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Case
Studies

UCF

Diverse Minds, United Futures:
Empowering Graduate Education at UCF.
This project was carried out in cooperation with our partner
Reality Marketing Group
  • Website Analysis
  • Web Recommendations

About the Client

The College of Graduate Studies at the University of Central Florida serves as a gateway to academic
excellence and professional advancement. As a leading institution in graduate education, we offer a wide
range of programs designed to meet the needs of students and society. With a focus on interdisciplinary
collaboration and cutting-edge research, we provide a vibrant and diverse learning environment that
fosters intellectual growth, innovation, and research exploration, where curiosity thrives and limits are
surpassed. Our commitment to diversity and inclusion ensures that all students have the opportunity to
excel and make a positive impact in the world.

Customer need
Need for Site Updates or Upgrades:
Seeking to generate outcomes in terms of inquiries, registrations, applications, and providing a website with a friendly, empathetic, and user-friendly interface for the UCF graduate program, based on a detailed and accurate analysis of the audience.
About This Project:
Website Development:

BUSINESS OUTCOMES:

The focus is on optimizing the functionality and aesthetics of the website, based on research of your audience, to help achieve desired business outcomes, particularly leading to application submissions.
Key strategies include in-depth audience research, capturing minimal data for lead generation, leveraging autocomplete features for user convenience, and implementing immediate pop-ups or embedded forms to facilitate submissions.
Img logo UCF

OPPORTUNITIES

Shorter Application Forms:
  • Implement a simple initial inquiry form leading to a more detailed application later.
  • Reduce the number of required fields and provide clear instructions throughout.
  • Offer additional guidance on steps like submitting transcripts or requesting letters of recommendation.
  • Conversion rates are expected to increase with a shorter initial form (based on a case study).
Real-Time Chat Support:
  • Integrate a chat feature for applicants to ask questions in real-time.
  • Utilize AI or a representative to provide immediate responses.
  • The chatbot can be programmed with automated responses for frequently asked questions (currently using Mainstay).
Multilingual Website:
  • Enhance inclusivity by offering translated versions of the website content.
  • Showcase diverse cultures and backgrounds to attract international students.
  • Provide resources and support specifically for international applicants.

CUSTOMER PERSONAS

A customer persona (or avatar) is a fictional profile that represents a particular target customer. It is ideal to have a handful of them to cover the majority of your customer base. We have identified and prioritized them here in this portion of the web analysis document.
Prospective Graduate Students
Interested in graduate studies in the US, they seek a reputable university to attend. They are likely university graduates or current undergraduates exploring options for postgraduate education.
Undergraduate Students
Represent those currently enrolled in undergraduate programs at UCF or other institutions, or considering attending UCF for graduate studies. They may be interested in pursuing a graduate degree in the future or simply seeking information about graduate programs, course offerings, and campus life.
Current Graduate Students
Already enrolled in a graduate program at UCF or considering attending, they seek academic resources, professional services, and research opportunities available to graduate students.
Doctoral or Advanced Degree Seekers
Graduates of graduate programs interested in pursuing a doctoral or other advanced degree at UCF, they seek information on specific research areas, funding opportunities, and program requirements. They are also interested in academic resources, professional development, and networking.
img CUSTOMER PERSONAS
Faculty and Staf
This persona represents faculty members and staff at UCF who work with graduate students, including advisors, professors, and administrators. They are likely to be looking for information on policies and procedures related to graduate education, as well as resources to support their work with students.
Alumni
This persona is someone who has already completed a graduate program at UCF and is looking for information on networking opportunities, career services, and other ways to stay connected with the university and its community.
Donors and Supporters
This persona represents individuals and organizations who have a vested interest in supporting graduate education at UCF. They are likely to be looking for information on funding opportunities, scholarship programs, and ways to get involved with the university’s research and academic initiatives.

CURRENT JOURNEY

The current website journey involves landing pages reinforcing primary calls to action (CTAs) and guiding users towards business outcomes. Interior pages provide detailed information with fewer CTAs, aimed at educating users further and directing them back to landing pages and CTAs. Challenges have been identified with secondary pages or user interactions, where visitors are not effectively directed to desired information. Users may find themselves in a loop of secondary information lacking clarity or appropriate CTAs for gathering information.
img Current Journey
There is a noticeable trend of high drop-off rates among website visitors, with the number of drop-offs nearly matching the number of sessions. This suggests potential issues with the website’s design, user experience, or content, leading visitors to leave without engaging further.
To tackle this issue, the following marketing strategy is proposed:
Analyze user behavior
Identify pages with the highest drop-off rates and delve deeper into understanding why visitors are leaving those pages.
Optimize website design
Focus on enhancing the website’s design to improve user experience, ensuring easy navigation, appealing visuals, and swift loading times.
Enhance website content
Ensure that content is relevant, informative, and captivating, utilizing high-quality images and videos to enrich the user experience and retain visitor engagement.
Additional Opportunities:
Utilize retargeting
Implement retargeting ads to re-engage visitors who have left the website, encouraging them to return and complete their intended actions.

OPTIMAL JOURNEY

Enhancing website navigation will enable landing pages to effectively achieve desired outcomes.
Ensuring precise website content on each page will guide visitors through their journey effectively.
Studying language usage meticulously.
Clear navigation reduces unnecessary clicks and promotes confident, purposeful navigation, minimizing visitor frustration and discouragement.
Using strong, clear, and well-defined language in menus and primary pages instills confidence in users, ensuring they find what they need with certainty.
Studying language usage meticulously.
IMG OPTIMAL JOURNEY

WIREFRAMES

Aligning page layout with business objectives and user experience is crucial. A wireframe is a visual representation showing the functional components of a webpage, commonly used for organizing a site’s structure and features. The images below illustrate the user interface of various page categories:
  • Front/Home/Landing Page.
  • Splash Pages/Persona-Specific Pages.
  • Secondary/Informational Pages.
Importance of
“Who is This For”
Definitions on Every Master Page of a Website.
Incorporating “who is this for” definitions on every main page of a website is crucial to help users easily identify relevant content. For example:
Prospective Graduate Students:
Tailored for those considering a master’s or doctoral degree, providing details on programs, application criteria, and funding opportunities.
Current Graduate Students:
Offers resources for UCF graduate students, including academic policies, career services, and more.
Faculty and Staff:
Provides support resources for UCF faculty and staff working with graduate students, including funding options and professional development programs.
Alumni:
Offers information on staying connected with UCF and supporting future Knights as part of the global alumni network.
img Who is This For
Prospective International Students:
Designed for international students interested in pursuing graduate studies at UCF, offering details on programs, application requirements, and support services.
Personalized Video Introductions for UCF Graduate Website
“Personas”
The proposal aims to enhance user engagement and understanding on the UCF graduate website by creating personalized video introductions for different user personas. These videos, produced in collaboration with UCF graduate students, would offer insights tailored to each user group, such as prospective students, current students, faculty, staff, alumni, and international applicants. The videos would be featured prominently on each page and could be customized based on user location or browsing history for enhanced relevance. This approach seeks to provide a more engaging and tailored experience, ultimately boosting engagement and retention on the website.

SEO AUDIT

SEO RECOMMENDATIONS

  • Ensure accurate and evaluated H1 tags sitewide.
  • Review and update meta descriptions.
  • Accurately adjust title tags sitewide.
  • Reduce unused CSS and other calls.
Accessibility Audit:
Semi-Compliant: This website is progressing toward complete compliance.
Complete compliance requires ensuring inclusivity.
Utilize an accessibility tool for audits, coding issues, and legal support. The tool ensures an inclusive experience for all users. (Implemented on RealityMG.com).
Issues:
  • Images need alternative text descriptions.
  • For font icons, SVGs, or decorative images, include a “role” attribute with a value of “presentation” or “none”.
Conclusion:
  • Possible leverage of translation for popular languages within Florida.
  • Potential use of FAQs and chatbots to streamline the consumer journey to desired location(s).
  • Addressing all SEO issues, including evaluation of the site map.
  • Utilization of a suggested accessibility tool to address any accessibility issues or legal matters.
  • Aligning all functionality and aesthetics with key business outcomes.
  • Overall revamp of aesthetics and designs to lean towards best practices and creative trends.
  • Reconfiguration of the menu, footer, and website theme.
  • Creation of a short form to generate and convert leads.
  • Need for precise, reviewed/adjusted content to align with target personas.
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SEO Budgeting

Each project is different. Some websites need constant maintenance and optimization, while others require minimal attention. This means that the price of SEO services is calculated based on the time and research required to obtain quality finishes. The SEO budget depends on the size of the website, the degree of optimization and the scale of optimization that a website, blog or e-commerce requires.

The level of optimization of a website considers the amount of research, technical analysis, keywords, link building and maintenance on and off the site.

For their part, web stores need more optimization than personal blogs to maximize traffic and conversion rate, so they need more comprehensive packages.

Finally, the optimization scale implies the geographic reach of the website, as it implies different tactics depending on the strategy.

Consider applying SEO to your website and making it the heart of your digital marketing strategy. Contact us to discuss how to multiply the income of your company.

Off-Site SEO

External SEO is concerned with improving the ranking of a site on search engine results pages through promotional techniques such as:
  • Creation of external and internal links. With the aim of generating web traffic as an additional source and developing greater value. This can drive more traffic to your website, increase reputation, and increase rankings.
  • Marketing in social networks and brand promotions. These actions involve strategy and tactics in social media, both in organic and paid actions to give boost, visibility, credibility and traffic to the website, blog and e-commerce.

On-site SEO

On-site SEO involves optimizing the content of the website, blog and e-commerce at a structural level to make it more trackable and friendly for users and search engines. Includes optimization of title tags, internal links and URLs.

Some On-site SEO actions are:
  • Include keywords in the URL, in case the plugins don’t.
  • Using short and precise URLs, with the recommended keywords.
  • Use keywords at the beginning of the title tag.
  • Use keywords in subheadings in the content of your notes, as Google also searches for keywords in the heading tags.
  • Optimizing images and alt text that describes what’s in the image helps to identify the images and media in your site content.
  • Use synonyms and keywords that would be relevant to search items. When Google presents search results, it also looks for synonyms for the main keyword and other accompanying keywords.
  • Use internal and external links. Internal links connect the content of one web page to another on the same website. On the other hand, external links connect the content of your website with another website, enriching the content and adding value to searches.

Keyword Research

Keyword research is about locating the most searched words and phrases by users. This means that it is essential to tag the content of your site so that search engines can easily locate them.

The keywords used should target frequently used search words and phrases that are relevant to your content and add value to searches. The more keywords that are used and the more relevant they are to users, the easier it will be to find your website, blog or e-commerce. Also, if your website has a higher reputation, it will also be more relevant and better positioned.

Also, it should be taken into account that the position of the keyword in the URL affects its ranking and that the length of the keyword also influences the web positioning. Shorter URLs are easier to find and obviously rank higher.

Technical Analysis

Technical Analysis SEO technical analysis involves an in-depth review of the technical elements to improve so that Google and other search engines can index and crawl your website, blog or e-commerce.

The most common trouble spots are:
  • Need to correct “crawling errors” that prevent Google robots from seeing a page on your website and therefore not appearing in the search engine.
  • Optimize your site so it can be easily viewed from mobile devices, tablets, and desktops. Let us remember that we are in times of “mobile first”.
  • Fix broken links and make 404 errors friendly. Broken links can significantly hurt your SEO ranking because users and Google will have a hard time reaching your site and cause a drastic decrease in web traffic and sales.
  • Verify if you have an SSL certificate and a site with HTTPS encryption, which implies the protection of your data and those of your users from malicious programs and trackers on the Internet. It is an excellent ranking signal as it guarantees a secure connection with Google and reduces the abandonment rate.
  • Optimize page loading speed. This is essential, since if your sites take a long time to load, not only will you have a bad ranking in the Google list, but your users will quickly leave the site and you will lose potential sales.

Preliminary research

Preliminary SEO research focuses on finding out what’s on your website. This checklist is the content you have and discover the best way to select relevant bookmarks to optimize your website, blog or e-commerce. It includes the topics of your content, the types of media present, and benchmarking, that is, researching sites with similar content.

The goal of SEO is to differentiate yourself from your immediate competition, making your content on your website unique. This means that if your website has valuable content and responds to organic user searches, it will be easier for web crawlers to find.

The research done dives into the website’s specific market and the audience it is trying to reach. This step takes many factors into account and is one of the most expensive considerations in your budget.

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