The 7 Habits of Highly Effective Higher Education WebsitesJo Bridger, Head of Marketing, EduservChris Vezey, Sales Director, Sitecore
Presenter : Chris Vezey, Sales Director - SitecoreChris has nearly 30 years’ experience of the software industry beginning his working life as a software developer in Sweden and then Germany. Combining this technical foundation with extended employment with industry-leading organisations like Lotus Development and IBM, Chris has developed a comprehensive understanding of the application of software to solve business problems.
Sitecore redefines how organisations engage with their customers online, powering experiences that can sense and adapt to a customer’s needs to increase revenue and customer lifetime value and satisfaction. Sitecore was the first Web Content Management system (WCM) to incorporate marketing automation, intranet portal, e-commerce, Web optimisation, social media and campaign management technologies into a cohesive, integrated open platform making it easy for businesses to identify, serve, engage and convert new customers online.
Eduserv develops, supports and hosts websites for the public, health and education sectors. We are the UK’s most experienced Sitecore partner and specialise in integrating multiple applications with content management tools to provide enhanced customer engagement and results driven websites.
About the……
Sitecore. Compelling Web Experiences
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• Leading provider of enterprise-class .NET web content management software and customer engagement platform for mid-to-large enterprise organisations
• Presence• UK, Denmark, USA, Australia, Netherlands, Sweden, Germany, Middle East, Ukraine and
Japan
• Stability• Profitable since inception in 1999, same owners, same vision and same technology (.NET)
• Customers• Over 2,000 client installations managing over 25,000 web sites worldwide.• Microsoft, Lloyds of London, Heineken, MSN, Thomas Cook, ManU, The FA, Cadbury, The
Open, Universal, VISA, Carlsberg (probably the best …)
• Recognised• 2010 Gartner WCM Magic Quadrant “Leader”• Gartner “Cool Vendor in WCM” 2008• Over the years lots of prizes and recognition – e.g. Microsoft ISV Partner of the Year
• Supported• Over 700 Sitecore Certified Partners worldwide
Sitecore. Compelling Web Experiences
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Customer Portfolio (UK)
Sitecore. Compelling Web Experiences
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Some Educational Institutions
See www.sitecore.net
Sitecore. Compelling Web Experiences
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Introduction to the 7 Habits
Steven Covey’s book, “The 7 Habits of Highly Effective People” (Simon & Schuster, 1989)
Apply the same rules to your website
Your website is a mechanism to build and grow an online relationship with your audience
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The Value Gap
If you had a resource that could… Increase student retention Deliver more applicants Create more loyal and repeat donations Lower cost of admission Result in more profitable students
Would you make use of it?
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Most Higher Education Websites are Untapped Resources
Higher Education institutions’ websites in the UK have over 30 target markets Alumni Business Partners Media Research Community Prospective students (domestic and overseas) Current Students Recruiters / Future Employers
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Audience Poll…
How long does it currently take to make updates or changes to your public-facing website? Hours
Days
Weeks
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Habit #1 Your Visitors are in Charge
Listen and respond to your visitors’ needs Learn how to learn Optimise visitor tasks Analytics only tell part of the story
The visitor is always right Become adaptive - Learn and evolve CMS to the rescue Prioritise high value content (that user behavior shows you)
Benefits Creating a visitor-centric website to drive return visits This creates:
Better recruiting intelligence Higher conversion rates Targeted student recruitment: Geography and talent
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Sitecore. Compelling Web Experiences
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Sitecore. Compelling Web Experiences
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Audience Poll…
Do you set and measure goals on your website? Yes
No
Don’t know
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Habit #2 Create Goal-Driven Sites
Not as obvious as you think Most websites still behave like single dimensional marketing literature Lack focused calls for action Leverage the advantages of the web
Ask yourself… What should users achieve on this website? What different types of goals do they have?
Benefits Provide focus and direction into every piece of content and functionality Higher conversion rates on requested and submitted applications Create strong parental involvement Reduce fallout rates
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Sitecore. Compelling Web Experiences
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Habit #3 Prioritise Your Visitors’ Experiences
Balance user experiences with website goals User experience must be first priority Create value Provide what visitors need, or what they didn’t even know they needed
Benefits Increased retention Lower cost of communication Recruit higher quality students Increase university/college reputation and perception
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Sitecore. Compelling Web Experiences
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Habit #4 Drive Value for Your Visitors
Provide value Drive value; understand what they need and deliver it quickly Demonstrate utility of the information they provide
Benefits Creates stronger collaboration Builds goodwill Stronger relationships for increased retention
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Sitecore. Compelling Web Experiences
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Habit #5 Know where your visitor struggles
Examine and evaluate what does not work Find the holes Identify what visitors seek, but can’t find Elicit feedback Offer expertise
Benefits Help your students and prospects learn how to engage with you Lower customer support costs Stronger recruiting intelligence Competitive parity or advantage
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Sitecore. Compelling Web Experiences
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Audience Poll…
Do you collect feedback from your website users? Yes, regularly
Yes, occasionally
No
Don’t know
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Habit #6 Create the dialogue with your visitor
Create an ongoing conversation Use personalisation to have an ongoing dialogue Episodic marketing can expand relationships Targeted calls-to-action Utilise segmentation messaging
Benefits Creates value Expands the relationship Increased student quality Higher retention rates
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The University of Southern Denmark
upgraded its Sitecore CMS in just one week. Having ½ million unique items
and 800 editors working on content on a daily basis was
no problem.
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Habit #7 Optimise Your Website with the Power of A/B Split Testing Marketers love metrics
Use test and control mechanisms to analyse marketing effectiveness Learn what is working and what is not Prototype the customer response to new messaging and imagery
Benefits Actionable knowledge of what is working on your website A low-cost channel for measuring marketing effectiveness Understand your segments more effectively
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Sitecore. Compelling Web Experiences
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The Seven Habits
Your Visitors Are in Charge
Create Goal-Driven Sites
Prioritise Your Visitors’ Experience
Drive Value for Your Visitors
Know What Your Visitors Want
Create a Dialogue with Your Visitors
Optimise Your Site with the Power of A/B Split Testing
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Putting the Habits to Work
Expect more from your website
Drive more value by implementing these seven habits
CMS Technology can support these goals
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Thank you for your time!
Any questions?