Residence first year and upper year landing pages
Residence first year and upper year landing pages
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I gathered research and managed the project for the development of two key landing pages on the University of Alberta website that resulted in a combined 50% increase in unique page views and 90% increase in new users.
I gathered research and managed the project for the development of two key landing pages on the University of Alberta website that resulted in a combined 50% increase in unique page views and 90% increase in new users.
*Data is based on a 3-month period after publishing compared to the pervious year
The upper year landing page was part of the Moving on Up! Campaign, which won a Marketing, Advertising, and Brand award from IABC Edmonton in 2021.
The upper year landing page was part of the Moving on Up! Campaign, which won a Marketing, Advertising, and Brand award from IABC Edmonton in 2021.
This was my first project at the U of A. Residence Services obtained a marketing and operations report that underscored a need to improve online marketing, communication of benefits, and retention of first year students transitioning to upper year residences.
The strategy for these pages was based on a market and competitor review, an audience analysis, and an audit of the existing website content, structure, and analytics. Beyond improving marketing and communication of key messages, we aimed to enhance the on page experience and pathways to key pages on the website.
Key Metrics
Key Metrics
Increased entire site traffic as evidenced by the nearly 20% increase in unique page views following publishing
Improved pathways to key webpages as demonstrated by an increase of 560% in unique page views to the U of A Residence Options webpage and a 170% increase in unique page views to the Lister Residence webpage
Decreased time spent on page by an average of 3.5 minutes on the first and upper year web pages, suggesting users found information more easily
Data is based on a 3-month period after publishing compared to the previous year
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