rating higher education websites: the student experience

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 11

Rating Higher Education Websites: Rating Higher Education Websites: The Student ExperienceThe Student Experience

©Robert E. Johnson, Ph.D. 2009©Robert E. Johnson, Ph.D. 2009

ACT Enrollment Planners ConferenceACT Enrollment Planners ConferenceJuly 16, 2009July 16, 2009

Chicago, IllinoisChicago, Illinois

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 22

Customer Centric Index (CCI) survey…Customer Centric Index (CCI) survey…

Asks website visitors to select from 13 Asks website visitors to select from 13 website attributes to identify top 3 positive website attributes to identify top 3 positive or negative experiencesor negative experiencesCCI = % of positive votes castCCI = % of positive votes cast4 audiences to survey:4 audiences to survey:– Current studentsCurrent students– Possible future studentsPossible future students– Faculty and staffFaculty and staff– AlumniAlumni

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13 survey topics in 3 groups…13 survey topics in 3 groups…

Information ArchitectureInformation ArchitectureContentContentSocialSocial

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Factor Positive Negative

SearchHelpful search

results Poor search results

NavigationClear menus and

linksConfusing menus

and links

LayoutSimple layout /

easy to readCluttered layout /

hard to read

Visual appealLooks attractive /

appealingLooks unattractive /

unappealing

Speed Fast to do things Slow to do things

INFORMATION ARCHITECTURE FACTORS

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Factor Positive Negative

Up-to-date Up-to-date information

Out-of-date information

AccurateAccurate

informationInaccurate information

Complete Complete information

Incomplete information

LanguagePlain language

Full of jargon, corporate speak

CONTENT FACTORS

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Factor Positive Negative

ContactEasy to contact a

personHard to contact a

person

ParticipationEasy to participate

/ give feedbackHard to participate

/ give feedback

OpenGives me the facts

/ transparentMisleading / not

transparent

RecommendationsHas ratings,

reviews, recommendations

Has no ratings, reviews,

recommendations

SOCIAL FACTORS

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 77Copyright © 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 of 3, 2 and 1. •Leave the rest blank.

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 88Copyright © Customer Carewords Ltd.

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 99

CCI at 10 schools…CCI at 10 schools…

7 in presentation7 in presentation– DePaul UniversityDePaul University– East Stroudsburg East Stroudsburg

UniversityUniversity– Fordham UniversityFordham University– Lund University Lund University

(Sweden)(Sweden)– Tyler Junior CollegeTyler Junior College– University of MissouriUniversity of Missouri– University of WaterlooUniversity of Waterloo

3 not in presentation3 not in presentation– University of University of

Hertfordshire (UK)Hertfordshire (UK)– University of ManitobaUniversity of Manitoba– University of OsloUniversity of Oslo

On next CCI ratings On next CCI ratings page onlypage only

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8 CCI ratings to date…8 CCI ratings to date…

76%76% %External voters… 91.6% %External voters… 91.6%74%74% 79.6%79.6%70%70% 86.1%86.1%67%67% 89.3%89.3%62%62% 51.0%51.0%61%61% 27.7%27.7%52%52% 4.8% 4.8%45%45% 10.2%10.2%

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1111

Overall results…Overall results…

External users were happier than internal External users were happier than internal usersusers– Future students were happier than current Future students were happier than current

studentsstudents– Alumni were close to future studentsAlumni were close to future students

High concern with deficiencies in:High concern with deficiencies in:– NavigationNavigation– SearchSearch

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Total Results from 4 AudiencesTotal Results from 4 Audiences

Current studentsCurrent studentsFuture studentsFuture studentsFaculty & StaffFaculty & Staff

AlumniAlumni

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1313

Voters by audience category…Voters by audience category…

Future students…Future students… 3,3263,326

Alumni…Alumni… 1,3971,397

Current students…Current students… 905 905

Faculty & staff…Faculty & staff… 480 480

Total voters…Total voters… 6,1086,108

Total votes cast…Total votes cast… 18,338 18,338

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Areas of interest by votes received…Areas of interest by votes received…

IA… 9,843 votes = 53.6% of totalIA… 9,843 votes = 53.6% of total

– Visual Appeal (2,184)Visual Appeal (2,184) High: 87%High: 87% Low: 67%Low: 67%– Layout (2,343)Layout (2,343) High: 85%High: 85% Low: 61%Low: 61%– Speed (1,141)Speed (1,141) High: 84%High: 84% Low: 49%Low: 49%

– Navigation (2,578)Navigation (2,578) High: 62%High: 62% Low: Low: 35%35%

– ►►Search (1,597)Search (1,597) High: 55%High: 55% Low: 24%Low: 24%

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Areas of interest by votes received…Areas of interest by votes received…

Content… 5,116 votes = 27.8% of totalContent… 5,116 votes = 27.8% of total

– Language (843) Language (843) High: 100%Low: 79%High: 100%Low: 79%– Accurate (1,339) Accurate (1,339) High: 93%High: 93% Low: 63%Low: 63%

– Up-to-date (1,551)Up-to-date (1,551) High: 86%High: 86% Low: Low: 41%41%

– Complete (1,383) Complete (1,383) High: 82%High: 82% Low: Low: 40%40%

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Areas of interest by votes received…Areas of interest by votes received…

Social…. 3,379 votes = 18.4% of totalSocial…. 3,379 votes = 18.4% of total

– Open (1,231) Open (1,231) High: 90% Low: 67%High: 90% Low: 67%

– Contact (1,170)Contact (1,170) High: 72% Low: 42%High: 72% Low: 42%– Participation (632)Participation (632) High: 73% Low: High: 73% Low:

44%44%– Recommendations (346) High: 76% Low: 0%Recommendations (346) High: 76% Low: 0%

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Audience specific results…Audience specific results…

Future StudentsFuture Students

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Areas of interest by votes received…Areas of interest by votes received…

IA… 4,990 votes = 51.9% of totalIA… 4,990 votes = 51.9% of total

– Visual Appeal (1,059)Visual Appeal (1,059) High: 93%High: 93% Low: 4%Low: 4%– Layout (1,194)Layout (1,194) High: 96%High: 96% Low: 26%Low: 26%– Speed (714)Speed (714) High: 87%High: 87% Low: Low:

41%41%

– Navigation (1,332)Navigation (1,332) High: 83%High: 83% Low: Low: 24%24%

– Search (701)Search (701) High: 92%High: 92% Low: 50%Low: 50%

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Areas of interest by votes received…Areas of interest by votes received…

Content… 2,763 votes = 28.7% of totalContent… 2,763 votes = 28.7% of total

– Language (424) Language (424) High: 100%Low: 79%High: 100%Low: 79%– Accurate (810) Accurate (810) High: 93%High: 93% Low: 63%Low: 63%

– Up-to-date (677)Up-to-date (677) High: 86%High: 86% Low: 41%Low: 41%– Complete (852) Complete (852) High: 82%High: 82% Low: 40%Low: 40%

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2020

Areas of interest by votes received…Areas of interest by votes received…

Social…. 1,856 votes = 19.3% of totalSocial…. 1,856 votes = 19.3% of total

– Open (739) Open (739) High: 100%Low: High: 100%Low: 76%76%

– Contact (575)Contact (575) High: 100% Low:32%High: 100% Low:32%– Participation (314)Participation (314) High: 100% High: 100%

Low:59%Low:59%– Recommendations (228)High: 100%Low:61%Recommendations (228)High: 100%Low:61%

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Audience specific results…Audience specific results…

Current StudentsCurrent Students

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2222

Areas of interest by votes received…Areas of interest by votes received…

IA… 2,484 votes = 68.6% of totalIA… 2,484 votes = 68.6% of total

– Visual Appeal (281)Visual Appeal (281) High: 88%High: 88% Low: 59%Low: 59%– Layout (303)Layout (303) High: 88%High: 88% Low: 61%Low: 61%– Speed (193)Speed (193) High: 74%High: 74% Low: Low:

48%48%

– Navigation (436)Navigation (436) High: 62%High: 62% Low: 24%Low: 24%– Search (366)Search (366) High: 38%High: 38% Low: 20%Low: 20%

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2323

Areas of interest by votes received…Areas of interest by votes received…

Content… 661 votes = 18.2% of totalContent… 661 votes = 18.2% of total

– Language (88) Language (88) High: 100%Low: 77%High: 100%Low: 77%– Accurate (157) Accurate (157) High: 88%High: 88% Low: 74%Low: 74%

– Complete (180) Complete (180) High: 74%High: 74% Low: 39%Low: 39%– Up-to-date (236)Up-to-date (236) High: 65%High: 65% Low: 38%Low: 38%

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Areas of interest by votes received…Areas of interest by votes received…

Social…. 475 votes = 13.1% of totalSocial…. 475 votes = 13.1% of total

– Open (141) Open (141) High: 90% Low: High: 90% Low: 57%57%

– Contact (218)Contact (218) High: 78% Low: 52%High: 78% Low: 52%– Participation (80)Participation (80) High: 82% Low: 15%High: 82% Low: 15%– Recommendations (36) High: 57% Low: 0%Recommendations (36) High: 57% Low: 0%

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Key comparison areas…Key comparison areas…

Current studentsCurrent students

vs.vs.

Future studentsFuture students

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Top 5 factors by votes cast…Top 5 factors by votes cast…

Current studentsCurrent students– NavigationNavigation– SearchSearch– LayoutLayout– VisualVisual– Up-to-dateUp-to-date

Future studentsFuture students– NavigationNavigation– LayoutLayout– VisualVisual– CompleteComplete– AccurateAccurate

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2727

Highest difference between positive Highest difference between positive and negative votes…and negative votes…

Current studentsCurrent students– Participation Participation – RecommendationsRecommendations– NavigationNavigation– CompleteComplete

Future Future – VisualVisual– LayoutLayout– ContactContact– NavigationNavigation– RecommendationsRecommendations

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Least difference between positive and Least difference between positive and negative votes…negative votes…

Current studentsCurrent students– Accurate (positive)Accurate (positive)– Search (negative)Search (negative)– Language Language

(positive)(positive)

Future studentsFuture students– Language Language

(positive)(positive)– Accurate (positive)Accurate (positive)– Open (positive)Open (positive)

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2929

What does it mean?What does it mean?

Difficult for one website to meet internal Difficult for one website to meet internal and external users needsand external users needsArgues for Internet and Intranet websitesArgues for Internet and Intranet websites– Intranet users need “nuts and bolts” website Intranet users need “nuts and bolts” website

that focuses on frequent task completionthat focuses on frequent task completion

Special attention to navigation & search…Special attention to navigation & search…– Help people find things quicklyHelp people find things quickly

Less focus on “beauty” & “cool” Less focus on “beauty” & “cool” Increased audience researchIncreased audience research

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3030

Thank You!Thank You!

Bob Johnson, Ph.D.Bob Johnson, Ph.D.President and Senior ConsultantPresident and Senior Consultant

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 248.766.6425 248.766.6425

bob@bobjohnsonconsulting.combob@bobjohnsonconsulting.comhttp://twitter.com/HighEdMarketinghttp://twitter.com/HighEdMarketing

Customer Carewords Research for Online Marketing Success: Customer Carewords Research for Online Marketing Success: http://www.bobjohnsonconsulting.com/customercarewords.htmlhttp://www.bobjohnsonconsulting.com/customercarewords.html

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3131

Example of CCI Report PagesExample of CCI Report Pages

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Voting spread… Voting spread…

25% 20% 15% 10% 5% 0% 5% 10%

Up-to-date

Accurate

Complete

Plain language

Contact

Participation

Open

Recommendations

Search

Navigation

Layout

Visual appeal

Speed

Negative votes Positive votes

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3333

Where to invest resources…Where to invest resources…

Content28%

Social4%

Information Architecture

68%

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Action priorities…Action priorities…

0% 5% 10% 15% 20% 25% 30% 35% 40%

Contact

Open

Recommendations

Visual appeal

Plain language

Participation

Complete

Accurate

Speed

Layout

Up-to-date

Navigation

Search