Creating aspiration through an engaging experience and persuasive design focused around the needs of prospective students

The primary goal of our work with Glasgow Caledonian University was to redesign their website to persuade prospective students that GCU is a great place to study, and, subsequently, drive up student enrolment rates. Secondary goals were to raise awareness of the University's research work, and its expansion into new markets in London and overseas.

Someone using GCU site on a tablet

Status UX team undertook extensive consultation with the University's key target audiences and internal stakeholders. We then redesigned the site's information architecture and created a new content strategy for the site, and then supported the University as they wrote new content and optimised it in line with an agreed SEO strategy. Our final design task was to design a new UI to deliver a brand new user-centric website, complete with refreshed content, that aligned user needs with the University's corporate goals.

Someone using the GCU Programme Management System on a laptop

During the project, we also worked closely with the University's IT services team to roll out a new Content Management System (TerminalFour Site Manager). After deploying the new CMS, we integrated it with a bespoke web application that we developed to allow non-technical programme managers from across the University to manage their course information without needing to go through a central administrator.

Results

After winning the Silver Award for 'Best Student Recruitment Website' in 2010, the new GCU website has delivered:

36% increase in traffic from target key phrases

Indicates the new site is now much more visible within organic search rankings, resulting in greater exposure of the university to prospective students - a key strategic goal for the new site.

79% increase in page views

Points to a significantly improved user experience as people spend longer on the site engaging with its content.

17% increase in UCAS applications

(UCAS indicated 8.7% trend across the sector)

Alison Steel
I would thoroughly recommend Status to anybody who needs a trusted partner who will make their online activity work harder for their business.
Alison Steel, (Former) Director of Marketing & Communications

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