Department of Politics and International Relations, University of Oxford: website review
In June 2020, the Department of Politics and International Relations (DPIR) at the University of Oxford commissioned Pickle Jar Communications to conduct a comprehensive review of its website.
The DPIR is a world-renowned department of research and teaching in international relations, politics, government, and political theory. They have a long and distinguished history, with global alumni becoming well-known leaders and thinkers, teachers and researchers..
However, the DPIR recognised that they needed greater understanding of their website content to improve user experience, accessibility, inclusivity, and engagement.
The DPIR asked Pickle Jar Communications to investigate its existing content, performance, and functionality, whilst also gathering insights about competitor websites.
Our team of research analysts and content strategists carried out the following activity:
Content audit – A detailed review of 100 webpages. Criteria included page description, intended audience, strategic objective, call to action, accessibility, inclusivity, diversity, readability, multimedia use, risk potential, page views, average time on page, entrance rate, bounce rate, and exit rate.
Website performance report – A summary of the website’s technical performance, key google analytics data, quality standards, and the existing journeys of users. This drew together the findings from our various research exercises. The report offered key findings, supported by evidence, to inform future site redevelopment work.
Competitor review – Investigation of competitor websites, across the globe, using online tools and desk research. Areas of focus included the content of each competitor site; interesting and unusual approaches to content; and their performance in terms of traffic, audiences, and search visibility.
The DPIR is now progressing towards their goal of offering user-friendly, accessible, online content to their diverse and global audiences.
“Pickle Jar Communication’s report helped pull together and coherently present politics.ox.ac.uk’s key challenges and opportunities. There is value in having this research presented in such a way, which is something we never would have managed last year without Pickle Jar’s help.” - Helen Morley, Communications Manager, DPIR