How did the University of Texas use conversion to capitalize on its investment in search?

1. Focus the Web Web Sites that Serve the School

3. The Advantages of Action

4. The Opportunity UT Total: 2% of 141,548

5. Small Changes, Big Results

6. Demographics

7. Their Stories Methodical Competitive Humanist Spontaneous Logical Emotional Quick Decisions Slow Decisions

9. A Shift in Focus The Alumni with a Good Salary College of Pharmacy The Graduate Candidate with Industry Experience Ursula the Undergrad

11. Case Study: College of Pharmacy Humanist Design Targeted Navigation Graduate Programs Featured on Home Page Professor Information Alumni Features

12. Alumni

13. Pharmacy Alumni Page Focus on Giving Visual Cues On-going Contact Alumni-related Features

14. AT&T Conference Center

15. Targeting the Most Profitable The Profitable Event Planner The Alumni with a College-bound Daughter The Impatient Business Traveler

16. Removing Blocks to Action

17. Quick Reservation System Detailed Links Targeted Calls to Action Event Calendars Targeted Calls to Action Text Links Improve Search Phone Number Richer Content