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.