Websites and Brand Strength: Achieving a 90% Positive Rating

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 11

Websites & Brand Strength: Websites & Brand Strength: Achieving a 90% Positive RatingAchieving a 90% Positive Rating

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

J.Boye Philadelphia11 - #jboye11J.Boye Philadelphia11 - #jboye11Philadelphia, PAPhiladelphia, PA

May 3-5, 2011May 3-5, 2011

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

Complete a taskComplete a task

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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

The Golden Rule…The Golden Rule…

5 seconds to 5 seconds to connectconnect

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Susquehanna UniversitySusquehanna University CCI Survey Responses… CCI Survey Responses…

Future students… 182 responsesFuture students… 182 responses

Parents… 114 responsesParents… 114 responses

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66

Few negative votes in any category…Few negative votes in any category…

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

77

15 higher education results…15 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%

88

Content areas…Content areas…

Up-to-date

Accurate

Complete

Language

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

99

Social areas…Social areas…

Contact

Participation

Open

Recommendations

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

1010

Information Architecture areas…Information Architecture areas…

Search

Menus and Links

Layout

Visual appeal

Speed

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

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

and why would you make it?”

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1111

From 109 future students…From 109 future students…

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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.”

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1313

From 53 parents… From 53 parents…

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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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Exploring the website…Exploring the website…

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

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

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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

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2323

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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Individual academic major pages Individual academic major pages with consistent navigation…with consistent navigation…

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

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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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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

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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

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3030

Thank You!

Bob Johnson, Ph.D.President

Bob Johnson Consulting, LLCMarshall, MI 49068

248.766.6425

[email protected] Carewords Website Research

www.bobjohnsonconsulting.com