Improving user experience to boost conversion rates
Situation: Website audit and restructuring
User Confusion with Site Architecture: Programs and modality were organized by the University’s internal processes, not by how a user seeks out the information. This made it difficult and frustrating for a prospect to find what they were looking for.
Duplicate Pages: Because information was organized under modality silos, some programs had multiple pages of nearly identical information. This duplicate content causes distrust by search engines and lowers the position in a search engine results page (SERP).
No Program Finder: Program pages are often the most sought-after information on a college’s website. The University didn’t have a single source of all programs — or a way to sort and search them.
Results: Lift in web traffic and conversions
In order to increase web traffic and conversions, Collegis performed and implemented the following:
On-Page Content Optimization: Degree and program pages were redesigned to increase consistency, visibility and conversions. Many had been thin on content, making it difficult for search engines to understand the value of a page and why they should make it visible as a search result.
Improving Calls to Action (CTAs): Placement of CTAs within the application conversion path on the homepage and program pages made it simpler for prospects to apply and request information.
Foundational and Technical SEO: Improvements were made in terms of basic website functionality, such as cleaning navigation, correcting 404 errors and redirects, addressing site speed, improving folder structure and breadcrumb navigation, etc., to drive additional relevancy and authority — and improve visibility within the SERPs.
Local SEO: Simply establishing a consistent name, address and phone number across the website gave search engines confidence that they understand who our partner is, what they do and where they are located.
