Detailed review of best practices in higher education websites from a marketing perspective. Overall focus is on starting with the top tasks that potential students want to complete on college and university websites. The first experience people have on a website makes the recruitment process much easier... or much more difficult.
2. KEEP. IT. SIMPLE.
What do most people
want from your website?
Fast task completion.
Bob Johnson Consulting, LLC 2
3. Let Google help you…
https://developers.google.com/speed/pagespeed/insights/
Bob Johnson Consulting, LLC 3
4. 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 4
5. Nielsen review of Bucknell website…
http://www.nngroup.com/articles/breaking-web-conventions/
The Nielsen review… The Bucknell website…
Bob Johnson Consulting, LLC 5
6. Keep reading levels low…
http://www.cam.ac.uk/research
University of Cambridge
Research
Grade 10 Reading Level
Bob Johnson Consulting, LLC 6
7. TOP TASK DESIGN…
3 to 5 tasks are usually dominant.
Bob Johnson Consulting, LLC 7
8. MAJOR REASON PEOPLE VISIT
YOUR WEBSITE…
Complete a task…
Bob Johnson Consulting, LLC 8
10. Top tasks for future students…
• Top tasks at the start…
• Find the programs you offer
• Visit the academic program(s) of interest
• Learn what you will cost
• See if your grads are successful (AKA, “outcomes”)
• Other important tasks
• Who enrolls at this place?
• What’s required for admission?
• Where are you located?
Bob Johnson Consulting, LLC 10
11. Not top tasks for future students…
• Try not to clutter a web page task completion
obstacles to a smooth task completion journey:
• Reading mission statements… for the university or for
individual administrative departments.
• Reading messages from deans and presidents.
• Learning when a college was founded.
• Scanning news story headlines.
• Watching home page carousels unfold.
Bob Johnson Consulting, LLC 11
12. BETWEEN SPEED & BEAUTY…
Always pick speed.
Especially on mobile.
Bob Johnson Consulting, LLC 12
22. Opening with key questions…
http://admission.universityofcalifornia.edu/
• One missing question:
• “What programs do you
offer?”
• Use analytics to
discard or replace
questions of little
interest.
• Ask recruiters about
college night
questions.
Bob Johnson Consulting, LLC 22
24. One option… big images, small text
https://majors.stanford.edu/
• 99 programs with
interactive searching
by alphabet and
“interest.”
• Images usually match
the major.
• A long way to scroll
• Especially on a phone
Bob Johnson Consulting, LLC 24
25. Or just an alpha list of programs…
http://www.stedwards.edu/academics/bachelors/programs
Bob Johnson Consulting, LLC 25
26. How fast on mobile?
https://developers.google.com/speed/pagespeed/insights/
Stanford University… 54/100 St. Edward’s… 72/100
Bob Johnson Consulting, LLC 26
28. A first focus on outcomes…
http://www.nait.ca/program_home_78110.htm
• As the page opens…
• Career options
• Employment rate
• Salaries
• All text does not mean
fast on mobile…
• 72/100
Bob Johnson Consulting, LLC 28
38. Give people a reason to use your form…
Cornell University
• "Join our contact list
and receive emails,
electronic invitations
to programs, and
important admission
updates by completing
the form below."
American University
• “To receive additional
information for Undergraduate
Programs at American
University, please complete
and submit the following form.
To use this form, you must
have Java script enabled in
your web browser. AU is
sensitive to privacy issues and
will not sell or otherwise
distribute information obtained
from this form. If your browser
does not support forms, send
mail to afa@american.edu to
request application materials.”
Bob Johnson Consulting, LLC 38
39. Can you really personalize response?
http://www.calvin.edu/admissions/contact/request/
• “Tell us more about
yourself, and we’ll
keep you up to date
about what’s going on
at Calvin in your
interest areas.”
40. Request for social security number?
https://www.applyweb.com/public/inquiry?s=umuginq
Bob Johnson Consulting, LLC 40
41. An unusual auto response…
https://www.findlay.edu/admissions/Request-Info
43. 6 key points to remember…
• People visit websites to complete top tasks.
• Let tasks guide navigation.
• Marketing-focused content is dangerous.
• Often creates speed bumps on the visitor journey.
• Speed gives competitive advantage with
impatient visitors, mobile or large screen.
• Let people tell “real” stories, preferably in short
videos.
• Keep inquiry forms short. Really short.
• Start a content reduction plan.
Bob Johnson Consulting, LLC 43
44. THANKS FOR BEING
HERE IN HOUSTON!
Bob Johnson, Ph.D.
bob@bobjohnsonconsulting.com
www.bobjohnsonconsulting.com
@highedmarketing
Bob Johnson Consulting, LLC ... @HighEdMarketing 44