Reducing Friction: Rethinking Student Engagement for a Modern Enrollment Journey
In this episode:
Today’s students expect clarity, speed, and personalization — and they’re far less tolerant of complexity than previous generations. That shift is forcing enrollment leaders to rethink how they design engagement across the student journey.
In this episode of Filling Seats, Jonathan Clues sits down with Catie Clark from Niche for a candid conversation about reducing friction in modern enrollment experiences.
Drawing from her work across discovery platforms and Direct Admission initiatives, Catie explores where friction most often shows up — from slow response times and unnecessary application steps to generic messaging that fails to build trust. The discussion highlights why today’s students want faster answers, clearer pathways, and more authentic experiences that help them picture themselves on campus.
Together, they unpack how institutions can design engagement more intentionally by simplifying processes, improving responsiveness, and leveraging dynamic, student-centered storytelling. The episode also explores the growing importance of personalization, the limits of AI without human context, and why alignment between digital impressions and real campus experiences is critical for building confidence.
Ultimately, the conversation reframes modernization not as a technology problem, but as a clarity problem — and makes the case that institutions that remove friction and replace it with connection will be best positioned to drive enrollment, persistence, and long-term student loyalty.
Episode Transcript
Jonathan Clues:
Students today have information at their fingertips. They want immediate action and immediate response, and they want it on their own time. It could be two in the morning — and that’s why platforms like Niche exist. Students want access to information whenever they need it.
Catie Clark:
It really comes down to immediate gratification paired with highly customized and personalized communication. Students want to feel seen and heard.
It’s tough to meet the demands of today’s students, but it’s also exciting because it pushes institutions to become better in order to meet those expectations.
Jonathan Clues:
And honestly, this isn’t just about students. We’re all conditioned this way. We consume content on demand. We expect fast information.
We’re less tolerant of complexity as people overall. We want clarity quickly so we can move forward.
Catie Clark:
Students are telling us they want straightforward answers.
What do I need to do?
What will it cost?
Can I get in?
What happens next?
The expectations themselves are simple — the challenge is delivering that clarity at scale.
Jonathan Clues:
How can institutions respond more clearly and confidently?
Catie Clark:
One way is by making information easier to access and easier to navigate.
Tools like chatbots, two-way texting, and especially video are becoming more important. This is the TikTok generation. Students are willing to watch a short video, and if it’s filmed somewhere authentic on campus, it helps them feel that experience in a real way.
Jonathan Clues:
There’s also a lot of conversation around AI right now.
Catie Clark:
AI is a powerful tool, but it can lack authenticity if used carelessly. Students still crave human interaction. AI can support engagement, but institutions need to be transparent about how they use it and where real people are involved.
Jonathan Clues:
Let’s talk about reducing friction in the enrollment journey.
Catie Clark:
One of the biggest opportunities is rethinking the number of steps students have to take. That’s part of why Direct Admission has gained traction.
At its core, it’s about removing unnecessary barriers and answering the questions students are already asking — can I get in, and can I afford it?
If institutions want students to feel excited about college, proactively giving them clarity removes anxiety and shifts focus to what really matters: helping them move toward enrollment.
Jonathan Clues:
That ties into a broader shift in how we think about engagement.
Catie Clark:
Exactly. Engagement isn’t just something we send anymore — it’s something we design.
Personalization matters. Some students want guidance at every step, while others want autonomy. Technology can help identify those differences and tailor engagement accordingly.
At the same time, institutions have to recognize that not every student is the right fit. The goal isn’t just enrollment — it’s persistence and graduation. Authentic engagement helps ensure students choose institutions where they’ll thrive.
Jonathan Clues:
What are some of the best ways institutions can show what their experience is really like?
Catie Clark:
Your enrolled students are your best ambassadors.
Featuring them in videos, tours, and immersive content helps prospective students imagine themselves on campus. That’s especially important because so much higher ed content still feels generic.
If you remove logos and colors, many websites look the same. Static content doesn’t differentiate institutions anymore. Students don’t just want information — they want storytelling. They want to picture themselves there.
Jonathan Clues:
And we’re seeing data that supports that shift.
Catie Clark:
Absolutely. Institutions using dynamic, personalized content — including video and interactive messaging — are seeing significantly higher engagement compared to static approaches.
Jonathan Clues:
The traditional enrollment funnel is evolving too.
Catie Clark:
It really is. Engagement isn’t always linear anymore. Students move in and out of the process while balancing school, work, relationships, and other priorities.
That means institutions need to re-engage thoughtfully without overwhelming students. Every additional step in the process introduces potential friction.
Institutions should regularly evaluate what’s truly necessary.
Do you really need essays?
Do you need official transcripts upfront?
Could simplifying those steps accelerate momentum?
Jonathan Clues:
Speed seems like another big factor.
Catie Clark:
Speed is huge. Fast responses build trust and loyalty.
Whether it’s answering a question or providing clarity, responsiveness can make the difference between engagement and disengagement. It can also help students quickly determine whether an institution is the right fit, which benefits both sides.
Jonathan Clues:
And consistency matters too.
Catie Clark:
Yes — alignment between what students see online and what they experience in person is critical.
If there’s a mismatch, trust erodes quickly. Authenticity and continuity reduce friction and build confidence.
Jonathan Clues:
Looking ahead, what gives you optimism about the future of student engagement?
Catie Clark:
There’s a lot to be optimistic about.
Many of today’s enrollment leaders have grown up in the profession and understand the need to evolve. There’s a shared recognition that institutions must modernize to meet changing student expectations.
And students themselves are energizing. Their expectations are high, but that pushes institutions to improve.
Jonathan Clues:
When institutions remove friction and replace it with clarity and connection, students don’t just apply — they move forward with confidence.
Catie Clark:
Exactly. And that confidence drives not just enrollment, but persistence, graduation, and lifelong connection.
Ultimately, that’s the goal: creating experiences students value long after they enroll.