Increasing Cambridge University college applications by 25%

The client

Homerton College combines the traditions of a Cambridge University college with contemporary values and an inclusive culture. It prides itself on being supportive, forward-thinking, and treating everyone as an individual. It is the largest college in Cambridge and has a diverse student base.

The challenge

To modernise its dated website and position it as an inclusive and vibrant community, in contrast to a “traditional” Cambridge college. Show it as a modern place to study and differentiate it from other colleges in the university. Increase applications and website engagement.

The strategy

Execute student and other stakeholder interviews. Conduct site user behaviour, keyword and traffic research. Build buyer personas. Launch a new website with a bold, modern, and friendly design. Showcase diversity with powerful imagery and messaging.

The results.

34% decrease in bounce rate.

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175% increase in average session duration.

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25% increase in applications at a time when the average for Cambridge College applications was significantly down.

The feedback

"The new website’s ease of use has dramatically improved compared to the previous site. The most tangible benefit was an increase in our applications from 800 to 1000 at a time when Cambridge college applications were down. A 25% increase during COVID is fantastic."

-- Dr Paul Elliott, Director of Studies in Biology and Scientific Admissions Tutor