HighEdWeb Assocation
 
The Annual Conference for Higher Education Web Professionals, Austin, Texas, October 23-26, 2011
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Session Details

A Data-Driven Content Strategy Idea for Redesigning the Institution's Website (work in progress)

TNT43 Content Track

Foothills II

Tuesday,
1:30
2:15
PM

As the only web professional at my institution, the idea of coming up with a strategy to redesign the institution's website seemed ridiculous, so I took a few steps back and looked at what I was already doing: (1) Google Analytics had been in place for five years collecting data; (2) Google Site Search - the free one - was integrated with those Analytics and had been online for nearly the same length of time; (3) I have an online FAQ/Knowledgebase system that's been running for more than two years now with its own reporting/analytics data, but I needed a bit more info. to bring context into the mix of this sea of data - a website satisfaction survey! I now have thousands of contextual responses from site visitors to go along with the other three data sources, and now I know the following: (1) What users are doing - ANALYTICS; (2) What users are searching for - SITE SEARCH; (3) What users are asking about and the answers they're most interested in - FAQ/KNOWLEDGEBASE SYSTEM; and (4) What users think of our website, whether they are satisfied with it, and whether they have been able to do what they came to the website to do - SATISFACTION/PURPOSE OF VISIT SURVEY. Putting that all together, I now have a solid base of statistical information with which to 'argue my case' to administrators, and with which to build a solid, usable, 'requested' site structure for our site visitors. The best thing about all of this is that three of the four systems I’m using are totally FREE and easy to setup/implement. (only the FAQ system is vendor-provided, but it’s inexpensive, and there are open source solutions that could provide that functionality). I will present the steps I have taken to evaluate/analyze the data I’ve collected, and demonstrate how that data is helping me to put together a content strategy that is backed up by solid statistical information that is enabling me to get administrative buy in as well.

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