The University of Alberta conducted a web experience survey from February 3 to February 16, 2011, gathering responses primarily from alumni and various user groups. Key insights revealed high engagement levels, particularly among international potential students, and emphasized the importance of site usability, clear communication of strengths, and the need for enhanced mobile functionality. Recommendations include improving website navigation, increasing the prominence of alumni content, and tailoring communication methods to suit different audiences.

1. UAlbertaWeb Experience Survey Resultsjchesney@ualberta.caApril 2011

2. Web Experience SurveyRespondent ProfileU of A Website: CurrentU of A Website: FutureStudent SupportSocial MediaSummaryThe 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.2jchesney@ualberta.ca

3. Respondent Profile3

4. User Group ClassificationAudiences (n=2713)Primary Affiliation (n=2713)485.1% belong to more than one user group(Everyone: Audiences allowed for Select All; Primary Affiliation limited to one selection )jchesney@ualberta.ca

5. InsightsHighly engaged Alumni participationUsers multi-audience identify (85.1%)Provide self-selection of their desired pathway, not force into one audience category when interacting with UAlberta5jchesney@ualberta.ca

6. User Group DetailStudentsStaff85% full-time (n=548)Potential students (n=254)35.5% Canadian Citizens64.5% International81% Undergrad12% Masters7% PhDCurrent Students (n=554)87.2% Canadian Citizens12.8% InternationalProgram 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 GRAsPost-doctoral fellows Joint positions6jchesney@ualberta.ca

7. InsightsLarge 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)7jchesney@ualberta.ca

8. U of A Website8

9. UAlberta Website UsageVisit FrequencyPrimary 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 months998% access the website using a device with a traditional (i.e., not mobile) operating system.

10. There are no significantdifferences among the user categoriesjchesney@ualberta.ca

11. InsightsOver 2/3 of current students, faculty, and staff visit UAlberta daily69% of potential students visit UAlberta weekly or dailyUnder 3% of all use mobile devices as their PRIMARY access device: we need to still develop for all major web browsers10jchesney@ualberta.ca

12. Reasons for Visiting the U of A WebsiteInformation 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 research11(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 AlumniIn 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. InsightsAccessing university email is the most frequent “last visit” action Informational content regardless of how many levels deep it is should be easily extracted via SearchUniversity news is a strong driver of typical visits Finding locations and maps is also is a strong driver of typical visits13jchesney@ualberta.ca

21. U of A Website Evaluation96% 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):DesignImprovements to navigationEasier to find common linksContentAccurate, complete, and current LayoutIncreased white spaceLess clutter and masses of links Chunk information and include sub-headings14Faculty/Staff 19%Potential Students 70%(Visited in last 12 months)(Visit at least monthly)jchesney@ualberta.ca

22. Insights72% are either negative or neutral that the site communicates what distinguishes UAlberta from its peersClear messages of UAlberta distinguishing characteristics need to be on the homepage48% are negative or neutral that the site communicates UAlberta strengths but 70% of potential students were positiveStrengths on homepage are important but not as critical as distinguishing characteristics vs. peers15jchesney@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. InsightsCurrent 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 state18jchesney@ualberta.ca

26. Website Impressions by Group19(Visited in last 12 months)jchesney@ualberta.ca

27. InsightsFriendly or user-friendly the strongest desire for the new site by all four major audiencesEasy the second strongest desire by three of the four major audiencesProfessional and Excellence were future state desires also shared across audiencesThe new site needs to balance friendliness and ease-of-use in a professional (vs. casual) way, while clearly demonstrating UAlberta Excellence.20jchesney@ualberta.ca

28. Strengths of the U of A21(Visited in last 12 months)jchesney@ualberta.ca

29. InsightsResearch is clearly the most thought of word by all audiences to describe UAlberta strengthsWebsite should amplify Research, Academics, Programs, Students, & Faculty as strengths in an innovative and dynamic way22jchesney@ualberta.ca

30. Promoting our Strengths – Audience QuotesUsability 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. 24All groupsAll but AlumniValue of Changes to U of A Web PresencePotential 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 ContentType of Content (n=2634/1447)Group ComparisonsPotential studentsGenerally more interested in all contentTop preferences: admissions and careersCurrent studentsGenerally less interested in all content than potential students or faculty and staffTop preferences: research news and careersFaculty and StaffTop preferences: research news and careersAlumniGenerally the least interested in all categories, except alumni news25(Everyone but non-attendees & those who have not visited in the last 12 months)jchesney@ualberta.ca

42. New Content FormatCurrent students/faculty and staff are more likely than other groups to select mobile appPotential students are more likely than other groups to select emailThose who select email would like to be contacted weekly or monthlyAlumni are more likely than other groups to select monthly or once every few monthsNote: 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 AlumniExclusion 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 SuggestionsUser generated suggestions for contentInterested 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 AlumniExclusion of alumni increased preference percentages for the mobile app.jchesney@ualberta.ca

46. InsightsClear needs in new content requests for UAlberta online channels:Mobile: Academic/Information Services most requestedBearTracks, Moodle/e-Class, Email, Library Databases accessSocial media: News and Events most requestedMore 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 websiteAbility to subscribe to news beyond RSS feed should be incorporated30jchesney@ualberta.ca

47. Insights & Actions to takeTrending of increased access to UAlberta via mobile browsers support increased focus on mobile app development.31Source: Google Analyticsjchesney@ualberta.ca

48. Alumni Staying Connected36% of Alumni thought it was difficult to find the “Alumni and Donors” homepage linkNew Trail (n=1512)Staying Connected (n=1495)32jchesney@ualberta.ca

49. Alumni Content Content of Interest (n=1425)Method of Receiving (n=1494)33jchesney@ualberta.ca

50. InsightsAlumni & Donors gateway needs to be more prominent on the UAlberta homepageAbility 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 outcome34jchesney@ualberta.ca

51. Student Support35

52. Application Decision Process88% 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 UofA34% were neutral or said the website decreased their opinion of the UofA36(Potential and previous applicants)jchesney@ualberta.ca

53. Post-Secondary Selection Factors37(Current, potential students and non-attendees)jchesney@ualberta.ca

54. Post-Secondary Selection Factors (International Potential Students)38jchesney@ualberta.ca

55. Potential Student ComparisonDomestic vs. International StudentsInternational students are:More likely to access information on: financial aid, specific research/types of research, campus life, and general research informationMore likely to agree that the website communicates the U of A’s strengths and distinguishes it from other schoolsMore likely to have used the website as a resource during application processMore likely to be interested in student experience blogs and a social media directoryLess active on Facebook but more likely to follow the U of A Facebook account39jchesney@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 study40jchesney@ualberta.ca

66. InsightsFocus on messaging should continue to include reputation for both national and international potential and current studentsEdmonton and Camrose locations need to be highlighted & explained for potential studentsBringing together all the part-time options offered across the university in one place is needed41jchesney@ualberta.ca

67. Platform PreferencesMobile app15% using, 63% no interest, and 22% would use if other platforms were supported:12.4% Blackberry6.2% Android3.3% Windows Phone7(Everyone but non-attendees)jchesney@ualberta.ca

68. Platform Preferences – All but AlumniExclusion 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 takeAnother 22% would use the UAlberta app if their platform was supportedNeed to build Blackberry OS version (Android underway), possibly also Windows 7 though less demandTop demands for new mobile functionsAsk questionsPurchase student servicesCampus 3D tour/maps (student project)Faculty/Dept info lookup Register for classes44jchesney@ualberta.ca

70. Social Media45

71. 46All groupsAll but AlumniSocial Media UseCurrent 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 FollowingFollowing U of AGroup ComparisonsCurrent students are more likely than all other groups to follow on FacebookCurrent students and faculty/staff are more likely than other groups to follow on Twitter47(Everyone but non-attendees)jchesney@ualberta.ca

77. Synopsis of Social Media & MobileSocial 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 FacebookUsers want the mobile app to replicate more of the functionality available on the websiteMulti-platform development and increased functionality would have a major impact on usage ratesInternational potential students have different media use and information needs than domestic potential studentsAccess research and student life information with greater frequencyLower social network participation, but greater likelihood to “follow” the U of AAlumni have low Facebook participation rates, and prefer visiting the website or receiving infrequent email communication Employee Facebook participation is divided, likely based on age48jchesney@ualberta.ca

78. Study Considerations49

79. Study ConsiderationsData SetLarge sample size +Case completion rate high +Robust qualitative data set +Self selection -Large alumni response + & -Survey TimingInternational vs. domestic -Sample SizeSmall sample size for some groups when using “primary audience” -50jchesney@ualberta.ca