How the Admission Experience Impacts the Student Decision Process

The admissions journey is more than just a formality — it’s a crucial part of a student’s decision-making process. At a time when students are facing a sea of choices, tight deadlines and high expectations, the way a university handles admissions can make a lasting impression.

A smooth, supportive and transparent admissions experience builds trust. It tells prospective students: “We see you, and we care about your journey.” But a confusing or disjointed process? That can push them away before their application even begins.

So, what truly shapes the student experience during admissions — and how can universities make it better? Let’s explore four key factors that can influence a student’s final decision.

1. Easy Access to Information

Students shouldn’t have to dig for basic details.

From application deadlines and tuition fees to course content and accommodation, students consistently report that information is often hard to find on university websites. And when answers aren’t readily available, they’re more likely to disengage.

One study found that nearly 78% of US students would stop considering a university if they couldn’t easily find information on its website. That stat may not be recent, but the sentiment still rings true — first impressions count.

What universities can do:

• Make key dates, contact details and programme information easy to find (consider placing them in persistent headers or footers).
• Provide clear guidance on what happens after each application milestone.
• Use live chat or messaging tools to provide timely answers.
• Run course-specific blogs and FAQs to bring the student experience to life.

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2. Thoughtful, Targeted Marketing

Marketing can be a powerful tool — but only when it feels relevant and respectful.

Today’s students are savvy. They know their data is valuable and expect something in return. Whether it’s a downloadable programme guide, an email series about student life, or an invite to a webinar, communication must offer something genuinely useful.

Overdoing it, on the other hand, can lead to fatigue. A flood of generic emails or impersonal print materials can feel more like spam than support.

What universities can do:

• Offer helpful resources (e.g. checklists, guides, e-books) in exchange for contact details.
• Personalise communications based on where the student is in the decision process.
• Set expectations about frequency and content — and stick to them.
• Use CRM tools to segment and tailor messaging for different audiences.

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3. Open Days That Reflect Reality

Open days are one of the most influential steps in the student journey — and for good reason. They’re a chance to experience campus life firsthand, meet faculty, and envision life as a student.

But authenticity matters. Some students walk away from open days feeling like they’ve seen a polished version of reality, rather than the full picture.

What universities can do:

• Host open days during term time to showcase a ‘day in the life’ experience.
• Involve current students as ambassadors, speakers or tour guides.
• Be honest about both strengths and areas for growth — prospects appreciate transparency.
• Use feedback surveys to refine open day formats and make improvements.

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4. Clear, Transparent Deadlines

Deadlines should reduce stress — not add to it.

When deadlines feel vague or unclear, students are left wondering if early applicants are given preference, or whether they’ve already missed their chance. This uncertainty can seriously undermine confidence in the process.

What universities can do:

• Display all key dates clearly on the admissions page.
• Explain what happens behind the scenes — for example, if applications are reviewed on a rolling basis.
• Train admissions staff to communicate deadlines and timelines consistently.
• Consider automating deadline reminders with personalisation based on each student’s progress.

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Final Thoughts

The admissions process isn’t just about collecting applications. It’s a powerful touchpoint that shapes how students perceive your institution. A supportive, transparent and user-friendly experience can foster trust, build momentum, and ultimately help students feel confident in their decision.

By focusing on clarity, authenticity and value, universities can create an admissions experience that resonates — not just with prospective students, but with parents, alumni and future advocates too.

Looking to modernise your admissions experience? Book a demo with Full Fabric to see how our all-in-one admissions and CRM platform can help you deliver a seamless, personalised student journey.