Home / Resources / Case Study / Clark University
Clark University

Acquia Engage Award 2016 Winner

Clark University

Challenge

Clark University, founded as the first all-graduate university in the United States and well known as the birthplace of rocket propulsion, embarked on a multi-year journey to rethink its digital strategy including the launch of a new responsive website. The primary business goals for the new website included:

  • Increasing undergraduate and graduate tuition revenue
  • Enhancing the university’s reputation among key constituents
  • Preparing for the public phase of a fundraising campaign.

Clark also viewed this project as part of a larger digital transformation effort to make a fundamental shift in how the university operates.

Approach

The university endeavored to create a highly personalized experience for potential students to discover if Clark is the right fit for them. A revamped content strategy helped the University better guide the many potential applicants through the decision-making process to ensure Clark is a good fit for their goals and plans. Clark adopted the Acquia Platform and selected Drupal as its first ever CMS, the University has made significant investments in the people and processes necessary to drive successful digital outcomes. Acquia relies on AWS, providing best-in-class foundational infrastructure services in the areas of computing, analytics and databases for Clark University's digital experience platform.

KWALL and Connective DX led the project, responsible for digital strategy, technology consulting, persona development and journey mapping, personalization strategy, content mapping, experience design and measurement.

Results

The new Clark website is a stunning representation of the on-campus experience the University is so well known for. But beyond the compelling visual design and storytelling are results that prove the new website is providing a meaningful experience for its visitors.

Acquia Lift drives the contextual experiences that put users first, helping understand where site visitors are in the journey and how best to present the most relevant content for their needs.

Since higher education admission is cyclical, we compared the time since the launch (March 28 through June 19) against the same period a year before:

  • Traffic on the new Clark website has grown 15 percent.
  • Mobile traffic from users on phones has grown more than percent.
  • Social traffic has grown more than 250 percent.
  • Engagement increased with the overall bounce rate improving 15% and average time per page growing almost 16 percent.

Among Clark’s most valuable segment of prospective students, there was a 42% reduction in bounce rate.

Company Information

Clark University