ROI of UI
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Maximize ROI of UI in higher ed lead generation.
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ROI of UI
- 1. MAXIMIZING THE ROI OF UI ANDRES ZAPATA SVP STRATEGY, PARTER #ROIOFUI @IDUXWATCH
- 2. 2 CAN YOU FIND THEM?
- 3. 3 ARE THEY PAYING ATTENTION? idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 4. 4
- 5. 5 HOW DO THEY LEARN ABOUT SCHOOLS? Source: Noel-Levitz 2010 “E- Expectations” Survey of 1000 College- Bound Seniors idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 6. 6 UNDERGRADUATE DECISION PROCESS & others Influencers self adver9sing direct (email, print, phone, etc.) influencers search influencers social media/peers web site ANen9on Interest Refinement Applica9on Acceptance Enrollment “geIng on the radar” “making it on the list” “making the cut” “taking the plunge” “decision 9me!” • experience • cost • financial aid availability • financial aid availability • financial aid offer • reputa9on • geography • campus visit • cost • other acceptances • awareness • majors • personal experience • brand experience • ongoing personal contact • 3rd party ra9ngs • academics • academics • personal contact • peers • peers • campus characteris9cs • campus characteris9cs • family influence • family/influencers • peers • peers objec9ve Decision Factors individual idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 7. 7 Higher Education Prospective Student Funnel Public Relations TV Radio Display Advertising Direct to Website Consumer SEM Info Request Awareness Leads Landing Page Apply Enroll SEO Social Media SocialAct™ Marketing Main Site Trade Show Open House Out of Home Print Advertising idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 8. 7 Higher Education Prospective Student Funnel Public Relations TV Radio Display Advertising Direct to Website Consumer SEM Info Request Awareness Leads Landing Page Apply Enroll SEO Social Media SocialAct™ Marketing Main Site Trade Show Open House Out of Home Print Advertising idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 9. 7 Higher Education Prospective Student Funnel Public Relations TV Radio Display Advertising Direct to Website Consumer SEM Info Request Awareness Leads Landing Page Apply Enroll SEO Social Media SocialAct™ Marketing Main Site Trade Show Open House Out of Home Print Advertising idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 10. 7 Higher Education Prospective Student Funnel Public Relations TV Radio Display Advertising Direct to Website Consumer SEM Info Request Awareness Leads Landing Page Apply Enroll SEO Social Media SocialAct™ Marketing Main Site Trade Show Open House Out of Home Print Advertising idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 11. 7 Higher Education Prospective Student Funnel Public Relations TV Radio Display Advertising Direct to Website Consumer SEM Info Request Awareness Leads Landing Page Apply Enroll SEO Social Media SocialAct™ Marketing Main Site Trade Show Open House Out of Home Print Advertising idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 12. 7 Higher Education Prospective Student Funnel Public Relations TV Radio Display Advertising Direct to Website Consumer SEM Info Request Awareness Leads Landing Page Apply Enroll SEO Social Media SocialAct™ Marketing Main Site Trade Show Open House Out of Home Print Advertising idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 13. 8 What if there was a way to easily improve performance?
- 14. 9 Results
- 15. 9 D es ign Results
- 16. 9 Results t t en on C i gn es D
- 17. 9 sa ct io n Results an Tr t t en on C i gn es D
- 18. 10 idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 19. 10 C on te n t idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 20. 11 They don’t read, they skim.
- 21. 12 Answer the important stuff first.
- 23. 14 Differentiate on what they care about.
- 24. 15 Give it to ‘em straight.
- 26. 17 Remember the dream... and the experience.
- 27. 18 What works best online is that which can only work online.
- 30. 20 Be honest, it works.
- 31. 21 Oh, and yeah, SEO!
- 32. 22 “CATCH” idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 33. 22 D es ign “CATCH” idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 34. 22 D es ign “CATCH” Credibility, Aesthetic- Usability Effect, Typography, Chunking, and Hierarchy idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 35. 23 CREDIBILITY 1. EASY TO VERITY INFORMATION 2. THERE IS A MAN “BEHIND THE CURTAIN” 3. HIGHLIGHT ATTRIBUTES/DIFFERENTIATORS 4. BE HONEST AND TRUSTWORTHY (HUMAN) 5. PROFESSIONAL DESIGN (AKA CONVENTIONS) 6. EASE OF USE 7. EASE OF CONTACT/FEEDBACK 8. KEEP CONTENT CURRENT 9. DIAL-DOWN THE SALES-Y HYPE 10.AVOID ERRORS, EXCEL IN ERROR RECOVERY
- 36. 23 CREDIBILITY 1. EASY TO VERITY INFORMATION 2. THERE IS A MAN “BEHIND THE CURTAIN” 3. HIGHLIGHT ATTRIBUTES/DIFFERENTIATORS 4. BE HONEST AND TRUSTWORTHY (HUMAN) 5. PROFESSIONAL DESIGN (AKA CONVENTIONS) Users form opinions in 6. EASE OF USE less than 1/20 of second. Make it count! 7. EASE OF CONTACT/FEEDBACK 8. KEEP CONTENT CURRENT 9. DIAL-DOWN THE SALES-Y HYPE 10.AVOID ERRORS, EXCEL IN ERROR RECOVERY
- 37. 24 AESTHETIC-USABILITY EFFECT Prettier designs are perceived as easier to use than less pretty designs. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 38. 24 AESTHETIC-USABILITY EFFECT Prettier designs are perceived as easier to use than less pretty designs. “Wash and polish your car: doesn't it drive better?” idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 39. 24 AESTHETIC-USABILITY EFFECT Prettier designs are perceived as easier to use than less pretty designs. “Wash and polish your car: doesn't it drive better?” idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 40. 24 AESTHETIC-USABILITY EFFECT Prettier designs are perceived as easier to use than less pretty designs. “Wash and polish your car: doesn't it drive better?” idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 41. 24 AESTHETIC-USABILITY EFFECT Prettier designs are perceived as easier to use than less pretty designs. “Wash and polish your car: Less is better, use space to balance, don’t forget about textures! doesn't it drive better?” idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 42. 25 TYPOGRAPHY “95% of the information on the web is written language. It is only logical to say that a web designer should get good training in the main discipline of shaping written information, in other words: Typography.” idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 43. 25 TYPOGRAPHY “95% of the information on the web is written language. It is only logical to say that a web designer should get good training in the main discipline of are Letter forms shaping written information, in other words: Typography.” beautiful, don’t stretch, squish, or skew. Have courage and make idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 44. 26 CHUNKING Combining many units of information into fewer groups of information. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 45. 26 CHUNKING Combining many units of information into fewer groups of information. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 46. 26 CHUNKING Combining many units of information into fewer groups of information. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 47. 26 CHUNKING Combining many units of information into fewer groups of information. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 48. 26 CHUNKING Combining many units of information into fewer groups of information. Use space, color, value, lines, contrast, gradients, and shape to create chunks. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 49. 27 idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 50. 28 HIERARCHY Use hierarchical organization to simplify complexity idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 51. 28 HIERARCHY Use hierarchical organization to simplify complexity Nests idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 52. 28 HIERARCHY Use hierarchical organization to simplify complexity Nests Trees idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 53. 28 HIERARCHY Use hierarchical organization to simplify complexity Nests Trees Stairs idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 54. 29 HIERARCHY idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 55. 29 HIERARCHY The most important stuff should be big idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 56. 29 HIERARCHY The most important stuff should be big Then, as smaller as it becomes less high-level idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 57. 29 HIERARCHY The most important stuff should be big Then, as smaller as it becomes less high-level And even smaller as you arrive to the lowest level of detail. Yep, and even smaller as you arrive to the lowest level of detail. And even smaller as you arrive to the lowest level of detail. Yep, and even smaller as you arrive to the lowest level of detail. And even smaller as you arrive to the lowest level of detail. And even smaller as you arrive to the lowest level of detail. And even smaller as you arrive to the lowest level of detail. And even smaller as you arrive to the lowest level of detail. And even smaller as you arrive to the lowest level of detail. Yep, and even smaller as you arrive to the lowest level of detail. And even smaller as you arrive to the lowest level of detail. And even smaller as you arrive to the lowest level of detail. Yep, and even smaller as you arrive to the lowest level of detail. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 58. 29 HIERARCHY The most important stuff should be big Then, as smaller as it becomes less high-level And even smaller as you arrive to the lowest level of detail. Yep, and even smaller as you arrive to the lowest level of detail. And even smaller as you arrive to the lowest level of detail. Yep, and even smaller as you arrive to the lowest level of detail. And even smaller as you arrive to the lowest level of detail. And even smaller as you arrive to the lowest level of detail. And even smaller as you arrive to the lowest level of detail. And even smaller as you arrive to the lowest level of detail. And even smaller as you arrive to the lowest level of detail. Yep, and even smaller as you arrive to the lowest level of detail. And even smaller as you arrive to the lowest level of detail. And even smaller as you arrive to the lowest level of detail. Yep, and even smaller as you arrive to the lowest level of detail. Use space, color, and weight to create hierarchy. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 59. 30 idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 60. 31 idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 61. 32 “PACED” idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 62. Tr 32 an s ac tio n “PACED” idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 63. Tr 32 an s ac tio n “PACED” Progressive Disclosure, Affordance, Conventions, Error Recovery, Date then Marry. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 64. 33 PROGRESSIVE DISCLOSE Hide complexity until requested. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 65. 33 PROGRESSIVE DISCLOSE Hide complexity until requested. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 66. 34 AFFORDANCE Physical characteristics influence function. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 67. 34 AFFORDANCE Physical characteristics influence function. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 68. 34 AFFORDANCE Physical characteristics influence function. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 69. 34 AFFORDANCE Physical characteristics influence function. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 70. 34 AFFORDANCE Physical characteristics influence function. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 71. 34 AFFORDANCE Physical characteristics influence function. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 72. 34 AFFORDANCE Physical characteristics influence function. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 73. 35 CONVENTION
- 74. 35 CONVENTION
- 76. 36 CONVENTIONS idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 77. 37 ERROR RECOVERY idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 78. 37 ERROR RECOVERY idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 79. 38 DATE THEN MARRY idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 80. 38 DATE THEN MARRY idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 81. 38 DATE THEN MARRY 60% increase idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 82. 39 ROI of UI idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 83. 39 ROI of UI ROI = RETURN ÷ COST idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 84. 39 ROI of UI ROI = RETURN ÷ COST Return = Gain - Cost idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 85. 40 EXAMPLE
- 86. 40 EXAMPLE • TRADITIONAL MONTHLY INVESTMENT = $10K • TRADITIONAL MONTHLY RESULTS = 500 LEADS • COST PER LEAD = $20
- 87. 40 EXAMPLE • TRADITIONAL MONTHLY INVESTMENT = $10K • TRADITIONAL MONTHLY RESULTS = 500 LEADS • COST PER LEAD = $20 Introduce Change
- 88. 40 EXAMPLE • TRADITIONAL MONTHLY INVESTMENT = $10K • TRADITIONAL MONTHLY RESULTS = 500 LEADS • COST PER LEAD = $20 Introduce Change • CHANGES = $5,000 • TRADITIONAL MONTHLY INVESTMENT = $10K • NEW MONTHLY RESULTS = 600 LEADS •
- 89. 41 MARGINAL ROI • MONTH 2+ COST PER LEAD = $16.66 • MARGINAL VALUE PER LEAD IMPROVEMENT $8.34
- 90. 42 PARTING SHOTS idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 91. 42 PARTING SHOTS Be measured. Do A+B Testing. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 92. 42 PARTING SHOTS Be measured. Do A+B Testing. Check your ego and don’t fall in love. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 93. 42 PARTING SHOTS Be measured. Do A+B Testing. Check your ego and don’t fall in love. Make decisions on facts, not opinion. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 94. 42 PARTING SHOTS Be measured. Do A+B Testing. Check your ego and don’t fall in love. Make decisions on facts, not opinion. Pay attention. idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 95. 43 MORE ON THIS TOPIC... idfive is a higher-ed marketing and communications firm based in Baltimore, hon. 8/1/2011
- 96. LET’S TALK!
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