Connect Magazine

College of Education and Human Development, University of Minnesota

The previous online version of Connect alumni magazine (published 3 times a year) had dismal web traffic. By analyzing the Google Analytics, I discovered on average:
• How many page views each section of the site received on a daily and annual basis;
• Entry and exit pages;
• Time spent on each page;
• Search terms and;
• Missed audience opportunities.

This analytic information guided decisions regarding content and inter-connectivity of the three sites and make informed recommendations for increasing traffic to the sites.

I created a strategy to engage readers, design the site’s fluidity between Giving and Alumni sections of the core college and departmental units and recognize opportunities to assist student recruitment. By identifying categories and tagging systems for Connect, I was able to inform and direct the underlying traffic flow to, and between, the college’s suite of websites.

I worked with our communications department to build buy-in for a magazine that is not a duplication of the printed magazine because knowing that duplicating the print experience online isn’t enough to engage readers. There was resistance because of their desire to create a “print” experience on the web. They wanted to “keep” viewers contained in the magazine instead of recognizing the inclination to explore their own topics of interest and paths of desire. When analyzing traffic patterns, we see that people read the online publication very differently from the print version. This information helped guide our conversations, which opened the doors for article writing to occur year round instead of being driven by, print publishing dates. By creating categories and tagging systems, the Connect articles are accessible to the audience in a meaningful way; by grouping content we will help audiences find related information.