Date post: | 20-Aug-2015 |
Category: |
Business |
Upload: | bob-johnson-phd |
View: | 3,312 times |
Download: | 0 times |
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 11
Rating Higher Education Websites: Rating Higher Education Websites: The Student ExperienceThe Student Experience
©Robert E. Johnson, Ph.D. 2009©Robert E. Johnson, Ph.D. 2009
ACT Enrollment Planners ConferenceACT Enrollment Planners ConferenceJuly 16, 2009July 16, 2009
Chicago, IllinoisChicago, Illinois
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 22
Customer Centric Index (CCI) survey…Customer Centric Index (CCI) survey…
Asks website visitors to select from 13 Asks website visitors to select from 13 website attributes to identify top 3 positive website attributes to identify top 3 positive or negative experiencesor negative experiencesCCI = % of positive votes castCCI = % of positive votes cast4 audiences to survey:4 audiences to survey:– Current studentsCurrent students– Possible future studentsPossible future students– Faculty and staffFaculty and staff– AlumniAlumni
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 33
13 survey topics in 3 groups…13 survey topics in 3 groups…
Information ArchitectureInformation ArchitectureContentContentSocialSocial
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 44
Factor Positive Negative
SearchHelpful search
results Poor search results
NavigationClear menus and
linksConfusing menus
and links
LayoutSimple layout /
easy to readCluttered layout /
hard to read
Visual appealLooks attractive /
appealingLooks unattractive /
unappealing
Speed Fast to do things Slow to do things
INFORMATION ARCHITECTURE FACTORS
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 55
Factor Positive Negative
Up-to-date Up-to-date information
Out-of-date information
AccurateAccurate
informationInaccurate information
Complete Complete information
Incomplete information
LanguagePlain language
Full of jargon, corporate speak
CONTENT FACTORS
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 66
Factor Positive Negative
ContactEasy to contact a
personHard to contact a
person
ParticipationEasy to participate
/ give feedbackHard to participate
/ give feedback
OpenGives me the facts
/ transparentMisleading / not
transparent
RecommendationsHas ratings,
reviews, recommendations
Has no ratings, reviews,
recommendations
SOCIAL FACTORS
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 77Copyright © Customer Carewords Ltd.
•Please choose the THREE factors from the list below that best describe your actual experience with the Enormous State University website. •Give a score of 3 to the factor which best describes your experience, 2 to the next best description, and then 1. •Please give only one score of 3, 2 and 1. •Leave the rest blank.
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 88Copyright © Customer Carewords Ltd.
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 99
CCI at 10 schools…CCI at 10 schools…
7 in presentation7 in presentation– DePaul UniversityDePaul University– East Stroudsburg East Stroudsburg
UniversityUniversity– Fordham UniversityFordham University– Lund University Lund University
(Sweden)(Sweden)– Tyler Junior CollegeTyler Junior College– University of MissouriUniversity of Missouri– University of WaterlooUniversity of Waterloo
3 not in presentation3 not in presentation– University of University of
Hertfordshire (UK)Hertfordshire (UK)– University of ManitobaUniversity of Manitoba– University of OsloUniversity of Oslo
On next CCI ratings On next CCI ratings page onlypage only
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1010
8 CCI ratings to date…8 CCI ratings to date…
76%76% %External voters… 91.6% %External voters… 91.6%74%74% 79.6%79.6%70%70% 86.1%86.1%67%67% 89.3%89.3%62%62% 51.0%51.0%61%61% 27.7%27.7%52%52% 4.8% 4.8%45%45% 10.2%10.2%
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1111
Overall results…Overall results…
External users were happier than internal External users were happier than internal usersusers– Future students were happier than current Future students were happier than current
studentsstudents– Alumni were close to future studentsAlumni were close to future students
High concern with deficiencies in:High concern with deficiencies in:– NavigationNavigation– SearchSearch
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1212
Total Results from 4 AudiencesTotal Results from 4 Audiences
Current studentsCurrent studentsFuture studentsFuture studentsFaculty & StaffFaculty & Staff
AlumniAlumni
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1313
Voters by audience category…Voters by audience category…
Future students…Future students… 3,3263,326
Alumni…Alumni… 1,3971,397
Current students…Current students… 905 905
Faculty & staff…Faculty & staff… 480 480
Total voters…Total voters… 6,1086,108
Total votes cast…Total votes cast… 18,338 18,338
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1414
Areas of interest by votes received…Areas of interest by votes received…
IA… 9,843 votes = 53.6% of totalIA… 9,843 votes = 53.6% of total
– Visual Appeal (2,184)Visual Appeal (2,184) High: 87%High: 87% Low: 67%Low: 67%– Layout (2,343)Layout (2,343) High: 85%High: 85% Low: 61%Low: 61%– Speed (1,141)Speed (1,141) High: 84%High: 84% Low: 49%Low: 49%
– Navigation (2,578)Navigation (2,578) High: 62%High: 62% Low: Low: 35%35%
– ►►Search (1,597)Search (1,597) High: 55%High: 55% Low: 24%Low: 24%
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1515
Areas of interest by votes received…Areas of interest by votes received…
Content… 5,116 votes = 27.8% of totalContent… 5,116 votes = 27.8% of total
– Language (843) Language (843) High: 100%Low: 79%High: 100%Low: 79%– Accurate (1,339) Accurate (1,339) High: 93%High: 93% Low: 63%Low: 63%
– Up-to-date (1,551)Up-to-date (1,551) High: 86%High: 86% Low: Low: 41%41%
– Complete (1,383) Complete (1,383) High: 82%High: 82% Low: Low: 40%40%
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1616
Areas of interest by votes received…Areas of interest by votes received…
Social…. 3,379 votes = 18.4% of totalSocial…. 3,379 votes = 18.4% of total
– Open (1,231) Open (1,231) High: 90% Low: 67%High: 90% Low: 67%
– Contact (1,170)Contact (1,170) High: 72% Low: 42%High: 72% Low: 42%– Participation (632)Participation (632) High: 73% Low: High: 73% Low:
44%44%– Recommendations (346) High: 76% Low: 0%Recommendations (346) High: 76% Low: 0%
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1717
Audience specific results…Audience specific results…
Future StudentsFuture Students
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1818
Areas of interest by votes received…Areas of interest by votes received…
IA… 4,990 votes = 51.9% of totalIA… 4,990 votes = 51.9% of total
– Visual Appeal (1,059)Visual Appeal (1,059) High: 93%High: 93% Low: 4%Low: 4%– Layout (1,194)Layout (1,194) High: 96%High: 96% Low: 26%Low: 26%– Speed (714)Speed (714) High: 87%High: 87% Low: Low:
41%41%
– Navigation (1,332)Navigation (1,332) High: 83%High: 83% Low: Low: 24%24%
– Search (701)Search (701) High: 92%High: 92% Low: 50%Low: 50%
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1919
Areas of interest by votes received…Areas of interest by votes received…
Content… 2,763 votes = 28.7% of totalContent… 2,763 votes = 28.7% of total
– Language (424) Language (424) High: 100%Low: 79%High: 100%Low: 79%– Accurate (810) Accurate (810) High: 93%High: 93% Low: 63%Low: 63%
– Up-to-date (677)Up-to-date (677) High: 86%High: 86% Low: 41%Low: 41%– Complete (852) Complete (852) High: 82%High: 82% Low: 40%Low: 40%
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2020
Areas of interest by votes received…Areas of interest by votes received…
Social…. 1,856 votes = 19.3% of totalSocial…. 1,856 votes = 19.3% of total
– Open (739) Open (739) High: 100%Low: High: 100%Low: 76%76%
– Contact (575)Contact (575) High: 100% Low:32%High: 100% Low:32%– Participation (314)Participation (314) High: 100% High: 100%
Low:59%Low:59%– Recommendations (228)High: 100%Low:61%Recommendations (228)High: 100%Low:61%
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2121
Audience specific results…Audience specific results…
Current StudentsCurrent Students
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2222
Areas of interest by votes received…Areas of interest by votes received…
IA… 2,484 votes = 68.6% of totalIA… 2,484 votes = 68.6% of total
– Visual Appeal (281)Visual Appeal (281) High: 88%High: 88% Low: 59%Low: 59%– Layout (303)Layout (303) High: 88%High: 88% Low: 61%Low: 61%– Speed (193)Speed (193) High: 74%High: 74% Low: Low:
48%48%
– Navigation (436)Navigation (436) High: 62%High: 62% Low: 24%Low: 24%– Search (366)Search (366) High: 38%High: 38% Low: 20%Low: 20%
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2323
Areas of interest by votes received…Areas of interest by votes received…
Content… 661 votes = 18.2% of totalContent… 661 votes = 18.2% of total
– Language (88) Language (88) High: 100%Low: 77%High: 100%Low: 77%– Accurate (157) Accurate (157) High: 88%High: 88% Low: 74%Low: 74%
– Complete (180) Complete (180) High: 74%High: 74% Low: 39%Low: 39%– Up-to-date (236)Up-to-date (236) High: 65%High: 65% Low: 38%Low: 38%
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2424
Areas of interest by votes received…Areas of interest by votes received…
Social…. 475 votes = 13.1% of totalSocial…. 475 votes = 13.1% of total
– Open (141) Open (141) High: 90% Low: High: 90% Low: 57%57%
– Contact (218)Contact (218) High: 78% Low: 52%High: 78% Low: 52%– Participation (80)Participation (80) High: 82% Low: 15%High: 82% Low: 15%– Recommendations (36) High: 57% Low: 0%Recommendations (36) High: 57% Low: 0%
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2525
Key comparison areas…Key comparison areas…
Current studentsCurrent students
vs.vs.
Future studentsFuture students
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2626
Top 5 factors by votes cast…Top 5 factors by votes cast…
Current studentsCurrent students– NavigationNavigation– SearchSearch– LayoutLayout– VisualVisual– Up-to-dateUp-to-date
Future studentsFuture students– NavigationNavigation– LayoutLayout– VisualVisual– CompleteComplete– AccurateAccurate
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2727
Highest difference between positive Highest difference between positive and negative votes…and negative votes…
Current studentsCurrent students– Participation Participation – RecommendationsRecommendations– NavigationNavigation– CompleteComplete
Future Future – VisualVisual– LayoutLayout– ContactContact– NavigationNavigation– RecommendationsRecommendations
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2828
Least difference between positive and Least difference between positive and negative votes…negative votes…
Current studentsCurrent students– Accurate (positive)Accurate (positive)– Search (negative)Search (negative)– Language Language
(positive)(positive)
Future studentsFuture students– Language Language
(positive)(positive)– Accurate (positive)Accurate (positive)– Open (positive)Open (positive)
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2929
What does it mean?What does it mean?
Difficult for one website to meet internal Difficult for one website to meet internal and external users needsand external users needsArgues for Internet and Intranet websitesArgues for Internet and Intranet websites– Intranet users need “nuts and bolts” website Intranet users need “nuts and bolts” website
that focuses on frequent task completionthat focuses on frequent task completion
Special attention to navigation & search…Special attention to navigation & search…– Help people find things quicklyHelp people find things quickly
Less focus on “beauty” & “cool” Less focus on “beauty” & “cool” Increased audience researchIncreased audience research
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3030
Thank You!Thank You!
Bob Johnson, Ph.D.Bob Johnson, Ph.D.President and Senior ConsultantPresident and Senior Consultant
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 248.766.6425 248.766.6425
[email protected]@bobjohnsonconsulting.comhttp://twitter.com/HighEdMarketinghttp://twitter.com/HighEdMarketing
Customer Carewords Research for Online Marketing Success: Customer Carewords Research for Online Marketing Success: http://www.bobjohnsonconsulting.com/customercarewords.htmlhttp://www.bobjohnsonconsulting.com/customercarewords.html
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3131
Example of CCI Report PagesExample of CCI Report Pages
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3232
Voting spread… Voting spread…
25% 20% 15% 10% 5% 0% 5% 10%
Up-to-date
Accurate
Complete
Plain language
Contact
Participation
Open
Recommendations
Search
Navigation
Layout
Visual appeal
Speed
Negative votes Positive votes
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3333
Where to invest resources…Where to invest resources…
Content28%
Social4%
Information Architecture
68%
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3434
Action priorities…Action priorities…
0% 5% 10% 15% 20% 25% 30% 35% 40%
Contact
Open
Recommendations
Visual appeal
Plain language
Participation
Complete
Accurate
Speed
Layout
Up-to-date
Navigation
Search