Top Task Content & Design: A Strategy for Website Marketing Success
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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.
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Top Task Content & Design: A Strategy for Website Marketing Success
- 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. 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. 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. 1. Why a “top tasks” strategy? BOB JOHNSON CONSULTING, LLC 4
- 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. 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. Solution requires top task research… 400+ Surveys. 400,000 Voters. 34 Languages. BOB JOHNSON CONSULTING, LLC 7
- 9. Content & design goal… Simpler. Clearer. Faster. BOB JOHNSON CONSULTING, LLC 9
- 10. 2013 Design Museum Award Winner… http://www.wired.co.uk/article/design-of-the-year BOB JOHNSON CONSULTING, LLC 10
- 11. It begins with a CCI survey… http://www.customercentricindex.com/ BOB JOHNSON CONSULTING, LLC 11
- 12. “Top Task” benefits… IMPROVED VISITOR EXPERIENCES. STRONGER BRAND REPUTATION & RESPECT. HIGHER STUDENT RECRUITMENT CONVERSIONS. BOB JOHNSON CONSULTING, LLC 12
- 13. Keep. It. Simple. What do most people want from your website? Fast task completion. BOB JOHNSON CONSULTING, LLC 13
- 14. The Golden Rule… <5 seconds to connect as a page opens. BOB JOHNSON CONSULTING, LLC 14
- 15. Most important website design goal… Quick identification of the path to top tasks. BOB JOHNSON CONSULTING, LLC 15
- 16. 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
- 17. Effective content strategy… Requires knowing top tasks for each audience. BOB JOHNSON CONSULTING, LLC 17
- 18. Success! People talk about how simple & clean & quick your website is for task completion. BOB JOHNSON CONSULTING, LLC 18
- 19. 2. Top Task Research Path… 3 TO 5 TASKS ALWAYS DOMINATE FROM LISTS OF 60 TO 100 POSSIBILITIES. BOB JOHNSON CONSULTING, LLC 19
- 20. Guide to the research… http://www.customercarewords.com/top-tasks-identification-overview/ BOB JOHNSON CONSULTING, LLC 20
- 21. 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
- 22. 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
- 23. 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
- 24. Pick “Top Five” tasks… BOB JOHNSON CONSULTING, LLC 24
- 25. Expect results like this… BOB JOHNSON CONSULTING, LLC 25
- 26. 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
- 27. Option: do a “team” survey… BOB JOHNSON CONSULTING, LLC 27
- 28. And now… Let’s exercise. Are we… Current Students or Faculty & Staff or Alumni? BOB JOHNSON CONSULTING, LLC 28
- 29. 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
- 30. 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
- 31. 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
- 32. 3. Reviewing Higher Education examples… TASK-ORIENTED EXAMPLES FROM THROUGHOUT THE UNIVERSITY. BOB JOHNSON CONSULTING, LLC 32
- 33. Home pages… BOB JOHNSON CONSULTING, LLC 33
- 34. Top tasks link collections… http://umanitoba.ca/ BOB JOHNSON CONSULTING, LLC 34
- 35. Words lead over images… http://www.gla.ac.uk/ BOB JOHNSON CONSULTING, LLC 35
- 36. Finding top tasks via “search”… http://www.xavier.edu/ BOB JOHNSON CONSULTING, LLC ... @HIGHEDMARKETING 36
- 37. “Estimate cost and aid”… http://www.lynn.edu/ BOB JOHNSON CONSULTING, LLC 37
- 38. Carousel co-existence… https://www.vu.edu.au/ BOB JOHNSON CONSULTING, LLC 38
- 39. University of Ottawa in 2014… https://www.uottawa.ca/en
- 40. In 2016, task approach is gone… BOB JOHNSON CONSULTING, LLC 40
- 41. Student recruitment… BOB JOHNSON CONSULTING, LLC 41
- 42. Tasks change in the admissions cycle… http://www.esu.edu/admissions BOB JOHNSON CONSULTING, LLC 42
- 43. Rapid 7-step cost estimator… http://www.wellesley.edu/admission/affordable/myintuition BOB JOHNSON CONSULTING, LLC ... @HIGHEDMARKETING 43
- 44. Fast scholarship qualification… http://scholarships.eku.edu/estimator BOB JOHNSON CONSULTING, LLC 44
- 45. Online transfer credit information… https://www.franklin.edu/transfer-credit-college-course-equivalency-tool BOB JOHNSON CONSULTING, LLC ... @HIGHEDMARKETING 45
- 46. Alumni careers by academic major… http://www.colgate.edu/distinctly-colgate/success-after-colgate BOB JOHNSON CONSULTING, LLC 46
- 47. Brief forms increase inquiries… https://admission.stmarytx.edu/#contact BOB JOHNSON CONSULTING, LLC 47
- 48. Professional schools keep it simple… http://bit.ly/1aDruV9 BOB JOHNSON CONSULTING, LLC 48
- 49. Advancement & alumni… BOB JOHNSON CONSULTING, LLC 49
- 50. 27 alumni tasks get center position… http://alumni.psu.edu/ BOB JOHNSON CONSULTING, LLC 50
- 51. Alumni networking task… http://apps.carleton.edu/alumni/ BOB JOHNSON CONSULTING, LLC 51
- 52. Easy to scan key campaign numbers… http://www.giveto.pitt.edu/campaign/data BOB JOHNSON CONSULTING, LLC 52
- 53. Annual fund giving options… https://www.bu.edu/campaign/ways-of-giving/annual-fund/ BOB JOHNSON CONSULTING, LLC 53
- 54. Top tasks for alumni accounts… http://www.alumni.hbs.edu/lefa/ BOB JOHNSON CONSULTING, LLC 54
- 55. Academic programs & Services… BOB JOHNSON CONSULTING, LLC 55
- 56. Top tasks for study abroad… http://studyabroad.arcadia.edu/ BOB JOHNSON CONSULTING, LLC 56
- 57. 6 important library tasks… http://www.stritch.edu/library/ BOB JOHNSON CONSULTING, LLC 57
- 58. International student top tasks… http://www.uio.no/english/student-life/ BOB JOHNSON CONSULTING, LLC 58
- 59. Quick facts with unusual clarity… https://www.transy.edu/about/facts.htm BOB JOHNSON CONSULTING, LLC 59
- 60. Important faculty details… http://www.middlebury.edu/academics/enam/faculty BOB JOHNSON CONSULTING, LLC 60
- 61. 4. CCI: Starting your research… WWW.CUSTOMERCENTRICINDEX.COM BOB JOHNSON CONSULTING, LLC 61
- 62. Opening view… Upper right, you will always be able to view past surveys completed. BOB JOHNSON CONSULTING, LLC 62
- 63. Questions you can’t change… • Same for each audience. • “Three factors” selection is most important. • Quick, gut reaction. BOB JOHNSON CONSULTING, LLC 63
- 64. 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
- 65. If you use these… • Country • Age • Keep the survey as short as possible. BOB JOHNSON CONSULTING, LLC 65
- 66. Important section… • “If you could change one thing about our website, what would you change and why?” BOB JOHNSON CONSULTING, LLC 66
- 67. Different groups in same survey… • Faculty & staff • Current student • Future student • Alumni BOB JOHNSON CONSULTING, LLC 67
- 68. Survey settings to select… BOB JOHNSON CONSULTING, LLC 68
- 69. Link you will send to survey takers… BOB JOHNSON CONSULTING, LLC 69
- 70. 5. Wrapping up… 6 KEY POINTS TO REMEMBER BOB JOHNSON CONSULTING, LLC 70
- 71. 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
- 72. Case study to review… HTTP://BIT.LY/2A2NU7H HTTP://BIT.LY/2AAPSL7 BOB JOHNSON CONSULTING, LLC 72
- 73. Join the LinkedIn Top Tasks Group… • “Top Tasks: Higher Education Website Content” • Private group, by invitation. BOB JOHNSON CONSULTING, LLC 73
- 74. Thanks for being here in Denver! BOB JOHNSON, PH.D. BOB@BOBJOHNSONCONSULTING.COM WWW.BOBJOHNSONCONSULTING.COM @HIGHEDMARKETING BOB JOHNSON CONSULTING, LLC ... @HIGHEDMARKETING 74