It's been another busy few months. The Digital team continues to work closely with the Professional services to transition their section to the new look and feel. As well as support the Faculties and their work to continue the rollout of Academic Department sections.
New landing and topic page templates
We’ve launched new landing and 'topics' page designs after analysing data and collecting feedback from users over the past year. The new landing page aligns with the design of 'Course search' and continues the roll-out of a modern look and feel to engage our visitors further, drive recruitment and showcase the University’s research activity.
New 'campaign' template
We've also completed work on a new 'campaign' page template. The new content type allows us to improve how we promote products and services and raise awareness.
The Faculties and an external agency (SearchStar) are piloting the template as part of a targeted Pay Per Click (PPC) campaign. We are carefully monitoring performance to learn what enhancements we should make in the future to help improve the performance of the template.
'Course search' performance dashboard
As part of our ongoing effort to improve access to analytics we’re trialling a performance dashboard for ‘Course search’ using Google Data Studio. The dashboard gives Marketing Managers and Student Recruitment colleagues access to a wider range of data on course content performance that they can use to help them to make data-led decisions.
Working with Academic Registry we have continued to make improvements to the Award Ceremonies section. We have transitioned the Award Ceremonies landing page to the new topic page design. We’ve organised our graduation photos and videos from past ceremonies so that people can access them using a dedicated navigation menu.
University WeChat account
As part of our going efforts to improve our reach in China we’ve launched a WeChat account for prospects. We’ve created a Chinese editorial calendar that the Faculties and the International Student Recruitment team contribute messaging to.
Content translated by our external agency is posted to WeChat by Digital. The content follows the prospective student journey to improve engagement and drive traffic to bath.ac.uk.
We’ve launched a new Visa section in liaison with Student Immigration Services and Human Resources. This new section makes it easier for prospects, students and staff to find out information about visa requirements for working and studying in the United Kingdom.