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Websites and Brand Strength: Achieving a 90% Positive Rating
 

Websites and Brand Strength: Achieving a 90% Positive Rating

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The experience people have at your website shapes what they think of your brand. This presentation reviews how Susquehanna University achieved a 90% positive rating from future students and their ...

The experience people have at your website shapes what they think of your brand. This presentation reviews how Susquehanna University achieved a 90% positive rating from future students and their parents in a Customer Centric Index (CCI) survey of 13 key website characteristics.

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    Websites and Brand Strength: Achieving a 90% Positive Rating Websites and Brand Strength: Achieving a 90% Positive Rating Presentation Transcript

    • Websites & Brand Strength: Achieving a 90% Positive Rating © Robert E. Johnson 2011 J.Boye Philadelphia11 - #jboye11 Philadelphia, PA May 3-5, 2011 Bob Johnson Consulting, LLC
    • Major reason people go to a website… Complete a task Bob Johnson Consulting, LLC
    • 6 key truths about task completion…
      • People are impatient
      • People are impatient
      • People are impatient
      • People are impatient
      • People are impatient
      • People are impatient
      Bob Johnson Consulting, LLC
    • The Golden Rule… 5 seconds to connect Bob Johnson Consulting, LLC
    • Susquehanna University CCI Survey Responses… Future students… 182 responses Parents… 114 responses Bob Johnson Consulting, LLC
    • Few negative votes in any category…
    • 15 higher education results…
    • Content areas…
    • Social areas…
    • Information Architecture areas…
    • “ If there is one improvement you could make to our site, what is it and why would you make it?” Bob Johnson Consulting, LLC
    • From 109 future students… Bob Johnson Consulting, LLC
    • 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, LLC
    • From 53 parents… Bob Johnson Consulting, LLC
    • 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…”
      Bob Johnson Consulting, LLC
    • Exploring the website… Bob Johnson Consulting, LLC
    • Starting with a Google search…
      • “ Admissions & Financial Aid” is a first choice click point
      • “ Susquehanna is a selective college that prepares students for achievement, leadership and service”
      Bob Johnson Consulting, LLC
    • First impression at Admissions… http://www.susqu.edu/admissions/default.asp Bob Johnson Consulting, LLC
    • Lower on the admissions page… Bob Johnson Consulting, LLC
    • A mix of student stories… Bob Johnson Consulting, LLC
    • The “Susquepedia” feature… http://www.susqu.edu/Susquepedia.htm Bob Johnson Consulting, LLC
    • Clean, if long, inquiry form… http://www.susqu.edu/admissions/21880.asp Bob Johnson Consulting, LLC
    • My favorite inquiry form… http://email.blueoxmailbox.com/content/28818/RequestMoreInfo.html Bob Johnson Consulting, LLC
    • Easy-to-scan list of majors, restrained use of top-page photo… Bob Johnson Consulting, LLC
    • Individual academic major pages with consistent navigation… Bob Johnson Consulting, LLC
    • Scholarships, financial aid… http://www.susqu.edu/admissions/FinancialAid.asp Bob Johnson Consulting, LLC
    • Wrapping up…
      • Strong websites have marketing impact on future students and their parents
        • Easy access to consistent academic program information
        • Content is clearly presented, with high use of bullet points and sub-heads
        • Language is for “normal human beings”
      • If asked, visitors suggest improvements
      Bob Johnson Consulting, LLC
    • Special thanks to… Paul M. Novack, Jr. Director of Web Communications Susquehanna University [email_address] Bob Johnson Consulting, LLC
    • Who is Bob Johnson, Ph.D.? www.bobjohnsonconsulting.com
      • Website research… partner w/Gerry McGovern at Customer Carewords, Ltd
      • “ Your Higher Education Marketing Newsletter”… 4,100 subscribers
      • @highedmarketing… 3,600 Twitter followers
      • “ Higher Education Marketing” blog
      • Symposium for the Marketing of Higher Education… chair, 1994 to 2003
      • Ph.D. UMass Amherst… political science
      Bob Johnson Consulting, LLC
    • Bob Johnson Consulting, LLC Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Website Research www.bobjohnsonconsulting.com