For most prospective students, your website will be their first ... - … · 2020-05-04 · 6 Value...
Transcript of For most prospective students, your website will be their first ... - … · 2020-05-04 · 6 Value...
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For most prospective students, your website will be their first impression.
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Website Best Practices
v Marketing-oriented external focus
v Visual impact
v Responsive design
v Value proposition
v Selling points
v Audience segmentation and relevance
v Audience engagement
v Calls to action
A MarketingOrientation
Selling points
Intelligent Response System
Everything a prospective needsis here.
Social media icons above the scroll
Emphasis on the virtual tour.
Great career-oriented videos.
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Prominent calls to action. The Open House links to detail.
Selling points
Leads to the online viewbook.
Leads to multiplesocial media channels.
For applicants
Visual Impact
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Visual Impact
Value Proposition
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Value Proposition
Value Proposition
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Value Proposition
Selling Points
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Selling Points
Selling Points
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Audience Segmentation
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Audience SegmentationAudience channels
Audience Channels
vProcess-oriented information
v Infuse a marketing orientation into all channels
ü Audience-relevant selling points
ü Success stories and “exceptional outcomes”
ü Testimonials
ü Factoidsü Relevant opportunities
ü Visual images (photography and video)
v Drive audience traffic to relevant pages
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Audience Engagement
Audience Engagement
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Audience Engagement
Student Referral Form
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Steps to Applying
Steps to Enrolling
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Scholarship Awards
Transfer Guide
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Student Stories
Alumni Success Stories
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Chat with aRecruiter
Online Viewbook
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Personalized Viewbook
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Introducing the New Class
Viral Media
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Social Media Strategy
Parents’ Page
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Guidance Counsellors’ Page
Campus Visits
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Campus Visits
Campus Visits
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Virtual Tour
Calls to Action
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Calls to Action
Calls to Action
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Academic Program Page Essentialsv Program selling points
v Program description
v What you will learn
v Who you will study with
v Unique opportunities
ü Hands-on learningü Service learning, internships, co-opsü Organizations and activities
v Success beyond the classroom
Academic Program Comparisons
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Academic Program Selling Points
Academic Program Video
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Faculty Profiles
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Website Analytics
Website Competitor Analysis
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Common Findings
vNo value proposition
vLimited selling points, particularly on academic program pages
vAudience segmentation but only process-oriented; no audience targeted marketing
vSocial media icons below the scroll
vLimited audience engagement
vPoor photography
vLimited use of video
Common Findings
vCalls to action: Request Info, Visit, Apply
vCalls to action not prominently displayed or pervasive throughout the site
vToo much text
vCluttered pages
vInconsistent design elements on some pages
vNo site-wide branding
vIncreasing use of infographics
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Website Usability Survey
Website Usability Survey
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Information-Seeking Tasks
v You have visited the University’s website and are interested in receiving additional information. How would you request information?
v Let’s say you want to visit campus in person. How would you arrange a visit using the website? What visit options do you have to choose from?
v Cost is a concern for you. How would you find out about the costs at the University? What about financial assistance through financial aid and scholarships?
v How would you apply for scholarships? Is it an intuitive and easy process?
v You are undecided about a program of study. How would you explore options? How useful are the program listings and descriptions? What would have made your exploration of program options more effective (e.g., organization of the listing, information provided, labeling)?
Information-Seeking Tasksv OK, you are ready to apply for admission. How do you do this? What are
the options you have for applying? How could the University make this process more intuitive and simpler?
v You want to find out what types of activities exist for students on campus. How would you find this information? How would you contact someone or an organization to get involved?
v What key messages does the website convey that would compel a prospective student to select the University?
v What information would a prospective student and their family need to make an informed decision about the University? Related to this information, what did you find on the website and what appears to be missing?
v If you wanted to share information about the University with friends or family members, where would you send them on the website?
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Common Findings
vUse the search tool as a last resort
vBread crumbs go unnoticed and unused
vWant more visuals
vIn terms of text, less is more
vLike bulleted text
vLike infographs
vLike and use virtual tours
Common Findings
vWant more about student life, including visuals
vFinancial aid, scholarship, and cost information is very important and is often buried on the site
vProgram information is important; want faculty bios, course descriptions, and career information
vRead student stories; want to see and hear from students like them
vThe website should allow site visitors to experience the institution
vMost would use a web chat feature
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Monitoring Social Media
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Centralized vs. Decentralized
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Recommended InfrastructurevWeb designer
vWeb coder/data manager
vContent developer(s)
vSocial and multimedia specialist
Email any questions you may have to Dr. Black at [email protected]