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Bob Johnson Consulting, LLC Bob Johnson Consulting, LLC 1 Explore a 90% Positive Explore a 90% Positive University Website Rating University Website Rating from Future Students & from Future Students & Their Parents Their Parents © Robert E. Johnson 2011 © Robert E. Johnson 2011 ACT Enrollment Planners ACT Enrollment Planners Conference Conference Chicago, IL Chicago, IL July 20-22, 2011 July 20-22, 2011

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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Page 1: Explore a 90% Postive University Website Rating from Future Students & Their Parents

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 11

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

© Robert E. Johnson 2011© Robert E. Johnson 2011

ACT Enrollment Planners ConferenceACT Enrollment Planners ConferenceChicago, ILChicago, IL

July 20-22, 2011July 20-22, 2011

Page 2: Explore a 90% Postive University Website Rating from Future Students & Their Parents

22Bob Johnson Consulting, LLCBob Johnson Consulting, LLC

22

Who is Bob Johnson, Ph.D.?Who is Bob Johnson, Ph.D.?www.bobjohnsonconsulting.comwww.bobjohnsonconsulting.com

Website research… partner w/Gerry McGovern Website research… partner w/Gerry McGovern at Customer Carewords, Ltdat Customer Carewords, Ltd

““Your Higher Education Marketing Newsletter”… Your Higher Education Marketing Newsletter”… 4,100 subscribers4,100 subscribers

@highedmarketing… 3,600 Twitter followers@highedmarketing… 3,600 Twitter followers

““Higher Education Marketing” blogHigher Education Marketing” blog

Symposium for the Marketing of Higher Symposium for the Marketing of Higher Education… chair, 1994 to 2003Education… chair, 1994 to 2003

Ph.D. UMass Amherst… political sciencePh.D. UMass Amherst… political science

Page 3: Explore a 90% Postive University Website Rating from Future Students & Their Parents

Major reason people go to a Major reason people go to a website…website…

Complete a taskComplete a task

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 33

Page 4: Explore a 90% Postive University Website Rating from Future Students & Their Parents

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 44

6 key truths about task completion…6 key truths about task completion…

People are impatientPeople are impatient

People are impatientPeople are impatient

People are impatientPeople are impatient

People are impatientPeople are impatient

People are impatientPeople are impatient

People are impatientPeople are impatient

Page 5: Explore a 90% Postive University Website Rating from Future Students & Their Parents

The Golden Rule…The Golden Rule…

5 seconds to 5 seconds to connectconnect

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 55

Page 6: Explore a 90% Postive University Website Rating from Future Students & Their Parents

Susquehanna UniversitySusquehanna University CCI Survey Responses in CCI Survey Responses in

2010 & 2011… 2010 & 2011…

Future students… 182 & 134 responsesFuture students… 182 & 134 responses

Parents… 114 & 153 responsesParents… 114 & 153 responses

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77

2010: Few negative votes in any area…2010: Few negative votes in any area…

5% 0% 5% 10% 15% 20%

Up-to-date

Accurate

Complete

Language

Contact

Participation

Open

Recommendations

Search

Menus and Links

Layout

Visual appeal

Speed

Negative votes Positive votes

Page 8: Explore a 90% Postive University Website Rating from Future Students & Their Parents

2011: Very similar results…2011: Very similar results…

5% 0% 5% 10% 15% 20%

Up-to-date

Accurate

Complete

Language

Contact

Participation

Open

Recommendations

Search

Menus and Links

Layout

Visual appeal

Speed

Negative votes Positive votes

Page 9: Explore a 90% Postive University Website Rating from Future Students & Their Parents

2011 vs.18 higher education results…2011 vs.18 higher education results…

Up-to-date

Accurate

Complete

Language

Contact

Participation

Open

Recommendations

Search

Menus and Links

Layout

Visual appeal

Speed

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Page 10: Explore a 90% Postive University Website Rating from Future Students & Their Parents

Content areas in 2011…Content areas in 2011…

Up-to-date

Accurate

Complete

Language

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Page 11: Explore a 90% Postive University Website Rating from Future Students & Their Parents

Social areas in 2011…Social areas in 2011…

Contact

Participation

Open

Recommendations

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Page 12: Explore a 90% Postive University Website Rating from Future Students & Their Parents

Information Architecture areas in 2011…Information Architecture areas in 2011…

Search

Menus and Links

Layout

Visual appeal

Speed

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Page 13: Explore a 90% Postive University Website Rating from Future Students & Their Parents

“If there is one improvement you could make to our site, what is it

and why would you make it?”

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Page 14: Explore a 90% Postive University Website Rating from Future Students & Their Parents

2010: From 109 future students…2010: From 109 future students…

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Page 15: Explore a 90% Postive University Website Rating from Future Students & Their Parents

Selected future student comments…Selected future student comments…

“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.”

“Make the ‘majors and minors’ link on the Admissions… page more prominent.”

“It would be nice to see some of the things that each of the majors does in their programs.”

“An area on the website where current students rate & describe their experiences with Susquehanna from all aspects of the school.”

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2010: From 53 parents… 2010: From 53 parents…

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Page 17: Explore a 90% Postive University Website Rating from Future Students & Their Parents

Selected parent comments…Selected parent comments…

“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.”

“Drop-down menus make navigating the website easier.”

“One thing that should be easier to find in all web-sites -- is the student profile of the freshman class”

“More details on dates and information for accepted students…”

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Page 18: Explore a 90% Postive University Website Rating from Future Students & Their Parents

Exploring the website…Exploring the website…

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1818

Page 19: Explore a 90% Postive University Website Rating from Future Students & Their Parents

Starting with a Google search…Starting with a Google search…

““Admissions & Admissions & Financial Aid” is a first Financial Aid” is a first choice click pointchoice click point

““Susquehanna is a Susquehanna is a selective college that selective college that prepares students for prepares students for achievement, achievement, leadership and leadership and service”service”

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Page 20: Explore a 90% Postive University Website Rating from Future Students & Their Parents

If you start at the home page…If you start at the home page…

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Page 21: Explore a 90% Postive University Website Rating from Future Students & Their Parents

First impression at Admissions…First impression at Admissions…http://www.susqu.edu/admissions/default.asphttp://www.susqu.edu/admissions/default.asp

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Lower on the admissions page…Lower on the admissions page…

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Page 23: Explore a 90% Postive University Website Rating from Future Students & Their Parents

A mix of student stories…A mix of student stories…

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Page 24: Explore a 90% Postive University Website Rating from Future Students & Their Parents

The “Susquepedia” feature…The “Susquepedia” feature…http://www.susqu.edu/Susquepedia.htmhttp://www.susqu.edu/Susquepedia.htm

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Page 25: Explore a 90% Postive University Website Rating from Future Students & Their Parents

Clean, if long, inquiry form…Clean, if long, inquiry form…http://www.susqu.edu/admissions/21880.asphttp://www.susqu.edu/admissions/21880.asp

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My favorite inquiry form…My favorite inquiry form…http://email.blueoxmailbox.com/content/28818/RequestMoreInfo.htmlhttp://email.blueoxmailbox.com/content/28818/RequestMoreInfo.html

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Page 27: Explore a 90% Postive University Website Rating from Future Students & Their Parents

Easy-to-scan list of majors, Easy-to-scan list of majors, restrained use of top-page photo…restrained use of top-page photo…

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Page 28: Explore a 90% Postive University Website Rating from Future Students & Their Parents

Consistent navigation at academic Consistent navigation at academic program pages…program pages…

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Page 29: Explore a 90% Postive University Website Rating from Future Students & Their Parents

Scholarships, financial aid…Scholarships, financial aid…http://www.susqu.edu/admissions/FinancialAid.asphttp://www.susqu.edu/admissions/FinancialAid.asp

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Page 30: Explore a 90% Postive University Website Rating from Future Students & Their Parents

Campus visit details…Campus visit details…http://www.susqu.edu/admissions/4640.asphttp://www.susqu.edu/admissions/4640.asp

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Outcome stats by academic area…Outcome stats by academic area…http://www.susqu.edu/admissions/4066.asphttp://www.susqu.edu/admissions/4066.asp

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Page 32: Explore a 90% Postive University Website Rating from Future Students & Their Parents

Wrapping up…Wrapping up…

Strong websites have marketing impact on Strong websites have marketing impact on future students and their parentsfuture students and their parents– Easy access to consistent academic program Easy access to consistent academic program

informationinformation– Content is clearly presented, with high use of Content is clearly presented, with high use of

bullet points and sub-headsbullet points and sub-heads– Language is for “normal human beings”Language is for “normal human beings”

If asked, visitors suggest improvementsIf asked, visitors suggest improvements

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Page 33: Explore a 90% Postive University Website Rating from Future Students & Their Parents

Special thanks to…Special thanks to…

Paul M. Novack, Jr.Paul M. Novack, Jr.Director of Web CommunicationsDirector of Web Communications

Susquehanna University Susquehanna University [email protected]@susqu.edu

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3333

Page 34: Explore a 90% Postive University Website Rating from Future Students & Their Parents

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3434

Thank You!

Bob Johnson, Ph.D.President

Bob Johnson Consulting, LLCMarshall, MI 49068

248.766.6425

[email protected] Carewords Website Research

www.bobjohnsonconsulting.com