The college recruitment consultancy Noel-Levitz has just released a research report, “Scrolling Toward Enrollment: Web Site Content and the E-Expectations of College-Bound Seniors,” that provides ample data points that might help your position in continuing to shift the attention (and resources) of the university to the importance of quality online communications within the recruiting process.
The report, to those involved in the day-to-day work of creating and publishing content on a university website, is probably not all that surprising. But there’s a big difference between opinion and facts in our discussions with those who control budgets and therefore the mix of media carrying our messages to prospective students. Facts, in audience research terms, require adequate sample sizes (1000 in this study) and sound methodology, such that one can say with confidence that a given result would be repeated if the study were repeated. I’ll highlight a few of those facts in the paragraphs to follow, and what they might mean for the continuing development of the UNL website.
First, as the title of the paper suggests, the idea that users don’t read long-form text online, repeated so often that it’s attained a Gospel status, is debunked, at least for this audience. Please, read on.
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