Micro-wins for the web: The power of tracking small changes

In the world of higher education web strategy, small design and content adjustments–like changing a button color or refining a call to action–can significantly impact user engagement, accessibility, and conversions. This session will explore the importance of tracking these “micro-wins” using analytics tools like Google Analytics, Microsoft Clarity, and Google Search Console. We’ll dive into real-world examples from the University of Arkansas’ Walton College of Business, showcasing how incremental improvements–fixing broken links, optimizing SEO, resolving JavaScript errors, and adjusting button contrast–led to measurable improvements in user experience. Attendees will leave with practical strategies to track, analyze and implement data-driven micro-optimizations on their own institutional websites.

Presenters

• Rachel Gerner — University of Arkansas
• Halle Hayward — University of Arkansas