RGU Web Redevelopment Project
Phase 1 of the Web Redevelopment Project (November 07 – May 08) identified a need (based on user testing) to redesign the RGU website in order to better meet the information and experiential needs of prospective students. A new, high level information architecture was proposed, based on “subject hubs”, and a number of work-streams identified as a “phase 2” development covering detailed redesign and implementation.
The phase 2 web redevelopment project was initiated in November 2008 and the first Project Board approved the project on 19th December 2008.
Key Aspects of the Business Case
The key benefits highlighted in the business case are:
- Improved website visibility
- Improved visitor experience
- Improved branding and reputation
- Delivery of the Critical Success Factors
Critical Success Factors
The following factors will be used at the closure of the project to measure its success and where stated in the Business Case as the overall objectives:
- 20% improvement in the measurable conversion rate (unique visitors/enquiries submitted online) on the site, from 104 visitors per enquiry generated to 83 visitors per enquiry generated (an additional 4200 online enquiries) by end of 2009/10
- Improved visitor experience measured by an increase in the %age of visitors who can find “all the information they are looking for” from 44%(autumn 07) to 75%+ by December 09
- By December 09 increase the %age of visitors who rate the RGU website as “better than other University websites they have seen”:
- Look and Feel: from 54% (autumn 07) to 75%+
- Navigation: from 46%(autumn 07) to 75%+
- Information Quality: from 54%(autumn 07) to 75% - Award of at least a bronze medal for web marketing in the Heist annual marketing awards 2009/10
- Improved website visibility via a search engine optimisation metric to be agreed
Project Scope
The scope of this project can be divided into the following areas:
- Develop a Web Strategy that is aligned with business objectives
- Requirements
- New information architecture
- Development of copywriting guidelines
- New visual design
- New content management system
- Content audit, rewrite or creation
- Content migration (as per agreed scope)
- Search engine optimisation
- Develop an e-marketing strategy for key content
- Site marketing
- Establish a future maintenance strategy
- Training (technical, editors and help desks)
- Testing
- Technical infrastructure
- Integration of existing functionality i.e. CID
- Build and implementation
- Business change management
