The job of most websites is to provide sufficient information to answer the visitor’s questions and compel them to do something. In higher ed, the action we want them to take is tied to enrollment – a business objective. The problem is, prospective students don’t visit a university website and apply as if they were buying a shirt. Their journey to that decision often travels a convoluted path. They may speak with a recruiter at a college fair, visit our website and those of other schools dozens of times, email back and forth with admissions, engage the university via social media, etc. It’s very difficult to accurately track the entire sales funnel for every prospect. So how then do we measure the effectiveness of a university website? I think we need to do it by creating a yardstick we know and trust – the KPI.
Outside the sun is shining. The temperatures here in Vermont are rising from their early morning chill to something more reasonable – for Vermont that is. Vermont sugar makers are chomping at the bit. They’re waiting for those temperatures to rise above freezing, or more specifically, for the nights temps to drop below freezing and then swing to above during the days. This is what makes the sap in the maple trees run up and down and fills the sap buckets.
To make maple syrup it takes about 30 gallons of sap to make 1 gallon of syrup. 30 to 1. I’ve spent time in sugar shacks during the maple season and I can tell you for a fact that even with fancy technology like reverse osmosis, sugaring is hard work. As long as the sap is flowing, they’re in the shack boiling. A lot of work for a little gain but if you’ve tasted pure maple syrup, you’ll know it’s worth it.