Wolfson College
Decreasing bounce rate by 20%
The client.
Wolfson is a Cambridge College with unrivalled academic support and pastoral care. Students live onsite as members of an international, egalitarian and inclusive community of scholars from Cambridge and across the globe.
The challenge.
To modernise its website, attract students and position the college as an inclusive and vibrant community. Ensure the website is easy to use and serves multiple stakeholders. Showcase the vibrant community and the multitude of activities the college offers.
The strategy.
Execute student and other stakeholder interviews. Conduct site user behaviour, keyword and traffic research. Build buyer personas. Launch the new website with a bold, modern, and friendly design. Showcase diversity with powerful imagery, messaging, and positioning statements.
What we did.
Stakeholder research
We conducted stakeholder interviews with various departments as well as representatives from the student body. We also conducted desk research which included examining the existing site’s user behaviour, search queries, keywords and traffic.Student personas
We built up a series of student personas that, along with our research, informed our strategy. We concluded that student applicants need to feel reassured that this is a place they can fit in and call “home”. During open days, applicants have the chance to meet friendly students and staff and we wanted to recreate this open day experience across the site.Bold, modern, and friendly design
The college’s egalitarian and inclusive principles would resonate with the target audience if we could demonstrate them in the content and design. Visually, we created a design that reflects the modernity of the college with its progressive ethos. We injected a strong sense of diversity and student involvement with big messaging statements and large images to convey diversity and inclusivity.Improved architecture
While we decided to lead with admissions and focus on attracting as many people as possible, it was also essential that the site was functional for existing students. We took the view that every student should have their own section enabling them to easily access everything they need. This involved implementing a new information architecture and testing it thoroughly with a user testing tool.Project snapshot.
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20%
bounce rate
2,446,387
page views
Winner
of Gold dotCOMM Award
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