Explore a 90% Positive University Website Rating from Future Students & Their Parents © Robert E. Johnson 2011 ACT Enrollm...
Who is Bob Johnson, Ph.D.? www.bobjohnsonconsulting.com <ul><li>Website research… partner w/Gerry McGovern at Customer Car...
Major reason people go to a website… Complete a task Bob Johnson Consulting, LLC
6 key truths about task completion… <ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul><ul><li>...
The Golden Rule… 5 seconds to connect Bob Johnson Consulting, LLC
Susquehanna University  CCI Survey Responses in  2010 & 2011… Future students… 182 & 134  responses Parents… 114 & 153 res...
2010: Few negative votes in any area…
2011: Very similar results…
2011 vs.18 higher education results…
Content areas in 2011…
Social areas in 2011…
Information Architecture areas in 2011…
“ If there is one improvement you could make to our site, what is it and why would you make it?” Bob Johnson Consulting, LLC
2010: From 109 future students… Bob Johnson Consulting, LLC
Selected future student comments… <ul><li>“ Can't think of anything to change, on other college sites it's difficult to fi...
2010: From 53 parents…  Bob Johnson Consulting, LLC
Selected parent comments… <ul><li>“ It is the best of all the colleges we have researched for our son this year, who will ...
Exploring the website… Bob Johnson Consulting, LLC
Starting with a Google search… <ul><li>“ Admissions & Financial Aid” is a first choice click point </li></ul><ul><li>“ Sus...
If you start at the home page… 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
Consistent navigation at academic program pages… Bob Johnson Consulting, LLC
Scholarships, financial aid… http://www.susqu.edu/admissions/FinancialAid.asp Bob Johnson Consulting, LLC
Campus visit details… http://www.susqu.edu/admissions/4640.asp Bob Johnson Consulting, LLC
Outcome stats by academic area… http://www.susqu.edu/admissions/4066.asp Bob Johnson Consulting, LLC
Wrapping up… <ul><li>Strong websites have marketing impact on future students and their parents </li></ul><ul><ul><li>Easy...
Special thanks to… Paul M. Novack, Jr. Director of Web Communications Susquehanna University  [email_address] Bob Johnson ...
Bob Johnson Consulting, LLC Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC Marshall, MI 49068  248.76...
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Explore a 90% Postive University Website Rating from Future Students & Their Parents

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Susquehanna University in 2010 and 2011 undertook a Customer Carewords survey of future students and their parents on to identify what was most liked and disliked. The results were extremely positive

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Explore a 90% Postive University Website Rating from Future Students & Their Parents

  1. 1. Explore a 90% Positive University Website Rating from Future Students & Their Parents © Robert E. Johnson 2011 ACT Enrollment Planners Conference Chicago, IL July 20-22, 2011 Bob Johnson Consulting, LLC
  2. 2. Who is Bob Johnson, Ph.D.? www.bobjohnsonconsulting.com <ul><li>Website research… partner w/Gerry McGovern at Customer Carewords, Ltd </li></ul><ul><li>“ Your Higher Education Marketing Newsletter”… 4,100 subscribers </li></ul><ul><li>@highedmarketing… 3,600 Twitter followers </li></ul><ul><li>“ Higher Education Marketing” blog </li></ul><ul><li>Symposium for the Marketing of Higher Education… chair, 1994 to 2003 </li></ul><ul><li>Ph.D. UMass Amherst… political science </li></ul>Bob Johnson Consulting, LLC
  3. 3. Major reason people go to a website… Complete a task Bob Johnson Consulting, LLC
  4. 4. 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
  5. 5. The Golden Rule… 5 seconds to connect Bob Johnson Consulting, LLC
  6. 6. Susquehanna University CCI Survey Responses in 2010 & 2011… Future students… 182 & 134 responses Parents… 114 & 153 responses Bob Johnson Consulting, LLC
  7. 7. 2010: Few negative votes in any area…
  8. 8. 2011: Very similar results…
  9. 9. 2011 vs.18 higher education results…
  10. 10. Content areas in 2011…
  11. 11. Social areas in 2011…
  12. 12. Information Architecture areas in 2011…
  13. 13. “ If there is one improvement you could make to our site, what is it and why would you make it?” Bob Johnson Consulting, LLC
  14. 14. 2010: From 109 future students… Bob Johnson Consulting, LLC
  15. 15. Selected future student comments… <ul><li>“ 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.” </li></ul><ul><li>“ Make the ‘ majors and minors ’ link on the Admissions… page more prominent.” </li></ul><ul><li>“ It would be nice to see some of the things that each of the majors does in their programs.” </li></ul><ul><li>“ An area on the website where current students rate & describe their experiences with Susquehanna from all aspects of the school.” </li></ul>Bob Johnson Consulting, LLC
  16. 16. 2010: From 53 parents… Bob Johnson Consulting, LLC
  17. 17. Selected parent comments… <ul><li>“ 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.” </li></ul><ul><li>“ Drop-down menus make navigating the website easier.” </li></ul><ul><li>“ One thing that should be easier to find in all web-sites -- is the student profile of the freshman class” </li></ul><ul><li>“ More details on dates and information for accepted students…” </li></ul>Bob Johnson Consulting, LLC
  18. 18. Exploring the website… Bob Johnson Consulting, LLC
  19. 19. Starting with a Google search… <ul><li>“ Admissions & Financial Aid” is a first choice click point </li></ul><ul><li>“ Susquehanna is a selective college that prepares students for achievement, leadership and service” </li></ul>Bob Johnson Consulting, LLC
  20. 20. If you start at the home page… Bob Johnson Consulting, LLC
  21. 21. First impression at Admissions… http://www.susqu.edu/admissions/default.asp Bob Johnson Consulting, LLC
  22. 22. Lower on the admissions page… Bob Johnson Consulting, LLC
  23. 23. A mix of student stories… Bob Johnson Consulting, LLC
  24. 24. The “Susquepedia” feature… http://www.susqu.edu/Susquepedia.htm Bob Johnson Consulting, LLC
  25. 25. Clean, if long, inquiry form… http://www.susqu.edu/admissions/21880.asp Bob Johnson Consulting, LLC
  26. 26. My favorite inquiry form… http://email.blueoxmailbox.com/content/28818/RequestMoreInfo.html Bob Johnson Consulting, LLC
  27. 27. Easy-to-scan list of majors, restrained use of top-page photo… Bob Johnson Consulting, LLC
  28. 28. Consistent navigation at academic program pages… Bob Johnson Consulting, LLC
  29. 29. Scholarships, financial aid… http://www.susqu.edu/admissions/FinancialAid.asp Bob Johnson Consulting, LLC
  30. 30. Campus visit details… http://www.susqu.edu/admissions/4640.asp Bob Johnson Consulting, LLC
  31. 31. Outcome stats by academic area… http://www.susqu.edu/admissions/4066.asp Bob Johnson Consulting, LLC
  32. 32. Wrapping up… <ul><li>Strong websites have marketing impact on future students and their parents </li></ul><ul><ul><li>Easy access to consistent academic program information </li></ul></ul><ul><ul><li>Content is clearly presented, with high use of bullet points and sub-heads </li></ul></ul><ul><ul><li>Language is for “normal human beings” </li></ul></ul><ul><li>If asked, visitors suggest improvements </li></ul>Bob Johnson Consulting, LLC
  33. 33. Special thanks to… Paul M. Novack, Jr. Director of Web Communications Susquehanna University [email_address] Bob Johnson Consulting, LLC
  34. 34. 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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