Website Refresh Project 2013. Why the refresh? Redefine target audience based on current research ...
-
Upload
kayley-hurn -
Category
Documents
-
view
223 -
download
2
Transcript of Website Refresh Project 2013. Why the refresh? Redefine target audience based on current research ...
Website Refresh Project
2013
Why the refresh?
Redefine target audience based on current research
Increase use of social media, video and other resources
Consolidate and streamline similar or related content
Increase usability and enhance navigational elements
Further automate routine content changes
Address community concerns
Steps to a successful solution
1. Defining an ideal website
2. Website influence and statistics
3. Design and content weaknesses
4. Refresh tactics
5. Proposed solutions
6. Steps to completion
7. Roadmap
Defining an ideal website
User focused, not “us” focused
Meet the needs of target audience as defined by strategic plan
Easy to navigate
Intuitive
Contain well-written content
Provide engaging experience
Action-oriented
Seamlessly branded
Drive qualified traffic
Compliant with accessibility standards
Website influence
One in three students surveyed said the campus website had at
least “somewhat of an influence” in their college selection
process.*
One in five students said they removed a school from
consideration because of a bad experience on an institution’s
website.
One in two students stated a bad experience on a
school’s website may have some negative effect on their
perception of the school.* US News & World Report The Online Expectations of Prospective College Students and Their Parents
Website influence
What are the top goals when visiting a campus website?
* 2012 E-Expectations Report: The Online Expectations of College-Bound Juniors and Seniors
Website influence
What are prospective students’ general attitudes toward Web design and content?
* 2012 E-Expectations Report The Online Expectations of College-Bound Juniors and Seniors
Websites should Students go to Web to get
The most important part of a website
Website influence
What are students’ content priorities?
* 2012 E-Expectations Report The Online Expectations of College-Bound Juniors and Seniors
Web Content First Priorit
y
Most Importan
t
Mobile
Academics 55% 47% 23%
Cost/Aid 23% 29% 17%
Admissions process 11% 11% 11%
Campus visit 5% 3% 3%
Campus life 3% 5% 4%
Athletics 3% 3% 3%
Current website statistics
Home page • 4,247,154 pageviews past seven months
• 20,128 average pageviews per day
Website • 10,499,199 pageviews past seven months
• 49,759 average pageviews per day
Heatmap results
This graphical representation of
data uses colors to indicate the
level of activity. Darker colors
indicate low activity and brighter
colors indicate high activity.
One-Day ReportApril 12, 2012
Top pages
1. Homepage2. Admissions3. Academics4. Library5. About6. Campus Life7. Athletics8. Site Index9. Applying to the College10. Employment11. Financial Aid12. School of Business13. School of Education, Health,
and Human Performance
13. Explore the College14. School of the Arts15. School of Sciences and Mathematics16. School of Humanities and Social
Sciences17. Human Resources18. School of Languages, Cultures, and
World Affairs19. Giving40. Honors College54. Student Affairs
In order of frequency visited
* Results provided from College of Charleston Google analytics from Aug. 11, 2011 – June 30, 2012
Statistical summary
The information provided in slides 5-11 indicate that our website
is being used primarily by prospective students and their
families.
In addition, the experience they have with the website will either
dismiss the College as a viable option or will encourage them to
continue their connection with the College.
Design/content weaknesses
Homepage Flash doesn’t provide clear instructions on accessing
feature stories and videos
Lack of call to action, such as “Apply” and “Visit” links
Require too many clicks to reach most frequently visited
information
Lack of more informational links (videos, news articles, etc.)
Not having a well-defined target audience
Refresh tactics
Reorganize homepage
Increase use of available resources
Split current website: Internet and Intranet
Replace homepage banner with more intuitive graphic feature
Implement enhanced navigational menu
Implement enhances footer
Homepage enhancement
Reorganize homepage
Group similar information to simplify homepage
Increase use of available resources
Easy and obvious links to resources such as YouTube videos,
majors and minors information and College of Charleston
magazine articles
Internet vs. Intranet
Divide current website into two sections:
Interneta public network accessible to outside users
Intranet a private network that is contained within an organization designed for an
internal audience
Internet and Intranet
Aspect Internet Intranet
Goals Communication, support institutional strategic goals Broad goals including, but not limited to, communication of information accurately while improving faculty, staff and student efficiency
Audience External users with a limited understanding of the organization
Internal employees with a good understanding of the organization
Efficiency - Pages must display in a reasonable time- Messages and graphics may be used to make a good impression
- Primary goal is to improve efficiency and communication- Unnecessary content deters from productivity
Size and content
Small to medium with minimal changes to the content, possibly weekly or monthly on a actively changing site
Medium to massive with content changing regularly
Content Narrow, centered around key information and services
Broad, varied types and content focused on the tools need to perform their job
Presentation Appearance and functionality very important Consistency more important than appearance
Authors Often centralized Often decentralized
© 2012 WEIDENHAMMER SYSTEMS CORPORATION.
Flash replacement
Replace homepage banner with more intuitive graphic feature
Mega dropdown menu
Improves usability – easier to navigate
Wider multi-column view allows users to locate useful information faster
Provides an area to headline special features
Gives a cleaner, less-crowded header and sidebar
Everything is visible at once - no scrolling, no submenus
Navigation links can be divided into groups and structured with layout, typography and icons
Menu examples
Abilene Christian UniversityAbeline, TXacu.edu
University of Nebraska - LincolnLincoln, NEunl.edu
Menu examples
Ashford UniversityClinton, IAashford.edu
Brigham Young UniversityProvo, UTbyu.edu
Functional footer
Assists the users to find information more quickly
Serves the purpose of a multi-functional widget
Provides a cleaner, less-crowded header and sidebar
Helps keep readers involved on site through links and other content
Provides additional space to place other elements that are otherwise unfit on sidebars or headers
Functional footer examples
Wake Forest UniversityWinston-Salem, NCwfu.edu
Freed Hardeman UniversityHenderson, TNfhu.edu
Functional footer examples
University of IndianapolisIndianapolis, INuindy.edu
Liberty UniversityLynchburg, VAliberty.edu
A website refresh will strengthen both the internet and intranet
experiences ensuring a positive and more intuitive experience
allowing users to find the information they need quickly and
efficiently.
Recap
The website experience should motivate the
external users to take action - a campus visit,
application process, etc.
Recommendations
Steps to completion
Finalize wireframe for home page
Wireframe for supporting pages and systems
User Interface Designs – menus, footers, etc.
HTML/CSS coding
Content Management System templates
Content Migration
Deployment
Roadmap
College of Charleston home page
Primary pages (About, Academics, etc.)
Secondary pages (Academic Programs, Departments, etc.)
Tertiary pages
Resources
CollegewebeditorAn independent, popular, and influential blog about the Web, marketing, and PR in higher education
STAMATS Best Web Site PracticesNation’s premier provider of integrated marketing solutions for higher education institutions
A Home[page] for All5 tips to ease website redesigns
By: Ann McClure - University Business, Jan 2012
EduStyleA web design gallery dedicated to higher education websites and powered by higher education web design professionals.
Noel LevitzA higher education consulting firm that helps campuses achieve their goals in enrollment management and student
success.