A few months, I had the opportunity to present on structuring web analytics to measure campus-wide goals as outlined by our Chancellor. These goals include quantitative advancements in recruitment, retention, reputation and research. Your campus likely has the same desires.
The great thing about specific macro goals (campus-wide goals from senior leadership) is the focus they bring to all our initiatives. In terms of websites, regardless of your place on campus, macro goals set the stage for your content and information architecture priorities.
Diving into Recruitment Goals
Our macro goal indicates a need to increase the amount of recruited students by X%. When it comes to attracting new students, we lean on the recruitment funnel. The recruitment funnel essentially states the more prospective students we have at each stage, the more we’ll have at the next stage.