In order to make informed decisions about your website, you need an understanding of what content you have and whether or not it’s any good. Hello, content audit! But how do you know if your findings are appropriate, if your recommendations will work, and if your new-and-improved content will put you ahead of the competition? Hello, competitive analysis! A competitive analysis of web content is an assessment of competing websites based on your content goals.
In this session, learn how to evaluate what web elements work well for other higher ed institutions, what problems you want to avoid, and how you can innovate. There are many examples of great content in higher ed, but there are likely more examples of poor quality content. A competitive analysis will help you stay on the winning side.
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Stay Ahead of the Curve: Conducting a Competitive Web Content Analysis
1. Conducting a
Competitive Web
Content Analysis
Rick Allen
@epublishmedia
Content Strategy
Summit #CSsummit
Stay Ahead of the Curve:
Conducting a Competitive
Web Content Analysis
Meet Content
Rick Allen
@epublishmedia
HighEdWeb
2013
#heweb13
#MCS9
4. Why our websites are “blah”
Some disturbing photos
A little talk about process
Lots of examples! (And more photos!)
How to be awesome
4
What’s on tap?
#heweb13 • @epublishmedia
17. blah
A word commonly used to describe an
emotional state in which the person
feels a sense of having no hope; usually
during a deep depression.
#heweb13 • @epublishmedia
Source: Urban Dictionary
18. booya
“Bam!”, “in your face”, and “hell yeah”,
all at the same time.
#heweb13 • @epublishmedia
Source: Urban Dictionary
44. 44
How to plan for a competitive
content analysis
#heweb13 • @epublishmedia
45. 45
How to plan for a competitive
content analysis
#heweb13 • @epublishmedia
1. Chose your focus
46. 46
How to plan for a competitive
content analysis
#heweb13 • @epublishmedia
1. Chose your focus
2. Define analysis criteria
47. 47
How to plan for a competitive
content analysis
#heweb13 • @epublishmedia
1. Chose your focus
2. Define analysis criteria
3. Identify your competition
48. 48
1. Choose your focus
#heweb13 • @epublishmedia
Branding & communication
Findability & information
architecture
Readability & usability
49. 49
2. Define competitive analysis
criteria
#heweb13 • @epublishmedia
Content organization and navigation
Site search
Labeling and taxonomy
On-page content hierarchy
User task completion
Readability
Findabilty
Brand messaging
Content topics
Content types
Content delivery channels
50. 50
What competing organizations have
overlapping applications with your institution?
What competing websites are successful?
Which do a great job with content?
What competing organizations have similar
visitor demographics as your institution?
3. Identify your competition
51. Keep your finger on the pulse
http://www.flickr.com/photos/riacale/25509892/
What about assessing websites
outside of higher ed?
52. 1. Competitor one
2. Competitor two
3. Competitor three
4. Competitor four
5. Competitor five
6. Competitor six
52
Create a short list of competitors
#heweb13 • @epublishmedia
53. 53
#heweb13 • @epublishmedia
1. Primary navigation
2. On-page content hierarchy
3. Links and labels
4. Site search
A sample competitive content
analysis criteria (IA focus)
61. 61
Primary Navigation
#heweb13 • @epublishmedia
Is the site easy to navigate, or
would a newcomer get lost?
Are the menus consistent and
accessible from every page?
62. 62
Univ. of Iowa
Univ. of
California
Univ. of Illinois
West Virginia
Univ.
Syracuse Univ.
Academics Academics About Us Undergraduate Admissions
Research Administration Academics Graduate
Current
Students
Arts Admissions Arts & Culture Global Faculty and Staff
Athletics Athletics Athletics Current Students
Alumni and
Friends
Health Care Libraries International Faculty
Parents and
Families
Libraries Our Campus Library Staff SU Home
Diversity Research
Public
Engagement
Alumni About SU
[+9] Research [+2] [+5]
Primary Navigation
64. 64
• Audience-based
navigation
• No direct links to
topical content for
external audiences
• It’s unclear “Future
Students” is not a link
Primary Navigation
66. 66
• Three-tier navigation
scheme confuses
information hierarchy
• “Where should I
start?”
• Direct links provide
easy-access to lower-
level topic pages
Primary Navigation
67. 67
On-Page Content Hierarchy
#heweb13 • @epublishmedia
Does on-page content organization
enhance findability and user
comprehension or cause confusion?
69. 69
On-Page Content Hierarchy
• Clear, bold headers
• Headers help organize
and prioritize
information
• Fuzzy image is not
clearly relevant
• “Graduate Application
Demo” is easily
overlooked
71. 71
On-Page Content Hierarchy
• Headers don’t relate to
page title
• Top content appears
irrelevant
• Irrelevant images
confuse information
hierarchy—what
information is most
important and what
will I find here?
• Unclear next steps
72. 72
Labels and Links
#heweb13 • @epublishmedia
Are labels on section headers and
content groupings easy to understand?
Are links easy to distinguish from each
other?
Or, are they ambiguous and
uninformative (e.g., "click here")?
74. 74
Labels and Links
• Clear subheads, such
as “Ready to Apply?”
guide prospective
students
• Inline links, such as
"application
instructions," clearly
describe the purpose
and function of the
destination page
• Sidebar links, such as
“Videos,” lack context
and are not clearly
relevant
76. 76
Labels and Links
• Headers "Dean,"
"Quick Links," and
"Other Helpful Links"
do not describe the
purpose and value of
content
• Confusing labels and
location of admissions
content
• Inline link text such as
"PDF Flyer" does not
adequately describe
the destination page
77. 77
Site Search
#heweb13 • @epublishmedia
Is the search engine easy to use?
Are search results well organized and
easy to understand?
Are search results relevant?
87. 87
It is my pleasure to welcome you to Fordham Law. I invite
you to learn about the many accomplishments of the Law
School community through this website. You will also find
information about the School's groundbreaking centers and
institutes, our distinguished faculty, and Fordham Law's
distinct approach of teaching law to the next leaders in the
legal profession.
89. 89
As befits the youngest top law school in the nation, UCLA
School of Law has always been—and remains—at the
forefront of educational innovation. At the heart of our
approach to the teaching of law is the recognition that we
are first and foremost training legal professionals.
91. 91
"First principles" matter to me. Whether in the law, in one's
faith or in one's personal and professional conduct, the
ever-present construct of first principles must guide us in
life's many endeavors. It was so for me as a judge. It is so
for me as a dean of Pepperdine University School of Law.
95. 95
Competitive Analysis Rankings
Website 1 Website 2 Website 3 Website 4 Website 5
Primary
Navigation High Medium Medium High Low
Secondary
Navigation Low Medium High High Low
Content
Hierarchy Medium Medium Medium Medium Low
Labeling and
Taxonomy Medium High High Medium Low
Site Search
Low Low High Medium High
109. Voice and ToneVoice and Tone
Inviting, HelpfulInviting, Helpful
Less like...
Our mission is making sure you have
access to a quality academic and
student experience …
110. Voice and ToneVoice and Tone
Inviting, HelpfulInviting, Helpful
Less like...
Our mission is making sure you have
access to a quality academic and
student experience …
More like...
We're here to help you reach your
academic and career goals …