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Bates Home/Views: a one-year report
By Jay Collier, March 9, 2010
The Home/Views site — the first phase of a whole-domain renovation for Bates College — was designed to improve first impressions, draw visitors toward their interests, and help them make a deeper connection with the College.
We welcomed 260,000 absolute unique visitors to the combined www.bates.edu and home.bates.edu sites in January, 2010; annualized, that is 3,110,000. Approximately 35% of that combined traffic is to home.bates.edu.
Objectives
In our domain blueprint — built upon listening sessions convened with students, staff, faculty, alumni, and parents in 2007 and 2008 — we recommended that online relationships with the College grow deeper along smooth pathways across systems and services. We envisioned a context that would support Bates people in all facets of living, studying, working, and playing here, a context that would encourage their lifelong participation in learning and engagement through Bates.
Just as the master plan for an historical village envisions how people relate to their environment as it evolves over time, so, too, can principles of an online experience help us make the kinds of sustainable decisions that will support the effortless movement of our constituents through our online ecosystem. Those principles are to:
The initial phase of Bates Next Web, the Home/Views site, covered first impressions: the global overview of a Bates College lifetime — presented through 6 themes and 30 topics — with connecting pathways to a deep collection of stories about the College. Our objectives were to:
1. Improve the online experience for first-time visitors
2. Focus on connecting people with their interests
3. Bring together content and services for current community members
4. Sustain online experiences accessible to everyone
The generic target audience consisted of people who knew little about the College — prospective students, prospective employees, prospective contributors. We intended to serve current members of the Bates community through their own targeted navigation.
We worked with our strategic consultant to identify a common vision of Bates that would be meaningful to all audiences. Then, we sought to draw each visitor toward their own deeper interests, regardless of their generic audience categorization.
Innovation
Home/Views was designed to draw visitors toward their deeper interests, from powerful, general themes toward specific stories told through narrative text, photo galleries, and audio and video clips. Each page encourages exploration of social media services where user-generated content is curated and streamed. Opportunities to subscribe via RSS and e-mail appear on every page.
We used WordPress as a content management system which reduced software expenses and support requirements — due to simpler and more powerful user and administration interfaces — and improved search engine results, due to the core software architecture.
Prototyping was begun at WordPress.com, development was completed with installed WordPress on external hosting, and the production site is being hosted on campus servers.
Design, content, navigation
During the 9-month development period, Home/Views was architected to integrate Bates vision and values with specific stories of how Bates people bring them to life.
The design, content, and navigation were all intended to reinforce our primary organizing principle: that there is a common approach to cross-boundary learning at Bates which is experienced in countless ways, throughout a Bates lifetime.
We were fortunate to have been able bring together over 1,000 stories from news releases, the alumni Magazine, the Viewbook, the monthly e-mail newsletter, student and parent handbooks, and other sources all in one site.
The visual design was intended to communicate intellectual vigor and a sense of dynamic progress in the first few seconds. Consistent design patterns provided a familiar context while supporting a variety of interfaces. Maps were integrated into place-based content, including multiple 3-D interactive campus maps. Audio and video clips were embedded into textual narratives.
By supporting Web standards, these stories — via hundreds of category and tag feeds — are available for almost any interest. By way of example, see how the NetVibes page at Explore Bates surfaces content from Home/Views as well as collections curated in Flickr, Twitter, and YouTube.
Evaluation
We planned to use the following quantitative measures to evaluate the site: the percentage of visitors that leave after viewing only the homepage (bounce rate) and the click-through rate for visitors on the entire site (number of pages per visit).
We also integrated qualitative evaluation methods, including focus group sessions with constituents, unsolicited comments received via e-mail, and online forms linked from every page footer.
Results
In a year-to-year comparison (January 15 to February 15, 2009, to the same period in 2010), our primary metrics indicated significant improvements.
For the home page, our bounce rate — visitors who arrived at the home page and then left immediately — has gone down from 60% to 1%. Our exit rate — visitors who’d viewed more than one page and then left after viewing the home page — has gone down from 54% to 31%.
For the entire combined site, home.bates.edu and www.bates.edu, our bounce rate has gone down from 60% to 13%. The average page views per visit has gone up from 3.06 to 3.22.
We’ve received feedback that the site presents a more contemporary look and feel, and a more accurate sense of the diversity and dynamism of the Bates experience.
Our content developers have embraced the benefits of classification, leading to a sustained value of content and wider distribution, through RSS and e-mail, and feeds into social media.
Search results are more accurate, due in part to the improved optimization of content and coding.
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