Revamping our student life content

We've recently launched our brand new student life content for prospective students. The content hadn't been overhauled since 2011, so it was definitely due a refresh.

The aim of the new content is to show prospective students the fantastic experience on offer at York, not just on campus but also in our amazing city. We also want to illustrate that getting immersed in campus life isn't just about fun and meeting people - it's also about improving skills and employability. We're demonstrating these things with lots of examples of student activities, alongside student stories and rich imagery.

Amplifying the student voice is a key part of the project. We want to give the student perspective (which is of course what prospective students want) and we want to increase engagement with our student blogs - also new this recruitment cycle. So look out for student quotes and blog excerpts dotted throughout the content.

This is what the landing page looked like before the changes...

And here it is now...

As you can see we've got some graphical key facts about the University, an opening quote from Ben, the YUSU president; followed by image rich highlights of what's on offer. You can also see some of the latest student blogs posts and further down the page information about the various support mechanisms.

This is the new culture and entertainment page, which includes lots of compelling examples of what's on offer, backed up with the student view.

There are plenty more pages to look at, so feel free to peruse the new content at your leisure.

Not only have we completely refreshed the content, we've also used our shiny, new 'device friendly' templates. This means the content resizes dynamically for desktops, tablets and mobiles. This is part of an ongoing project which involves moving all our content for prospective students into the new design. Although I should say, it isn't as simple as just moving the content - the content has been reviewed, rewritten and restructured to give a better and more consistent user experience. So far we've redeveloped the undergraduate, postgraduate, accommodation and student life sections. At the moment we're working on the international students section.

As with all our content development projects it's been a collaborative process. We couldn't redevelop our content without the expertise and knowledge of our subject matter experts. For this project we've worked with our fantastic student intern Katie, who's been keeping us on track in terms of the student view. YUSU have also been involved in reviewing the content which has been a really valuable part of the process. And last but not least our colleagues in student support have also helped with checking content and providing information.

In terms of measuring success, our overarching goals are to increase engagement with the content and improve perceptions about York student life. So we've set various measurable goals to see if we achieve this. For example, we ran a survey with currents students about the old content and we're doing the same survey for the new content, so we can measure students' perceptions of the content. You can find out more on the Wiki page about the project.

If you have any student life content featured in your department pages, we would be grateful if you could replace it with a link to the new content.

Finally, if you have any feedback on the new content you can let us know at: digital-marketing@york.ac.uk or via the comments below.

Introducing the new University image library

We're pleased to introduce the new University image library, an online collection of 10,000+ photos of campus, the city and university life.

All staff can access the full collection of images and use pictures for a variety of print and online purposes. You can browse by category, search by keyword and even check picture locations on a map. As you find images you'd like to use, you can collect them in a 'lightbox' which you can collaborate on with colleagues. Once you've made your selection, you can download full-resolution copies.

Non-staff, including external users, can access a smaller collection of images available to all.

Get started at images.york.ac.uk and take a look at our user guide and tips to help you make the most of the system.

We'd welcome comments via our feedback form. If you've any questions you can get in touch as always at digital-marketing@york.ac.uk.

Using segments in Google Analytics to identify external users

As Google Analytics guru Avinash Kaushik frequently points out, "All data in aggregate is cr*p", and if you want to get anything useful out of it you need to segment it.

For us, a fairly simple-sounding bit of segmentation is to look at how external users use our site compared to our internal audience of staff and students.

Although we can segment quite easily based on whether a user was on campus or not, that doesn’t give us a completely clear picture, as staff and students both frequently access our site from off-campus. Students use it from private rented accommodation and when they’re away from York during vacations, and staff use the site from home and when travelling on university business too.

Our new approach is to try to infer whether someone is an internal user or not based on factors such as the content they look at and the things that they search for.

Our 'Probably an external user' segment

Some of the conditions used to identify external users

So to try to identify external users, we've got an advanced segment is set to exclude sessions that meet any of the following criteria:

We're the service provider

An easy one to start with - exclude any sessions where the service provider is University of York.

Looked at pages that only internal users can see

Another easy one: exclude any pages that are behind authentication, which users wouldn’t be able to access without logging in. For example, the Timetabling Gateway or Student Enquiry System.

Looked at pages that that are aimed at internal users

This one is less clear cut as we have a lot of internally focussed pages that are publicly accessible, so external users can end up viewing them, accidentally or otherwise. We also know that there are some cases where our information architecture isn’t quite right and we end up directing prospective students to information that’s in the current students branch.

But still, if someone looks at anything in www.york.ac.uk/staff and www.york.ac.uk/students then it’s a pretty good signal that they’re an internal users, so we exclude them. We’re also excluding any URLs that include the words intranet, internal or current-students (with some regular expressions to catch variants with and without hyphenation or an ‘s’ on the end).

Searched for things that internal users use 

Again, it’s not 100% clear cut, but if someone searches for one of our internal systems then it’s likely that they’re a student or member of staff.

So we exclude any sessions where the user searched for things such as VLE, Moodle, eVision, VPN, email or Planon.

Using the segment

Here's how our audience overview looks with this segment applied (the orange line) compared to all of our traffic (the blue line):

It's not perfect (but that's not the point), but you can see right away that usage patterns are different, with much less of a drop-off at the weekend for external users.

Further reading

• A Common Mistake You Make When Building Segments in Google Analytics