Search + Conversion = Results
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17-Oct-2014 -
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Education
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Transcript of Search + Conversion = Results
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Focus the Web
Web Sites that Serve the School
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The Limits of the Brochure
•Untargeted Messages
•Reader Cannot Take Action
•Content Focused on Business
•Brochures Do Not Deliver a Services
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The Advantages of Action
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The Opportunity
UT Total: 2% of 141,548
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Small Changes, Big Results
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Demographics
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Their Stories
Methodical
Competitive
Humanist
Spontaneous
Logi
cal
Logi
cal
Emot
iona
lEm
otio
nal
Quick DecisionsQuick Decisions Slow DecisionsSlow Decisions
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Information NeedsPrice sheetTestimonialDetailed specificationEducational articlesWarranty or Guarantee informationPictures of employeesBrochure or reportContact informationNewsletter
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A Shift in Focus
The Graduate Candidate with
Industry Experience
Ursula the Undergrad
The Alumni with a Good Salary
College of Pharmacy
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Case Study: College of Pharmacy
Humanist Design
Targeted Navigation
Graduate Programs Featured on Home
Page
Professor Information
Alumni Features
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Alumni
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Pharmacy Alumni Page
Focus on Giving
Visual Cues
On-going Contact
Alumni-related Features
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AT&T Conference Center
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Targeting the Most Profitable
The ProfitableEvent Planner
The Alumni with a College-bound
Daughter
The Impatient Business Traveler
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Removing Blocks to Action
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Quick Reservation System
Detailed Links
Targeted Calls to Action
Event Calendars
Targeted Calls to Action
Text Links Improve Search
Phone Number
Richer Content