| |OCTOBER 20249base, but content for a higher ed site will rarely serve only one group. So, how do we better understand the unknown users that make up our varied audiences?1. User Testing - Remote testing platforms are widely available but may be cost-prohibitive for many universities. Such tests could be simulated through targeted questions, but gathering, reviewing, and disseminating feedback is still necessary. Why not utilize the existing community of faculty, staff, and current students? Conducting small focus groups (and yes, providing coffee and snacks is recommended!) allows you to delve into the specifics of your site's UX. Internal user testing enables web or marketing teams to get granular with content testing and makes institution members feel involved in digital improvements.2. A/B Testing - Most content management systems (CMSs) support easy setup for A/B tests. Even if your site's CMS does not, you don't need a major financial investment to start testing. Collaborate with your marketing team to create varied landing pages for targeted campaigns and direct them to users via email, ads, QR codes, etc. A simple A/B test involves minimal maintenance once the source page content is created; duplicating an existing page with slight tweaks to language or CTAs can yield valuable insights into what content works best for different user types.3. Meet and Listen - While this may seem simple, it is often overlooked. At any institution or organization, you'll likely encounter people with opinions about the website. Although feedback may sometimes be impractical or contrary to best practices, it can still offer valuable insights. Even if a suggestion like using flashing red text to alert students to deadlines isn't feasible, it reveals what colleagues consider important. This information can help you adjust the site to better meet their needs.While some of these concepts may already be in place at many institutions, they might not be used effectively. Create, listen, test, fix, iterate--and repeat. Understanding your site's audience may seem daunting, but it can be more manageable than expected. Regardless of the school's size, site complexity, or budget, any web professional can leverage real-world testing and research to enhance the site's experience for all members of "royalty." While the saying "content is king" may still ring true in some contexts, for website management and UX strategy, the user is royalty
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