Students Rating Higher Education Websites
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Transcript of Students Rating Higher Education Websites
- 1. Rating Higher Education Websites:The Student Experience Robert E. Johnson, Ph.D. 2009 J.Boye Conference Aarhus 2009 November 4, 2009 Aarhus, Denmark
2. Who is Bob Johnson?
- Higher education marketer since 1980s
- Writer of monthly Your Higher Education Marketing Newsletter
- Owner Bob Johnson Consulting, LLC
- Partner w/Gerry McGovern at Customer Carewords
- Chair of Symposium for the Marketing of Higher Education, 1994 to 2003
- Ph.D. in political science (UMass Amherst)
3. In todays presentation
- Identifying website factors that are most important to visitors
- Comparing responses from future or prospective students with those from current students
- Where to focus website improvement efforts
- If you could only make one change
4. Customer Centric Index (CCI) survey
- Asks website visitors to select from 13 website attributes to identify top 3 positive or negative experiences
- CCI = % of positive votes cast
- 4 audiences to survey:
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- Current students
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- Possible future students
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- Faculty and staff
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- Alumni
5. 13 survey factors in 3 groups
- Information Architecture
- Content
- Social
6. 7. 8. 9. Copyright Customer Carewords Ltd.
- Please choose the THREE factors from the list below that best describe your actual experience with the Enormous State University website.
- Give a score of 3 to the factor which best describes your experience, 2 to the next best description, and then 1.
- Please give only one score of3, 2 and 1.
- Leave the rest blank.
10. Investing improvement resources 11. Typical voting spread 12. Action priorities 13. CCI at 12 schools
- 10 in presentation
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- Ball State University
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- Bemidji State University
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- DePaul University
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- East Stroudsburg University
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- Fordham University
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- Lund University
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- Tyler Junior College
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- University of Manitoba
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- University of Missouri
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- University of Waterloo
- 2 not in presentation
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- University of Hertfordshire
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- University of Oslo
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- On next CCI ratings page only
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14. 11 CCI Survey Results % External Voters.. % Positive Votes
- 76% 91.6%
- 74% 79.6%
- 70% 86.1%
- 67% 89.3%
- 62% 51.0%
- 61% 27.7%
- 52% 4.8%
- 45% 10.2%
- 11% 57.0%
- 3% 57.6%
- 0% 54.0%
15. More often than not
- External users were happier than internal users
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- Future students were happier than current students
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- Alumni were close to future students
- High concern overall with deficiencies in:
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- Navigation
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- Search
16. Audience specific results
- Future Students
17. Areas of interest by votes received
- Information Architecture factors
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- 4,490 votes = 49.3% of total
- Content factors
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- 2,763 votes = 30.3% of total
- Social factors
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- 1,856 votes = 20.3% of total
18. Audience specific results
- Current Students
19. Areas of interest by votes received
- Information Architecture factors
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- 5,391 votes = 54.4% of total
- Content factors
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- 2,786 votes = 28.1% of total
- Social factors
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- 1,739 votes = 17.5% of total
20. Key comparison areas Current students vs. Future students 21. Top 5 factors by votes cast
- Current students
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- Layout(IA)
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- Search(IA)
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- Navigation(IA)
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- Up-to-date(Content)
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- Visual(IA)
- Future students
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- Navigation(IA)
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- Layout(IA)
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- Visual(IA)
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- Complete(Content)
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- Accurate(Content)
22. Highest difference between positive and negative votes
- Current students
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- Participation
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- 82 to 15
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- Recommendations
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- 57 to 0
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- Navigation
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- 62 to 24
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- Complete
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- 74 to 39
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- Future
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- Visual
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- 100 to 4
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- Layout
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- 96 to 26
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- Contact
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- 100 to 32
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- Navigation
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- 83 to 24
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23. Least difference between positive and negative votes
- Current students
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- Accurate
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- 100 to 74
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- Search
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- 40 to 20
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- Language
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- 100 to 75
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- Future students
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- Language
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- 100 to 79
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- Accurate
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- 93 to 63
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- Open
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- 100 to 76
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24. What do CCI results mean?
- Difficult for one website to meet internal and external users needs
- Argues for Internet and Intranet websites
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- Intranet users need nuts and bolts website that focuses on frequent task completion
- Special attention to navigation & search
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- Help people to quickly find things
- Less focus on beauty & cool
- Increased audience research
25. If you can make only one change Consider this Search + Site Map 26. Combine search & site map http://www.stedwards.edu/siteindex.htm 27. Key challenges forhigher education websites
- Acceptance of intranet and internet approach
- Easier access to most important content and completion of top tasks
- Greater use of web analytics
- Continued growth of web content editor positions the website as on online publication
28. Meeting the first challenge http://www.devry.edu/ 29. Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC248.766.6425[email_address] http://twitter.com/HighEdMarketing Customer Carewords Research for Online Marketing Success:http://www.bobjohnsonconsulting.com/customercarewords.html 30. Addendum Overall CCI data results 31. Total Results from 4 Audiences
- Current students
- Future students
- Faculty & Staff
- Alumni
32. Voters by audience category
- Future students 3,342
- Alumni 1,416
- Current students 3,594
- Faculty & staff 589
- Total voters 8,941
- Total votes 26,823
33. Areas of interest by total votes
- IA 14,325 votes = 53.4% of total
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- Visual Appeal (2,834) High: 87% Low: 57%
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- Layout (3,354) High: 85% Low: 61%
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- Speed (1,797) High: 84% Low: 49%
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- Navigation (3,940) High: 62% Low: 35%
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- Search (2,712) High: 55% Low: 24%
34. Areas of interest by votes
- Content 7,396 votes = 27.5% of total
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- Language (1,263)High:100%Low: 79%
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- Accurate (1,861)High: 100%Low: 63%
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- Up-to-date (2,382) High: 86% Low: 41%
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- Complete (1,890)High: 82% Low: 40%
35. Areas of interest by votes
- Social. 4,709 votes = 17.5% of total
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- Open (1,590)High: 90%Low: 60%
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- Contact (1,871) High: 72%Low: 42%
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- Participation (913) High: 73%Low: 33%
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- Recommendations (486) High: 76% Low:0%
36. Audience specific results
- Future Students
37. Areas of interest by votes received
- IA 4,490 votes = 49.3% of total
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- Visual Appeal (1,059) High: 93% Low:4%
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- Layout (1,194) High: 96% Low: 26%
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- Speed (714) High: 87% Low: 41%
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- Navigation (1,332) High: 83% Low: 24%
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- Search (701) High: 92% Low: 50%
38. Areas of interest by votes received
- Content 2,763 votes = 30.3% of total
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- Language (424)High: 100%Low: 79%
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- Accurate (810)High: 93% Low: 63%
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- Up-to-date (677) High: 86% Low: 41%
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- Complete (852)High: 82% Low: 40%
39. Areas of interest by votes received
- Social. 1,856 votes = 20.3% of total
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- Open (739)High: 100%Low: 76%
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- Contact (575) High: 100% Low:32%
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- Participation (314) High: 100% Low:59%
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- Recommendations (228)High: 100%Low:61%
40. Audience specific results
- Current Students
41. Areas of interest by votes received
- IA5,391 votes = 54.4% of total
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- Visual Appeal (866) High: 88% Low: 57%
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- Layout (1,254) High: 88% Low: 58%
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- Speed (812) High: 74% Low: 48%
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- Navigation (1,054) High: 62% Low: 24%
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- Search (1,405) High: 40% Low: 20%
42. Areas of interest by votes received
- Content 2,786 votes = 28.1% of total
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- Language (480)High: 100%Low: 75%
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- Accurate (637)High: 100%Low: 74%
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- Complete (651)High: 74% Low: 39%
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- Up-to-date (1,018) High: 75% Low: 38%
43. Areas of interest by votes received
- Social. 1,739 votes = 17.5% of total
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- Open (437)High: 90%Low: 50%
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- Contact (824) High: 78%Low: 50%
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- Participation (302) High: 82%Low: 15%
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- Recommendations (176)High: 57% Low:0%