DIGITAL MODEL OF APPLICANT BEHAVIOR IN THE EDUCATIONAL ENVIRONMENT

Abstract

The article presents the results of a study of the digital model of applicants’ behavior in the context of the transformation of interaction between applicants and higher education institutions. The relevance of the topic is due to growing competition in the educational services market, changing expectations and behavioral strategies of applicants, as well as the active introduction of digital technologies into the processes of administration and communication with potential students. The digitalization of the admission campaign is seen as a systemic transformation not only of the technical infrastructure but also of the model of interaction, which ensures greater flexibility, transparency, and personalization of educational services. The study uses an empirical approach based on data from the 2025/2026 admission campaign at the Private Higher Education Institution “European University” (Kyiv), where a comprehensive digital ecosystem for applicant support was implemented, including web and mobile channels, interactive communication tools, automated data verification, and the possibility of a multichannel trajectory. The analysis covers five key stages of the digital admission cycle: profile creation, application submission, contract signing, payment, and enrollment. A comparative assessment of the effectiveness of Web, Mobile, and combined Web/Mobile channels was conducted based on conversion rate criteria, user activity, and applicant retention within the digital funnel. The results of the study showed higher stability of the web channel in the initial stages, the advantage of the mobile channel when conducting financial transactions, and the greatest effectiveness of the multichannel approach. It has been established that the ability to switch dynamically between environments helps overcome user barriers, provides a more continuous and personalized trajectory, and increases the overall level of completion of the admission process. The total conversion rate of the digital funnel in the sample studied was about 70%, which indicates the high efficiency of the technical and organizational solutions implemented and substantiates the feasibility of multichannel service design in a digital university. The results of the study are relevant for the development of digital transformation strategies for universities aimed at enhancing the user experience, optimizing administrative procedures, and forming a sustainable educational ecosystem in the digital environment.