Case Study: INCAE
Usability Audit, User Interface, Information Architecture
INCAE (Instituto Centroamericano de Administración de Empresas) is the number one graduate business school in Latin America. Founded by Harvard Business School in 1964, its campuses in Nicaragua and Costa Rica house students from all over Latin America and, as of recently, around the English-speaking world.
INCAE’s website has experienced high growth, both in content and traffic, over the past five years. This made the site hard to navigate and had lower than desired conversion rates for prospective students. Originally an all-Spanish program, this past year INCAE began to offer all of its programs in English, requiring the entire website to be bilingual and geared towards markets around the world. In addition, they wanted to reposition and freshen their web brand.
Based on extensive use of on-site analytics data, performed audit on the entire site: Benchmarked site against other sector leaders (i.e., graduate business schools); Ensured W3C compliance; Diagnosed obstacles to goal conversion.
Information Architecture Design
Created a new site layout, navigation structure and labeling schemes in Spanish and English.
User Interface Design
Created and implemented new visual design style.
Created and implemented W3C-compliant page templates using a separated html/css structure.
Applied new design and template structure to 3500+ static and CMS-backed pages.
Innovation and Search Engine Marketing
Proposed the use of search engine marketing and Google AdWords campaigns to enter new markets. Designed and managed AdWords campaigns over a year.
Without any paid search engine marketing, after InterNexo’s work on the site, over the past three months INCAE has had an 18% increase in page views, a 5% increase in time-on-site, and a 7% decrease in the bounce rate.
The entire website is now bilingual (Spanish/English) and INCAE has achieved an effective presence in new markets (e.g., students from India) with extremely beneficial ROAS.