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Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
Top 3 Ways to Increase Enrollment on Your Higher Education Site
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Top 3 Ways to Increase Enrollment on Your Higher Education Site

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  • We needed to leverage Drupal which is already able to handle responsive and mobile features; we need to future proof our site & being on the Drupal platform helps. We’re a small team and need the backup of a larger user community who’s building modules, etc.
  • Green light!
  • Green light!
  • Before we go any further, the best way to understand the NEW way of site development is to understand the OLD way – the linear waterfall approach
  • In user-centered dev, the design phase is a cyclical process whereby you’re using insights & analysis to inform the design and then testing the design BEFORE handing off to development.more cycles to the design phase …..don’t assume this means more work. Save time on the back end from fixes
  • Paper prototyping – no dev yet
  • Typical use: reactions to brand positioning or new product/service
  • Not Zoomerang or Survey Monkey but on-site surveys to your visitorsExplain these are surveys that are served up on your site – just drop few lines of javascript code
  • Assume .5 – 1% of site visitors will complete survey
  • Musts:Real person: create empathy – you’re designing for real people!Compelling narrative: “day in the life”Call out key attributes: High level goals should be explicit (ie, print out app deadlines)Enable design decisions: Help design teams decide what features & functionality are criticalScenarios: the list of steps the persona will go thru to reach the goal
  • Scenario is the list of steps the persona will go thru to reach the goal
  • Key pages:
  • All of those insights were compiled in a creative brief for the designer (who was also very vested & involved in process)
  • Transcript

    • 1. Driving Enrollment Results with User-Centered Design Val Fox Bentley University Office of Digital Engagement Acquia Webinar August 22, 2013
    • 2. By 2:00, you will learn to: • Apply focus groups, usability testing, online surveys, personas and Google Analytics to develop user insights
    • 3. By 2:00, you will learn to: • Run focus groups and usability testing, launch online surveys, develop personas and apply Google Analytics to develop user insights • Increase online conversion by an average of 25-30%
    • 4. By 2:00, you will learn to: • Run focus groups and usability testing, launch online surveys, develop personas and apply Google Analytics to develop user insights • Increase online conversion by an average of 25-30% • DIY for ~ $3,000
    • 5. Business school in Waltham, MA • 4,000+ undergraduate students; 1,400 graduate students • 20 undergraduate majors; 10 masters programs Digital Engagement Office • 7-person team • Supports ~80 sites Infrastructure • Managed cloud hosting by Acquia • Powered by Drupal CMS
    • 6. “It doesn’t matter what I think about your website”
    • 7. User-centered design begins with understanding your users Photo source: webcoursesbangkok.com Make it easy to find academic program info I use my mobile device for all my web browsing Design for me NOT you! Your website will affect what I think of your school You can text me relevant info
    • 8. Making a case for users begins with NOT talking about users.
    • 9. Admissions doesn’t care about users They DO care about and want: • More info session and tour attendees • More “request info” leads • More applicants
    • 10. Wake Up Call Mobile traffic was doubling every 8-10 months Source: Google Analytics
    • 11. Wake Up Call 20% of prospective students said they would remove a school from consideration because of a poor web experience Source: Noel Levitz 2011 E-Expectations Report
    • 12. Wake Up Call 70% of prospective students said a school’s web site affects their perception of the institution Source: Noel Levitz 2013 E-Expectations Report
    • 13. Admissions We need a mobile site by Fall! We can learn Drupal 7 This is one of our top priorities
    • 14. Admissions Design a new mobile-ready site!
    • 15. Traditional Development Requirements Design Development QA Launch
    • 16. User-Centered Development Analysis Design Development QA Launch Prototype Test Requirements
    • 17. But won’t all this take longer?! 100x more expensive to make site changes POST launch Nielson Norman Group
    • 18. User-Centered Development Cycle Analysis Design Development QA Launch Prototype Test Requirements Focus Groups Online Surveys Personas Analytics
    • 19. Focus Groups Photo source: cartoonstock.com
    • 20. Focus Groups Best for: Sourcing qualitative feedback Who: • Prospective undergraduate students • Parents (undergraduate) • Prospective graduate students Source: • Undergraduate Tours • Graduate Open House Goal: Gain an understanding of • General web usage • College research process • Priority online content • Influencers Photo source: tamarabustos.com
    • 21. Focus Groups Set up: 1 hr sessions at our research lab Groups of 5-6 students/parents Paid $50 each + pizza Facilitator and note taker Cost: $2,500 Time: 4 weeks Output: Summary of findings > shared w/team Bring personas to life: “Don’t tweet me after I apply, that’s just weird!” “My mom loves helping me with the research process, it’s her way of ‘bonding’ with me.” Center for Marketing Technology Bentley University
    • 22. Online Surveys
    • 23. Online Surveys Best for: Quantitative feedback • Purpose of site visit • Able to complete purpose of visit • Why (or why not) Who: 500+ site visitors to our Admissions sites
    • 24. Online Surveys Tool: iPerceptions “Plus” account • Data export • Unlimited data collection • Device-specific • Adjustable invitation rate • Multi-language Cost: $20/mo Approach: 4 standard + optional questions
    • 25. Online Surveys Standard Questions: Rate your overall site experience (1-10) Primary purpose of visit (multi-choice) Were you able to complete purpose of your visit (yes/no) • If yes > what did you value most • If no > why not How likely are you to recommend Optional Questions: Visit frequency Source (how you arrived at site) Demographics
    • 26. Online Surveys Output: Summary shared via PPT doc Key Learnings: Qualified visitors are most demanding Content = meat + potatoes “Information too vague” “Couldn’t find average SAT scores” “I want detailed information on the grad program curriculum” Photo source: chefmom.sheknows.com
    • 27. Personas Source: Forrester Research Agency: Primacy
    • 28. Personas Defined as: Hypothetical user developed through interviews & observations of real users Use for: Create a common understanding of target audience Must: • Sound like a real person • Include compelling narrative • Call out key attributes & high level goals • Enable design decisions • Include scenarios
    • 29. Example Scenario Persona Prospective graduate student Goal: Find a part-time MBA program in Boston area Scenario: • Searches for “Boston MBA programs” • Reaches Bentley.edu > Academics > Graduate Programs • Sees MBA programs but labels aren’t clear • Visits each program page to learn more but gets frustrated with time spent
    • 30. Personas Source: Forrester Research Agency: Primacy Photos of Kelly’s items give a feeling for her lifestyle Infographics convey Kelly’s device usage & tech proficiency
    • 31. Google Analytics Best for: Cost: Revealing behavior – NOT intent Comprehensive site analytics AND ad-hoc reporting Free!
    • 32. Site Performance Measurement Pre-launch: Tracking out-of-the-box stats: • Site visits & visitors • Pageviews • Pages/visit • Bounce rate • Top pages • Traffic by source Results: No actionable insights No ownership
    • 33. Site Performance Measurement Post-launch: Set up Admission profiles w/dashboards Tracking KPIs & delivering automated reports: • Conversion rates by form • Conversion rates by source • Cost per visit (search keywords) Results Regular review w/stakeholders Ownership & accountability
    • 34. User-Centered Development Cycle Analysis Design Development QA Launch Prototype Test Requirements Focus Groups Online Surveys Personas Analytics Design team Stakeholders
    • 35. User-Centered Development Cycle Analysis Design Development QA Launch Prototype Test Requirements
    • 36. User Testing
    • 37. Usability Testing Best for: Finding specific problems (prototype or live site) Who: 8-10 students for each Admission site Set-up: Facilitator + note-taker Camtasia Studio (screen capture) Cost: $99/license – Camtasia $15 gift card - tester
    • 38. Usability Testing Tasks Tested: Site navigation (find a major or program) Sign up for a tour Find application deadlines Find link to apply Find info for accepted students Output: Summary of findings Design modifications before handoff to dev Total cost: $400
    • 39. Launch of BOTH sites Nov-Dec 2012 bentley.edu/undergraduate bentley.edu/graduate
    • 40. Results Year-over-Year: Online leads Undergrad: 6% increase Grad: 11% increase Sign up for tours & info sessions Undergrad: 17% increase Click-thru to Common App Undergrad: 39% increase Total cost: $3,200
    • 41. Stay in touch • Twitter:@ValerieFox • www.slideshare.net/FoxAtBentley • www.bentley.edu/DE

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