7 Habits Of HE Websites

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PPT slides from a recent webinar I attended on HE websites. Some interesting content...

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7 Habits Of HE Websites

  1. 1. The 7 Habits of Highly Effective Higher Education Websites<br />Jo Bridger, Head of Marketing, Eduserv<br />Chris Vezey, Sales Director, Sitecore<br />
  2. 2. Some Educational Institutions<br />See www.sitecore.net<br />
  3. 3. Introduction to the 7 Habits<br /><ul><li>Steven Covey’s book, “The 7 Habits of Highly Effective People” (Simon & Schuster, 1989)
  4. 4. Apply the same rules to your website
  5. 5. Your website is a mechanism to build and grow an online relationship with your audience</li></li></ul><li>The Value Gap<br />If you had a resource that could…<br />Increase student retention<br />Deliver more applicants<br />Create more loyal and repeat donations<br />Lower cost of admission <br />Result in more profitable students<br />Would you make use of it?<br />
  6. 6. Most Higher Education Websites are Untapped Resources<br />Higher Education institutions’ websites in the UK have over 30 target markets<br />Alumni<br />Business Partners<br />Media<br />Research Community<br />Prospective students (domestic and overseas)<br />Current Students<br />Recruiters / Future Employers<br />
  7. 7. Audience Poll…<br />How long does it currently take to make updates or changes to your public-facing website?<br /><ul><li>Hours
  8. 8. Days
  9. 9. Weeks</li></li></ul><li>Habit #1 Your Visitors are in Charge <br />Listen and respond to your visitors’ needs<br />Learn how to learn <br />Optimisevisitor tasks<br />Analytics only tell part of the story<br />The visitor is always right<br />Become adaptive - Learn and evolve <br />CMS to the rescue<br />Prioritisehigh value content (that user behavior shows you)<br />Benefits<br />Creating a visitor-centric website to drive return visits<br />This creates:<br />Better recruiting intelligence<br />Higher conversion rates <br />Targeted student recruitment: Geography and talent<br />
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  12. 12. Audience Poll…<br />Do you set and measure goals on your website?<br /><ul><li>Yes
  13. 13. No
  14. 14. Don’t know</li></li></ul><li>Habit #2 Create Goal-Driven Sites<br />Not as obvious as you think<br />Most websites still behave like single dimensional marketing literature <br />Lack focused calls for action<br />Leverage the advantages of the web<br />Ask yourself…<br />What should users achieve on this website? <br />What different types of goals do they have?<br />Benefits<br />Provide focus and direction into every piece of content and functionality<br />Higher conversion rates on requested and submitted applications <br />Create strong parental involvement<br />Reduce fallout rates<br />
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  16. 16. Habit #3 PrioritiseYour Visitors’ Experiences<br />Balance user experiences with website goals<br />User experience must be first priority<br />Create value<br />Provide what visitors need, or what they didn’t even know they needed<br />Benefits<br />Increased retention<br />Lower cost of communication<br />Recruit higher quality students<br />Increase university/college reputation and perception<br />
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  18. 18. Habit #4 Drive Value for Your Visitors <br />Provide value<br />Drive value; understand what they need and deliver it quickly<br />Demonstrate utility of the information they provide<br />Benefits<br />Creates stronger collaboration <br />Builds goodwill <br />Stronger relationships for increased retention<br />
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  20. 20. Habit #5 Know where your visitor struggles<br />Examine and evaluate what does not work<br />Find the holes<br />Identify what visitors seek, but can’t find<br />Elicit feedback <br />Offer expertise<br />Benefits<br />Help your students and prospects learn how to engage with you <br />Lower customer support costs<br />Stronger recruiting intelligence<br />Competitive parity or advantage<br />
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  22. 22. Audience Poll…<br />Do you collect feedback from your website users?<br /><ul><li>Yes, regularly
  23. 23. Yes, occasionally
  24. 24. No
  25. 25. Don’t know</li></li></ul><li>Habit #6 Create the dialogue with your visitor<br />Create an ongoing conversation<br />Use personalisationto have an ongoing dialogue<br />Episodic marketing can expand relationships<br />Targeted calls-to-action<br />Utilisesegmentation messaging<br />Benefits<br />Creates value<br />Expands the relationship<br />Increased student quality<br />Higher retention rates<br />
  26. 26. The University of Southern Denmark upgraded its Sitecore CMS in just one week. Having ½ million unique items and 800 editors working on content on a daily basis was no problem.<br />
  27. 27. Habit #7 OptimiseYour Website with the Power of A/B Split Testing<br />Marketers love metrics<br />Use test and control mechanisms to analysemarketing effectiveness<br />Learn what is working and what is not<br />Prototype the customer response to new messaging and imagery<br />Benefits<br />Actionable knowledge of what is working on your website<br />A low-cost channel for measuring marketing effectiveness<br />Understand your segments more effectively<br />
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  29. 29. The Seven Habits<br />Your Visitors Are in Charge<br />Create Goal-Driven Sites<br />PrioritiseYour Visitors’ Experience<br />Drive Value for Your Visitors<br />Know What Your Visitors Want<br />Create a Dialogue with Your Visitors<br />OptimiseYour Site with the Power of A/B Split Testing<br />
  30. 30. Putting the Habits to Work<br />Expect more from your website<br />Drive more value by implementing these seven habits<br />CMS Technology can support these goals<br />

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