Bob Johnson's Blog on Higher Education Marketing

Early results... "future students" rate college and university website experience higher than current students & faculty/staff

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Yes, "future" or "prospective" students are happier with their college and university web experience than are current students or faculty and staff.

That's based on early results from the first of three schools completing Customer Carewords Index (CCI) surveys. In about two weeks, we'll have results from five more schools.

Four audiences (current students; faculty & staff; alumni; possible future students) tell us about their experience on a school's website. In about two minutes, they select the 3 characteristics of a website visit (from a total of 13) that best represent their experience at the site.

Three of the surveys are complete. The other five will finish within two weeks. And while it is still early, a common trend has emerged: external visitors are far more positive so far than internal website users. In future blog posts I'll report more on whether or not this trend continues.

The results so far:

  • For future students (people in some stage of considering a school but not yet enrolled at it), positive factors far outweigh negative... the positives have been over 70% for one school and over 90% for another.
  • For both faculty/staff and current students, opinion is more divided, with about an even mix of positive and negative factors. 

What are users most likely to pick as negative characteristics? Search and navigation of the site are the clear leaders. Are those related? Quite likely.

Only one of our first three participants surveyed alumni. In that case, the response was much more postive than negative. We'll see if that holds as more alumni are surveyed soon.

Over the next few weeks we'll have more results to report from CCI surveys. No reports on individual results, of course, but more notes on the most common themes from website experiences at these schools:

  • DePaul University
  • East Stroudsburg University
  • Fordham University
  • Ithaca College
  • Lund University
  • Tyler Junior College
  • University of Missouri
  • University of Waterloo

Read more about the CCI survey on the Customer Carewords website. Results are delivered in 3 categories that identify priority areas for web improvement efforts: Content, Social, and Visual/Architecture.

Schedule a CCI survey to identify the strengths and weaknesses of your website. Contact me by email at bob@bobjohnsonconsulting.com or by phone at 248.766.6425 

 

 

 

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