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James Tower, Inc. Announces New Research on College Web Site Content

Co-Sponsored Report Summarizes the Attitudes of Prospective College Students

Mankato, MN — June 8, 2009 — James Tower, Inc., a leading admissions marketing firm for higher education, announced today the availability of a new research report, Scrolling Toward Enrollment: Web Site Content and the E-Expectations of College Bound Seniors. This research project was conducted during 2009 in cooperation with Noel-Levitz, OmniUpdate, and the National Research Center for College & University Admissions (NRCCUA).

Published by James Tower as part of their E-Expectations research series, the report uncovers interesting new findings affecting admissions marketing and the higher education Web site:

• 80% of students said the content presented on a college or university Web site is more important than how the site looks.
• 88% of students said they would drop a school from their search or be disappointed with a school if that institution's Web site did not have the content they needed.
• 57% of students said if they noticed the content or text on a school Web site was out of date, incorrect, or unhelpful, they would probably take it off their list.
• 79% of students said they would read all the content on a Web site about admissions, even if it meant scrolling, and 74% said the same about cost and financial aid information.

Prior to the study, there was a perception among institutions that students were unlikely to read much online content, so the results of the study were eye-opening. The new findings verify that the majority of prospective students find Web content crucial in their enrollment decision, and they are willing to read and scroll, if necessary, to get the desired information.

The study affirms that the Web site plays a vital role in a higher education institution's recruitment effort and that a negative content experience could reduce a student's interest in a school. Cathy Willette, President of James Tower, expressed the company's excitement about the 2009 study, although she was not surprised by the results. "As enrollment expectations rise and marketing budgets get tighter, colleges and universities are looking to plug the holes in their recruiting communication flow. However, many institutions fail to recognize the number of applicants they lose if their Admissions Web site does not meet the expectations of prospective students. Before institutions spend additional time and money on outreach initiatives to drive enrollment, they need to make sure the Web site where they are funneling prospects has the relevant, current and engaging content that guides students through the enrollment process."

Download a complete copy of the report.

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