- 1. Rating Higher Education Websites:The Student Experience
Robert E. Johnson, Ph.D. 2009 J.Boye Conference Aarhus 2009
November 4, 2009 Aarhus, Denmark
2. Who is Bob Johnson?
- Higher education marketer since 1980s
- Writer of monthly Your Higher Education Marketing
Newsletter
- Owner Bob Johnson Consulting, LLC
- Partner w/Gerry McGovern at Customer Carewords
- Chair of Symposium for the Marketing of Higher Education, 1994
to 2003
- Ph.D. in political science (UMass Amherst)
3. In todays presentation
- Identifying website factors that are most important to
visitors
- Comparing responses from future or prospective students with
those from current students
- Where to focus website improvement efforts
- If you could only make one change
4. Customer Centric Index (CCI) survey
- Asks website visitors to select from 13 website attributes to
identify top 3 positive or negative experiences
- CCI = % of positive votes cast
5. 13 survey factors in 3 groups
6. 7. 8. 9. Copyright 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 of3, 2 and 1.
10. Investing improvement resources 11. Typical voting spread
12. Action priorities 13. CCI at 12 schools
-
- East Stroudsburg University
-
- University of Hertfordshire
-
-
- On next CCI ratings page only
14. 11 CCI Survey Results % External Voters.. % Positive
Votes
15. More often than not
- External users were happier than internal users
-
- Future students were happier than current students
-
- Alumni were close to future students
- High concern overall with deficiencies in:
16. Audience specific results
17. Areas of interest by votes received
- Information Architecture factors
-
- 4,490 votes = 49.3% of total
-
- 2,763 votes = 30.3% of total
-
- 1,856 votes = 20.3% of total
18. Audience specific results
19. Areas of interest by votes received
- Information Architecture factors
-
- 5,391 votes = 54.4% of total
-
- 2,786 votes = 28.1% of total
-
- 1,739 votes = 17.5% of total
20. Key comparison areas Current students vs. Future students
21. Top 5 factors by votes cast
22. Highest difference between positive and negative votes
23. Least difference between positive and negative votes
24. What do CCI results mean?
- Difficult for one website to meet internal and external users
needs
- Argues for Internet and Intranet websites
-
- Intranet users need nuts and bolts website that focuses on
frequent task completion
- Special attention to navigation & search
-
- Help people to quickly find things
- Less focus on beauty & cool
- Increased audience research
25. If you can make only one change Consider this Search + Site
Map 26. Combine search & site map
http://www.stedwards.edu/siteindex.htm 27. Key challenges forhigher
education websites
- Acceptance of intranet and internet approach
- Easier access to most important content and completion of top
tasks
- Greater use of web analytics
- Continued growth of web content editor positions the website as
on online publication
28. Meeting the first challenge http://www.devry.edu/ 29. Thank
You! Bob Johnson, Ph.D. President Bob Johnson Consulting,
LLC248.766.6425[email_address] http://twitter.com/HighEdMarketing
Customer Carewords Research for Online Marketing
Success:http://www.bobjohnsonconsulting.com/customercarewords.html
30. Addendum Overall CCI data results 31. Total Results from 4
Audiences
32. Voters by audience category
33. Areas of interest by total votes
- IA 14,325 votes = 53.4% of total
-
- Visual Appeal (2,834) High: 87% Low: 57%
-
- Layout (3,354) High: 85% Low: 61%
-
- Speed (1,797) High: 84% Low: 49%
-
- Navigation (3,940) High: 62% Low: 35%
-
- Search (2,712) High: 55% Low: 24%
34. Areas of interest by votes
- Content 7,396 votes = 27.5% of total
-
- Language (1,263)High:100%Low: 79%
-
- Accurate (1,861)High: 100%Low: 63%
-
- Up-to-date (2,382) High: 86% Low: 41%
-
- Complete (1,890)High: 82% Low: 40%
35. Areas of interest by votes
- Social. 4,709 votes = 17.5% of total
-
- Open (1,590)High: 90%Low: 60%
-
- Contact (1,871) High: 72%Low: 42%
-
- Participation (913) High: 73%Low: 33%
-
- Recommendations (486) High: 76% Low:0%
36. Audience specific results
37. Areas of interest by votes received
- IA 4,490 votes = 49.3% of total
-
- Visual Appeal (1,059) High: 93% Low:4%
-
- Layout (1,194) High: 96% Low: 26%
-
- Speed (714) High: 87% Low: 41%
-
- Navigation (1,332) High: 83% Low: 24%
-
- Search (701) High: 92% Low: 50%
38. Areas of interest by votes received
- Content 2,763 votes = 30.3% of total
-
- Language (424)High: 100%Low: 79%
-
- Accurate (810)High: 93% Low: 63%
-
- Up-to-date (677) High: 86% Low: 41%
-
- Complete (852)High: 82% Low: 40%
39. Areas of interest by votes received
- Social. 1,856 votes = 20.3% of total
-
- Open (739)High: 100%Low: 76%
-
- Contact (575) High: 100% Low:32%
-
- Participation (314) High: 100% Low:59%
-
- Recommendations (228)High: 100%Low:61%
40. Audience specific results
41. Areas of interest by votes received
- IA5,391 votes = 54.4% of total
-
- Visual Appeal (866) High: 88% Low: 57%
-
- Layout (1,254) High: 88% Low: 58%
-
- Speed (812) High: 74% Low: 48%
-
- Navigation (1,054) High: 62% Low: 24%
-
- Search (1,405) High: 40% Low: 20%
42. Areas of interest by votes received
- Content 2,786 votes = 28.1% of total
-
- Language (480)High: 100%Low: 75%
-
- Accurate (637)High: 100%Low: 74%
-
- Complete (651)High: 74% Low: 39%
-
- Up-to-date (1,018) High: 75% Low: 38%
43. Areas of interest by votes received
- Social. 1,739 votes = 17.5% of total
-
- Open (437)High: 90%Low: 50%
-
- Contact (824) High: 78%Low: 50%
-
- Participation (302) High: 82%Low: 15%
-
- Recommendations (176)High: 57% Low:0%