Pipeline conversion calculator

Your marketing efforts may be targeting families that do not fully understand your school’s values, ethos, or offerings. For example, parents might be looking for specific programs or facilities that your school does not provide.

Prospective parents might not see enough value in your school compared to the competition. If your school’s unique strengths (e.g., academic excellence, extracurriculars, pastoral care) aren’t clearly communicated, they may choose a different school that appears to offer more for their children’s needs.

High tuition fees or hidden costs can be a major barrier. Even if families are initially interested, they may reconsider after evaluating the financial commitment required for registration.

If the registration process is overly complex or time-consuming.

Some schools might not have a thorough process in place to follow up leads after an enquiry. This may result in families choosing other schools that have nurtured them through the admissions process.

The experience during a school tour can make or break the decision-making process for a family.  Factors to consider include the staffing used - are they welcoming, professional, knowledgeable , and able to demonstrate your school's strength.  Have they been trained?  Are they prepared?  Do they have the background information on the families visiting?   Often, families will want to meet the Head Teacher, talk to current pupils, and engage with subject teachers. Do you offer refreshments?  Is there parking?  Have you considered accessibility?

If your school operates in a highly competitive area, parents may be enquiring at several schools simultaneously. They might choose other schools based on factors such as reputation, location, or word-of-mouth recommendations from other parents.

If your school is not clearly differentiating itself from other schools, parents may not see why they should choose it over alternatives. Messaging that highlights what makes your school unique—such as teaching philosophy, extracurricular offerings, or student success stories—is essential.

Negative reviews or word-of-mouth from current or past families can affect conversion rates. If your school’s reputation isn’t strong or there are concerns about student outcomes, parents may lose interest after making an initial inquiry.

Sometimes, parents enquire too early or too late in the admission cycle. If the timing isn’t ideal, they might reconsider registering for the upcoming school year or seek other options.

Parents may register initially, but there are still a number of reasons why their students do not progress through to accepting a place. Were they expecting a scholarship or bursary?  Have there been unexpected increases in fees since their application?

If the admissions process is too lengthy, complex, or requires too many steps, families may lose interest or choose to apply elsewhere.  The factors that might need addressing include time waiting for interviews, waiting for results or offer letters, the time offered for them to consider their acceptance.  Are they also applying to other schools who are quicker than you?  Or are they needing time to consider all school offers? Clear, transparent communication is crucial in maintaining their interest and commitment.

Families often need reassurance and ongoing engagement after they register. A lack of timely, personalised follow-up can result in families feeling disengaged or overlooked, prompting them to consider other schools where they receive more attention and care.

If the interview process does not leave a strong positive impression—whether due to unprepared staff, lack of personalisation, or poor rapport—families may decide not to move forward with acceptance. They expect a welcoming, professional, and informed experience that reinforces their interest in the school.

Parents often register at multiple schools and compare their options. If they receive offers from other schools that present a more appealing scholarship or financial package, stronger academic programs, or a better fit for their child, they may withdraw their application from your school.

Families might hear negative feedback from other parents, online forums, or reviews that raise concerns about student well-being, academic performance, or the school's environment. Even if they initially registered, this negative perception may prompt them to reconsider their application.