Brexit and temporary calls to action

I’ve been reviewing some work that we did to inform applicants about the EU referendum and it’s led to further thoughts about what metrics we use when thinking of calls to action (CTAs).

Following the EU referendum decision we moved quickly to make information about its implications available to our prospective applicants.

We added links to further information and FAQs in a prominent position on all of our online prospectus pages.

EU referendum

Anecdotal feedback from some admissions tutors was that this was something that our applicants wanted to know more about.

A month later, I wanted to see whether our analytics justified the prominence of the CTA. In 28 days we’ve had 668 users click on the link. This sounds good, but as a percentage of page views in that period (0.9% of 75,753) it’s less impressive.

This has led to much discussion within the team about what we’d consider a success in this context. Should it be a percentage of all page views? Maybe just a percentage of page views from the EU (higher at 1.3%)?

If we consider the click through rate as low, do we conclude that the EU referendum link is unnecessary? Or should we think about improving the wording of it? Maybe it needs more prominence further up the page?

There’s another temporary CTA on the screenshot above – highlighting the availability of places for International applicants. The click through rate is even lower for this graphic but the target audience for it is much smaller.

Many more questions than answers this time I’m afraid, but I’d be interested to know more about how others measure the success and impact of their temporary marketing messages.



Web Manager for the College of Arts and Law at the University of Birmingham.

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