The Online+ pages are highly effective, and serve as a model for all program pages on the site. In this part of the audit, we take a closer look at some sections of the template to determine their effectiveness.
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Online+ Program Pages
Tuition calculator, degree and course details, and other information related to cost, majors, and fit have high engagement. The Key Courses accordion area has no clicks. Users are interacting with elements lower on the page. Users are getting to the end of the page and clicking the calls to action.
Program pages are considered "dead end pages," where users hope to end up. They are more likely to read everything on these pages, and therefore these pages should be stuffed with content about each program. That being said, they do not need to contain everything. Scroll maps indicate that many users get to Key Courses, then scroll back up.
It's important to consider the order and heirarchy of content on these pages.
Online+ Program Pages
Option to intro the rec content...
Program pages are what we consider to be “dead end” pages. In other words, your audience has found one of the main pieces of information they were looking for when they first arrived (i.e. Cost, Majors, Fit).
These pages can be much longer and dense than other pages on the website since the user will most likely read everything. The clickmap and scrollmap indicate that not all content is being engaged with but may also indicate there could be other opportunities. In this case, AB test potential changes to the page instead of making wholesale updates.
All available data, including GA4 and heatmaps, indicate that the Online+ program pages are highly effective. In fact, we would recommend that on-campus program pages have a similar layout that includes the same available information. While the “time to purchase” for an Online degree is much shorter, the information your prospective students need is exactly the same.
