7 Habits Of HE Websites

Jun 2, 2011Download as PPTX, PDF0 likes183 views

This document outlines seven habits for highly effective higher education websites based on Stephen Covey's book "The 7 Habits of Highly Effective People". The habits are: 1) understand visitors are in charge by listening to their needs, 2) create goal-driven sites with focused calls to action, 3) prioritize the visitor experience, 4) drive value for visitors, 5) identify where visitors struggle, 6) create an ongoing dialogue with visitors through personalization, and 7) optimize the website through A/B split testing. Adopting these habits can increase student retention, recruit higher quality students, and lower costs.

The 7 Habits of Highly Effective Higher Education WebsitesJo Bridger, Head of Marketing, EduservChris Vezey, Sales Director, Sitecore

Some Educational InstitutionsSee www.sitecore.net

Introduction to the 7 HabitsSteven Covey’s book, “The 7 Habits of Highly Effective People” (Simon & Schuster, 1989)

Your website is a mechanism to build and grow an online relationship with your audienceThe Value GapIf you had a resource that could…Increase student retentionDeliver more applicantsCreate more loyal and repeat donationsLower cost of admission Result in more profitable studentsWould you make use of it?

Most Higher Education Websites are Untapped ResourcesHigher Education institutions’ websites in the UK have over 30 target marketsAlumniBusiness PartnersMediaResearch CommunityProspective students (domestic and overseas)Current StudentsRecruiters / Future Employers

Audience Poll…How long does it currently take to make updates or changes to your public-facing website?Hours

WeeksHabit #1 Your Visitors are in Charge Listen and respond to your visitors’ needsLearn how to learn Optimisevisitor tasksAnalytics only tell part of the storyThe visitor is always rightBecome adaptive - Learn and evolve CMS to the rescuePrioritisehigh value content (that user behavior shows you)BenefitsCreating a visitor-centric website to drive return visitsThis creates:Better recruiting intelligenceHigher conversion rates Targeted student recruitment: Geography and talent

Audience Poll…Do you set and measure goals on your website?Yes

Don’t knowHabit #2 Create Goal-Driven SitesNot as obvious as you thinkMost websites still behave like single dimensional marketing literature Lack focused calls for actionLeverage the advantages of the webAsk yourself…What should users achieve on this website? What different types of goals do they have?BenefitsProvide focus and direction into every piece of content and functionalityHigher conversion rates on requested and submitted applications Create strong parental involvementReduce fallout rates

Habit #3 PrioritiseYour Visitors’ ExperiencesBalance user experiences with website goalsUser experience must be first priorityCreate valueProvide what visitors need, or what they didn’t even know they neededBenefitsIncreased retentionLower cost of communicationRecruit higher quality studentsIncrease university/college reputation and perception

Habit #4 Drive Value for Your Visitors Provide valueDrive value; understand what they need and deliver it quicklyDemonstrate utility of the information they provideBenefitsCreates stronger collaboration Builds goodwill Stronger relationships for increased retention

Habit #5 Know where your visitor strugglesExamine and evaluate what does not workFind the holesIdentify what visitors seek, but can’t findElicit feedback Offer expertiseBenefitsHelp your students and prospects learn how to engage with you Lower customer support costsStronger recruiting intelligenceCompetitive parity or advantage

Audience Poll…Do you collect feedback from your website users?Yes, regularly

Don’t knowHabit #6 Create the dialogue with your visitorCreate an ongoing conversationUse personalisationto have an ongoing dialogueEpisodic marketing can expand relationshipsTargeted calls-to-actionUtilisesegmentation messagingBenefitsCreates valueExpands the relationshipIncreased student qualityHigher retention rates

From our session at the Charleston Conference, 7 November 2013, hosted by Nader Qaimari, SVP, Marketing & Sales for Gale, part of Cengage Learning, and Carol Anne Germain, Information Literacy Librarian, University of Albany. Participants will learn outcomes of an academic library survey conducted July, 2013. Suggestions for academic institutions and an overview of free resources and materials available from Gale dedicated to your library's success are covered.

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7 Habits Of HE Websites

1. The 7 Habits of Highly Effective Higher Education WebsitesJo Bridger, Head of Marketing, EduservChris Vezey, Sales Director, Sitecore

2. Some Educational InstitutionsSee www.sitecore.net

3. Introduction to the 7 HabitsSteven Covey’s book, “The 7 Habits of Highly Effective People” (Simon & Schuster, 1989)

4. Apply the same rules to your website

5. Your website is a mechanism to build and grow an online relationship with your audienceThe Value GapIf you had a resource that could…Increase student retentionDeliver more applicantsCreate more loyal and repeat donationsLower cost of admission Result in more profitable studentsWould you make use of it?

6. Most Higher Education Websites are Untapped ResourcesHigher Education institutions’ websites in the UK have over 30 target marketsAlumniBusiness PartnersMediaResearch CommunityProspective students (domestic and overseas)Current StudentsRecruiters / Future Employers

7. Audience Poll…How long does it currently take to make updates or changes to your public-facing website?Hours

8. Days

9. WeeksHabit #1 Your Visitors are in Charge Listen and respond to your visitors’ needsLearn how to learn Optimisevisitor tasksAnalytics only tell part of the storyThe visitor is always rightBecome adaptive - Learn and evolve CMS to the rescuePrioritisehigh value content (that user behavior shows you)BenefitsCreating a visitor-centric website to drive return visitsThis creates:Better recruiting intelligenceHigher conversion rates Targeted student recruitment: Geography and talent

12. Audience Poll…Do you set and measure goals on your website?Yes

13. No

14. Don’t knowHabit #2 Create Goal-Driven SitesNot as obvious as you thinkMost websites still behave like single dimensional marketing literature Lack focused calls for actionLeverage the advantages of the webAsk yourself…What should users achieve on this website? What different types of goals do they have?BenefitsProvide focus and direction into every piece of content and functionalityHigher conversion rates on requested and submitted applications Create strong parental involvementReduce fallout rates

16. Habit #3 PrioritiseYour Visitors’ ExperiencesBalance user experiences with website goalsUser experience must be first priorityCreate valueProvide what visitors need, or what they didn’t even know they neededBenefitsIncreased retentionLower cost of communicationRecruit higher quality studentsIncrease university/college reputation and perception

18. Habit #4 Drive Value for Your Visitors Provide valueDrive value; understand what they need and deliver it quicklyDemonstrate utility of the information they provideBenefitsCreates stronger collaboration Builds goodwill Stronger relationships for increased retention

20. Habit #5 Know where your visitor strugglesExamine and evaluate what does not workFind the holesIdentify what visitors seek, but can’t findElicit feedback Offer expertiseBenefitsHelp your students and prospects learn how to engage with you Lower customer support costsStronger recruiting intelligenceCompetitive parity or advantage

22. Audience Poll…Do you collect feedback from your website users?Yes, regularly

23. Yes, occasionally

24. No

25. Don’t knowHabit #6 Create the dialogue with your visitorCreate an ongoing conversationUse personalisationto have an ongoing dialogueEpisodic marketing can expand relationshipsTargeted calls-to-actionUtilisesegmentation messagingBenefitsCreates valueExpands the relationshipIncreased student qualityHigher retention rates

26. The University of Southern Denmark upgraded its Sitecore CMS in just one week. Having ½ million unique items and 800 editors working on content on a daily basis was no problem.

27. Habit #7 OptimiseYour Website with the Power of A/B Split TestingMarketers love metricsUse test and control mechanisms to analysemarketing effectivenessLearn what is working and what is notPrototype the customer response to new messaging and imageryBenefitsActionable knowledge of what is working on your websiteA low-cost channel for measuring marketing effectivenessUnderstand your segments more effectively

29. The Seven HabitsYour Visitors Are in ChargeCreate Goal-Driven SitesPrioritiseYour Visitors’ ExperienceDrive Value for Your VisitorsKnow What Your Visitors WantCreate a Dialogue with Your VisitorsOptimiseYour Site with the Power of A/B Split Testing

30. Putting the Habits to WorkExpect more from your websiteDrive more value by implementing these seven habitsCMS Technology can support these goals

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7 Habits Of HE Websites

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