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