For the past 10 years, the Adfero team has partnered with the Department of Homeland Security’s Study in the States program to help international students comply with the rules they must follow to study in the United States.
To keep the program fresh and engaging, Adfero recently worked with DHS to redesign Study in the States' homepage. Helping international students understand complex federal requirements and processes is always a challenge, and is even more critical as the federal environment changes.
Adfero took a quantitative approach, turning to years of site data and analytics to understand what content students needed most. We analyzed site traffic, looked at content downloads, and studied page popularity. Using that data – along with knowledge of the current policy environment – our team reorganized and repurposed content to provide the most critical information first.
As a result, we increased the visibility of critical information and tools, and minimized the number of clicks needed to get to the content users want. We successfully transformed the homepage from a stagnant landing page to a dynamic gateway highlighting the client’s most sought after resources. In fact, the team saw an impressive 14-time increase in the number of visits from the homepage to the Study in the States blog.