• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Improving the Top Five High Value Pages of Your Website
 

Improving the Top Five High Value Pages of Your Website

on

  • 1,679 views

Presentation from 2013 EduWeb Conference by Jeff Johnson of Primacy. ...

Presentation from 2013 EduWeb Conference by Jeff Johnson of Primacy.
Long-term web marketing strategies are important, but it often takes much time, discussion, and resources to impact meaningful changes to your digital marketing efforts. The effectiveness of your website can be improved significantly by identifying those pages that have the most impact on your target audience’s decision drivers. Originally presented at the 2013 eduWeb Conference, this presentation focuses on tactics that can immediately impact positive results directly around your school’s admission, advancement and academic reputation objectives. Learn strategies and tactics used by cross-industry digital marketers that you can apply today in driving meaningful outcomes on the web. Presented by: Jeff Johnson, SVP, Higher Education Practice Lead at Primacy. Jeff has worked with dozens of colleges and universities across the country to achieve meaningful results with their admission, advancement and academic reputation outcomes. Jeff is a creative catalyst intent on creating exceptional digital experiences. He serves as creative, design and digital strategist focusing on reaching target audiences effectively, with positive business outcomes as the primary objective.

Statistics

Views

Total Views
1,679
Views on SlideShare
949
Embed Views
730

Actions

Likes
4
Downloads
27
Comments
0

8 Embeds 730

http://collegewebeditor.com 657
http://cloud.feedly.com 45
http://feeds2.feedburner.com 16
http://digg.com 4
http://feeds.feedburner.com 3
https://twitter.com 3
http://feedproxy.google.com 1
http://feedreader.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Pepsi’s home page is the ultimate social mash up. Nike’s social community is on the home page, but below a strong product feature.

Improving the Top Five High Value Pages of Your Website Improving the Top Five High Value Pages of Your Website Presentation Transcript

  • 2013 EduWeb Conference | Boston IMPROVING FIVE HIGH- VALUE PAGES OF YOUR WEBSITE @thePrimacy | @bigbadjeff | thePrimacy.com 1
  • 2013 EduWeb Conference | Boston Thank you for coming today! @thePrimacy | @bigbadjeff | thePrimacy.com 2 Jeff Johnson Education Practice Lead Managing Director | Boston Full Service Digital Agency: Website Strategy, Design and CMS Development Mobile | Social | SEO | Digital Marketing | Analytics
  • 2013 EduWeb Conference | Boston If you are tweeting today… @thePrimacy | @bigbadjeff | thePrimacy.com 3 @bigbadjeff @theprimacy #eduwebconf
  • 2013 EduWeb Conference | Boston What’s today all about? Long-term strategy is important Takes a lot of time Effectiveness improved significantly by identifying critical impact pages We will look at some "high-value" pages and discuss effective approaches Focus on tactics that can immediately impact positive results @thePrimacy | @bigbadjeff | thePrimacy.com 4
  • 2013 EduWeb Conference | Boston Your incentive to stay until the end… @thePrimacy | @bigbadjeff | thePrimacy.com 5 …because who needs another iPad!
  • 2013 EduWeb Conference | Boston What do we mean by “high-value”? @thePrimacy | @bigbadjeff | thePrimacy.com 6 A page, or group of pages, within the digital experience that have influence over some major need or decision point that will greatly impact the relationship between you and your key target audiences.
  • 2013 EduWeb Conference | Boston The Premise… @thePrimacy | @bigbadjeff | thePrimacy.com 7 1.Making changes that require “consensus” among many people is difficult 2.Many “stakeholders” focus on the entry and exit pages 3. The “middle” contains pages that are highly influential in the journey and decision process Is this even in question? Think: Home Page and Apply/Give Now buttons. And, conveniently, easier to impact!
  • 2013 EduWeb Conference | Boston Why High Value Look in the middle @thePrimacy | @bigbadjeff | thePrimacy.com 8 Home Page Final calls to action What How The battleground areas
  • 2013 EduWeb Conference | Boston Typical Website Redesign Takes 9-18 Months! @thePrimacy | @bigbadjeff | thePrimacy.com 9 …Once you actually start!
  • 2013 EduWeb Conference | Boston See your life somewhere in here? @thePrimacy | @bigbadjeff | thePrimacy.com 10 Website not meeting expectations Plan for overhaul Attempt to accomplish internally Meet with groups around campus No one can agree on anything Consider hiring outside firm Fight for budget RFP process Put on hold to wait for new incoming VP of Marketing New VP hired VP puts project on hold to assess overall needs Budget reallocated to pressing need Admission and Alumni teams scream for help with the website New VP secures the budget RFP process Outside firm hired
  • 2013 EduWeb Conference | Boston See your life somewhere in here? @thePrimacy | @bigbadjeff | thePrimacy.com 11 Website not meeting expectations Plan for overhaul Attempt to accomplish internally Meet with groups around campus No one can agree on anything Consider hiring outside firm Fight for budget RFP process Put on hold to wait for new incoming VP of Marketing New VP hired VP puts project on hold to assess overall needs Budget reallocated to pressing need Admission and Alumni teams scream for help with the website New VP secures the budget RFP process Outside firm hired And suddenly a year has gone by!
  • 2013 EduWeb Conference | Boston Don’t get me wrong! I love working on complete redesign engagements. @thePrimacy | @bigbadjeff | thePrimacy.com 12
  • 2013 EduWeb Conference | Boston Advancement Academic Reputation Admissions Brand Community Influence Outcomes But Here’s What Matters: 13 YOUR BUSINESS GOALS Get them to • Be interested • Visit • Apply • Deposit Get them to • Engage and connect • Attend events • Give You need to showcase • Programs • People • Proof @thePrimacy | @bigbadjeff | thePrimacy.com
  • 2013 EduWeb Conference | Boston Easy, right? @thePrimacy | @bigbadjeff | thePrimacy.com 14
  • 2013 EduWeb Conference | Boston No other category of website has a greater range of relevant target audiences than a college or university. @thePrimacy | @bigbadjeff | thePrimacy.com 15 Feel free to tweet this. 
  • 2013 EduWeb Conference | Boston Its easy to oversimplify @thePrimacy | @bigbadjeff | thePrimacy.com 16 http://xkcd.com/773/ Quote just heard from the audience… “Ugh, if I have to see that graphic one more time in a presentation!”
  • 2013 EduWeb Conference | Boston And… also easy to spoof! @thePrimacy | @bigbadjeff | thePrimacy.com 17
  • 2013 EduWeb Conference | Boston Let’s look at the customer journey @thePrimacy | @bigbadjeff | thePrimacy.com 18
  • 2013 EduWeb Conference | Boston Audience Prioritization @thePrimacy | @bigbadjeff | thePrimacy.com 19 Category Segment Prospective Students and Influencers Prospective Undergrad - Local Prospective Undergrad – Out of State Prospective Undergrad - International Prospective Graduate Student Parents of Prospective Student Guidance Counselors Current Students Current Undergrad Student Current Graduate Student Parent of Current Student Alumni Donors Faculty Prospective Faculty Current Faculty Other Site Users Media Community Members Job Seekers Other Monmouth Staff Key HIGH PRIORITY MODERATE PRIORITY LOWER PRIORITY NOT A PRIORITY Prioritization Criteria  Volume of site visitation  Business objective alignment  Site role alignment Implications  Budget and effort is aligned to priority
  • 2013 EduWeb Conference | Boston Develop personas @thePrimacy | @bigbadjeff | thePrimacy.com 20
  • 2013 EduWeb Conference | Boston The Prospective Student Journey Stage 1 – First impressions Stage 2 – Fact-finding Stage 3 – Visiting Stage 4 – Applying Stage 5 – Final decision Stage 6 – Validation and transition @thePrimacy | @bigbadjeff | thePrimacy.com 21 Helps illuminate high value moments in the process
  • 2013 EduWeb Conference | Boston 1 PROGRAMS OF STUDY MAJORS AND MINORS @thePrimacy | @bigbadjeff | thePrimacy.com 22
  • 2013 EduWeb Conference | Boston Initial priority for prospective students Prospective Students and Parents search for programs early in the process, and often throughout. Organizational structure forces programs to be buried when organized on the website Current Students are shuffled off to underserved Intranet. Surveys / interviews* reflect sentiment that student intranet/portals are woefully under performing. Students want public-facing site to serve them as well. @thePrimacy | @bigbadjeff | thePrimacy.com 23 *Noel-Levitz and Primacy primary research
  • 2013 EduWeb Conference | Boston Make it easy to find Majors and Minors and Programs of Study @thePrimacy | @bigbadjeff | thePrimacy.com 24
  • 2013 EduWeb Conference | Boston @thePrimacy | @bigbadjeff | thePrimacy.com 25 Don’t forget the “undecided”
  • 2013 EduWeb Conference | Boston Don’t forget the undecided @thePrimacy | @bigbadjeff | thePrimacy.com 26
  • 2013 EduWeb Conference | Boston @thePrimacy | @bigbadjeff | thePrimacy.com 27
  • 2013 EduWeb Conference | Boston @thePrimacy | @bigbadjeff | thePrimacy.com 28
  • 2013 EduWeb Conference | Boston Make it easy to find programs… @thePrimacy | @bigbadjeff | thePrimacy.com 29
  • 2013 EduWeb Conference | Boston …then celebrate them… @thePrimacy | @bigbadjeff | thePrimacy.com 30
  • 2013 EduWeb Conference | Boston …and help them learn more, connect the dots! @thePrimacy | @bigbadjeff | thePrimacy.com 31
  • 2013 EduWeb Conference | Boston Narrowing the search via filters… @thePrimacy | @bigbadjeff | thePrimacy.com 32
  • 2013 EduWeb Conference | Boston …and easy-to-decode groups @thePrimacy | @bigbadjeff | thePrimacy.com 33
  • 2013 EduWeb Conference | Boston Did I mention “celebrate” the program? @thePrimacy | @bigbadjeff | thePrimacy.com 34 The global navigation recedes in importance.
  • 2013 EduWeb Conference | Boston This gets more complex as you consider an entire university @thePrimacy | @bigbadjeff | thePrimacy.com 35 Sorts programs by College and alphabetically…
  • 2013 EduWeb Conference | Boston This gets more complex as you consider an entire university @thePrimacy | @bigbadjeff | thePrimacy.com 36 …with visual cues for degree and format type
  • 2013 EduWeb Conference | Boston Program Finders allow for broad and narrow searches @thePrimacy | @bigbadjeff | thePrimacy.com 37 Enables (prospective) students to search for programs across all Colleges based on their status, criteria and interest
  • 2013 EduWeb Conference | Boston Program Finders allow for broad and narrow searches @thePrimacy | @bigbadjeff | thePrimacy.com 38 Enables (prospective) students to search for programs across all Colleges based on their status, criteria and interest
  • 2013 EduWeb Conference | Boston An ambitious effort @thePrimacy | @bigbadjeff | thePrimacy.com 39
  • 2013 EduWeb Conference | Boston Show me. Not sure. Surprise me. @thePrimacy | @bigbadjeff | thePrimacy.com 40
  • 2013 EduWeb Conference | Boston Aligned with the schools “7 skills for success” @thePrimacy | @bigbadjeff | thePrimacy.com 41
  • 2013 EduWeb Conference | Boston Guiding thoughts Don’t make “them” have to figure “you” out. They don’t care which college, school or department the program of study resides. Include one page on your website that lists every major, minor, program of study. Good for SEO (internally and externally). Sets stage to celebrate programs. Sets stage for “connecting the dots”. @thePrimacy | @bigbadjeff | thePrimacy.com 42
  • 2013 EduWeb Conference | Boston @thePrimacy | @bigbadjeff | thePrimacy.com 43 2 VISIT
  • 2013 EduWeb Conference | Boston The campus visit is a primary inflection point for selecting a school @thePrimacy | @bigbadjeff | thePrimacy.com 44 Long understood by every Admissions Director is the clear fact that getting a prospective student on campus for a tour significantly increases the likelihood of enrollment. Yet, many websites do little to incent a campus visit. A missed opportunity is in building the excitement around the campus visit before they arrive.
  • 2013 EduWeb Conference | Boston A few thoughts Quick Rant! Why are Apply and Give buttons everywhere, but not Visit? Most Visit pages do a good job at the “what” and “how” Serve geo-coded content when possible Expand the concept of “the campus visit”  Don’t assume they are here to only schedule an appointment or get directions Use opportunity to differentiate the campus visit @thePrimacy | @bigbadjeff | thePrimacy.com 45
  • 2013 EduWeb Conference | Boston Informational Experiential Transactional @thePrimacy | @bigbadjeff | thePrimacy.com 46 Ideally the “Visit” page is all three
  • 2013 EduWeb Conference | Boston Informational Experiential Transactional @thePrimacy | @bigbadjeff | thePrimacy.com 47
  • 2013 EduWeb Conference | Boston Informational Experiential Transactional @thePrimacy | @bigbadjeff | thePrimacy.com 48
  • 2013 EduWeb Conference | Boston Informational Experiential Transactional @thePrimacy | @bigbadjeff | thePrimacy.com 49
  • 2013 EduWeb Conference | Boston Informational Experiential Transactional @thePrimacy | @bigbadjeff | thePrimacy.com 50
  • 2013 EduWeb Conference | Boston Elevate the right content @thePrimacy | @bigbadjeff | thePrimacy.com 51
  • 2013 EduWeb Conference | Boston A Visit section, versus one long page @thePrimacy | @bigbadjeff | thePrimacy.com 52 Note how they visually break up the content.
  • 2013 EduWeb Conference | Boston Campus Visit page example: before @thePrimacy | @bigbadjeff | thePrimacy.com 53 Informational Experiential Transactional
  • 2013 EduWeb Conference | Boston Campus Visit page example: after @thePrimacy | @bigbadjeff | thePrimacy.com 54 Informational Experiential Transactional
  • 2013 EduWeb Conference | Boston Woven into overall experience @thePrimacy | @bigbadjeff | thePrimacy.com 55
  • 2013 EduWeb Conference | Boston Make the form GREAT! @thePrimacy | @bigbadjeff | thePrimacy.com 56 And make it mobile!
  • 2013 EduWeb Conference | Boston Help the planning process @thePrimacy | @bigbadjeff | thePrimacy.com 57
  • 2013 EduWeb Conference | Boston How does one “visit” an online school? @thePrimacy | @bigbadjeff | thePrimacy.com 58
  • 2013 EduWeb Conference | Boston Visit Page Primary inflection point for college selection Increase experiential nature on website Balance between enticing visitors to tour campus and providing experience for those that cannot Don’t forget mobile Find a way to differentiate Add “Visit” to the footer @thePrimacy | @bigbadjeff | thePrimacy.com 59
  • 2013 EduWeb Conference | Boston @thePrimacy | @bigbadjeff | thePrimacy.com 60 3 SOCIAL
  • 2013 EduWeb Conference | Boston Social landscape challenges @thePrimacy | @bigbadjeff | thePrimacy.com 61 Multiple channels Some get traction, some don’t How many “chicklet” icons can one page fit? Value of driving someone away from your website?
  • 2013 EduWeb Conference | Boston Got social icons on my website? Check. @thePrimacy | @bigbadjeff | thePrimacy.com 62 Are we sending this message? “Thanks for coming, now please leave”
  • 2013 EduWeb Conference | Boston Pulling feeds in, not pushing away @thePrimacy | @bigbadjeff | thePrimacy.com 63
  • 2013 EduWeb Conference | Boston Pulling feeds in, not pushing away @thePrimacy | @bigbadjeff | thePrimacy.com 64
  • 2013 EduWeb Conference | Boston What a difference a year makes 65@thePrimacy | @bigbadjeff | thePrimacy.com
  • 2013 EduWeb Conference | Boston Social Hashboard @thePrimacy | @bigbadjeff | thePrimacy.com 66 Pulls real-time feeds from social media channels (Facebook, Twitter, YouTube) into one aggregated destination.
  • 2013 EduWeb Conference | Boston Knowing when not to follow the masses @thePrimacy | @bigbadjeff | thePrimacy.com 67 After scouring this site this is the ONLY social element found.
  • 2013 EduWeb Conference | Boston YouTube: know the changes 68@thePrimacy | @bigbadjeff | thePrimacy.com Key Attributes: • Brand channel • Well segmented top banner • Well structured playlists • Asset naming and meta data • Closed-captioning • Integration across digital properties Major SEO opportunity
  • 2013 EduWeb Conference | Boston See our blog post: http://ow.ly/kTYGp @thePrimacy | @bigbadjeff | thePrimacy.com 69
  • 2013 EduWeb Conference | Boston Instagram @thePrimacy | @bigbadjeff | thePrimacy.com 70
  • 2013 EduWeb Conference | Boston Look outside education for inspiration 71@thePrimacy | @bigbadjeff | thePrimacy.com
  • 2013 EduWeb Conference | Boston Blogs: still alive and well… and effective 72@thePrimacy | @bigbadjeff | thePrimacy.com Key Attributes: •Home page prominence •Blogger profiles •Well categorized •Effective use of video
  • 2013 EduWeb Conference | Boston Social Media Landing Page (the Voice of your school) Embrace channels; test and learn Integrate with a social strategy, not randomly Create dynamic feeds with official channels Include student and faculty blogs @thePrimacy | @bigbadjeff | thePrimacy.com 73
  • 2013 EduWeb Conference | Boston @thePrimacy | @bigbadjeff | thePrimacy.com 74 4 TOPICS
  • 2013 EduWeb Conference | Boston Eschew organizational boundaries @thePrimacy | @bigbadjeff | thePrimacy.com 75 All schools have topics and themes that make them distinctive. Topics/themes transcend any one part of the organization. Consider ways in which to “celebrate” your school, topically/thematically.
  • 2013 EduWeb Conference | Boston Identify unifying topics across campus @thePrimacy | @bigbadjeff | thePrimacy.com 76
  • 2013 EduWeb Conference | Boston …and then celebrate them @thePrimacy | @bigbadjeff | thePrimacy.com 77
  • 2013 EduWeb Conference | Boston I mean really celebrate them @thePrimacy | @bigbadjeff | thePrimacy.com 78
  • 2013 EduWeb Conference | Boston Another robust approach @thePrimacy | @bigbadjeff | thePrimacy.com 79
  • 2013 EduWeb Conference | Boston Which leads to this… @thePrimacy | @bigbadjeff | thePrimacy.com 80
  • 2013 EduWeb Conference | Boston But where’s the main navigation? @thePrimacy | @bigbadjeff | thePrimacy.com 81
  • 2013 EduWeb Conference | Boston Create your own topic mash-up @thePrimacy | @bigbadjeff | thePrimacy.com 82
  • 2013 EduWeb Conference | Boston Topic Pages @thePrimacy | @bigbadjeff | thePrimacy.com 83 Tear down the organizational barriers. Create pages that address key topics. Use to aggregate access to content found throughout the website.
  • 2013 EduWeb Conference | Boston @thePrimacy | @bigbadjeff | thePrimacy.com 84 5 NUTS AND BOLTS
  • 2013 EduWeb Conference | Boston 404 Error Page @thePrimacy | @bigbadjeff | thePrimacy.com 85 Opportunity for branding, differentiation, wayfinding, memorable moments.
  • 2013 EduWeb Conference | Boston Not really acceptable today… @thePrimacy | @bigbadjeff | thePrimacy.com 86
  • 2013 EduWeb Conference | Boston At least they have something… @thePrimacy | @bigbadjeff | thePrimacy.com 87
  • 2013 EduWeb Conference | Boston Don’t make them go somewhere else @thePrimacy | @bigbadjeff | thePrimacy.com 88
  • 2013 EduWeb Conference | Boston Use as a branding opportunity @thePrimacy | @bigbadjeff | thePrimacy.com 89
  • 2013 EduWeb Conference | Boston Footer @thePrimacy | @bigbadjeff | thePrimacy.com 90 Add high-value page links for Programs of Study, Visit, Apply Reward users that have come this far SEO impact Easy place to tuck your new topic/aggregator links?
  • 2013 EduWeb Conference | Boston “Let me get this straight. You want me to scroll all the way back to the top of the page?” @thePrimacy | @bigbadjeff | thePrimacy.com 91
  • 2013 EduWeb Conference | Boston Straightforward and organized @thePrimacy | @bigbadjeff | thePrimacy.com 92
  • 2013 EduWeb Conference | Boston Icons for visual cues @thePrimacy | @bigbadjeff | thePrimacy.com 93
  • 2013 EduWeb Conference | Boston High value tasks prominent @thePrimacy | @bigbadjeff | thePrimacy.com 94
  • 2013 EduWeb Conference | Boston Help with the home page battles? @thePrimacy | @bigbadjeff | thePrimacy.com 95
  • 2013 EduWeb Conference | Boston Robust but lightweight in code @thePrimacy | @bigbadjeff | thePrimacy.com 96
  • 2013 EduWeb Conference | Boston And we haven’t even talked much about mobile! @thePrimacy | @bigbadjeff | thePrimacy.com 97
  • 2013 EduWeb Conference | Boston Mobile Contact / Inquiry Pages and Forms @thePrimacy | @bigbadjeff | thePrimacy.com 98 Easy to make one-off mobile versions.
  • 2013 EduWeb Conference | Boston @thePrimacy | @bigbadjeff | thePrimacy.com 99
  • 2013 EduWeb Conference | Boston Quick Tangent Before Finishing… @thePrimacy | @bigbadjeff | thePrimacy.com 100
  • 2013 EduWeb Conference | Boston Using high-value “tasks” as organizing principle @thePrimacy | @bigbadjeff | thePrimacy.com 101
  • 2013 EduWeb Conference | Boston FINAL THOUGHTS @thePrimacy | @bigbadjeff | thePrimacy.com 102
  • 2013 EduWeb Conference | Boston Think about… @thePrimacy | @bigbadjeff | thePrimacy.com 103 Program Pages • Celebrate core of what you offer • Help them connect the dots The Campus Visit • Inflection point of selecting a school Social Media • Why do we keep telling people to go away? Topics • Tear down organizational walls Nuts and Bolts • The unsung heroes
  • 2013 EduWeb Conference | Boston Why High Value Look in the middle @thePrimacy | @bigbadjeff | thePrimacy.com 104 Home Page Final calls to action What How The battleground areas
  • 2013 EduWeb Conference | Boston THE HOMEPAGE IS DEAD! LONG LIVE THE HOMEPAGE! @thePrimacy | @bigbadjeff | thePrimacy.com 105
  • 2013 EduWeb Conference | Boston Avoid the home page battleground @thePrimacy | @bigbadjeff | thePrimacy.com 106
  • 2013 EduWeb Conference | Boston THANK YOU @thePrimacy | @bigbadjeff | thePrimacy.com 107 @thePrimacy @bigbadjeff Jeff.Johnson@theprimacy.com