UBC.ca - A Shift in Paradigm #PSEWEB2015
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UBC.ca A Shift in ParadigmPSEWEB 2015
Adrian LiemSenior Web Coordinator@adrianliem
59, 659 students139 countries15,253
Marcomm & Web at UBC
UBC
• 150+ staff• ~900 websites• Decentralized
Informational + FunctionalAn informational gateway with 38 webpages, and 39 redirects, serving 4 primary purposes:
1. Provide basic institutional information
2. Share news stories and timely communications
3. Act as a landing page during crises / emergencies
4. Provide access to other key university websites
UBC.ca HistoricallyUBC.ca | A Shift in Paradigm
13 million Pageviews5.5 million Sessions
Baseline Stats (per year)
82% Desktop12% Mobile6% Tablet
63% Canada8% US4.5% China3% India1.6% UK< 1% 231 Other
@adrianliem
Visitor Flow Observed in Usability Testing:“There and back again”
UBC.ca | A Shift in Paradigm
12
3
@adrianliem
Visitor Flow Confirmed by AnalyticsUBC.ca | A Shift in Paradigm
Country / Territory2.31M visits, 1.19M drop-offs 1.12M visits, 707K drop-offs 414K visits, 179K drop-offs 235K visits, 128K drop-offsStarting pages 1st Interaction 2nd Interaction 3rd Interaction
Canada1.29M
United States251K
...549K
China100K
India75.3K
United Kingdom52K
/index.html1.97M
/search/ref...index.html36.1K
(>100 more pages)154K
/search/index.html88.4K
/academic/index.html41.8K
/quicklinks...index.html23.7K
/students/index.html311K
/academic/index.html312K
/search/index.html217K
(>100 more pages)225K
/library/index.html29.5K
/abou
t
/index.html26.8K
/index.html168K
/academic/index.html46.2K
(>100 more pages)116K
/students/index.html23.5K
/search/index.html39.4K
/directorie...hools.html20.5K
(+92 more pages)61.4K
/index.html24.8K
/students/index.html43.7K
/academic/index.html43.6K
/search/index.html36.2K
/vancouver/...hools.html25.3K
⇩
Homepage
1 2 3
@adrianliem
Link Clusters :(UBC.ca | A Shift in Paradigm
“confusing” “overwhelming”
“daunting”
@adrianliem
Described by our visitors as:• Conservative• Daunting• Confusing• Too text-heavy
Challenges• Thin, ”front-loaded” homepage• Organization-centric• Everything for everyone, serving no one• Limited reach and engagement• Limited analytics
The ProblemsUBC.ca | A Shift in Paradigm @adrianliem
Scope of RedesignCLF* HeaderNavigation
“Spotlight”“Sidebar Tabs”
“Link Clusters”Page ContentInternal Design
CLF* Footer
In Scope Out of Scope
UBC.ca | A Shift in Paradigm
*CLF = Common Look and Feel
@adrianliem
BackgroundWeb design framework, created to establish a common baseline of web standards across the university.
Version 7.0 (released Sep-2012)• Fully Responsive (built with Bootstrap)• Web template files• Varieties • HTML • WordPress (Basic and Advanced) • Drupal• CSS and Javascript hosted on a “CDN”
The CLF - Common Look and FeelUBC.ca | A Shift in Paradigm @adrianliem
Communications & MarketingUBC.ca | A Shift in Paradigm
LS
JL
KH
MCJO
KM
CJ
@adrianliem
“Senior Web Coordinator”• Advise and help set strategy• Liaise with agency of record• Consult with internal stakeholders• Oversee • Research • Content strategy • UX, design • Technical development • Builds • Take to market• Project management
• Prepare status updates for: • Managing Director • Team • Stakeholders• Prepare/review all communications and deliverables• Configure, analyze, report on metrics• Update content• Build out new sub-sections, sites• Advise, mediate• Mentor, counsel, listen, support
My RoleUBC.ca | A Shift in Paradigm
TMI
@adrianliem
My RoleUBC.ca | A Shift in Paradigm
As I see it: • Understand the goals and expectations of the Business Owner
• Understand the goals and expectations of the Target User
• Understand the available resources, capabilities, and constraints of the Team
Lead a cross-disciplinary team to deliverthe best possible solution.
@adrianliem
UBC.ca | A Shift in Paradigm
“Complex Organizational Environment”
http://www.flickr.com/photos/glodjib/
@adrianliem
Stakeholder EngagementUBC.ca | A Shift in Paradigm
Advisory Groups & CommitteesCommunicators NetworkWeb Advisory CouncilBrand Leadership CouncilUBC Executive
Audience StakeholdersProspective Student Marketing, Communications & Social Media (Prospective Undergraduate Students)Student Communications Services (Undergraduate Students - Vancouver)Faculty of Graduate & Postdoctoral Studies (Graduate Students - Vancouver)Human Resources, C&M Internal Communications (Faculty and Sta�)Development and Alumni Engagement (Alumni, Donors)University Relations (UBC Okanagan)
Thematic StakeholdersAthletics (Events, Campus Life)Continuing Studies (Academics, Community)First Nations House of Learning (Aboriginal Engagement)Library (Academics, Research)President’s O�ce (Strategic Priorities)
FacultiesFaculty of ArtsFaculty of MedicineFaculty of ScienceSauder School of Business
Audience RepresentationOnline feedbackOnline usability testingIn-person usability testing
@adrianliem
Stakeholder EngagementUBC.ca | A Shift in Paradigm
Listen• Seek first to understand, and then be understood (thanks Covey!)
Provide Opportunities for Participation• The right opportunity, for the right people, at the right time• One-on-one interviews, group interviews, group presentations, online feedback forms
Be Strategic• Strategy A: Start with the “loyalists”, move to the “challengers”• Strategy B: Start with the top, get buy-in and support as “social proof”
@adrianliem
The ChallengeUBC.ca | A Shift in Paradigm
• bottle opener• built in storage for removable plates, cutting boards, knife• compartments to keep dry items dry• ultra-durable wheels• locking tie-down bungees• waterproof LED lights in the lid• waterproof USB charger• removable blue tooth speaker• blender
Cooler
Coolest
keeps food cold
@adrianliem
“If they expect a unicorn,it’s your fault.”
- Brett Harned, Adventures in Project Management
UBC.ca | A Shift in Paradigm @adrianliem
The SolutionUBC.ca | A Shift in Paradigm @adrianliem
UBC.ca Hierarchy of Needs(thanks Maslow!)
UBC.ca | A Shift in Paradigm
Informational
Functional
Experiential
@adrianliem
UBC.ca | A Shift in Paradigm
UBC.ca Redesign Goals
Informational
Functional
Experiential
Primary Goals
1. Improve the delivery of information
2. Improve the functional elements
3. Deliver a better experience
New
Improve
Supporting Objectives- Audience: Communicate to our diverse audiences strategically- Brand: Be a demonstrated proof point of the UBC Brand- Data: Establish a means to measure and monitor e�ectiveness
@adrianliem
UBC.ca | A Shift in Paradigm
Apr 2013
Apr 25, 2014
UBC.ca Redesign Process
Research & Testing Environmental scan & competitive positioning Web analytics review Usability testing Internal stakeholder consultation
User Experience Architecture Navigation, wireframes User testing, validation
Design & Development Creative exploration Content strategy & Design comps Content / Creative production Technical Implementation
Launch Operational support Content management
1
2
3
4
Sep 2013
on-going
@adrianliem
Project ManagementUBC.ca | A Shift in Paradigm
What does it tells us?• What areas of the page are being viewed• What links are being clicked on• Where visitors are mousing/exploring
Why is this helpful?• Provides indication of popular content (navigational links, design elements)• Provides insights into what information is sought after at which times of the year• Helps inform design and content adjustments
Key Takeaways• Di�erent elements serve di�erent roles • High click-rates indicates highly relevant and useful to our audience • Low click-rates indicate lower utility, but may serve a symbollic role in demonstrating institutional values
@adrianliem
The Task Board• Weekly sprints, reviewed daily• Self-organization (individual accountability)• Simple, fast• Where people can see it
Scrum Task BoardUBC.ca | A Shift in Paradigm
What does it tells us?• What areas of the page are being viewed• What links are being clicked on• Where visitors are mousing/exploring
Why is this helpful?• Provides indication of popular content (navigational links, design elements)• Provides insights into what information is sought after at which times of the year• Helps inform design and content adjustments
Key Takeaways• Di�erent elements serve di�erent roles • High click-rates indicates highly relevant and useful to our audience • Low click-rates indicate lower utility, but may serve a symbollic role in demonstrating institutional values
@adrianliem
The Task Board• Weekly sprints, reviewed daily• Self-organization (individual accountability)• Simple, fast• Where people can see it
Motivational tool as much as an organizing one.
Scrum Task BoardUBC.ca | A Shift in Paradigm
What does it tells us?• What areas of the page are being viewed• What links are being clicked on• Where visitors are mousing/exploring
Why is this helpful?• Provides indication of popular content (navigational links, design elements)• Provides insights into what information is sought after at which times of the year• Helps inform design and content adjustments
Key Takeaways• Di�erent elements serve di�erent roles • High click-rates indicates highly relevant and useful to our audience • Low click-rates indicate lower utility, but may serve a symbollic role in demonstrating institutional values
@adrianliem
Progress ChartsUBC.ca | A Shift in Paradigm
What does it tells us?• What areas of the page are being viewed• What links are being clicked on• Where visitors are mousing/exploring
Why is this helpful?• Provides indication of popular content (navigational links, design elements)• Provides insights into what information is sought after at which times of the year• Helps inform design and content adjustments
Key Takeaways• Di�erent elements serve di�erent roles • High click-rates indicates highly relevant and useful to our audience • Low click-rates indicate lower utility, but may serve a symbollic role in demonstrating institutional values
@adrianliem
“Burndown” Chart (thanks Dave!)
UBC.ca | A Shift in Paradigm
What does it tells us?• What areas of the page are being viewed• What links are being clicked on• Where visitors are mousing/exploring
Why is this helpful?• Provides indication of popular content (navigational links, design elements)• Provides insights into what information is sought after at which times of the year• Helps inform design and content adjustments
Key Takeaways• Di�erent elements serve di�erent roles • High click-rates indicates highly relevant and useful to our audience • Low click-rates indicate lower utility, but may serve a symbollic role in demonstrating institutional values
@adrianliem
UBC.ca Feature Stories - “Burndown” ChartUBC.ca | A Shift in Paradigm
What does it tells us?• What areas of the page are being viewed• What links are being clicked on• Where visitors are mousing/exploring
Why is this helpful?• Provides indication of popular content (navigational links, design elements)• Provides insights into what information is sought after at which times of the year• Helps inform design and content adjustments
Key Takeaways• Di�erent elements serve di�erent roles • High click-rates indicates highly relevant and useful to our audience • Low click-rates indicate lower utility, but may serve a symbollic role in demonstrating institutional values
Deliverable
Component/Element
Week 1 Week 2
@adrianliem
Goals + NeedsUBC.ca | A Shift in Paradigm
INFORMATIONAL
EXPERIENTIAL
FUNCTIONALInformativePrioritized
Easy to Scan
@adrianliem
UBC.ca | A Shift in Paradigm
Prioritized by Purpose
INFORMATIONAL
EXPERIENTIAL
FUNCTIONAL INFORMATIONAL
EXPERIENTIAL
FUNCTIONALINFORMATIONAL
EXPERIENTIAL
FUNCTIONAL
Stories Utility PagesAudience PagesInformational Pages
INFORMATIONAL FUNCTIONAL
Homepage
EXPERIENTIAL
@adrianliem
UBC.ca | A Shift in Paradigm
12:00 AM - April 25, 2014@adrianliem
April 2014UBC.ca | A Shift in Paradigm
InformativePrioritized
Easy to Scan
@adrianliem
“Hand-built” & Semi-Automated• HTML, CSS, Javascript, PHP• WordPress as a “Content Engine”
Wrapped with the CLF• Fully-responsive• Multiple layout options• Built-in UI library, iconography• Whitney Font** the same standard o�ered across the university **
Analytics• Google Analytics (w/ Event tracking)• Crazy Egg (heat maps, clicks)
UBC.ca - Under the HoodUBC.ca | A Shift in Paradigm
InformativePrioritized
Easy to Scan
@adrianliem
UBC.ca | A Shift in Paradigm
New Homepage@adrianliem
UBC.ca | A Shift in Paradigm
• An open and authentic glimpse into the personalities of the people at UBC• A human face for what was previously viewed as a daunting and institutional presence online
Representation• Students
• Faculty• Multiple units, departments, faculties• Vancouver and Okanagan campuses
http://ubc.ca/about/people.html
UBC.ca Feature Personalities
UBC.ca | A Shift in Paradigm
UBC NOW
Feature Stories
@adrianliem
UBC.ca | A Shift in Paradigm
http://ubc.ca/stories
UBC.ca Feature Stories
@adrianliem
UBC’s Vanier ScholarsUBC.ca | A Shift in Paradigm @adrianliem
UBC.ca | A Shift in Paradigm
Faces of Research - Reach and Exposure
Public recognition by the Royal Society of Canada (via Twitter)
What does it tells us?• What areas of the page are being viewed• What links are being clicked on• Where visitors are mousing/exploring
Why is this helpful?• Provides indication of popular content (navigational links, design elements)• Provides insights into what information is sought after at which times of the year• Helps inform design and content adjustments
Key Takeaways• Di�erent elements serve di�erent roles • High click-rates indicates highly relevant and useful to our audience • Low click-rates indicate lower utility, but may serve a symbollic role in demonstrating institutional values
@adrianliem
UBC.ca | A Shift in Paradigm
Path to Research - Reach and Exposure
Redistributed by NSERC via Twitter to an audience of 67.6K
What does it tells us?• What areas of the page are being viewed• What links are being clicked on• Where visitors are mousing/exploring
Why is this helpful?• Provides indication of popular content (navigational links, design elements)• Provides insights into what information is sought after at which times of the year• Helps inform design and content adjustments
Key Takeaways• Di�erent elements serve di�erent roles • High click-rates indicates highly relevant and useful to our audience • Low click-rates indicate lower utility, but may serve a symbollic role in demonstrating institutional values
@adrianliem
Expanded Reach
UBC.ca | A Shift in Paradigm
What does it tells us?• What areas of the page are being viewed• What links are being clicked on• Where visitors are mousing/exploring
Why is this helpful?• Provides indication of popular content (navigational links, design elements)• Provides insights into what information is sought after at which times of the year• Helps inform design and content adjustments
Key Takeaways• Di�erent elements serve di�erent roles • High click-rates indicates highly relevant and useful to our audience • Low click-rates indicate lower utility, but may serve a symbollic role in demonstrating institutional values
ReferralSources
APR 25, 2014to APR 25, 2015
49,965
11,491
1,790
46%
APR 25, 2013to APR 25, 2014
16,247
3,720
753
41%
Change
+208%
+209%
+138%
+13%% New Visitors
@adrianliem
• Weekly collection of stories published to the UBC.ca homepage• Curated from across the university• Amplifies stories from smaller units
Content Types / Formats• News, stories, events, event recaps• Social Media: Twitter posts, Instagram photos
UBC.ca Review | Spring 2015
UBC NOW
InformativePrioritized
Easy to Scan
@adrianliem
(1)Stories published
in distributedweb properties
(2)Stories queued up in a
WordPress site
(3)WP generates JSON Feed:stories, Tweets, Instagram
(4)Feed is published to UBC.ca,UBC.ca directs visitors to the
stories in their respective sites
WordPress as a “Content Engine”UBC.ca | A Shift in Paradigm @adrianliem
UBC.ca | A Shift in Paradigm
Redesigned Interior Pages@adrianliem
Providing Contextual Lead-Ins• Provide context for links• Imagery and language matches the destination• Increase visitors’ confidence in clicking a link• A “warm handshake”
New Design Pattern: “Gateways/Signposts”UBC.ca | A Shift in Paradigm @adrianliem
Gateways in PracticeUBC.ca | A Shift in Paradigm
Research.ubc.caUBC.ca
@adrianliem
UBC.ca | A Shift in Paradigm
Increased Depth and Context@adrianliem
UBC.ca | A Shift in Paradigm
Distribution of Pageviews
APR 2013to APR 2014
51% 41%
9.1%
8.5%
8.6%
5.7%
4%4%
3.7%
0.74 - 1.85%< 0.5%
1.68 - 2.54%0.5 - 1%
0.1 - 0.4%
APR 2014to APR 2015
What does it tells us?• What areas of the page are being viewed• What links are being clicked on• Where visitors are mousing/exploring
Why is this helpful?• Provides indication of popular content (navigational links, design elements)• Provides insights into what information is sought after at which times of the year• Helps inform design and content adjustments
Key Takeaways• Di�erent elements serve di�erent roles • High click-rates indicates highly relevant and useful to our audience • Low click-rates indicate lower utility, but may serve a symbollic role in demonstrating institutional values
16%
Homepage 6,592k
Search 2,054k
Admissions 1,174k
Academics 1,095k
14%
Homepage 5,427k
Search 1,780k
Admissions 1,134k
Academics 752k
Prospective Students 528kUndergraduate Students 504kGraduate Students 480k
Our Campuses 851k
About 625k
6.5%
4.7%
4.2% About 1,095k
@adrianliem
UBC.ca | A Shift in Paradigm
Changes in Pageviews on UBC.ca
What does it tells us?• What areas of the page are being viewed• What links are being clicked on• Where visitors are mousing/exploring
Why is this helpful?• Provides indication of popular content (navigational links, design elements)• Provides insights into what information is sought after at which times of the year• Helps inform design and content adjustments
Key Takeaways• Di�erent elements serve di�erent roles • High click-rates indicates highly relevant and useful to our audience • Low click-rates indicate lower utility, but may serve a symbollic role in demonstrating institutional values
@adrianliem
UBC.ca | A Shift in Paradigm
Event Tracking
What does it tells us?• What areas of the page are being viewed• What links are being clicked on• Where visitors are mousing/exploring
Why is this helpful?• Provides indication of popular content (navigational links, design elements)• Provides insights into what information is sought after at which times of the year• Helps inform design and content adjustments
Key Takeaways• Di�erent elements serve di�erent roles • High click-rates indicates highly relevant and useful to our audience • Low click-rates indicate lower utility, but may serve a symbollic role in demonstrating institutional values
Measuring hover & click/tap-through rates on:• Navigation• Stories• Promotional content• All outbound links
@adrianliem
Data-informed Seasonal Patterns
Prospective Students
Graduate Students
MediaFaculty & Sta�
Donors
Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
Undergraduate Students
Pageviews
Low High
Audience
AlumniCommunity
UBC.ca | A Shift in Paradigm
What does it tells us?• What areas of the page are being viewed• What links are being clicked on• Where visitors are mousing/exploring
Why is this helpful?• Provides indication of popular content (navigational links, design elements)• Provides insights into what information is sought after at which times of the year• Helps inform design and content adjustments
Key Takeaways• Di�erent elements serve di�erent roles • High click-rates indicates highly relevant and useful to our audience • Low click-rates indicate lower utility, but may serve a symbollic role in demonstrating institutional values
Pageview Trends
Event Tracking
+ =
@adrianliem
UBC.ca | A Shift in Paradigm
INFORMATIONAL
EXPERIENTIAL
FUNCTIONAL INFORMATIONAL
EXPERIENTIAL
FUNCTIONAL
SearchStories
Dimensional Di�erences - New vs. Return Visitors
What does it tells us?• What areas of the page are being viewed• What links are being clicked on• Where visitors are mousing/exploring
Why is this helpful?• Provides indication of popular content (navigational links, design elements)• Provides insights into what information is sought after at which times of the year• Helps inform design and content adjustments
Key Takeaways• Di�erent elements serve di�erent roles • High click-rates indicates highly relevant and useful to our audience • Low click-rates indicate lower utility, but may serve a symbollic role in demonstrating institutional values
63% 37%37% 63% Return VisitorsNew Visitors
Resembles Pac-man
Does not resemble Pac-Man
@adrianliem
Analytics DashboardUBC.ca | A Shift in Paradigm @adrianliem
Automating Analytics - SetupUBC.ca | A Shift in Paradigm
What does it tells us?• What areas of the page are being viewed• What links are being clicked on• Where visitors are mousing/exploring
Why is this helpful?• Provides indication of popular content (navigational links, design elements)• Provides insights into what information is sought after at which times of the year• Helps inform design and content adjustments
Key Takeaways• Di�erent elements serve di�erent roles • High click-rates indicates highly relevant and useful to our audience • Low click-rates indicate lower utility, but may serve a symbollic role in demonstrating institutional values
Google Analytics
Google SheetsCreate:• Charts• Tabular data• Filtered data
Online Reports(with live data)
Export & Import
Embed
Print Reports& Slide Decks
Export
@adrianliem
Redesign = The End
UBC.ca | A Shift in Paradigm
What does it tells us?• What areas of the page are being viewed• What links are being clicked on• Where visitors are mousing/exploring
Why is this helpful?• Provides indication of popular content (navigational links, design elements)• Provides insights into what information is sought after at which times of the year• Helps inform design and content adjustments
Key Takeaways• Di�erent elements serve di�erent roles • High click-rates indicates highly relevant and useful to our audience • Low click-rates indicate lower utility, but may serve a symbollic role in demonstrating institutional values
@adrianliem
UBC.ca | A Shift in Paradigm
Scope of Responsibility: Before and After
Websites
Technical scoping
Engagement with 1 council
Ad hoc usability reviews
+ Quarterly stories + weekly stories
+ Editorial decision-making
+ 2 more councils + 20+ stakeholders
+ Annual / Bi-annual reviews, on-going feedback forms + surveys
Before After
@adrianliem
UBC.ca | A Shift in Paradigm
Shift in Paradigm: Scope of Responsibility
Websites
Technical scoping
Engagement with 1 council
Ad hoc usability reviews
+ Quarterly stories + weekly stories
+ Editorial decision-making
+ 2 more councils + 20+ stakeholders
+ Annual / Bi-annual reviews, on-going feedback forms + surveys
April 24, 2015 April 25, 2015
@adrianliem
UBC.ca | A Shift in Paradigm
Pre & Post Surveys
UBC.ca rated on:• Content• Ease of use• Overall Experience
“How would you rate the relevance and the content in this site?”
“How easy was it to find what you were looking for?”
“How would you rate your overall experience visiting UBC.ca today?”
Prospective Students
Current Students
Faculty
PRE POST
Intercept posted on UBC.ca, directing visitors to an online survey.
@adrianliem
A/B TestingUBC.ca | A Shift in Paradigm
What• Homepage IxD• Layouts
How• Markup for two layouts on the same file• Markup includes unique “event” ID’s• A vs. B loaded depending on timestamp (PHP)• Layout A > odd second• Layout B > even second• Measure Events in Google Analytics (# of clicks)
Examples• Placement / order of static promotional spots• CTR with vs. without Story Previews
What does it tells us?• What areas of the page are being viewed• What links are being clicked on• Where visitors are mousing/exploring
Why is this helpful?• Provides indication of popular content (navigational links, design elements)• Provides insights into what information is sought after at which times of the year• Helps inform design and content adjustments
Key Takeaways• Di�erent elements serve di�erent roles • High click-rates indicates highly relevant and useful to our audience • Low click-rates indicate lower utility, but may serve a symbollic role in demonstrating institutional values
UBC.ca | A Shift in Paradigm
Building on New Real Estate
Launched April 2014• Resources & Contacts
Build-Out April 2015• What’s New (news)• What’s Happening (events)• Message from the President• Your UBC (people profiles)• Resources & Contacts
2014 Launch 2015 Build-Out
What does it tells us?• What areas of the page are being viewed• What links are being clicked on• Where visitors are mousing/exploring
Why is this helpful?• Provides indication of popular content (navigational links, design elements)• Provides insights into what information is sought after at which times of the year• Helps inform design and content adjustments
Key Takeaways• Di�erent elements serve di�erent roles • High click-rates indicates highly relevant and useful to our audience • Low click-rates indicate lower utility, but may serve a symbollic role in demonstrating institutional values
Faculty & Sta� section (Working at UBC)
@adrianliem
Outcomes• New conceptual model• Increased depth with new “real-estate” for the future• New content ecosystem (digital > web)• Agile processes & tools in traditional environment• Data-informed decision-making• New benchmarks and standards
UBC.ca Redesign
What does it tells us?• What areas of the page are being viewed• What links are being clicked on• Where visitors are mousing/exploring
Why is this helpful?• Provides indication of popular content (navigational links, design elements)• Provides insights into what information is sought after at which times of the year• Helps inform design and content adjustments
Key Takeaways• Di�erent elements serve di�erent roles • High click-rates indicates highly relevant and useful to our audience • Low click-rates indicate lower utility, but may serve a symbollic role in demonstrating institutional values
Thank you!
Adrian LiemSenior Web Coordinator@adrianliem
What does it tells us?• What areas of the page are being viewed• What links are being clicked on• Where visitors are mousing/exploring
Why is this helpful?• Provides indication of popular content (navigational links, design elements)• Provides insights into what information is sought after at which times of the year• Helps inform design and content adjustments
Key Takeaways• Di�erent elements serve di�erent roles • High click-rates indicates highly relevant and useful to our audience • Low click-rates indicate lower utility, but may serve a symbollic role in demonstrating institutional values