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University of Alberta Web Experience Survey Results

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The University of Alberta web experience survey was distributed via targeted email lists and via the UAlberta homepage from February 3, 2011 through February 16, 2011. …

The University of Alberta web experience survey was distributed via targeted email lists and via the UAlberta homepage from February 3, 2011 through February 16, 2011.
Research was sponsored by Jennifer Chesney, Executive Director, University Web Strategy.
Survey management & data analysis provided by Learning Solutions, a unit of the Faculty of Extension, University of Alberta.

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  • (EVERYONE)First one is select all and second is one category.
  • Potential vs. current student could be due to the fact that international students need more time to prepare to enter the country and are likely to apply earlier. International students make up about 10% of total. 81% undergrad12% masters7% PhD
  • (everyone gets visit then only those who say yes)Alumni are having a major impact on usage numbers and “internal” audiences make much greater use of the website.
  • (Only those who have visited in last 12 months and for last visit those that visit at least monthly)
  • (Only those who have visited in last 12 months and for last visit those that visit at least monthly)
  • (Visit at least monthly for found what they were looking for and visited in last 12 moths for right side)Non-attendees could be a memory issue or it could be that they are less familiar with the website while current users have been “trained”.Improvements are less about content and more about making it easier to find what is there.
  • (Visited in last 12 months)Generally positive feedback about the current website. “Boring” is an issue.
  • (Visited in last 12 months)Dynamic, exciting, and excellence, pride, world class, cutting edge. This speaks to better promoting our strengths, and based on the strengths slide that is research.
  • (Visited in last 12 months)
  • (Visited in last 12 months)
  • (Visited in last 12 months)
  • (Everyone but non-attendees and those who have not visited in last 12 months)
  • (Everyone but non-attendees and those who have not visited in last 12 months)
  • (Everyone but non-attendees and those who have not visited in last 12 months)This items is only those that said “yes” it interests them on previous slide.
  • (Everyone but non-attendees and those who have not visited in last 12 months)This items is only those that said “yes” it interests them on previous slide.
  • (Everyone but non-attendees and those who have not visited in last 12 months)News/Events 4 "Alumni News, Events" 6 "Athletic Events, News" 10 "Employment, Careers" 11 "Events" 21 "News" 23 "Research". Academics 1 "Academic Information" 3 "Admission" 8 "Course Information" 13 "Calendar, Dates & Deadlines" Academic/info services 7 "Bear tracks/e-Class Access" 9 "Email" 15 "Library, Databases" Social media & technology 2 "Mobile Accessibility" 14 "Chat, Commentary, Blog" 20 "Social Networking, Multimedia" Search, people and places 16 "Find a Person" 17 "Map of University" 18 "Directory" 19 "Search " Other 12 "Help Information" 22 "Other"
  • (Everyone but non-attendees and those who have not visited in last 12 months)News/Events 4 "Alumni News, Events" 6 "Athletic Events, News" 10 "Employment, Careers" 11 "Events" 21 "News" 23 "Research". Academics 1 "Academic Information" 3 "Admission" 8 "Course Information" 13 "Calendar, Dates & Deadlines" Academic/info services 7 "Bear tracks/e-Class Access" 9 "Email" 15 "Library, Databases" Social media & technology 2 "Mobile Accessibility" 14 "Chat, Commentary, Blog" 20 "Social Networking, Multimedia" Search, people and places 16 "Find a Person" 17 "Map of University" 18 "Directory" 19 "Search " Other 12 "Help Information" 22 "Other"
  • (Potential and previous applicant)
  • (Current,potential students, and non-attendees)
  • (All but non-attendees)
  • (All but non-attendees)
  • (All but non-attendees)
  • (All but non-attendees)
  • Transcript

    • 1. UAlbertaWeb Experience Survey Results
      jchesney@ualberta.ca
      April 2011
    • 2. Web Experience Survey
      Respondent Profile
      U of A Website: Current
      U of A Website: Future
      Student Support
      Social Media
      Summary
      The web survey was distributed via email and via the UAlberta homepage from February 3, 2011 through February 16, 2011.
      As Alumni represent a majority of respondents, some results are viewed both in total and ex-alumni.
      2
      jchesney@ualberta.ca
    • 3. Respondent Profile
      3
    • 4. User Group Classification
      Audiences (n=2713)
      Primary Affiliation (n=2713)
      4
      • 85.1% belong to more than one user group
      (Everyone: Audiences allowed for Select All; Primary Affiliation limited to one selection )
      jchesney@ualberta.ca
    • 5. Insights
      Highly engaged Alumni participation
      Users multi-audience identify (85.1%)
      Provide self-selection of their desired pathway, not force into one audience category when interacting with UAlberta
      5
      jchesney@ualberta.ca
    • 6. User Group Detail
      Students
      Staff
      85% full-time (n=548)
      Potential students (n=254)
      35.5% Canadian Citizens
      64.5% International
      81% Undergrad
      12% Masters
      7% PhD
      Current Students (n=554)
      87.2% Canadian Citizens
      12.8% International
      Program of study (n=550)
      Continuing ed: 3.8%
      Undergrad: 54.5%
      Masters: 27.5%
      PhD: 16.2%
      Status (n=653)
      Canadian citizen: 64.6%
      Study permit: 29.4%
      Permanent resident: 4.7%
      Tourist visa: 1.2%
      Employee designation (n=647)
      NASA: 48.1%
      AASUA: 47.3%
      Other: 4.6%
      Other designations:
      TAs and GRAs
      Post-doctoral fellows
      Joint positions
      6
      jchesney@ualberta.ca
    • 7. Insights
      Large number of International potential students participated (64.5%)
      Shows success of opening up survey with a homepage web link instead of only by traditional emails to select random audience groups.
      Lower number of Canadian potential students vs. international participating could be a factor of time of year (intl. deadlines precede national)
      7
      jchesney@ualberta.ca
    • 8. U of A Website
      8
    • 9. UAlberta Website Usage
      Visit Frequency
      Primary Access Method (n=2200)
      81% visited the website in the last 12 months (n=2713)
      Approximately 98% of staff, current students, and potential students visited in the last 12 months
      9
      • 98% access the website using a device with a traditional (i.e., not mobile) operating system.
      • 10. There are no significantdifferences among the user categories
      jchesney@ualberta.ca
    • 11. Insights
      Over 2/3 of current students, faculty, and staff visit UAlberta daily
      69% of potential students visit UAlberta weekly or daily
      Under 3% of all use mobile devices as their PRIMARY access device: we need to still develop for all major web browsers
      10
      jchesney@ualberta.ca
    • 12. Reasons for Visiting the U of A Website
      • Information searching
      • 13. A majority of typical visits included an information search for “static” content
      • 14. “Bookmarking” and dynamic content
      • 15. Links, services, & news
      • 16. Crosstabs (last visit)
      • 17. Employees and alumni are more likely to access news
      • 18. Potential students are more likely to access information about campus life and research
      11
      (Only those who have visited in last 12 months & for last visit, those that visit at least monthly)
      jchesney@ualberta.ca
    • 19. Reasons for Visiting the U of A Website – All but Alumni
      • In general, the exclusion of alumni respondents tends to increase the access percentages for most types of content.
      12
      (Only those who have visited in last 12 months & for last visit, those that visit at least monthly)
      jchesney@ualberta.ca
    • 20. Insights
      Accessing university email is the most frequent “last visit” action
      Informational content regardless of how many levels deep it is should be easily extracted via Search
      University news is a strong driver of typical visits
      Finding locations and maps is also is a strong driver of typical visits
      13
      jchesney@ualberta.ca
    • 21. U of A Website Evaluation
      96% of users found what they were looking for (n=1619)
      Non-attendees were 13% less likely than current students (85% and 98%) to indicate they found what they were looking for on the website
      What would have made the search easier (audience feedback):
      Design
      Improvements to navigation
      Easier to find common links
      Content
      Accurate, complete, and current
       Layout
      Increased white space
      Less clutter and masses of links
      Chunk information and include sub-headings
      14
      Faculty/Staff 19%
      Potential Students 70%
      (Visited in last 12 months)
      (Visit at least monthly)
      jchesney@ualberta.ca
    • 22. Insights
      72% are either negative or neutral that the site communicates what distinguishes UAlberta from its peers
      Clear messages of UAlberta distinguishing characteristics need to be on the homepage
      48% are negative or neutral that the site communicates UAlberta strengths but 70% of potential students were positive
      Strengths on homepage are important but not as critical as distinguishing characteristics vs. peers
      15
      jchesney@ualberta.ca
    • 23. Website Impressions (current state)
      16
      (Visited in last 12 months)
      jchesney@ualberta.ca
    • 24. Website Impressions (desired state)
      17
      (Visited in last 12 months)
      jchesney@ualberta.ca
    • 25. Insights
      Current site damned by faint praise.
      Future site still needs to appear professional but needs to communicate excellence.
      Future site must be exciting, innovative and user-friendly.
      Pride is a significant word choice for desired state
      18
      jchesney@ualberta.ca
    • 26. Website Impressions by Group
      19
      (Visited in last 12 months)
      jchesney@ualberta.ca
    • 27. Insights
      Friendly or user-friendly the strongest desire for the new site by all four major audiences
      Easy the second strongest desire by three of the four major audiences
      Professional and Excellence were future state desires also shared across audiences
      The new site needs to balance friendliness and ease-of-use in a professional (vs. casual) way, while clearly demonstrating UAlberta Excellence.
      20
      jchesney@ualberta.ca
    • 28. Strengths of the U of A
      21
      (Visited in last 12 months)
      jchesney@ualberta.ca
    • 29. Insights
      Research is clearly the most thought of word by all audiences to describe UAlberta strengths
      Website should amplify Research, Academics, Programs, Students, & Faculty as strengths in an innovative and dynamic way
      22
      jchesney@ualberta.ca
    • 30. Promoting our Strengths – Audience Quotes
      Usability and Design
      “Don't worry about this! Make the website FUNCTIONAL for the people registered and for those who want more information.”
      “Make [the strengths] more prominent on the main page, and de-clutter the main page by creating more intuitive links/buttons…”
      Branding & Accomplishments
      “Periodically by comparing the outstanding achievement of various research and development with other universities, not just Canadian but internationally.”
      “Highlight awards, top rankings, recognitions of the school and faculty members.”
      Research
      “Always reflecting that the U of A differs from other institutions in the province because of its strong research base…”
      Feature Faculty, Staff, & Programs
      “The successes of the people who work here…”
      23
      (Visited in last 12 months)
      jchesney@ualberta.ca
    • 31. 24
      All groups
      All but Alumni
      Value of Changes to U of A Web Presence
      • Potential students
      • 32. More likely to find the changes “valuable”
      • 33. Top preferences: a list of all degrees offered and a summary of U of A’s unique strengths
      • 34. Current Students
      • 35. Top preferences: a list of all degrees offered and interactive campus maps
      • 36. Faculty and Staff
      • 37. Top preferences: a daily news bulletin and a list of all degrees offered
      • 38. Alumni
      • 39. More likely to select “neutral” or “not valuable”
      • 40. Top preferences: a list of all degrees offered and content area specific videos and blogs
      (Everyone but non-attendees & those who have not visited in the last 12 months)
      jchesney@ualberta.ca
    • 41. New Content
      Type of Content (n=2634/1447)
      Group Comparisons
      Potential students
      Generally more interested in all content
      Top preferences: admissions and careers
      Current students
      Generally less interested in all content than potential students or faculty and staff
      Top preferences: research news and careers
      Faculty and Staff
      Top preferences: research news and careers
      Alumni
      Generally the least interested in all categories, except alumni news
      25
      (Everyone but non-attendees & those who have not visited in the last 12 months)
      jchesney@ualberta.ca
    • 42. New Content Format
      Current students/faculty and staff are more likely than other groups to select mobile app
      Potential students are more likely than other groups to select email
      Those who select email would like to be contacted weekly or monthly
      Alumni are more likely than other groups to select monthly or once every few months
      Note: Yellow logo represents website, green logo represents mobile app.
      (Everyone but non-attendees & those who have not visited in the last 12 months)
      jchesney@ualberta.ca
    • 43. New Content Format – All but Alumni
      Exclusion of alumni had very little impact on content format preferences, with the exception of email.
      Preference percentages for the mobile app also tended to increase when alumni were excluded.
      (Everyone but non-attendees & those who have not visited in the last 12 months)
      jchesney@ualberta.ca
    • 44. New Content Suggestions
      User generated suggestions for content
      Interested in replicating functionality of website in more extensive mobile app
      Social media for “informal” content
      (Everyone but non-attendees & those who have not visited in the last 12 months)
      jchesney@ualberta.ca
    • 45. New Content Suggestions – All but Alumni
      Exclusion of alumni increased preference percentages for the mobile app.
      jchesney@ualberta.ca
    • 46. Insights
      Clear needs in new content requests for UAlberta online channels:
      Mobile: Academic/Information Services most requested
      BearTracks, Moodle/e-Class, Email, Library Databases access
      Social media: News and Events most requested
      More multimedia, chat, employment/careers info, and all types of events (Alumni, Athletic, all-campus)
      Email: Research News and Admissions Process info is desired beyond just having it on the website
      Ability to subscribe to news beyond RSS feed should be incorporated
      30
      jchesney@ualberta.ca
    • 47. Insights & Actions to take
      Trending of increased access to UAlberta via mobile browsers support increased focus on mobile app development.
      31
      Source: Google Analytics
      jchesney@ualberta.ca
    • 48. Alumni Staying Connected
      • 36% of Alumni thought it was difficult to find the “Alumni and Donors” homepage link
      New Trail (n=1512)
      Staying Connected (n=1495)
      32
      jchesney@ualberta.ca
    • 49. Alumni Content
      Content of Interest (n=1425)
      Method of Receiving (n=1494)
      33
      jchesney@ualberta.ca
    • 50. Insights
      Alumni & Donors gateway needs to be more prominent on the UAlberta homepage
      Ability for Alumni to continue to access research/libraries databases after they graduate should be considered
      69% of alumni prefer alumni content either on the website or in email; only 18.9% prefer the magazine
      Survey medium influences this outcome
      34
      jchesney@ualberta.ca
    • 51. Student Support
      35
    • 52. Application Decision Process
      88% use the website as an information resource during application process (n=317)
      84% agreed that the website provided them with the information they needed to make an application decision (n=270)
      76% indicated the website was an important factor in decision of whether to apply (n=271)
      36% were neutral or said website decreased desire to attend UofA
      34% were neutral or said the website decreased their opinion of the UofA
      36
      (Potential and previous applicants)
      jchesney@ualberta.ca
    • 53. Post-Secondary Selection Factors
      37
      (Current, potential students and non-attendees)
      jchesney@ualberta.ca
    • 54. Post-Secondary Selection Factors (International Potential Students)
      38
      jchesney@ualberta.ca
    • 55. Potential Student Comparison
      Domestic vs. International Students
      International students are:
      More likely to access information on: financial aid, specific research/types of research, campus life, and general research information
      More likely to agree that the website communicates the U of A’s strengths and distinguishes it from other schools
      More likely to have used the website as a resource during application process
      More likely to be interested in student experience blogs and a social media directory
      Less active on Facebook but more likely to follow the U of A Facebook account
      39
      jchesney@ualberta.ca
    • 56. Reasons for Not Attending (n=76)
      • Does not exactly match selection criteria
      • 57. Factors with greatest influence are not addressable
      • 58. Personal and “other” factors included:
      • 59. Program at other University was better suited
      • 60. Moved to other city
      • 61. Medical issues
      • 62. Funding (scholarships available)
      • 63. Entered/stayed in work force
      • 64. Visa/permit issues
      • 65. Large class sizes, U of A not caring about their students, classes not suited to part-time study
      40
      jchesney@ualberta.ca
    • 66. Insights
      Focus on messaging should continue to include reputation for both national and international potential and current students
      Edmonton and Camrose locations need to be highlighted & explained for potential students
      Bringing together all the part-time options offered across the university in one place is needed
      41
      jchesney@ualberta.ca
    • 67. Platform Preferences
      Mobile app
      15% using, 63% no interest, and 22% would use if other platforms were supported:
      12.4% Blackberry
      6.2% Android
      3.3% Windows Phone7
      (Everyone but non-attendees)
      jchesney@ualberta.ca
    • 68. Platform Preferences – All but Alumni
      Exclusion of alumni had very little impact as only those alumni with a secondary audience type received this question.
      (Everyone but non-attendees)
      jchesney@ualberta.ca
    • 69. Insights & Actions to take
      Another 22% would use the UAlberta app if their platform was supported
      Need to build Blackberry OS version (Android underway), possibly also Windows 7 though less demand
      Top demands for new mobile functions
      Ask questions
      Purchase student services
      Campus 3D tour/maps (student project)
      Faculty/Dept info lookup
      Register for classes
      44
      jchesney@ualberta.ca
    • 70. Social Media
      45
    • 71. 46
      All groups
      All but Alumni
      Social Media Use
      • Current students are the most active on Facebook and YouTube
      • 72. Alumni have the lowest activity levels and are generally more likely than the other groups to indicate they never access a service
      • 73. Potential students are less active on Facebook than current students BUT visit daily.
      • 74. 55% of potential students visit daily versus 72% of current students.
      • 75. Related to the high proportion of international students making up potential student category
      (Everyone but non-attendees)
      jchesney@ualberta.ca
    • 76. Who’s Following
      Following U of A
      Group Comparisons
      Current students are more likely than all other groups to follow on Facebook
      Current students and faculty/staff are more likely than other groups to follow on Twitter
      47
      (Everyone but non-attendees)
      jchesney@ualberta.ca
    • 77. Synopsis of Social Media & Mobile
      Social media participation rates are dominated by Facebook; however, Twitter is a viable platform for push announcements
      “Official” activities should not take place via social networks; however, users would like to consume multimedia content and interact with U of A staff on Facebook
      Users want the mobile app to replicate more of the functionality available on the website
      Multi-platform development and increased functionality would have a major impact on usage rates
      International potential students have different media use and information needs than domestic potential students
      Access research and student life information with greater frequency
      Lower social network participation, but greater likelihood to “follow” the U of A
      Alumni have low Facebook participation rates, and prefer visiting the website or receiving infrequent email communication
      Employee Facebook participation is divided, likely based on age
      48
      jchesney@ualberta.ca
    • 78. Study Considerations
      49
    • 79. Study Considerations
      Data Set
      Large sample size +
      Case completion rate high +
      Robust qualitative data set +
      Self selection -
      Large alumni response + & -
      Survey Timing
      International vs. domestic -
      Sample Size
      Small sample size for some groups when using “primary audience” -
      50
      jchesney@ualberta.ca