About the Episode
In this episode of The Application, Corynn Myers interviews Jeremy Martin, Director of Digital and User Experience at the University of Cincinnati. Together, they explore how universities can optimize digital experiences to meet the expectations of modern students. From program finders and SEO-friendly content to building personalized online journeys, Jeremy reveals insights on creating user-centric websites that reflect a strong institutional brand.
Key Takeaways
- Prioritize Student-Centric Web Design: Websites must focus on usability, quick load times, and easy navigation to meet students’ digital expectations.
- Leverage Data for Decision-Making: Data-driven strategies help secure buy-in from faculty and stakeholders while ensuring digital enhancements align with user needs.
- Helpful Content Drives Brand Engagement: Offering resources like FAFSA guides and essay-writing tips not only attracts prospective students but also builds goodwill with a broader audience.
- Personalization is the Future: Using cookies, user data, and CRM integrations, universities can create tailored digital experiences that resonate with individual interests and behaviors.
- Simplify Program Discovery: Tools like program finders ensure prospective students can quickly verify if a university offers their desired program, avoiding easy disqualifiers.
Episode Summary
The Importance of User-Centric Design
As digital natives, today’s students expect fast, intuitive, and mobile-friendly websites. Jeremy Martin highlights how the University of Cincinnati tackled this challenge by reducing site size, aligning pages with consistent branding, and improving navigation across its web ecosystem.
Key initiatives included cutting 40% of unnecessary web pages and prioritizing mobile responsiveness. By understanding users’ expectations and making navigation seamless, UC enhanced its website’s ability to act as a primary tool for recruitment and reputation management.
Streamlining Program Search and Discovery
One major focus of UC’s web redesign was building a program finder. Prospective students need quick answers to determine if a school offers their desired program. UC’s program finder simplifies this process, offering clear, accurate results and eliminating search frustrations.
By integrating program-specific calls-to-action, such as “Learn More” buttons, UC ensures users are guided to the next logical step without unnecessary friction. Future plans include refining personalization within the program finder to suggest relevant resources and related fields of study.
Harnessing the Power of Helpful Content
UC’s strategy extends beyond traditional news content to include highly relevant, helpful articles tailored to prospective students. Examples include “5 Tips for Writing a College Essay” or “How to Fill Out the FAFSA.” These resources are designed to:
- Serve students beyond the application process.
- Enhance UC’s brand perception as a supportive and resourceful institution.
- Drive organic traffic through strategic SEO practices.
This content-first approach mirrors strategies used by industry leaders like HubSpot and Mayo Clinic. While it may not always result in immediate applications, it strengthens UC’s brand as a trustworthy partner in higher education.
Moving Toward Personalization
Personalization is the next big frontier in higher ed web design. Jeremy discusses how UC uses tools to track user behavior, identify interests, and serve tailored content based on those insights. By integrating user data with its CRM, UC creates customized experiences that resonate deeply with prospective students.
For example, a student exploring mechanical engineering might receive recommendations for related clubs, minors, or internships. This approach mirrors the discovery-driven algorithms of platforms like Netflix and TikTok, providing a richer and more engaging user journey.
This episode is brought to you by RahRah- a Community Engagement system that provides a simple solution to give your students the inclusive and supportive experience they need to thrive. Rah Rah integrates your entire campus so students can enjoy a single, centralized, mobile experience that will help them create stronger connections between their work inside and outside of the classroom.
The Application is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Our podcast network is growing by the month and we’ve got a plethora of marketing, admissions, and higher ed technology shows that are jam packed with stories, ideas, and frameworks all designed to empower you to be a better higher ed professional. Our shows feature a selection of the industry’s best as your hosts. Learn from Mickey Baines, Zach Busekrus, Jaime Hunt, Jeremy Tiers, Jaime Gleason and many more.
Learn more about The Enrollify Podcast Network at podcasts.enrollify.org. Our shows help higher ed marketers and admissions professionals find their next big idea — come and find yours!
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