Q: We would like to add a drop down during registration which asks, “how did you hear about us?” I’m wondering “what” questions we should ask? Is there any data or recommendations for this? I know we would want to make it simple. Can you let me know if there is any format already existing that LERN recommends?
A: it is fine to add a drop down, but be aware that some people don't really know how they heard about your program, particularly if you market using multiple strategies (website, email, brochure, etc.). Generally, LERN recommends that you develop strategies to track your registrations using source codes for the most accurate information.
That said, it is increasingly difficult to do that these days, as someone may see a program in your brochure and register online, so you don't really know if they saw your online promotions or registered from your brochure.
In addition, you can measure the numbers of people who click through to your registration page after viewing your online promotions, but you still can't be 100% sure that they found out about your program from your online promotions. It is important to know these trends in any case, because it does give you a better understanding of your customers' behavior.
If you want to include a drop down, you should include an answer choice for each marketing strategy you use, for example: print brochure, email notification, website, billboard, from a friend, Other. With the "other" option, provide a text block so the person can tell you how they learned about your program.