Estrategias de comunicación digital para aumentar el tráfico al nuevo sitio Web de la PUCESD

Abstract

Companies and institutions should give greater priority and importance to how their business cards are structured, i.e. their web pages, which are the sites where the user goes to clear up any doubts or look for information about something that interests him. The Covid 19 pandemic made the world change and evolve in all senses, one of them, the technological issue and the search experiences. Companies had to transform themselves or look for restructuring tools to reach their target audience. The educational field was no exception and rethought several things that were not working. PUCE SD, a university in the province of Santo Domingo de los Tsáchilas, through an investigation realized that its website is very overloaded with information and was not as interactive with its users, so it proposed a more dynamic restructuring without losing its essence. It was proposed to make some improvements to the institutional web page such as: change of names of some buttons, implementation and elimination of some services. Regarding the proposal to disseminate the restructuring of the website, a communication campaign was developed, using different digital channels for socialization with the target audience. With all of the above, the aim is to improve the user experience and achieve the objective of promoting the educational offerings and new enrolments at the University. KEYWORDS: USER EXPERIENCE, INFORMATION STRUCTURE, USABILITY, INTERACTION AND COMMUNICATION.