Cambridge University Press
World of Better Learning Blog
The Cambridge University Press World of Better Learning blog—thatCambridge University—was wrestling with the classic problem of presenting too much information too quickly.
Given so many undifferentiated options, teachers and academics typically landed on their site via organic search, read one article, then bounced, never to return.
So the world’s oldest publishing house approached eROI with a familiar-sounding question:
How can we give teachers and academics better access to our information? And how can we keep them around?
After a lot of behavioural—erm, behavioral—and site research, our recommendations to the Better Learning team were threefold.
Let’s rationally restructure the blog’s rich-but-undifferentiated information.
By establishing information hierarchy, we can quickly give visitors more relevant content without overwhelming them.
First, we grouped each article by category, including methodology, materials, and theory, and media type, comprising articles, videos, and downloads. We also tagged each article with descriptors that matched one or more categories.
Our goal was improved navigability and searchability, and this exercise in taxonomy worked exactly as elegant taxonomies should. Users can now quickly and efficiently find which categories and media types interest them, then hone in on the perfect article without having to slog through thickets of irrelevant articles.
Which leads us to our next recommendation…
Let’s artfully restructure the blog’s user experience while applying their rebranded visual language.
By first focusing on the UX, then applying this experience to build out the blog’s color, written and visual languages, iconography, dynamic elements, and wayfinding, they can encourage visitors to stick around, explore the new homepage, and even share content with colleagues.
But what good is a useful, beautiful experience if it doesn’t last? Our third big recommendation was…
Let’s meticulously rebuild the blog’s backend with a modular approach.
Since the World of Better Learning blog is built on WordPress, we chose to build a custom, simplified Lean-Starter Theme from the ground up. We employed a responsive grid-based system, which makes possible a smooth, consistent visual layout for users on all devices. Also, by designing a limited set of highly flexible modules based on content and function—modular functionality—we gave Cambridge University Press the ability to quickly deploy a huge variety of new blog pages without huge cost (or headache)
More signal, less noise
Combining solid behavioral data with logical information hierarchy, rigorous design principles, and insightful strategic campaigns gives visitors far better access to the academic depth of Cambridge University Press. Because people love helpful, pleasing, clear, and periodically surprising environments.
Building better access was and is our ultimate goal, and we’re proud to help bring the World of Better Learning experience to more people.