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Maximize ROI of UI in higher ed lead generation.

Maximize ROI of UI in higher ed lead generation.

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Transcript

  • 1. MAXIMIZING THE ROI OF UIANDRES ZAPATASVP STRATEGY, PARTER#ROIOFUI @IDUXWATCH
  • 2. 2CAN YOU FIND THEM?
  • 3. 3ARE THEY PAYING ATTENTION? idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 4. 4
  • 5. 5HOW DO THEY LEARN ABOUT SCHOOLS? Source: Noel-Levitz 2010 “E- Expectations” Survey of 1000 College- Bound Seniors idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 6. 6UNDERGRADUATE DECISION PROCESS & others Influencers self adver9sing direct
(email,
print,
phone,
etc.) influencers search influencers social
media/peers web
siteANen9on Interest Refinement Applica9on Acceptance Enrollment“geIng
on
the
radar” “making
it
on
the
list” “making
the
cut” “taking
the
plunge” “decision
9me!”•
experience •
cost •
financial
aid
availability •
financial
aid
availability •
financial
aid
offer•
reputa9on •
geography •
campus
visit •
cost •
other
acceptances•
awareness •
majors •
personal
experience •
brand
experience •
ongoing
personal
contact•
3rd
party
ra9ngs •
academics
 •
academics
 •
personal
contact •
peers•
peers •
campus
characteris9cs •
campus
characteris9cs •
family
influence•
family/influencers •
peers •
peers objec9ve Decision
Factors individual idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 7. 7Higher Education Prospective Student Funnel Public RelationsTV Radio Display Advertising Direct to Website Consumer SEM Info RequestAwareness Leads Landing Page Apply Enroll SEO Social Media SocialAct™ Marketing Main Site Trade Show Open House Out of Home PrintAdvertising idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 8. 7Higher Education Prospective Student Funnel Public RelationsTV Radio Display Advertising Direct to Website Consumer SEM Info RequestAwareness Leads Landing Page Apply Enroll SEO Social Media SocialAct™ Marketing Main Site Trade Show Open House Out of Home PrintAdvertising idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 9. 7Higher Education Prospective Student Funnel Public RelationsTV Radio Display Advertising Direct to Website Consumer SEM Info RequestAwareness Leads Landing Page Apply Enroll SEO Social Media SocialAct™ Marketing Main Site Trade Show Open House Out of Home PrintAdvertising idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 10. 7Higher Education Prospective Student Funnel Public RelationsTV Radio Display Advertising Direct to Website Consumer SEM Info RequestAwareness Leads Landing Page Apply Enroll SEO Social Media SocialAct™ Marketing Main Site Trade Show Open House Out of Home PrintAdvertising idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 11. 7Higher Education Prospective Student Funnel Public RelationsTV Radio Display Advertising Direct to Website Consumer SEM Info RequestAwareness Leads Landing Page Apply Enroll SEO Social Media SocialAct™ Marketing Main Site Trade Show Open House Out of Home PrintAdvertising idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 12. 7Higher Education Prospective Student Funnel Public RelationsTV Radio Display Advertising Direct to Website Consumer SEM Info RequestAwareness Leads Landing Page Apply Enroll SEO Social Media SocialAct™ Marketing Main Site Trade Show Open House Out of Home PrintAdvertising idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 13. 8 What if there was away to easily improve performance?
  • 14. 9Results
  • 15. 9Des ign Results
  • 16. 9 Results t t en on C i gn es D
  • 17. 9 sa ct io n Results an Tr t t en on C i gn es D
  • 18. 10idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 19. 10C on te n tidfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 20. 11They don’t read, they skim.
  • 21. 12 Answer theimportant stuff first.
  • 22. 13Outcomes matter.
  • 23. 14Differentiate on what they care about.
  • 24. 15Give it to ‘em straight.
  • 25. 16Connect the dots.
  • 26. 17Remember the dream... and the experience.
  • 27. 18What works best onlineis that which can only work online.
  • 28. 20Be honest, it works.
  • 29. 21Oh, and yeah, SEO!
  • 30. 22 “CATCH”idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 31. 22Des ign “CATCH” idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 32. 22Des ign “CATCH” Credibility, Aesthetic- Usability Effect, Typography, Chunking, and Hierarchy idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 33. 23CREDIBILITY1. EASY TO VERITY INFORMATION2. THERE IS A MAN “BEHIND THE CURTAIN”3. HIGHLIGHT ATTRIBUTES/DIFFERENTIATORS4. BE HONEST AND TRUSTWORTHY (HUMAN)5. PROFESSIONAL DESIGN (AKA CONVENTIONS)6. EASE OF USE7. EASE OF CONTACT/FEEDBACK8. KEEP CONTENT CURRENT9. DIAL-DOWN THE SALES-Y HYPE10.AVOID ERRORS, EXCEL IN ERROR RECOVERY
  • 34. 23CREDIBILITY1. EASY TO VERITY INFORMATION2. THERE IS A MAN “BEHIND THE CURTAIN”3. HIGHLIGHT ATTRIBUTES/DIFFERENTIATORS4. BE HONEST AND TRUSTWORTHY (HUMAN)5. PROFESSIONAL DESIGN (AKA CONVENTIONS) Users form opinions in6. EASE OF USE less than 1/20 of second. Make it count!7. EASE OF CONTACT/FEEDBACK8. KEEP CONTENT CURRENT9. DIAL-DOWN THE SALES-Y HYPE10.AVOID ERRORS, EXCEL IN ERROR RECOVERY
  • 35. 24AESTHETIC-USABILITY EFFECTPrettier designs are perceived as easier to usethan less pretty designs. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 36. 24AESTHETIC-USABILITY EFFECTPrettier designs are perceived as easier to usethan less pretty designs. “Wash and polish your car: doesnt it drive better?” idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 37. 24AESTHETIC-USABILITY EFFECTPrettier designs are perceived as easier to usethan less pretty designs. “Wash and polish your car: doesnt it drive better?” idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 38. 24AESTHETIC-USABILITY EFFECTPrettier designs are perceived as easier to usethan less pretty designs. “Wash and polish your car: doesnt it drive better?” idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 39. 24AESTHETIC-USABILITY EFFECTPrettier designs are perceived as easier to usethan less pretty designs. “Wash and polish your car: Less is better, use space to balance, don’t forget about textures! doesnt it drive better?” idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 40. 25TYPOGRAPHY“95% of the information on the web is written language. It is only logical tosay that a web designer should get good training in the main discipline ofshaping written information, in other words: Typography.” idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 41. 25TYPOGRAPHY“95% of the information on the web is written language. It is only logical tosay that a web designer should get good training in the main discipline of are Letter formsshaping written information, in other words: Typography.” beautiful, don’t stretch, squish, or skew. Have courage and make idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 42. 26CHUNKINGCombining many units of information intofewer groups of information. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 43. 26CHUNKINGCombining many units of information intofewer groups of information. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 44. 26CHUNKINGCombining many units of information intofewer groups of information. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 45. 26CHUNKINGCombining many units of information intofewer groups of information. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 46. 26CHUNKINGCombining many units of information intofewer groups of information. Use space, color, value, lines, contrast, gradients, and shape to create chunks. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 47. 27idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 48. 28HIERARCHYUse hierarchical organization to simplify complexity idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 49. 28HIERARCHYUse hierarchical organization to simplify complexity Nests idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 50. 28HIERARCHYUse hierarchical organization to simplify complexity Nests Trees idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 51. 28HIERARCHYUse hierarchical organization to simplify complexity Nests Trees Stairs idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 52. 29HIERARCHY idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 53. 29HIERARCHYThe most important stuff should be big idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 54. 29HIERARCHYThe most important stuff should be bigThen, as smaller as it becomes less high-level idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 55. 29HIERARCHYThe most important stuff should be bigThen, as smaller as it becomes less high-levelAnd even smaller as you arrive to the lowest level of detail. Yep, and even smaller as you arrive to the lowestlevel of detail. And even smaller as you arrive to the lowest level of detail. Yep, and even smaller as you arriveto the lowest level of detail. And even smaller as you arrive to the lowest level of detail. And even smaller asyou arrive to the lowest level of detail. And even smaller as you arrive to the lowest level of detail. And evensmaller as you arrive to the lowest level of detail.And even smaller as you arrive to the lowest level of detail. Yep, and even smaller as you arrive to the lowestlevel of detail. And even smaller as you arrive to the lowest level of detail. And even smaller as you arrive tothe lowest level of detail. Yep, and even smaller as you arrive to the lowest level of detail. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 56. 29HIERARCHYThe most important stuff should be bigThen, as smaller as it becomes less high-levelAnd even smaller as you arrive to the lowest level of detail. Yep, and even smaller as you arrive to the lowestlevel of detail. And even smaller as you arrive to the lowest level of detail. Yep, and even smaller as you arriveto the lowest level of detail. And even smaller as you arrive to the lowest level of detail. And even smaller asyou arrive to the lowest level of detail. And even smaller as you arrive to the lowest level of detail. And evensmaller as you arrive to the lowest level of detail.And even smaller as you arrive to the lowest level of detail. Yep, and even smaller as you arrive to the lowestlevel of detail. And even smaller as you arrive to the lowest level of detail. And even smaller as you arrive tothe lowest level of detail. Yep, and even smaller as you arrive to the lowest level of detail. Use space, color, and weight to create hierarchy. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 57. 30idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 58. 31idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 59. 32“PACED” idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 60. Tr 32an s ac tio n “PACED” idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 61. Tr 32an s ac tio n “PACED” Progressive Disclosure, Affordance, Conventions, Error Recovery, Date then Marry. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 62. 33PROGRESSIVE DISCLOSEHide complexity until requested. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 63. 33PROGRESSIVE DISCLOSEHide complexity until requested. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 64. 34AFFORDANCEPhysical characteristics influence function. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 65. 34AFFORDANCEPhysical characteristics influence function. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 66. 34AFFORDANCEPhysical characteristics influence function. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 67. 34AFFORDANCEPhysical characteristics influence function. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 68. 34AFFORDANCEPhysical characteristics influence function. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 69. 34AFFORDANCEPhysical characteristics influence function. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 70. 34AFFORDANCEPhysical characteristics influence function. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 71. 35CONVENTION
  • 72. 35CONVENTION
  • 73. 35CONVENTIONOligopoly
  • 74. 36CONVENTIONS idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 75. 37ERROR RECOVERY idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 76. 37ERROR RECOVERY idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 77. 38DATE THEN MARRY idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 78. 38DATE THEN MARRY idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 79. 38DATE THEN MARRY 60% increase idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 80. 39ROI of UIidfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 81. 39 ROI of UIROI = RETURN ÷ COST idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 82. 39 ROI of UIROI = RETURN ÷ COST Return = Gain - Cost idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 83. 40EXAMPLE
  • 84. 40EXAMPLE• TRADITIONAL MONTHLY INVESTMENT = $10K• TRADITIONAL MONTHLY RESULTS = 500 LEADS• COST PER LEAD = $20
  • 85. 40EXAMPLE• TRADITIONAL MONTHLY INVESTMENT = $10K• TRADITIONAL MONTHLY RESULTS = 500 LEADS• COST PER LEAD = $20 Introduce Change
  • 86. 40EXAMPLE• TRADITIONAL MONTHLY INVESTMENT = $10K• TRADITIONAL MONTHLY RESULTS = 500 LEADS• COST PER LEAD = $20 Introduce Change• CHANGES = $5,000• TRADITIONAL MONTHLY INVESTMENT = $10K• NEW MONTHLY RESULTS = 600 LEADS•
  • 87. 41MARGINAL ROI• MONTH 2+ COST PER LEAD = $16.66• MARGINAL VALUE PER LEAD IMPROVEMENT $8.34
  • 88. 42PARTING SHOTS idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 89. 42PARTING SHOTS Be measured. Do A+B Testing. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 90. 42PARTING SHOTS Be measured. Do A+B Testing. Check your ego and don’t fall in love. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 91. 42PARTING SHOTS Be measured. Do A+B Testing. Check your ego and don’t fall in love. Make decisions on facts, not opinion. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 92. 42PARTING SHOTS Be measured. Do A+B Testing. Check your ego and don’t fall in love. Make decisions on facts, not opinion. Pay attention. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 93. 43MORE ON THIS TOPIC... idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
  • 94. LET’S TALK!