A college receives 300 open day enquiries. Only 120 people attend. The other 180 were interested enough to ask, yet something stopped them from coming. Some had questions nobody answered. Some forgot. Some found the registration process confusing and gave up.
Open day enquiries are some of the warmest leads an education provider gets. Losing more than half of them before the day is a problem worth fixing.
What families ask before an open day
- When is it, and what times?
- Do we need to book?
- Where do we park?
- What happens during the visit?
- Should my child come?
- Can we meet teachers or course leaders?
- Is there a talk about fees or funding?
Why people drop off
Most drop-off has simple causes. A question about parking or timing goes unanswered, and the family decides it is not worth the uncertainty. Registration asks for too much. Or they register and forget. None of these are about the institution itself. The first contact is often late at night, as covered in admissions questions that arrive at midnight.
Answering questions instantly
Parent: Do we need to book for the open evening, and is there parking? Answer: Yes, booking is recommended so we can plan numbers, and it takes a minute on the open day page. Free parking is available on site, with overflow parking signposted from the main entrance. The evening runs from 5pm to 8pm, with talks at 5:30 and 6:30.
SpideyChat for education providers answers from your open day information at any hour and helps families register.
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Making registration simple
Ask only for what you need: name, email, number attending and course of interest. Everything else can wait.
Reminders
Send a reminder the day before with the time, address and parking. It is the single most effective way to reduce no-shows. Estate agents use the same approach for open houses, described in open house questions before and after the weekend.
What happens on the day matters too
A clear plan of the day helps families decide whether to come. Say how long the visit usually takes, whether there are timed talks, whether they can wander freely or join a tour, and where to go when they arrive. Families with younger children or busy schedules often skip open days simply because they cannot tell how long it will take.
Virtual options
Some families cannot attend in person. A recorded tour, a live online session or the option to book an individual visit keeps them in the process. Mention these options when someone says they cannot make the date, rather than letting the enquiry end there. A family that watches a virtual tour and asks follow-up questions is still very much in the running, and deserves the same follow-up as those who came in person.
Follow up after
Families who attend have more questions afterwards. Follow up within a few days with a thank-you, answers to common questions and the next step in applying.
The same pattern elsewhere
Businesses that book consultations or visits all face drop-off between enquiry and appointment. Salons and garages deal with it daily, as seen in an AI receptionist for beauty salons and an AI receptionist for garages.
To see how open day questions would be answered, try an assistant on your website, or look at the features.