how to build a performance driven marketing website
TRANSCRIPT
How to build a
performance-driven marketing website
Chris HofmannDirector of Marketing
Chapters● Research on .edu websites● Case study● Foundations● Relevant messaging● Content & design● Responsive design● A/B testing● Site structure● Search engine optimization● Fresh content
What does “performance-driven”
mean to you?
ConversionsConversionsConversionsConversionsConversionsConversionsConversionsConversionsConversions
Conversions
Marketing
[generate awareness, interest,
leads]
Image Source: Dunn, James, L., Online Enrollment Management, Using For-Profit Best Practices at Not-for-profit Colleges and Universities
Recruitment &
Admissions
[Qualify and convert leads to
apps and enrollments]
Research
Sources used to learn more about an institution
Search engines are preferred way for adult learners to learn about colleges and universities
When you began your search for a program or course, in what ways did (or do) you prefer to learn about colleges and universities that you previously were NOT AWARE OF, NOR CONSIDERING
Site Rebuild Case Study
Site rebuild goals● Generate qualified leads through an increased visit to lead conversion
rate● Achieve top 3 organic search engine results placement(SERP) for HIM
programs within a year for upper midwest● Communicate the value proposition and key product differentiators on
the home page● Be easily viewable and navigable on any device● Produce relevant and regular content using a blog● Incorporate a program overview video on home page
Huge improvement in organic traffic results
Organic mobile too!
Enrollments up 116% YoY
Gold - Interactive Category
Silver - Most Improved
Foundations
If you can’t measure it, you can’t improve it.
Set up goals!
Beg, borrow, steal … or outsource one.
Resource
Resource
Relevant messaging
(Aslanian, Understanding Adult Learning Trends) (Aslanian, Online Students 2012: Comprehensive Data on Demands and Preferences)
What motivates your customer?
(Aslanian, Online Students 2014: Comprehensive Data on Demands and Preferences),
What’s important in program selection
Identify messages that resonate
(Aslanian, Online Students 2014: Comprehensive Data on Demands and Preferences),
Answer burning questions
(Aslanian, Online Students 2014: Comprehensive Data on Demands and Preferences),
Resources
Content & Design
What’s unique and/or highly desirable about your offering or brand?
Unique Selling Proposition
Scrolling home pagedesign
● Tablet-friendly● Improves bounce rate● Improves time-on-site● More room to make
your case
http://hwm.wisconsin.edu/
CTA early...
… and often.
When someone clicks that button, please don’t do this...
REDUCE FRICTION !!
Both number of fields and type of info requested increase friction.
Make a strong case aligned with motivations!
Create a video that sells your program. Embed on home page.
Back up marketing claims with student testimonials and stories
Significant improvement for multiple KPIs within weeks
Resource
A/B Test
Source: Unbounce
messages — forms — call to action buttons
Source: Unbounce
41% lift in conversion rate with 95% confidence
http://getdatadriven.com/ab-significance-test
Resource
Responsive design
Why device responsive?
http://www.studiopress.com/responsive/
http://www.studiopress.com/responsive/
Green is good!
Google loves responsive sites!!
Site launched
Don’t forget about conversions!
Site Structure
Make your site a pyramid
Most popular pages higher up the pyramid
Yoast, Optimize Your WordPress Site
Link closely related pages
Yoast, Optimize Your WordPress Site
Helps search engine understand what things are related and increases the possibility of ranking.
Resource
Search Engine Optimization
(SEO)
SEO Short for search engine optimization, the process of increasing the number of visitors to a Web site by achieving high rank in the search results of a
search engine. The higher a Web site ranks in the results of a search, the greater the chance that users will visit the site. It is common practice for Internet users to not click past the first few pages of search results, therefore high rank in SERPs is essential for
obtaining traffic for a site. SEO helps to ensure that a site is accessible to a search engine and improves the
chances that the site will be indexed and favorably ranked by the search engine.
Moz
SEO is the process of getting traffic from the “free,” “organic,” “editorial” or “natural”
search results on search engines.
SearchEngineLand
Search engines are preferred way for adult learners to learn about colleges and universities
When you began your search for a program or course, in what ways did (or do) you prefer to learn about colleges and universities that you previously were NOT AWARE OF, NOR CONSIDERING
~75% of click are in
organic results
Paid advertising
Organic results
Page 1 critical, but also placement on page 1
Find the most used keywords
Use Google Chrome Incognito window and search tools to get an idea where you rank
RESOURCE
Fresh Content
http://www.contentplus.co.uk/marketing-resources/infographics/anatomy-of-content-marketing/
Check out the case study about this infographic at http://www.contentplus.co.uk/marketing-resources/blog/content-marketing/viral-content-the-anatomy-of-content-marketing-case-study/
http://www.marketingprofs.com/articles/2013/10121/17-types-of-content-that-google-will-eat-up
Hubspot Inbound Marketing Study
Had enough? What now?
Three high impact things you can do next week
1. Set up Google Analytics goals2. Optimize your web forms3. Check your title tags and meta
descriptions
Thanks! Connect with me on LinkedIn