future students & their parents: exploring a 90% positive univesity website rating
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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 11
Future Students & Their Parents: Future Students & Their Parents:
Exploring a 90% Positive Exploring a 90% Positive University Website RatingUniversity Website Rating
© Robert E. Johnson 2011© Robert E. Johnson 2011
SUNYCUAD – 2011 Educational ConferenceSUNYCUAD – 2011 Educational Conference
Saratoga Springs, NYSaratoga Springs, NY
June 8 - 10, 2011June 8 - 10, 2011
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 22
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 33
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
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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 55
Customer Centric Index Survey:Customer Centric Index Survey:13 survey topics in 3 groups…13 survey topics in 3 groups…
Information ArchitectureInformation ArchitectureContentContentSocialSocial
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 66
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
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 77
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Out-of-date information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
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 88
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
Susquehanna UniversitySusquehanna University CCI Survey Responses… CCI Survey Responses…
Future students… 182 responsesFuture students… 182 responses
Parents… 114 responsesParents… 114 responses
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 99
1010
Few negative votes in any category…Few negative votes in any category…
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
1111
15 higher education results…15 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%
1212
Content areas…Content areas…
Up-to-date
Accurate
Complete
Language
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
1313
Social areas…Social areas…
Contact
Participation
Open
Recommendations
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
1414
Information Architecture areas…Information Architecture areas…
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 1515
From 109 future students…From 109 future students…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1616
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 1717
From 53 parents… From 53 parents…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1818
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…”
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Exploring the website…Exploring the website…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2020
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”
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First impression at Admissions…First impression at Admissions…http://www.susqu.edu/admissions/default.asphttp://www.susqu.edu/admissions/default.asp
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Lower on the admissions page…Lower on the admissions page…
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A mix of student stories…A mix of student stories…
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The “Susquepedia” feature…The “Susquepedia” feature…http://www.susqu.edu/Susquepedia.htmhttp://www.susqu.edu/Susquepedia.htm
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2525
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 2626
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 2727
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 2828
Individual academic major pages Individual academic major pages with consistent navigation…with consistent navigation…
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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 3030
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 3131
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 3232
3333Bob Johnson Consulting, LLCBob Johnson Consulting, LLC
3333
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
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