SCPS Website Redevelopment

School of Continuing and Professional Studies

Website Redevelopment

Screen Shots

Visit the School of Continuing and Professional Studies Website

A few details

Project Description

The redesign of the Elizabethtown College’s School for Continuing Education and Professional Studies (SCPS) website is the key element of a larger marketing plan to update and focus recruitment efforts towards the adult student market. All other marketing material (radio/print ads, direct mail, display, etc) drive people to the website for more information.

How we solved it

Our approach

The main objective of the redevelopment of the SCPS site was to change it from a passive information storage house into a lead generator through a few tactics:

Clear call to action: Contact Us – and provide the user with multiple options that is most comfortable to them. Including: phone, email and a contact form directly connected to CRM.
Simplify site navigation, focusing on clear paths to popular information
Redesign and Rewrite high-level pages with a focus on language and content geared to adults.
Target audience: Adults with some college credits, local Community College graduates, and early to mid-career professionals 23-42.

CASE District 2

Award

2014 Bronze Case District II Accolades Award for Web Site: Student Recruitment

What Happened

Outcomes

Since we wanted the site to be a lead generator, we focused on analytics that have information directly related to the contact information:

Unique Page Views of contact information (phone/emails) increased: 514% (from 381 to 2340)
Contact form submission increased: 162% (from 125 to 328)
Mobile Traffic:
- 58% Increase in Unique Visits
- 19% Decrease in mobile bounces
- 46% Increase in Average Pages/Visit for mobile
- 46 sec Increase in Average Visit Duration

Research

The decision to make a responsive site was obvious after a review of website analytics for the past 6 months showed 74% of new visitor traffic and 22% of all traffic was mobile with a bounce rate of 76%.

Design

Page design focused on providing the user with actions that mimicked the navigational path of visits with successful conversions and mixing in marketing priorities (messages and actions).

Organization

The main navigation was reorganized based on data showing that our campus locations pages and catalog occupied 5 of the top 10 top landing pages and among the top 20 searched-for content within our site for new users and had an average time on page over 1:30, while the pages within the path to those pages had an average of 11-25 seconds on page and were among the top “viewed” pages.