Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Top Task Content & Design:
A Strategy for Website
Marketing Success©RobertE.Johnson,Ph.D.2016
BOB JOHNSON, PH.D.
EDUWEB DI...
Let’s start here…
“Brand is Experience in
the Digital Age”
Nielsen Norman Group, July 2016
https://www.nngroup.com/article...
And here…
“The first requirement…
is to meet the exact
needs of the customer,
without fuss or bother.”
Don Norman & Jakob ...
1. Why a “top tasks”
strategy?
BOB JOHNSON CONSULTING, LLC 4
Most important marketing
question for your website…
How easily can people
do what they want to
do at your website?
BOB JOH...
Most common website problem
area for every audience…
Menus and links…
people can’t find the
path to task
completion.
BOB J...
Solution requires top task
research…
400+ Surveys.
400,000 Voters.
34 Languages.
BOB JOHNSON CONSULTING, LLC 7
Content & design goal…
Simpler.
Clearer.
Faster.
BOB JOHNSON CONSULTING, LLC 9
2013 Design Museum Award
Winner…
http://www.wired.co.uk/article/design-of-the-year
BOB JOHNSON CONSULTING, LLC 10
It begins with a CCI survey…
http://www.customercentricindex.com/
BOB JOHNSON CONSULTING, LLC 11
“Top Task” benefits…
IMPROVED VISITOR EXPERIENCES.
STRONGER BRAND REPUTATION & RESPECT.
HIGHER STUDENT RECRUITMENT
CONVERS...
Keep. It. Simple.
What do most people
want from your
website?
Fast task completion.
BOB JOHNSON CONSULTING, LLC 13
The Golden Rule…
<5 seconds to connect
as a page opens.
BOB JOHNSON CONSULTING, LLC 14
Most important website design
goal…
Quick identification of
the path to top tasks.
BOB JOHNSON CONSULTING, LLC 15
Attention to Jakob Nielsen…
http://www.nngroup.com/articles/university-sites/
TOP 10 DESIGN
GUIDELINES…
MY FAVORITES…
#5
◦...
Effective content strategy…
Requires knowing top
tasks for each
audience.
BOB JOHNSON CONSULTING, LLC 17
Success!
People talk
about how
simple &
clean & quick
your website
is for task
completion.
BOB JOHNSON CONSULTING, LLC 18
2. Top Task
Research Path…
3 TO 5 TASKS ALWAYS DOMINATE
FROM LISTS OF 60 TO 100
POSSIBILITIES.
BOB JOHNSON CONSULTING, LLC...
Guide to the research…
http://www.customercarewords.com/top-tasks-identification-overview/
BOB JOHNSON CONSULTING, LLC 20
Top Task ID
path…
process…
Create a Long
List, 300 – 400.
Reduce to 60
to 100 tasks.
Share with key
stakeholders.
Survey.
...
Key steps at the start…
Cast a wide net for input among stake holders so
that nobody important to web content decisions is...
Other steps to build the long list…
1. Review your website for current tasks.
2. Review 3 to 5 competitor websites.
3. Rev...
Pick “Top Five” tasks…
BOB JOHNSON CONSULTING, LLC 24
Expect results like this…
BOB JOHNSON CONSULTING, LLC 25
Please choose and score the TOP FIVE tasks from the list below
that best describe what is important to you when choosing t...
Option: do a “team” survey…
BOB JOHNSON CONSULTING, LLC 27
And now…
Let’s exercise.
Are we…
Current Students or Faculty &
Staff or Alumni?
BOB JOHNSON CONSULTING, LLC 28
Steps for list building exercise:
stakeholders
1. You have a 3 x 5 card.
2. Think as (faculty & staff), (current student),...
Top future student tasks…
“Traditional” undergrad students…
◦ Academic programs
◦ Costs & financial aid
◦ Investment retur...
Among bottom “adult” 20 tasks…
Social media connections
Info about alumni, presidents, and deans
School news
Profiles and ...
3. Reviewing Higher
Education
examples…
TASK-ORIENTED EXAMPLES FROM
THROUGHOUT THE UNIVERSITY.
BOB JOHNSON CONSULTING, LLC...
Home pages…
BOB JOHNSON CONSULTING, LLC 33
Top tasks link collections…
http://umanitoba.ca/
BOB JOHNSON CONSULTING, LLC 34
Words lead over images…
http://www.gla.ac.uk/
BOB JOHNSON CONSULTING, LLC 35
Finding top tasks via “search”…
http://www.xavier.edu/
BOB JOHNSON CONSULTING, LLC ... @HIGHEDMARKETING 36
“Estimate cost and aid”…
http://www.lynn.edu/
BOB JOHNSON CONSULTING, LLC 37
Carousel co-existence…
https://www.vu.edu.au/
BOB JOHNSON CONSULTING, LLC 38
University of Ottawa in 2014…
https://www.uottawa.ca/en
In 2016, task approach is gone…
BOB JOHNSON CONSULTING, LLC 40
Student recruitment…
BOB JOHNSON CONSULTING, LLC 41
Tasks change in the admissions cycle…
http://www.esu.edu/admissions
BOB JOHNSON CONSULTING, LLC 42
Rapid 7-step cost estimator…
http://www.wellesley.edu/admission/affordable/myintuition
BOB JOHNSON CONSULTING, LLC ... @HI...
Fast scholarship qualification…
http://scholarships.eku.edu/estimator
BOB JOHNSON CONSULTING, LLC 44
Online transfer credit information…
https://www.franklin.edu/transfer-credit-college-course-equivalency-tool
BOB JOHNSON C...
Alumni careers by academic major…
http://www.colgate.edu/distinctly-colgate/success-after-colgate
BOB JOHNSON CONSULTING, ...
Brief forms increase inquiries…
https://admission.stmarytx.edu/#contact
BOB JOHNSON CONSULTING, LLC 47
Professional schools keep it simple…
http://bit.ly/1aDruV9
BOB JOHNSON CONSULTING, LLC 48
Advancement & alumni…
BOB JOHNSON CONSULTING, LLC 49
27 alumni tasks get center position…
http://alumni.psu.edu/
BOB JOHNSON CONSULTING, LLC 50
Alumni networking task…
http://apps.carleton.edu/alumni/
BOB JOHNSON CONSULTING, LLC 51
Easy to scan key campaign numbers…
http://www.giveto.pitt.edu/campaign/data
BOB JOHNSON CONSULTING, LLC 52
Annual fund giving options…
https://www.bu.edu/campaign/ways-of-giving/annual-fund/
BOB JOHNSON CONSULTING, LLC 53
Top tasks for alumni accounts…
http://www.alumni.hbs.edu/lefa/
BOB JOHNSON CONSULTING, LLC 54
Academic programs & Services…
BOB JOHNSON CONSULTING, LLC 55
Top tasks for study abroad…
http://studyabroad.arcadia.edu/
BOB JOHNSON CONSULTING, LLC 56
6 important library tasks…
http://www.stritch.edu/library/
BOB JOHNSON CONSULTING, LLC 57
International student top tasks…
http://www.uio.no/english/student-life/
BOB JOHNSON CONSULTING, LLC 58
Quick facts with unusual clarity…
https://www.transy.edu/about/facts.htm
BOB JOHNSON CONSULTING, LLC 59
Important faculty details…
http://www.middlebury.edu/academics/enam/faculty
BOB JOHNSON CONSULTING, LLC 60
4. CCI: Starting your
research…
WWW.CUSTOMERCENTRICINDEX.COM
BOB JOHNSON CONSULTING, LLC 61
Opening
view…
Upper right,
you will
always be
able to view
past surveys
completed.
BOB JOHNSON CONSULTING, LLC 62
Questions
you can’t
change…
• Same for each
audience.
• “Three
factors”
selection is
most
important.
• Quick, gut
reaction...
13
Positive,
13
Negative…
• Appearance
order varies
with each
person.
• Takes just a few
seconds to scan
& select.
• “Don’...
If you use
these…
• Country
• Age
• Keep the
survey as
short as
possible.
BOB JOHNSON CONSULTING, LLC 65
Important
section…
• “If you
could
change one
thing about
our website,
what would
you change
and why?”
BOB JOHNSON CONSULT...
Different
groups in
same
survey…
• Faculty &
staff
• Current
student
• Future
student
• Alumni
BOB JOHNSON CONSULTING, LLC...
Survey settings to select…
BOB JOHNSON CONSULTING, LLC 68
Link you will send to survey
takers…
BOB JOHNSON CONSULTING, LLC 69
5. Wrapping up…
6 KEY POINTS TO REMEMBER
BOB JOHNSON CONSULTING, LLC 70
Top task steps to remember…
For any audience, 3 to 5 tasks stand out as most important.
People should see top tasks immedi...
Case study to review…
HTTP://BIT.LY/2A2NU7H HTTP://BIT.LY/2AAPSL7
BOB JOHNSON CONSULTING, LLC 72
Join the
LinkedIn Top
Tasks Group…
• “Top Tasks:
Higher
Education
Website
Content”
• Private group,
by invitation.
BOB JOH...
Thanks for being
here in Denver!
BOB JOHNSON, PH.D.
BOB@BOBJOHNSONCONSULTING.COM
WWW.BOBJOHNSONCONSULTING.COM
@HIGHEDMARKE...
Top Task Content & Design: A Strategy for Website Marketing Success
Upcoming SlideShare
Loading in …5
×

Top Task Content & Design: A Strategy for Website Marketing Success

1,435 views

Published on

Marketing priorities at most colleges and universities are driven by the need to maintain or increase enrollment in a challenging competitive environment. Success depends greatly on the experience potential students have on college and university websites, especially on their first visit. More than 20 percent of potential students who have a bad first experience will leave and never return.

Anyone who works on website content and design is an important part of the marketing team.

This 3 hour workshop is designed to boost the marketing strength of higher education websites by increasing the satisfaction of potential students when they visit your website in search of content important to them, often staying in the now proverbial “stealth” mode. Use of a “top tasks” approach is key to creating content and navigation that is easy to find, easy to review, and easy to understand. Before we can implement a “user first” approach to web design and content creation we have to know what tasks our visitors want to complete on our websites.

Published in: Business
  • Be the first to comment

Top Task Content & Design: A Strategy for Website Marketing Success

  1. 1. Top Task Content & Design: A Strategy for Website Marketing Success©RobertE.Johnson,Ph.D.2016 BOB JOHNSON, PH.D. EDUWEB DIGITAL SUMMIT DENVER, CO: AUGUST 1-3, 2016 BOB JOHNSON CONSULTING, LLC 1
  2. 2. Let’s start here… “Brand is Experience in the Digital Age” Nielsen Norman Group, July 2016 https://www.nngroup.com/articles/brand-experience-ux/ BOB JOHNSON CONSULTING, LLC 2
  3. 3. And here… “The first requirement… is to meet the exact needs of the customer, without fuss or bother.” Don Norman & Jakob Nielsen BOB JOHNSON CONSULTING, LLC 3
  4. 4. 1. Why a “top tasks” strategy? BOB JOHNSON CONSULTING, LLC 4
  5. 5. Most important marketing question for your website… How easily can people do what they want to do at your website? BOB JOHNSON CONSULTING, LLC 5
  6. 6. Most common website problem area for every audience… Menus and links… people can’t find the path to task completion. BOB JOHNSON CONSULTING, LLC 6
  7. 7. Solution requires top task research… 400+ Surveys. 400,000 Voters. 34 Languages. BOB JOHNSON CONSULTING, LLC 7
  8. 8. Content & design goal… Simpler. Clearer. Faster. BOB JOHNSON CONSULTING, LLC 9
  9. 9. 2013 Design Museum Award Winner… http://www.wired.co.uk/article/design-of-the-year BOB JOHNSON CONSULTING, LLC 10
  10. 10. It begins with a CCI survey… http://www.customercentricindex.com/ BOB JOHNSON CONSULTING, LLC 11
  11. 11. “Top Task” benefits… IMPROVED VISITOR EXPERIENCES. STRONGER BRAND REPUTATION & RESPECT. HIGHER STUDENT RECRUITMENT CONVERSIONS. BOB JOHNSON CONSULTING, LLC 12
  12. 12. Keep. It. Simple. What do most people want from your website? Fast task completion. BOB JOHNSON CONSULTING, LLC 13
  13. 13. The Golden Rule… <5 seconds to connect as a page opens. BOB JOHNSON CONSULTING, LLC 14
  14. 14. Most important website design goal… Quick identification of the path to top tasks. BOB JOHNSON CONSULTING, LLC 15
  15. 15. Attention to Jakob Nielsen… http://www.nngroup.com/articles/university-sites/ TOP 10 DESIGN GUIDELINES… MY FAVORITES… #5 ◦ “Make it easy to view a list of majors and programs.” #8 ◦ “Follow the user journey: check the main tasks for each of your audiences.” #9 ◦ “Beware the perils of making your website ‘cool.’“ BOB JOHNSON CONSULTING, LLC 16
  16. 16. Effective content strategy… Requires knowing top tasks for each audience. BOB JOHNSON CONSULTING, LLC 17
  17. 17. Success! People talk about how simple & clean & quick your website is for task completion. BOB JOHNSON CONSULTING, LLC 18
  18. 18. 2. Top Task Research Path… 3 TO 5 TASKS ALWAYS DOMINATE FROM LISTS OF 60 TO 100 POSSIBILITIES. BOB JOHNSON CONSULTING, LLC 19
  19. 19. Guide to the research… http://www.customercarewords.com/top-tasks-identification-overview/ BOB JOHNSON CONSULTING, LLC 20
  20. 20. Top Task ID path… process… Create a Long List, 300 – 400. Reduce to 60 to 100 tasks. Share with key stakeholders. Survey. BOB JOHNSON CONSULTING, LLC 21
  21. 21. Key steps at the start… Cast a wide net for input among stake holders so that nobody important to web content decisions is left out. First list can be as many as 300 to 400 possible tasks for the survey. (You will have many duplicates.) Small group of 5 to 10 people to select deletions. (First 50% is usually easy.) Your goal: Agree on 60 to 100 tasks for survey. Share final survey list with key stakeholders. BOB JOHNSON CONSULTING, LLC 22
  22. 22. Other steps to build the long list… 1. Review your website for current tasks. 2. Review 3 to 5 competitor websites. 3. Review search terms used on key website pages. 4. Track questions received from an audience for past 3 months. (Email, phone, in-person.) BOB JOHNSON CONSULTING, LLC 23
  23. 23. Pick “Top Five” tasks… BOB JOHNSON CONSULTING, LLC 24
  24. 24. Expect results like this… BOB JOHNSON CONSULTING, LLC 25
  25. 25. Please choose and score the TOP FIVE tasks from the list below that best describe what is important to you when choosing to go to university. BOB JOHNSON CONSULTING, LLC 26 0 100 200 300 400 500 600 700 800 1 6 11 16 21 26 31 36 41 46 51 56 Vote Tasks
  26. 26. Option: do a “team” survey… BOB JOHNSON CONSULTING, LLC 27
  27. 27. And now… Let’s exercise. Are we… Current Students or Faculty & Staff or Alumni? BOB JOHNSON CONSULTING, LLC 28
  28. 28. Steps for list building exercise: stakeholders 1. You have a 3 x 5 card. 2. Think as (faculty & staff), (current student), (alumnus). 3. List 5 to 8 tasks you think the survey audience wants to complete on your website. 4. Rank these tasks in order of importance. 5. Each person: Report your top task. 6. We compare top tasks reported. 7. What rank did others give these tasks? BOB JOHNSON CONSULTING, LLC 29
  29. 29. Top future student tasks… “Traditional” undergrad students… ◦ Academic programs ◦ Costs & financial aid ◦ Investment return after graduating “Adult” students add these… ◦ Time to complete a program ◦ Flexible scheduling BOB JOHNSON CONSULTING, LLC 30
  30. 30. Among bottom “adult” 20 tasks… Social media connections Info about alumni, presidents, and deans School news Profiles and connections to current students BOB JOHNSON CONSULTING, LLC 31
  31. 31. 3. Reviewing Higher Education examples… TASK-ORIENTED EXAMPLES FROM THROUGHOUT THE UNIVERSITY. BOB JOHNSON CONSULTING, LLC 32
  32. 32. Home pages… BOB JOHNSON CONSULTING, LLC 33
  33. 33. Top tasks link collections… http://umanitoba.ca/ BOB JOHNSON CONSULTING, LLC 34
  34. 34. Words lead over images… http://www.gla.ac.uk/ BOB JOHNSON CONSULTING, LLC 35
  35. 35. Finding top tasks via “search”… http://www.xavier.edu/ BOB JOHNSON CONSULTING, LLC ... @HIGHEDMARKETING 36
  36. 36. “Estimate cost and aid”… http://www.lynn.edu/ BOB JOHNSON CONSULTING, LLC 37
  37. 37. Carousel co-existence… https://www.vu.edu.au/ BOB JOHNSON CONSULTING, LLC 38
  38. 38. University of Ottawa in 2014… https://www.uottawa.ca/en
  39. 39. In 2016, task approach is gone… BOB JOHNSON CONSULTING, LLC 40
  40. 40. Student recruitment… BOB JOHNSON CONSULTING, LLC 41
  41. 41. Tasks change in the admissions cycle… http://www.esu.edu/admissions BOB JOHNSON CONSULTING, LLC 42
  42. 42. Rapid 7-step cost estimator… http://www.wellesley.edu/admission/affordable/myintuition BOB JOHNSON CONSULTING, LLC ... @HIGHEDMARKETING 43
  43. 43. Fast scholarship qualification… http://scholarships.eku.edu/estimator BOB JOHNSON CONSULTING, LLC 44
  44. 44. Online transfer credit information… https://www.franklin.edu/transfer-credit-college-course-equivalency-tool BOB JOHNSON CONSULTING, LLC ... @HIGHEDMARKETING 45
  45. 45. Alumni careers by academic major… http://www.colgate.edu/distinctly-colgate/success-after-colgate BOB JOHNSON CONSULTING, LLC 46
  46. 46. Brief forms increase inquiries… https://admission.stmarytx.edu/#contact BOB JOHNSON CONSULTING, LLC 47
  47. 47. Professional schools keep it simple… http://bit.ly/1aDruV9 BOB JOHNSON CONSULTING, LLC 48
  48. 48. Advancement & alumni… BOB JOHNSON CONSULTING, LLC 49
  49. 49. 27 alumni tasks get center position… http://alumni.psu.edu/ BOB JOHNSON CONSULTING, LLC 50
  50. 50. Alumni networking task… http://apps.carleton.edu/alumni/ BOB JOHNSON CONSULTING, LLC 51
  51. 51. Easy to scan key campaign numbers… http://www.giveto.pitt.edu/campaign/data BOB JOHNSON CONSULTING, LLC 52
  52. 52. Annual fund giving options… https://www.bu.edu/campaign/ways-of-giving/annual-fund/ BOB JOHNSON CONSULTING, LLC 53
  53. 53. Top tasks for alumni accounts… http://www.alumni.hbs.edu/lefa/ BOB JOHNSON CONSULTING, LLC 54
  54. 54. Academic programs & Services… BOB JOHNSON CONSULTING, LLC 55
  55. 55. Top tasks for study abroad… http://studyabroad.arcadia.edu/ BOB JOHNSON CONSULTING, LLC 56
  56. 56. 6 important library tasks… http://www.stritch.edu/library/ BOB JOHNSON CONSULTING, LLC 57
  57. 57. International student top tasks… http://www.uio.no/english/student-life/ BOB JOHNSON CONSULTING, LLC 58
  58. 58. Quick facts with unusual clarity… https://www.transy.edu/about/facts.htm BOB JOHNSON CONSULTING, LLC 59
  59. 59. Important faculty details… http://www.middlebury.edu/academics/enam/faculty BOB JOHNSON CONSULTING, LLC 60
  60. 60. 4. CCI: Starting your research… WWW.CUSTOMERCENTRICINDEX.COM BOB JOHNSON CONSULTING, LLC 61
  61. 61. Opening view… Upper right, you will always be able to view past surveys completed. BOB JOHNSON CONSULTING, LLC 62
  62. 62. Questions you can’t change… • Same for each audience. • “Three factors” selection is most important. • Quick, gut reaction. BOB JOHNSON CONSULTING, LLC 63
  63. 63. 13 Positive, 13 Negative… • Appearance order varies with each person. • Takes just a few seconds to scan & select. • “Don’t make me think”! BOB JOHNSON CONSULTING, LLC 64
  64. 64. If you use these… • Country • Age • Keep the survey as short as possible. BOB JOHNSON CONSULTING, LLC 65
  65. 65. Important section… • “If you could change one thing about our website, what would you change and why?” BOB JOHNSON CONSULTING, LLC 66
  66. 66. Different groups in same survey… • Faculty & staff • Current student • Future student • Alumni BOB JOHNSON CONSULTING, LLC 67
  67. 67. Survey settings to select… BOB JOHNSON CONSULTING, LLC 68
  68. 68. Link you will send to survey takers… BOB JOHNSON CONSULTING, LLC 69
  69. 69. 5. Wrapping up… 6 KEY POINTS TO REMEMBER BOB JOHNSON CONSULTING, LLC 70
  70. 70. Top task steps to remember… For any audience, 3 to 5 tasks stand out as most important. People should see top tasks immediately (5 seconds or less) as a web page opens. Priority to task words especially important in a mobile view. For recruitment, ask admissions people what questions future students most often ask. Beware of “cool” features that do not contribute to task completion. Reduce content bloat as much as possible. BOB JOHNSON CONSULTING, LLC 71
  71. 71. Case study to review… HTTP://BIT.LY/2A2NU7H HTTP://BIT.LY/2AAPSL7 BOB JOHNSON CONSULTING, LLC 72
  72. 72. Join the LinkedIn Top Tasks Group… • “Top Tasks: Higher Education Website Content” • Private group, by invitation. BOB JOHNSON CONSULTING, LLC 73
  73. 73. Thanks for being here in Denver! BOB JOHNSON, PH.D. BOB@BOBJOHNSONCONSULTING.COM WWW.BOBJOHNSONCONSULTING.COM @HIGHEDMARKETING BOB JOHNSON CONSULTING, LLC ... @HIGHEDMARKETING 74

×