Websites and Brand Strength: Achieving a 90% Positive Rating

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The experience people have at your website shapes what they think of your brand. This presentation reviews how Susquehanna University achieved a 90% positive rating from future students and their parents in a Customer Centric Index (CCI) survey of 13 key website characteristics.

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Major reason people go to a website… Complete a task Bob Johnson Consulting, LLC

6 key truths about task completion… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

The Golden Rule… 5 seconds to connect Bob Johnson Consulting, LLC

Susquehanna University CCI Survey Responses… Future students… 182 responses Parents… 114 responses Bob Johnson Consulting, LLC

“ If there is one improvement you could make to our site, what is it and why would you make it?” Bob Johnson Consulting, LLC

From 109 future students… Bob Johnson Consulting, LLC

Selected future student comments… ,[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

From 53 parents… Bob Johnson Consulting, LLC

Selected parent comments… ,[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Exploring the website… Bob Johnson Consulting, LLC

Starting with a Google search… ,[object Object],[object Object],Bob Johnson Consulting, LLC

First impression at Admissions… http://www.susqu.edu/admissions/default.asp Bob Johnson Consulting, LLC

Lower on the admissions page… Bob Johnson Consulting, LLC

A mix of student stories… Bob Johnson Consulting, LLC

The “Susquepedia” feature… http://www.susqu.edu/Susquepedia.htm Bob Johnson Consulting, LLC

Clean, if long, inquiry form… http://www.susqu.edu/admissions/21880.asp Bob Johnson Consulting, LLC

My favorite inquiry form… http://email.blueoxmailbox.com/content/28818/RequestMoreInfo.html Bob Johnson Consulting, LLC

Easy-to-scan list of majors, restrained use of top-page photo… Bob Johnson Consulting, LLC

Individual academic major pages with consistent navigation… Bob Johnson Consulting, LLC

Scholarships, financial aid… http://www.susqu.edu/admissions/FinancialAid.asp Bob Johnson Consulting, LLC

Wrapping up… ,[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Special thanks to… Paul M. Novack, Jr. Director of Web Communications Susquehanna University [email_address] Bob Johnson Consulting, LLC

Who is Bob Johnson, Ph.D.? www.bobjohnsonconsulting.com ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Bob Johnson Consulting, LLC Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Website Research www.bobjohnsonconsulting.com

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1. Websites & Brand Strength: Achieving a 90% Positive Rating © Robert E. Johnson 2011 J.Boye Philadelphia11 - #jboye11 Philadelphia, PA May 3-5, 2011 Bob Johnson Consulting, LLC

2. Major reason people go to a website… Complete a task Bob Johnson Consulting, LLC

4. The Golden Rule… 5 seconds to connect Bob Johnson Consulting, LLC

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18. First impression at Admissions… http://www.susqu.edu/admissions/default.asp Bob Johnson Consulting, LLC

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28. Special thanks to… Paul M. Novack, Jr. Director of Web Communications Susquehanna University [email_address] Bob Johnson Consulting, LLC

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30. Bob Johnson Consulting, LLC Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Website Research www.bobjohnsonconsulting.com

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Websites and Brand Strength: Achieving a 90% Positive Rating