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Dec 16 2025

A Tale of Two Cycles: Navigating the 2026 conversion challenge

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From Application to Acceptance: Cracking the 2026 conversion code

‘It was the best of times, it was the worst of times’......I am almost certain that Charles Dickens wasn’t referring to the 2026 UK undergraduate applications cycle when he wrote this line to begin A Tale of Two Cities. But ever since I first read it, I’ve found it the most incredibly useful descriptor when faced by situations with both very positive and very negative aspects. Admittedly, working with universities globally, it has felt recently that the first part of the quote would be doing some very heavy lifting, but that’s the circumstances institutions face heading into 2026. 

This mismatch is clear to see in the application numbers that UK universities are seeing in the 2026 cycle. A change in the date of the January Equal Consideration Deadline (ECD) for 26 entry, bringing it forward 2 weeks to January 14th, has led to providers getting mixed messages on how they are doing. If one looks at the year-on-year application comparisons by date, then there is a broadly positive outlook in relation to application growth, compared to the 2025 data. If one looks at application comparisons by number of days until the deadline however, the situation looks much more difficult for many.  

If we consider patterns of applications over previous cycles, it's likely that as we get closer to the ECD, this application spectrum will converge. And it’s expected that the outcome in terms of year-on-year applications will end up being positive for many, but not quite as positive as the comparison by date index is indicating currently. But wherever the dial lands at the ECD, institutions are about to face a crucial period for applicant conversion right across the sector.  

We work with more than 50 UK universities across culture, brand and communications. We deliver brand and student recruitment campaigns for many and impactful consultancy projects for others. I’ve been in conversation with lots of our partners about the conversion challenge in recent months and despite their best efforts to integrate conversion activities, developing a compelling golden thread and strategy for this important moment is very difficult to achieve. There are so many different stakeholders involved and so many different moments of engagement that it is hard to work out which of these conversion activities are important and impactful and which are simply things that have always been done.  

It's helpful to consider what’s happening in relation to conversion across the whole institution. Beginning by understanding all the amazing insight that’s available and then creating a strategic direction that will help deliver content and a narrative that engages and excites potential students and is connected to the university’s brand story. If those connections are made, then the activations and experiences will really deliver high value moments for applicants. 

Some of the most successful projects that we have delivered recently have been designed to make sure that all those involved with conversion at our partner universities collaborate to make sure that the engagements they create are not wasted. Our role is to ensure that all the knowledge universities have about what makes applicants connect with an institution is brought to bear in the conversion experiences they deliver. We bring together all those at the university who are responsible for conversion to all courses and at all levels, whether domestic or international. This helps us identify the best ways to engage with different target groups and helps create a more segmented approach where and when that’s needed. The insights we have gained through our work on audience targeting and propensity modelling over the last 6 or 7 years have given us a very detailed understanding of what makes for the right type and number of communications for successful conversion.  

In the coming months universities need to concentrate on developing a single, coherent and impactful conversion strategy, one that establishes a clear vision and narrative for the whole conversion journey. That vision will make it easier to create distinctive, well-timed engagement and, in turn, improved conversion rates. Do get in touch if you’d like us to help you improve conversion in 2026. 

 

 

 

 

 

Dan _CW_0479_1080px
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