more proof there is great article from Jared Spool about how removing the account creation requirement can make a $300 Million dollar difference.

Eastman School of Music Application Experience Step 5 - Apply

Eastman's Application Experience - Start Application

6 Steps and we can finally start the application.

Eastman School of Music Application Experience Step 5 - Apply Cont'd

Conclusions

This process could easily be cut down by 4 steps if we:

  1. Took visitors straight to the application from the home or admissions pages.
  2. Considered owning the application process and eliminating the user account sign up requirement.

Or at the very least we could improve the experience by making the CTA's clearer, stronger and above the scroll on each page.

About the Author

Marty Vernon

Marty is Co-founder/Strategic Director at EDUCO. Connect with Marty on , LinkedIn or