From Curiosity to Conversion: How a Quiz Boosted Graduate Enrollment

At a time when prospective graduate students expect more engaging and personalized digital experiences, one university in Pennsylvania leaned into curiosity, and it paid off — big.

Neumann University’s Master’s in Forensic Psychology is a niche program with broad appeal, particularly given the growing popularity of true crime media and the increasing interest in careers at the intersection of psychology and criminal justice. But building awareness and driving inquiries for a specialized program like this still takes strategic investment, smart content, and thoughtful UX.

So, how did a simple online quiz become one of the highest-performing tools in their content marketing toolbox?

Laying the groundwork with keyword-driven content

Before the quiz even launched, Neumann partnered with Direct Development to create a keyword-rich content strategy centered around two cornerstone pages:

• MS in Forensic Psychology program page: In addition to incorporating high-value keywords for SEO, this page is user-friendly and designed to drive conversions, featuring buttons that allow prospects to request more information, sign up for events, apply, and more. 
• “What is Forensic Psychology?” pillar page:  As this is a relatively new field of psychology, this page was built to be informative and address topics prospective students are searching for, such as:
  • What does a forensic psychologist do?
  • How to become a forensic psychologist
  • What to look for in a forensic psychology program

Together, these two pages rank for over 400 keywords and have generated approximately 250 new contacts—proof that optimizing for both visibility and user experience works.

The quiz: a small add-on with big results

Enter the quiz: "What Can I Do with a Master’s in Forensic Psychology?"

This interactive tool was launched in early December 2024 as a personalized way to match prospective students with potential careers in the field. And in just five months, the quiz has driven:

• 187 quiz submissions
• 18 started applications
• 10 admitted students
• 7 enrollments

That’s a 3.8% lead-to-enrollment conversion rate—significantly higher than most top-of-funnel tactics.

Why this quiz worked:

• It aligned with the audience’s interests. True crime and psychology are topics that already intrigue this audience. This quiz bridged the gap between their personal interests and possible career paths.
• It was part of a larger content strategy. The quiz wasn’t launched in isolation—it was supported by SEO-rich pages designed to capture traffic and convert visitors.
• It offered a clear enrollment path. Submissions didn’t just float in the void. Quiz-takers were nurtured through a funnel that encouraged application and enrollment.
• Neumann University invested strategically. High-quality content, paid media outreach, and HubSpot integration all worked together as core elements of an impactful inbound marketing strategy.

The quiz: a small add-on with big results

A quiz might seem like a novelty, but when paired with a thoughtful content ecosystem, it can become a powerful tool in your enrollment marketing arsenal. For Neumann, it helped turn curiosity into real enrollment impact — and fast.

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