Explore a 90% Postive University Website Rating from Future Students & Their Parents
-
date post
12-Sep-2014 -
Category
Business
-
view
6 -
download
1
description
Transcript of Explore a 90% Postive University Website Rating from Future Students & Their Parents
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 11
Explore a 90% Positive University Explore a 90% Positive University Website Rating from Future Website Rating from Future Students & Their ParentsStudents & Their Parents
© Robert E. Johnson 2011© Robert E. Johnson 2011
ACT Enrollment Planners ConferenceACT Enrollment Planners ConferenceChicago, ILChicago, IL
July 20-22, 2011July 20-22, 2011
22Bob Johnson Consulting, LLCBob Johnson Consulting, LLC
22
Who is Bob Johnson, Ph.D.?Who is Bob Johnson, Ph.D.?www.bobjohnsonconsulting.comwww.bobjohnsonconsulting.com
Website research… partner w/Gerry McGovern Website research… partner w/Gerry McGovern at Customer Carewords, Ltdat Customer Carewords, Ltd
““Your Higher Education Marketing Newsletter”… Your Higher Education Marketing Newsletter”… 4,100 subscribers4,100 subscribers
@highedmarketing… 3,600 Twitter followers@highedmarketing… 3,600 Twitter followers
““Higher Education Marketing” blogHigher Education Marketing” blog
Symposium for the Marketing of Higher Symposium for the Marketing of Higher Education… chair, 1994 to 2003Education… chair, 1994 to 2003
Ph.D. UMass Amherst… political sciencePh.D. UMass Amherst… political science
Major reason people go to a Major reason people go to a website…website…
Complete a taskComplete a task
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 33
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 44
6 key truths about task completion…6 key truths about task completion…
People are impatientPeople are impatient
People are impatientPeople are impatient
People are impatientPeople are impatient
People are impatientPeople are impatient
People are impatientPeople are impatient
People are impatientPeople are impatient
The Golden Rule…The Golden Rule…
5 seconds to 5 seconds to connectconnect
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 55
Susquehanna UniversitySusquehanna University CCI Survey Responses in CCI Survey Responses in
2010 & 2011… 2010 & 2011…
Future students… 182 & 134 responsesFuture students… 182 & 134 responses
Parents… 114 & 153 responsesParents… 114 & 153 responses
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 66
77
2010: Few negative votes in any area…2010: Few negative votes in any area…
5% 0% 5% 10% 15% 20%
Up-to-date
Accurate
Complete
Language
Contact
Participation
Open
Recommendations
Search
Menus and Links
Layout
Visual appeal
Speed
Negative votes Positive votes
2011: Very similar results…2011: Very similar results…
5% 0% 5% 10% 15% 20%
Up-to-date
Accurate
Complete
Language
Contact
Participation
Open
Recommendations
Search
Menus and Links
Layout
Visual appeal
Speed
Negative votes Positive votes
2011 vs.18 higher education results…2011 vs.18 higher education results…
Up-to-date
Accurate
Complete
Language
Contact
Participation
Open
Recommendations
Search
Menus and Links
Layout
Visual appeal
Speed
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Content areas in 2011…Content areas in 2011…
Up-to-date
Accurate
Complete
Language
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Social areas in 2011…Social areas in 2011…
Contact
Participation
Open
Recommendations
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Information Architecture areas in 2011…Information Architecture areas in 2011…
Search
Menus and Links
Layout
Visual appeal
Speed
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
“If there is one improvement you could make to our site, what is it
and why would you make it?”
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1313
2010: From 109 future students…2010: From 109 future students…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1414
Selected future student comments…Selected future student comments…
“Can't think of anything to change, on other college sites it's difficult to find the courses but here it’s easy, everything is simple to find.”
“Make the ‘majors and minors’ link on the Admissions… page more prominent.”
“It would be nice to see some of the things that each of the majors does in their programs.”
“An area on the website where current students rate & describe their experiences with Susquehanna from all aspects of the school.”
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1515
2010: From 53 parents… 2010: From 53 parents…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1616
Selected parent comments…Selected parent comments…
“It is the best of all the colleges we have researched for our son this year, who will be coming as a freshman in the fall.”
“Drop-down menus make navigating the website easier.”
“One thing that should be easier to find in all web-sites -- is the student profile of the freshman class”
“More details on dates and information for accepted students…”
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1717
Exploring the website…Exploring the website…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1818
Starting with a Google search…Starting with a Google search…
““Admissions & Admissions & Financial Aid” is a first Financial Aid” is a first choice click pointchoice click point
““Susquehanna is a Susquehanna is a selective college that selective college that prepares students for prepares students for achievement, achievement, leadership and leadership and service”service”
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1919
If you start at the home page…If you start at the home page…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2020
First impression at Admissions…First impression at Admissions…http://www.susqu.edu/admissions/default.asphttp://www.susqu.edu/admissions/default.asp
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2121
Lower on the admissions page…Lower on the admissions page…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2222
A mix of student stories…A mix of student stories…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2323
The “Susquepedia” feature…The “Susquepedia” feature…http://www.susqu.edu/Susquepedia.htmhttp://www.susqu.edu/Susquepedia.htm
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2424
Clean, if long, inquiry form…Clean, if long, inquiry form…http://www.susqu.edu/admissions/21880.asphttp://www.susqu.edu/admissions/21880.asp
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2525
My favorite inquiry form…My favorite inquiry form…http://email.blueoxmailbox.com/content/28818/RequestMoreInfo.htmlhttp://email.blueoxmailbox.com/content/28818/RequestMoreInfo.html
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2626
Easy-to-scan list of majors, Easy-to-scan list of majors, restrained use of top-page photo…restrained use of top-page photo…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2727
Consistent navigation at academic Consistent navigation at academic program pages…program pages…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2828
Scholarships, financial aid…Scholarships, financial aid…http://www.susqu.edu/admissions/FinancialAid.asphttp://www.susqu.edu/admissions/FinancialAid.asp
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2929
Campus visit details…Campus visit details…http://www.susqu.edu/admissions/4640.asphttp://www.susqu.edu/admissions/4640.asp
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3030
Outcome stats by academic area…Outcome stats by academic area…http://www.susqu.edu/admissions/4066.asphttp://www.susqu.edu/admissions/4066.asp
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3131
Wrapping up…Wrapping up…
Strong websites have marketing impact on Strong websites have marketing impact on future students and their parentsfuture students and their parents– Easy access to consistent academic program Easy access to consistent academic program
informationinformation– Content is clearly presented, with high use of Content is clearly presented, with high use of
bullet points and sub-headsbullet points and sub-heads– Language is for “normal human beings”Language is for “normal human beings”
If asked, visitors suggest improvementsIf asked, visitors suggest improvements
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3232
Special thanks to…Special thanks to…
Paul M. Novack, Jr.Paul M. Novack, Jr.Director of Web CommunicationsDirector of Web Communications
Susquehanna University Susquehanna University [email protected]@susqu.edu
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3333
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3434
Thank You!
Bob Johnson, Ph.D.President
Bob Johnson Consulting, LLCMarshall, MI 49068
248.766.6425
[email protected] Carewords Website Research
www.bobjohnsonconsulting.com