Search + Conversion = Results

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How did the University of Texas use conversion to capitalize on its investment in search?

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  • Pharmacy had focused their Web site on
  • Features of new page: Targeted Design (Pictures of People appeal to Humanist Pharmacists) Targeted Navigation (“Alumni and Friends” becomes “Alumni and Giving”) Graduate resources put on Home Page for Pat More news and events featured on home page
  • Additional Features: 360 Video Tours
  • Search + Conversion = Results

    1. 1. Focus the Web Web Sites that Serve the School
    2. 2. The Limits of the Brochure <ul><li>Untargeted Messages </li></ul><ul><li>Reader Cannot Take Action </li></ul><ul><li>Content Focused on Business </li></ul><ul><li>Brochures Do Not Deliver a Services </li></ul>
    3. 3. The Advantages of Action
    4. 4. The Opportunity UT Total: 2% of 141,548
    5. 5. Small Changes, Big Results
    6. 6. Demographics
    7. 7. Their Stories Methodical Competitive Humanist Spontaneous Logical Emotional Quick Decisions Slow Decisions
    8. 8. Information Needs <ul><li>Price sheet </li></ul><ul><li>Testimonial </li></ul><ul><li>Detailed specification </li></ul><ul><li>Educational articles </li></ul><ul><li>Warranty or Guarantee information </li></ul><ul><li>Pictures of employees </li></ul><ul><li>Brochure or report </li></ul><ul><li>Contact information </li></ul><ul><li>Newsletter </li></ul>
    9. 9. A Shift in Focus The Alumni with a Good Salary College of Pharmacy The Graduate Candidate with Industry Experience Ursula the Undergrad
    10. 11. Case Study: College of Pharmacy Humanist Design Targeted Navigation Graduate Programs Featured on Home Page Professor Information Alumni Features
    11. 12. Alumni
    12. 13. Pharmacy Alumni Page Focus on Giving Visual Cues On-going Contact Alumni-related Features
    13. 14. AT&T Conference Center
    14. 15. Targeting the Most Profitable The Profitable Event Planner The Alumni with a College-bound Daughter The Impatient Business Traveler
    15. 16. Removing Blocks to Action
    16. 17. Quick Reservation System Detailed Links Targeted Calls to Action Event Calendars Targeted Calls to Action Text Links Improve Search Phone Number Richer Content

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