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Creating (or Re-creating) an Adult-Friendly Website

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Completing top tasks is why people come to your website. Explore 20 higher education website pages that help adult students returning to complete degrees accomplish top tasks better than most.

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Creating (or Re-creating) an Adult-Friendly Website

  1. 1. Creating (or Re-creating) an Adult-Friendly Website Education Dynamics – Carol Aslanian Seminar Series Chicago, IL: March 31-April 1, 2011 Bob Johnson Consulting, LLC
  2. 2. Most likely to drive people nuts… Confusing navigation, poor menus and links Bob Johnson Consulting, LLC
  3. 3. Adult students… Large public
  4. 4. Adult students… Small private
  5. 5. Major reason people go to your website… Complete a task Bob Johnson Consulting, LLC
  6. 6. 6 key truths about task completion… <ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul>Bob Johnson Consulting, LLC
  7. 7. The Golden Rule… 5 seconds to connect Bob Johnson Consulting, LLC
  8. 8. April Fool’s Day Special… Don’t Do This! Bob Johnson Consulting, LLC
  9. 9. Large photos obscure navigation… http://ags.wlc.edu/ Bob Johnson Consulting, LLC
  10. 10. Fail to meet likely link expectations… http://www.graduatephiladelphia.org/paying_for_college.asp Bob Johnson Consulting, LLC
  11. 11. Offer choice… deliver none in 7 months http://www.graduatephiladelphia.org/calendar.asp Bob Johnson Consulting, LLC
  12. 12. Print publications online as PDFs… https://uwin.wisconsin.edu/backtocollege.aspx Bob Johnson Consulting, LLC
  13. 13. Organization-centric inquiry forms… http://bit.ly/h6AvuU Bob Johnson Consulting, LLC
  14. 14. Force people to read, not scan… http://bit.ly/fWyNFy Bob Johnson Consulting, LLC
  15. 15. Beyond April 1… Website features to build engagement Bob Johnson Consulting, LLC
  16. 16. Easy to scan = easier to navigate https://uwin.wisconsin.edu/ Bob Johnson Consulting, LLC
  17. 17. Search + site map… http://www.stedwards.edu/siteindex.htm Bob Johnson Consulting, LLC
  18. 18. Highlight a special program… http://www.return.utah.edu/ Bob Johnson Consulting, LLC
  19. 19. Highlight a special program… http://www.unm.edu/graduationproject/ Bob Johnson Consulting, LLC
  20. 20. Easy to scan 5 key points… Bob Johnson Consulting, LLC
  21. 21. Easy to complete admission form… Bob Johnson Consulting, LLC
  22. 22. Highlight a “ReStart” GPA policy… http://clas.uiowa.edu/students/handbook/restart Bob Johnson Consulting, LLC
  23. 23. Online classes = $$$ saved https://uwin.wisconsin.edu/backtocollege.aspx Bob Johnson Consulting, LLC
  24. 24. Clean, brief inquiry form… https://www.scps.nyu.edu/contactUs.htm Bob Johnson Consulting, LLC
  25. 25. Another, with motivation, from DeVry… http://information.devry.edu/us/domestic-request-info?vc=140427 Bob Johnson Consulting, LLC
  26. 26. Tips from a consortium… http://www.graduatephiladelphia.org/ Bob Johnson Consulting, LLC
  27. 27. 16 questions… track with analytics http://www.graduatephiladelphia.org/why_graduate.asp Bob Johnson Consulting, LLC
  28. 28. Pre-app transfer credit review… http://information.devry.edu/us/transfer-students?vc=167161 Bob Johnson Consulting, LLC
  29. 29. Great use of the “you” word… http://www.etowndegrees.com/about-us/overview.asp Bob Johnson Consulting, LLC
  30. 30. “ You”-friendly transfer credit page… http://degreecompletion.stedwards.edu/x157.xml <ul><li>Write like this… </li></ul><ul><ul><li>“ Request a transcript from each college you’ve attended.” </li></ul></ul><ul><li>16 times… </li></ul><ul><ul><li>Use of “you” or “your” on this page </li></ul></ul><ul><li>Abolish… </li></ul><ul><ul><li>“ The student must…” language </li></ul></ul>Bob Johnson Consulting, LLC
  31. 31. Notes on social media… Higher education is not Disney World Bob Johnson Consulting, LLC
  32. 32. Disney World is not real… http://on.fb.me/fhrO7P Bob Johnson Consulting, LLC
  33. 33. Facebook to solve problems… http://on.fb.me/fnTsls Bob Johnson Consulting, LLC
  34. 34. “ Generous transfer credit…” + scholarships http://twitter.com/SNHUTransfer <ul><li>Bio Transfer Admissions @ Southern New Hampshire University. Generous transfer credit policies & up to $18k in scholarships to go on campus, online or on location. </li></ul>Bob Johnson Consulting, LLC
  35. 35. Social mash-up on regular website… http://www.phoenix.edu/students/online_communities.html Bob Johnson Consulting, LLC
  36. 36. Wrapping up… <ul><li>Task completion is the top priority for successful engagement </li></ul><ul><ul><li>Photos, old-style marketing text can prevent task completion </li></ul></ul><ul><li>Clean, simple page design works best </li></ul><ul><li>Text… that people can scan in 5 seconds </li></ul><ul><li>Keep forms customer-centric… short </li></ul><ul><li>Social media for ongoing engagement </li></ul>Bob Johnson Consulting, LLC
  37. 37. 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

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