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Web Analytics & UX Audit for a University's Admissions Department


In this consulting assignment, I conducted a comprehensive UX and web analytics audit for a university's admissions department. The audit was initiated in response to issues the department was facing, such as low traffic, low conversion rates, and high bounce rates, mainly attributed to the website's complex navigation.


I performed an exhaustive audit of the admissions pages and the associated web analytics data. I complemented this quantitative data analysis with real-world user experience (UX) testing, involving actual college students. This combination of data and UX testing allowed me to gain an in-depth understanding of user behavior and pinpoint the issues causing poor website performance.


Based on the insights gleaned from these investigations, I was able to provide actionable recommendations on several fronts:

  1. Website Best Practices: Recommendations to ensure that the admissions pages adhered to the latest and most effective web design and usability standards.

  2. Navigation & Usability: Suggestions to simplify the website's navigation structure and enhance usability, leading to a better user experience.

  3. Readability & Site Content: Proposals to improve the readability of the content, make it more engaging, and better suited to the target audience (prospective students).

  4. Design: Wireframes and design suggestions to make the site visually appealing and intuitive for users.

  5. Bounce Rates & Conversions: Strategies to reduce bounce rates and improve conversion, focusing on eliminating the factors causing users to leave the site prematurely.

  6. Engagement: Techniques to enhance user engagement, ensuring prospective students find value in the content and are motivated to take the next steps in the admissions process.

  7. Site Speed: Recommendations to improve site load times, enhancing overall user experience and site performance.

By addressing these areas, I provided a holistic solution aimed at improving the website's performance and ultimately increasing conversions for the University's admissions department.



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