Evening MBA Content Audit

Transcription

1 Evening MBA Content Audit This is a review of the webpages in the Evening MBA website. This content audit focuses on the Homepage, About Evening MBA, and Student Experience webpages. Page Title: Evening MBA HOME /eveningmba.aspx current and prospective students Update Content: Introductory copy on the Evening MBA Program Comments: There are several invitations to connect, which could be confusing because they don t all lead to the same place. The links at the bottom of the page are not in balance. There are a lot more links on the left than on the right. The statement, Thinking of an MBA? Let s talk. is pretty general considering this is the landing page for the Evening MBA Program. The content should be more informative. Remove list of links on the bottom of the page and include just one clear call to action for Connect with Us with a brief description about the different options available (i.e. brochure, , online chat, in-person meeting with counselor, etc.). Review the intro copy for messaging and add inline links to other information on the site. Use the hero image spot for promoting more evergreen content/stories and use featured promos for event promotions. Provide a snapshot of the program (see Chicago Booth s Full-time or Evening homepages for an example). Online Marketing team will provide the design. Further review the messaging in the intro copy. Page Title: About the Evening MBA Program Evening MBA > About (top level page) /AboutEveningMBA.aspx prospective students Update Content: General information about the program. Comments: It's a nice top-level page. The promos all look nice and are up to date. The four paragraphs are a little long and there are no calls to action in that content. They also don t mention any of the pages in the sub-navigation such as Speciality Programs, Class Profile, Virtual Tour, and FAQ. The page title About the Evening MBA Program is redundant.

2 Foster site content audit, Evening MBA program Consider moving some of the content into bullet points to break it up a bit. Change the hero image. Create a relationship between this page and the pages that fall under it in the navigation, either by way of inline text or a list of links underneith the copy. Remove Evening MBA (Program) from the page title and URL. Page Title: Speciality Programs Evening MBA > About > /SpecialityPrograms.aspx current and prospective students Update Speciality Programs Content: General information about certificates students can pursue. Comments: The page title is confusing. There is very little content on this page. The presentation of the certificates is inconsistent. Edit the intro copy. It currently reads Evening MBA program offers, however these programs are not offered by the Evening MBA Program. Expand the content by adding a short description of each certificate/program. Add a hero image. Promos shouldn't set the length of the page. Rename the page to something like Certificate Programs. Put each certificate/program next to a bullet point. Rethink placement of this content (possibly under Curriculum). Page Title: Class Profile Evening MBA > About > Evening MBA Class /ClassProfile.aspx prospective students Update Profile Content: Stats on class of Comments: The page looks nice and is easy to read. In the navigation the page title is Evening MBA Class Profile and on the page the title is Class Profile.

3 Foster site content audit, Evening MBA program Consider getting rid of the promo and changing the page layout to standard. Or keep this layout and add more promos. This page gets signifigantly more views than the About page so you may want to use more promos on this page. Consider creating a Profile of the Graduating Class page (class of 2013) and linking to the other class profiles (classes of 2014 and 2015). Change the page title in the navigation to Class Profile, which will make it more consistent. Rethinking the presentation of information (consistent presentation across different programs) Page Title: Virtual Tour Evening MBA > About > Virtual Tour /VirtualTour.aspx prospective students Update Content: Video covers why to get your MBA and keep your job. Content covers how to connect with the program office. Comments: There are parts of the video that are pretty old. The classroom footage was filmed in Balmer and the technology looks pretty out dated. The term virtual tour is a little misleading. It's not exactly a virtual tour. The Contact Us calls to action are slightly different than those on the homepage. Also the video from Dan Posten that is linked to from this page in the promo is pretty outdated. His message is still applicable, but it was filmed in BAEEC and the b roll was filmed in Balmer. Add a comment about Explore other ways you can connect with us and link it to the Connect with Us page. Drive more traffic to this page. Feature it on the home page or use as a landing page for direct marketing. Update the virtual tour video, especially the classroom footage. Update the video from Dan Posten. Consider renaming the page to Explore the the Evening MBA or something similar. Page Title: FAQ Evening MBA > About > FAQ /FAQ.aspx prospective students Keep

4 Content: Covers frequently asked questions during the admissions process. Comments: Page is well organized and easy to navigate. It is the second most visisted page after the Evening MBA Homepage. Clean up the spacing inconsistencies. Page Title: Admissions Evening MBA > Admissions (top level page) /admissions.aspx current and prospective students Update Content: Overview of the admissions process. Comments: Overall the page is succinct and clear. There are more promos than content. The Apply Now promo links to the UW Graduate School and the Step 4: Application and Evaluation Day Process leads to a different page, which is confusing. Based on analytics we know that Steps 2 and 4 get the most traffic. Get rid of the table. Present the information in the table differently by defining it less by numbered steps and more by content/action items. Create consistency with the application links. Review usability of the information organization, specifically the steps. Page Title: Step 1: Connect with Us Evening MBA > Step1: Connect with Us /ConnectwithUs.aspx prospective students Update Content: Displays all the ways students can connect with the Evening MBA Program. Comments: The page is quite busy and the table headings with the blue background are difficult to read. Change the layout to a standard layout (no promos).

5 Reconfigure presentation of data. Redesign the table to make the headings easier to read. Review the forms this page links to. Page Title: Step 2: Fulfill the Requirements Foster site content audit, Evening MBA program Evening MBA > Step2: Fulfill the Requirements /Step2FullfilltheRequirements.aspx prospective students Update Content: Outlines the requirements prospective students must meet in order to be admitted to the program. Comments: This is the 8 th most visited page in your website. Spacing between the paragraphs is not consistent. The content is relevant and clear. The promos are also appropriate based on the content. Links to external websites need to open in a separate browser. The table containing information about TOFEL test appears differently in different browsers. Make all spacing between paragraphs consistent. Each paragraph should be within <p></p> tags. Review the content and update as necessary. Make links to external websites open in a new browser. Edit the look of the table. Since this page receives so much traffic, consider ways to surface this content and make it easier to find. Page Title: Step 3: Selection Criteria Evening MBA > Step 3: Selection Criteria /Step3SelectionCriteria.aspx prospective students Update Content: This page covers the criteria used to admit students to the program. Comments: This is the 11 th most visited page on your website. Overall it is clear and informative. There is extra spacing at the bottom of the page. There is also extra spacing below the page title and the weight and size of the page title is different than the page title on pages Steps 1 and 2. This page is missing messaging on how to be successful in your application to the program.

6 Remove extra spacing at the top and bottom of the page. Could be due to extra <p></p> and <br /> tags. Create a consistent font, weight and size for all the page titles. Review the content and update as necessary. Consider writing a blog post from admissions to the students on how they can best prepare to apply and put a promo featuring that content on this page. Since this page receives so much traffic, consider ways to surface this content and make it easier to find. Page Title: Step 4: Application and Evaluation Procedures Evening MBA > Step 4: Application /Step4ApplicationandEvalu prospective students Update and Evaluation Procedures ationprocedures.aspx Content: Contains information about what is required in the application, application deadlines, evaluation day dates, link to information about re-applicants and transfer applicants, and a link where you can start your application. Comments: This is the 9 th most visited webpage on your site. There is a lot of different content on this page and it is displayed in a confusing way. The links at the top detract from the user experience. It makes this seem more complicated than it is. Both the re-applicants and the transfer applicants links lead to the same page. There is no introductory text. Overall in the application process, I think the application deadlines are buried. That is one of the key pieces of information people will want to see. The application checklist is clear. The tables with the blue background make it difficult to read the black text. Under evaluation day, the description of evaluation day should appear before the dates. This is also the case with regard to the text under the deadlines and application checklist. The Start Your Application link is pretty far down the page. There are two places where students are invited to start their application: 1 in the promo and 1 at the bottom of the page. Since they look different and use different language, it s not clear they both lead to the same page. Remove the links from the top of the page. Combine the links for re-applicants and transfer applicants and add text to orient the user. Move descriptive text about deadlines, application checklist, and evaluation day above the tables and dates. Surface the application deadlines to the Evening MBA homepage.

7 Redesign the tables to make it easier to read the headings. Foster site content audit, Evening MBA program Create clear headings for the content: Application Deadlines, Application Checklist, Evaluation Day. Redesign the Start Your Application Today button and move it to the top. Consider using the promos exclusively for that message to create consistency. Since this page receives so much traffic, consider ways to surface this content and make it easier to find. Page Title: Re-Applicants and Transfer Applicants Evening MBA > Re- Applicants Transfer Applicants /Re-Applicants-Transfer.aspx prospective students Update Content: Information for people who want to reapply for the program or transfer into the program. Comments: The page is clear and informative. One question I had is if I applied to the full-time or TMMBA Program and didn t get accepted, is it considered a reapplication if I apply to the Evening MBA? The spacing between the headings is inconsistent. The text doesn t go across the entire page. Make it more clear if applications to other Foster MBA Programs count towards this program. Make spacing between headings and paragraphs consistent. Change page layout to standard layout (no promos). Page Title: Step 5: Receive Notification Evening MBA > Step 5: Receive Notification /Step5Notification.aspx prospective students Update Content: Tells applicants how and when they will find out if they will be accepted to the program. Comments: Text spacing is off. There are more promos than content. Promos should not set the length of the page. should be written as . Add <p></p> tags to all the paragraphs.

8 Change to . Remove one of the promos. Reviewt the content. Page Title: Program Cost Evening MBA > Program Fees /Program Fees.aspx prospective students Update Content: Covers the cost of the Evening MBA Program. Comments: This is the 4 th most visited page on your website. Overall the page is clear and easy to read. The text in the first paragraphs wraps too soon. Text should match the table width. Referring prospective students to a 46 page handbook is not a good user experience. The location of this page might be more useful under the About section. The URL and page title are slightly different. There should be a link to the Financing your MBA page from this page. Remove all extra line breaks <br />. Let the text wrap on its own. Clarify credit loads by bringing that information out of the student handbook. Make the page title and URL match. Add a link to the Financing your MBA page. Since this page receives so much traffic, consider ways to surface this content and make it easier to find. The About section might be a better location. Page Title: Financing your MBA Evening MBA > Financing your MBA /FinancingyourMBA.aspx prospective students Update Content: Information about how to finance your MBA with either federal loans or private loans. Comments: The page should not start with a link to Private Loans that has no explanation. It s an anchor tag link to the bottom of the page and it adds unnecessary complexity to this page. Links to FAFSA need to open in a new tab/browser. The bolded paragraph under Private Loans is really difficult to read. There is a lot of blank space at the bottom of the page. There are two categories of information on this page and right now that is not clear. The word your should be capitalized. The location of this page might be more useful under the About section. The page layout right now can accommodate promos, but there are no promos.

9 Remove the link from the top of the page. Create two subheadings for this page: Federal Loans and Private Loans. It should be intro sentence, Evening MBA students finance their education with personal funds, employer support, educational loans, private scholarships or, in most cases, a combination of resources. Then have Federal Loans and below that information Private Loans (as it currently is). Remove extra spacing at the bottom of the page. Could be due to extra <p></p> and <br /> tags. Make links to external websites open in a new browser. Unbold the paragraph under Private Loans. Capitalize the word Your. Change the layout to standard (no promos). Consider moving this page to the About section. Page Title: Preview Night Evening MBA > Preview Night /Preview-Night.aspx prospective students DELETE Content: Information about preview night what it is and when it happens. Comments: This page does not get a lot of traffic. The information on it falls under Connect with Us. It seems like an afterthought to add it under Admissions. This page is a duplicate of the information on the Connect with Us page. The page has no promos. The hero image is outdated. Delete the page since it contains duplicate content. Page Title: Curriculum Evening MBA > Curriculum (top level page) /Curriculum.aspx prospective students Update Content: Provides an overview of the Evening MBA curriculum and links to more information. Comments: This is the 5 th most visited webpage in your site. Page is clear and easy to read with the exception of the table. There is only one promo and it is not visually compelling. Copy could be shortened.

10 Review and refine copy. Remove or redesign the table. Add more visually appealing promos that highlight the Evening MBA curriculum. Page Title: Years One & Two Curriculum Evening MBA > Current Evening MBA Students > Years One & Two Curriculum /YearsOneandTwoCurriculum.aspx current and prospective students Update Content: Covers the curriculum for the first two years of the Evening MBA Program. Comments: The link to this page was under Curriculum, but the page lives under Current Evening MBA Students, which is confusing. The table is long and not very user friendly. Some of the links to PDFs don t open in new windows. The word syllabus appears over and over. This could be given a more descriptive title for each class. Resesign the table or display the content in a different way. Make all links to PDFs open in a new window. Review the content for usability Page Title: Year Three Curriculum Evening MBA > Current Evening MBA Students > Year Three Curriculum /YearThreeCurriculum.aspx current and prospective students Update Content: Covers the curriculum for the third year of the Evening MBA Program. Comments: The link to this page was under Curriculum, but then the page lives under Current Evening MBA Students, which is confusing. The table is long and not very user friendly. The content on this page is displayed slightly differently than the content on the Years One & Two page.

11 Review and refine copy. Foster site content audit, Evening MBA program Redesign the table or display the content in a different way. Make it as consistent to the Years One & Two page as possible. Review the content for usability Page Title: Evening MBA Program Structure Evening MBA > Evening MBA Program Structure /EveningMBAProgramStructure.aspx prospective students Update Content: Overview of the Evening MBA curriculum. Comments: With the exception of the blue, the table is easy to read and understand. There is no connection between the information on this page and the information on the other curriculum pages. Breadcrumbs don t match the page location. Create links on this page to the other curriculum pages. Years 1 and 2 should link to that page. Same with Year 3. Redesign the table. Review content for usability. Page Title: Evening MBA Student Experience Evening MBA > Student /StudentExperience.aspx current and prospective students Update Experience (top level page) Content: Introductory copy on the student experience. Comments: Content on About Evening MBA and Student Experience overlap. There are links on this page to the class profile, which is under the About section. It also links to the page called Seattle which would pair nicely with the Virtual Tour page, which is under the About section. Bullet points learn about student life and Discover resources for International Students lead nowhere.

12 Feature the Faces of Foster Evening MBA or Diversity videos on top of the page (rotate periodically). Review and edit the copy: o Hyperlink the bullet points learn about student life and Discover resources for International Students to related content or delete them. o Link the bullet point Connect with a current evening student to the Evening MBA Student Ambassador page (it currently links to the Connect with Us page). o Open Foster MBA Clubs link in a new window. Consider combining the About section and Student Experience section since there is clear overlap between the two. Think about how to surface the Seattle page. Page Title: Foster Evening Student Ambassador Program Evening MBA > Student Experience > Foster Evening MBA Student Ambassador Program /FosterEveningStudentAmbassado rprogram.aspx current and prospective students Update Content: Provides information to prospective students on how to engage with current students. Comments: Overall the page is clear and action oriented. The hero image is outdated. The link to the student ambassadors webpage could be more prominent. It s redundant to have the word Foster in the URL and page title. Update the hero image. Add a promo that features the student ambassadors. Remove the word Foster and Evening from the URL and page title. o If you want to maintain the word Evening in the title, use: Evening MBA Student Ambassador Program Remove the table and present the information in it as title and description. E.G.: Chat Get to know our Evening MBA Student Ambassadors. Page Title: Foster Evening MBA Student Ambassador Program Duplicate /Foster-MBA-Student-Ambassador-Program.aspx current and prospective DELETE

13 page! students Content: Same as above. Comments: This looks like an older version of the other page. Delete this page and make sure no pages or promos link to it. Page Title: Foster MBA Student Organizations Evening MBA > Student Experience > Foster MBA Student Organizations (outside link) current and prospective students Keep Content: Website with information about the various MBA student organizations. Comments: It's not a great user experience to be taken to a different website with no warning. Also the site is reffered to by differnet names: Foster MBA Clubs and Foster MBA Student Organizations On the navigation open the link to this site in a new window. Whenever mentioning this site in the copy, indicate that Student Organizations is a separate website (e.g. visit the Foster MBA Student Organization to learn more about ) During key times add a promo about student organizations that highlight the benefits of engaging in student organizations while also balancing work and school. Page Title: Mentor Program Evening MBA > Student Experience > Mentor Program (outside link) /MentorProgram.aspx current and prospective students Update Content: General information about the program. This page is managed by MBA Career Services. Comments: It's not the best user experience to be taken to a different area of the website with no warning.

14 Consider adding information and link to the Mentor Program from the Student Experience landing page. During key times, add a promo that highlights the impact of the mentor program and mention that it is managed by MBA Career Services. Page Title: Meet some of our Evening Foster MBA Student Ambassadors Evening MBA > Student Experience > Foster Evening MBA Student Ambassador Program > Meet some of our Evening Foster MBA Student Ambassadors /Eveningstudentambassadors.aspx prospective students Update Content: Biographical information about student ambassadors. Comments: This is good information, but it could be presented better. The page title is long. Make space between profiles consistent. Bullet point should start at the top of the photo. (Online Marketing to help with this.) Change the page title to Meet our Evening MBA Student Ambassadors. Consider creating and featuring a video about student ambasadors (to cut down on amount of copy on the page). Page Title: Class Visit Requests Various ways to navigate to it. /Class-Visit-Requests.aspx prospective students Update Content: Information about when and how to visit a class. Comments: Page is well organized and clear. There appears to be forced returns in the introductory text. There is another page that is similar /EveningClassVisitForm.aspx which is outdated. Duplicate content negatively impacts user experience. Change the page layout to standard (no promos).

15 Update the look of the tables. (Online Marketing to help with this.) Get rid of unnecessary page returns. Foster site content audit, Evening MBA program Create a link to the Connect with US page (example copy: Explore other ways you can Connect with Us). Delete the /EveningClassVisitForm.aspx page. General : Follow best practices when naming pages and documents (documentation to be provided) Edit current file names that do not follow best practices Implement a consistent page title and paragraph heading style throughout the site (documentation to be provided) Use tables properly. Work with the Online Marketing team to refresh the look of tables. Create a link to the Event Calendar on the site (this way users can become aware of different activities, events and engagement opportunities) Update the sub navigation under Admissions (provide support for a usability study)