1. + The Formula for Website Navigation Bart Caylor, Caylor Solutions

2. + Agenda Introduction The Stats The Reasons The Formulas The Next Steps Questions and Answers Caylor-Solutions.com | 317-985-7375 2

3. + The Stats Caylor-Solutions.com | 317-985-7375 3

4. 4

5. + Stats Uverse and Chegg May 2014 Caylor-Solutions.com | 317-985-7375 5

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7. + The Reason for Your Site Caylor-Solutions.com | 317-985-7375 7

8. + Your Audience: Who Caylor-Solutions.com | 317-985-7375 8

9. + Enrollment Driven Caylor-Solutions.com | 317-985-7375 9

10. + Digital Natives/Gen Z Caylor-Solutions.com | 317-985-7375 10

11. + Digital Natives Live in Technology Daily Weebly.com site Blog QR Codes to Promote Marketing Basics You Tube is the #1 Teen Website 82% Use YouTube regularly Experts on Websites and Getting Information Caylor-Solutions.com | 317-985-7375 11

12. + Reason for your site? Audiences? Who are your personas? Enrollment? Prospects, suspects, stealth, influencers? What are the goals? Enrollment, advancement, retention? How are you driving traffic? SEO, social media, lateral content? Conversion? Call to action, conversion, lead generation, nurturing? Caylor-Solutions.com | 317-985-7375 12

13. + The Formulas Caylor-Solutions.com | 317-985-7375 13

14. + Importance Caylor-Solutions.com | 317-985-7375 14

15. + Principles of Thoughtful Navigation Ease of use Focused on primary audience Cannot be all things to all people Avoid “loops” Logical and intuitive Less is more Caylor-Solutions.com | 317-985-7375 15

16. + The Formula 5a + 2c + X = Primary Navigation Caylor-Solutions.com | 317-985-7375 16

17. + The Formula 5a + 2c + X = Primary Navigation Caylor-Solutions.com | 317-985-7375 17

18. + The 5 “A’s” Admissions About Us Academics Athletics Advancement Caylor-Solutions.com | 317-985-7375 18

19. + The Formula 5a + 2c + X = Primary Navigation Caylor-Solutions.com | 317-985-7375 19

20. + The 2 “C’s” Community Contact Caylor-Solutions.com | 317-985-7375 20

21. + The Formula 5a + 2c + X = Primary Navigation Caylor-Solutions.com | 317-985-7375 21

22. + The “X” Factor Blog Faith Research Graduate Differentiation Caylor-Solutions.com | 317-985-7375 22

23. + Best Practices Keep menus concise – no more than 10 items (sweet spot is 7-9) Logically arrange the menus Consider analytics for menu order Remember every page is the home page Consider nomenclature Consider hierarchy Caylor-Solutions.com | 317-985-7375 23

24. + The Nomenclature Caylor-Solutions.com | 317-985-7375 24 Remember your audience

25. + Content Titles and Names Avoid internal speak Organize for the user (majors vs. departments) Use common terms (keyword search) Keep it simple (KIS) – responsive/mobile Remember your audience: humans and robots Caylor-Solutions.com | 317-985-7375 25

26. + The Hierarchy Caylor-Solutions.com | 317-985-7375 26 Visual weight = importance order

27. + Hierarchy Best Practices Secondary and Tertiary Ancillary Audience Centric Footer Call to Action Caylor-Solutions.com | 317-985-7375 27

28. + Hierarchy Best Practices Caylor-Solutions.com | 317-985-7375 28 1.Top bar: contact top and accessible as well as footer. 2.Audience Centric/Ancillary 3.Hero/Distinctions/Rotate 4.Call to Action 5.Facts/Overheard

29. + Next Steps Caylor-Solutions.com | 317-985-7375 29 What can you do today?

30. + Next Steps Identify your formula elements Review your analytics and fix “low hanging fruit” Look for navigation “loops” Look for page bounces Review internal search data Count up the navigation options on core page Prune liberally Look for ways to adjust CSS and design for hierarchy Caylor-Solutions.com | 317-985-7375 30

31. + Next Steps Where possible, simplify language and options Consider reorganizing content into appropriate “buckets” Remember 301 redirects when doing so Consider landing pages and subdomains for non-enrollment audiences giving.school.edu research.school.edu graduate.school.edu Caylor-Solutions.com | 317-985-7375 31

32. + Redesigning Next Steps Audit entire site Organize with cards/post-its on white board Organize in Excel Move extraneous content into “extranet” where appropriate Avoid common mistakes Too complex (too many options) Not focused on audience Wrong titles (for both humans and robots) No hierarchy (logically or visually) Caylor-Solutions.com | 317-985-7375 32

33. + Dealing with Constant Change Caylor-Solutions.com | 317-985-7375 33

34. + Bart Caylor caylor@caylor-solutions.com 317-985-7375 caylor-solutions.com @bartcaylor Caylor-Solutions.com | 317-985-7375 34