Creating a seamless, user-friendly experience across all Campbell University sites.
130 years after opening, Campbell University was an established presence in NC’s higher education landscape. The Baptist-affiliated private college had graduated generations of state leaders in business, medicine, and law. However, 75% of Campbell students and staff reported difficulty finding information on the university’s website. What is more, mobile traffic to Campbell.edu had increased 1,277% since 2011.
Because 97% of prospective students begin their college search by visiting a university’s website, Campbell needed its website to engage students with an easy-to-navigate and mobile-optimized experience that captured the unique “feel” of Campbell’s campus and student life. Campbell chose Atlantic BT as its digital partner to craft a unified new design for Campbell.edu.
Campbell.edu did not deliver on its university’s promise. This homepage failed to engage aspiring students or serve campus staff in finding information. Campbell.edu also lacked a unified digital experience. Because each school or program managed its own site, visitors were forced to reorient themselves to a new navigation and design for each school.
Atlantic BT architected the new design of Campbell.edu by focusing on a user-centric content strategy and navigation. We conducted in-depth research and workshops with many university stakeholders to identify universal elements to unify the look and feel of each school’s page. We also streamlined the interface for the new Campbell.edu to make it more mobile-friendly. This made it simple to access essential information on all kinds of devices.
The new Campbell.edu achieved a 36% lower bounce rate and a 20% increase in new visitors. As Atlantic BT’s continues its partnership with Campbell University, we will transform the sites of individual Campbell programs to improve their interface and design.
The new Campbell.edu needed to integrate more than 8,000 unique web pages into a cohesive digital ecosystem that would engage students and staff across all devices.