Search + Conversion = Results
17
Focus the Web Web Sites that Serve the School
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17-Oct-2014 -
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Education
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How did the University of Texas use conversion to capitalize on its investment in search?
Transcript of Search + Conversion = Results
Focus the Web
Web Sites that Serve the School
The Limits of the Brochure
•Untargeted Messages
•Reader Cannot Take Action
•Content Focused on Business
•Brochures Do Not Deliver a Services
The Advantages of Action
The Opportunity
UT Total: 2% of 141,548
Small Changes, Big Results
Demographics
Their Stories
Methodical
Competitive
Humanist
Spontaneous
Logi
cal
Logi
cal
Emot
iona
lEm
otio
nal
Quick DecisionsQuick Decisions Slow DecisionsSlow Decisions
Information NeedsPrice sheetTestimonialDetailed specificationEducational articlesWarranty or Guarantee informationPictures of employeesBrochure or reportContact informationNewsletter
A Shift in Focus
The Graduate Candidate with
Industry Experience
Ursula the Undergrad
The Alumni with a Good Salary
College of Pharmacy
Case Study: College of Pharmacy
Humanist Design
Targeted Navigation
Graduate Programs Featured on Home
Page
Professor Information
Alumni Features
Alumni
Pharmacy Alumni Page
Focus on Giving
Visual Cues
On-going Contact
Alumni-related Features
AT&T Conference Center
Targeting the Most Profitable
The ProfitableEvent Planner
The Alumni with a College-bound
Daughter
The Impatient Business Traveler
Removing Blocks to Action
Quick Reservation System
Detailed Links
Targeted Calls to Action
Event Calendars
Targeted Calls to Action
Text Links Improve Search
Phone Number
Richer Content
