Three phases, three months. Detailed task breakdown with owners, effort estimates, dependencies, acceptance criteria, RACI, and risk register.
Establish the complete picture of where friction lives. Every subsequent decision depends on this phase.
Complete picture of what each page looks like, where friction lives, and what the best-performing pages do differently. All findings documented in shared folder.
| # | Task | Owner | Effort | Dependencies | Deliverable | Acceptance Criteria |
|---|---|---|---|---|---|---|
| 1.1 | Full-page screenshots of all 10 pages (desktop 1440px + mobile 375px). Include: homepage, /online-degrees, /request-info-v5, /degree-programs-v7, /bachelors-degrees-v5, /military-v5, /college-courses-v5, /online-programs-v7, /online-programs-v8, /apply-now | Web Dev | 16 hrs | None — start immediately | Screenshot library in shared folder, organized by page + device | 20 screenshots (10 pages × 2 viewports). Each shows full above-the-fold content. Named consistently. |
| 1.2 | Audit RFI page content across top 10 pages. For each: document what content surrounds the form, whether it's program-specific or generic, where social proof appears, form field count, CTA copy. | UX / Content | 32 hrs | Task 1.1 (screenshots for reference) | RFI content audit spreadsheet with columns per page | Spreadsheet covers all 10 pages. Each page scored: generic vs. specific content, social proof presence, value prop placement. |
| 1.3 | Chat widget position audit on mobile. Screenshot overlays showing chat placement at 375×667, 390×844, 414×896. Document any CTA/form occlusion. | UX / QA | 16 hrs | Task 1.1 (mobile screenshots) | Annotated screenshot deck with occlusion callouts | Top 5 paid landing pages audited. Each shows chat widget position relative to primary CTA and form fields. Occlusion issues flagged. |
| 1.4 | Side-by-side structural comparison: /degree-programs-v7 (top converter) vs /request-info-v5 (underperformer). Document differences in content depth, program specificity, social proof, value prop placement, CTA hierarchy. Form structure is similar — isolate what's different. | UX / Analytics | 24 hrs | Tasks 1.1, 1.2 | Comparison document with annotated screenshots and data overlay | Document identifies 5+ specific differences. Each difference tied to a data point. Actionable recommendations for closing the conversion gap. |
| 1.5 | Contentsquare deep-dive on /s/* application funnel. Identify specific rage-click elements on /apply-now, /s/enrollment-agreement, and /s/ entry pages. Map button multi-click patterns. Identify slow or non-responsive elements. | Analytics / UX | 24 hrs | Contentsquare access | Frustration findings report with element-level detail | Report covers top 5 frustration pages. Each has: specific elements causing rage clicks, heatmap screenshots, recommended fixes. Priority-ranked. |
| External Validation Inputs | ||||||
| 1.6 | Competitive landscape review. Capture RFI flows, mobile UX, above-fold content, and page structure from SNHU, WGU, CSU Global, UT Tyler, and Empire State University. Document form step count, progressive disclosure patterns, personalization, and audience segmentation visible to a first-time visitor. | UX / Content | 16 hrs | None | Competitor comparison doc with screenshots | 5 competitors documented. Each has: RFI flow (desktop + mobile), above-fold screenshot, form field/step count, notable UX patterns. |
| 1.7 | Industry benchmark notes. Collect cited benchmarks for online higher-ed conversion rates, RFI completion rates by traffic source, mobile UX norms, page speed thresholds, and form expectation data. Every figure must include source, date, and context. | Analytics / UX | 12 hrs | None | Benchmark reference doc with citations | 5+ benchmark areas covered. Each figure sourced (published study, vendor report, or named case study with date). No unsourced claims. |
| 1.8 | Subdomain & hidden path inventory. Catalog subdomains (*.uagc.edu), Salesforce/cloud.mail pages, campaign page variants (/success/*), thank-you/confirmation URLs, and any lead paths not visible in standard site analytics. Document tracking coverage for each. | Analytics / Dev | 12 hrs | DNS access, GA4 admin | Path inventory spreadsheet with tracking gap flags | All subdomains enumerated. Each path: URL, purpose, GA4/CS tracking status, owner. Tracking gaps flagged. |
| 1.9 | Online Programs v8 exit-path review. Pull GA4 next-page-path and exit data for /success/online-programs-v8 sessions. Identify top 5 exit destinations, scroll-depth-to-exit correlation, and compare against v7 and v5 exit patterns. Note dead-end navigation. | Analytics | 8 hrs | Tasks 1.1, 1.5 (screenshots + CS data) | v8 exit-path analysis with comparison to v7/v5 | Top 5 exit destinations documented. Scroll depth vs. exit mapped. Comparison to v7/v5 patterns included. Dead-end links flagged. |
| 1.10 | Post-RFI thank-you / confirmation review. Screenshot and audit the confirmation experience from each major form entry point. Document content, next-step messaging, re-engagement CTAs, and dead-end patterns. Audit /request-information-processing page. Compare to competitor post-submit flows (Task 1.6). | UX / Content | 8 hrs | Task 1.6 (competitor reference) | Post-RFI UX audit with screenshots and gap list | Every major form-to-confirmation path documented. Each confirmation page: content, CTAs, next steps, dead-end status. Competitor comparison included. |
Web Dev: 28 hrs (+12 subdomain/path)
UX / Content: 78 hrs (+24 competitors/post-RFI)
Analytics: 60 hrs (+20 benchmarks/exits)
Contentsquare access (Task 1.5)
Shared folder setup
Page list finalization
All 5 deliverables complete and in shared folder. Phase 1 review meeting scheduled for end of month.
Use Phase 2 to validate recommended solutions with real traffic. Tests should focus on page speed, mobile usability, RFI friction, CTA hierarchy, Online Programs v8 comparison support, and post-RFI next steps. Testing should use lightweight tracking, cookie-based variant assignment, and Lead API submission so results connect to real user behavior and lead flow.
Measurable conversion and UX data from live-traffic tests across paid search, paid social, organic, email, and other sources. Cookie-based A/B tests running with Lead API integration so every variant ties back to real lead flow. Page speed, mobile usability, and post-RFI experience improvements validated before full reskin commitment.
| # | Task | Owner | Effort | Dependencies | Deliverable | Acceptance Criteria |
|---|---|---|---|---|---|---|
| 2.1 | Enrich /success/request-info-v5 with program-specific content, social proof, and value propositions. Model after /degree-programs-v7. Add: program category browser, outcome/salary data, student testimonials, accreditation badges. Keep existing form structure unchanged. | Content / Dev | 60 hrs | Phase 1 comparison doc (Task 1.4) | Updated page live OR staging version ready for A/B test | Page includes 3+ program-specific content modules. Social proof above the fold. Value prop visible before scroll. Form structure unchanged. |
| 2.2 | Add contextual CTA module to PhD vs Doctorate blog. Link to UAGC Doctor of Education page. Copy: "Considering a doctoral degree? Explore UAGC's Doctor of Education program." In-content placement (not sidebar, not pop-up). One module per post. | Content / Dev | 12 hrs | None | CTA module live on PhD blog | CTA is contextual (topic-matched, not generic RFI). Placed within content flow. Links to correct program page. Trackable in GA4. |
| 2.3 | Add contextual CTA module to Business Plan blog. Link to UAGC business degree programs. Copy: "Want to turn your business idea into a career? Explore UAGC's business degree programs." Same module pattern as Task 2.2. | Content / Dev | 8 hrs | Task 2.2 (reuse module pattern) | CTA module live on business plan blog | Same criteria as Task 2.2. Module pattern reusable for future blog posts. |
| 2.4 | Build lightweight A/B testing infrastructure for live traffic from paid search, paid social, organic, email, and other sources. Implement: cookie-based variant assignment (persistent across sessions), minimal tracking (variant ID in GA4 events + dataLayer), and Lead API posting so every RFI submission includes the variant ID. First test: enriched /request-info-v5 (Task 2.1) vs. current version. Track: conversion rate, bounce rate, engagement rate, avg session duration. Run until statistical significance. | Dev / Analytics | 40 hrs | Task 2.1 (enriched page ready) | A/B infrastructure live; first test running with dashboard | Cookie-based assignment persists across sessions. Variant ID flows to GA4 events and Lead API payload. 50/50 split on first test. Dashboard shows variant-level conversion, bounce, and lead counts by traffic source. |
| 2.5 | Fix rage-click elements on /apply-now based on Contentsquare findings (Task 1.5). Address: non-responsive elements, slow-loading interactions, unclear button states. Focus on the top rage-click and button multi-click elements. | Dev / UX | 48 hrs | Phase 1 frustration report (Task 1.5) | Fixes deployed to /apply-now | Rage-click count reduced by 50%+ post-deploy. Button multi-clicks reduced. Verified via Contentsquare post-deploy check. |
| Real-Traffic Tests | ||||||
| 2.6 | Page speed audit & quick fixes on top 5 paid landing pages and top 5 organic pages. Run Lighthouse + CrUX field data. Address: render-blocking resources, unoptimized images, excessive third-party scripts. Target: LCP < 2.5s, CLS < 0.1 on mobile. Measure before/after with real traffic. | Dev | 16 hrs | Task 1.1 (page list finalized) | Page speed report + fixes deployed | Before/after Lighthouse scores for 10 pages. LCP improved on mobile. Speed gains verified with CrUX or GA4 page timing events. |
| 2.7 | Mobile UX cleanup. Address Phase 1 findings: touch target sizing (min 48px), chat widget occlusion on CTA/form fields, above-fold CTA visibility at 375px, sticky-header height budget on mobile. Prioritize top 5 pages by mobile traffic volume. | Dev / UX | 20 hrs | Tasks 1.1, 1.3 (screenshots + chat audit) | Mobile UX fixes deployed | Touch targets pass 48px minimum. Chat widget no longer occludes primary CTA or form fields. CTA visible above fold at 375px on top 5 pages. Mobile bounce rate monitored for improvement. |
| 2.8 | RFI form placement & messaging tests. Use A/B infrastructure (Task 2.4) to test: form position on page (above-fold sticky vs. in-content), CTA copy variations, surrounding messaging (generic vs. program-specific value props). Cookie-based assignment; Lead API integration for lead attribution. Run on /request-info-v5 and one program page. | Dev / Content | 20 hrs | Task 2.4 (A/B infrastructure live) | RFI placement test running with lead tracking | At least 2 form placement variants live. Each variant's leads flow through Lead API with variant ID. Dashboard tracks conversion rate by variant and traffic source. |
| 2.9 | Online Programs v8 “Comparing Online Colleges?” small box test. Add a compact comparison-support module to /success/online-programs-v8 addressing the comparison mindset identified in Phase 1 exit-path data (Task 1.9). Content: tuition transparency, accreditation, time-to-degree, and a “See how UAGC compares” CTA. A/B test box-present vs. control using Task 2.4 infrastructure. | Content / Dev | 12 hrs | Tasks 1.9 (v8 exit paths), 2.4 (A/B infrastructure) | Comparison box test running on v8 | Module is compact (no full-page redesign). Content is factual (tuition, accreditation, outcomes). A/B test measures exit rate reduction and scroll-to-form rate. Lead API captures variant. |
| 2.10 | Post-RFI next-step tests. Use Phase 1 confirmation review (Task 1.10) to redesign the thank-you / confirmation experience. Test: adding next-step content (what happens after you submit, expected contact timeline, explore-more CTAs) vs. current dead-end confirmation. Cookie-based variant assignment; track re-engagement clicks and downstream enrollment events where measurable. | Content / Dev | 12 hrs | Tasks 1.10 (post-RFI review), 2.4 (A/B infrastructure) | Post-RFI test running on primary confirmation page | Confirmation page includes next-step content in test variant. Re-engagement CTA clicks tracked in GA4. Variant ID flows to Lead API. Before/after bounce from confirmation page measured. |
Dev: 120 hrs
Content: 60 hrs
Analytics: 36 hrs
UX: 32 hrs
Lead API access & payload schema alignment
Cookie-based assignment vs. ad-platform attribution conflicts
CMS limitations for blog CTA modules
Dev sprint capacity for 10 concurrent tasks
A/B infrastructure live with cookie-based assignment and Lead API integration. Blog CTAs and RFI enrichment deployed. Page speed and mobile UX fixes live. v8 comparison box and post-RFI tests running. Initial lift data available by end of month.
Synthesize all findings into a build-ready requirements document. Validate approach with Phase 2 quick-win data before committing to full investment.
A prioritized, data-backed requirements document that design and dev teams can build from — informed by quick-win test results from Phase 2.
| # | Task | Owner | Effort | Dependencies | Deliverable | Acceptance Criteria |
|---|---|---|---|---|---|---|
| 3.1 | Synthesize Phase 1 audit + Phase 2 early results into reskin requirements document. Tier every requirement: P0 (must-have for launch), P1 (high-impact, ship within 30 days), P2 (optimize post-launch). Cover: layout, content, mobile, forms, navigation, Lightcast, chat widget. | UX / PM | 48 hrs | Phase 1 complete + Phase 2 early data | Reskin requirements doc with P0/P1/P2 tiers | Every requirement has: description, data justification, priority tier, affected pages, estimated effort. Stakeholder-reviewed. |
| 3.2 | Document layout patterns from /online-degrees (top engagement) and /degree-programs-v7 (top conversion). Create wireframe templates showing: content block sequencing, CTA placement rhythm, program-specific content zones, social proof placement, Lightcast module position. | UX / Design | 40 hrs | Tasks 1.2, 1.4 (audit data) | Pattern library or wireframe kit | Wireframes cover: program landing page, general RFI page, blog content page, homepage. Each annotated with rationale. |
| 3.3 | Define mobile-first above-the-fold requirements for 375px viewport. Spec: what must be visible before scroll, maximum header + hero height, CTA size/placement, form visibility, chat widget position rules, touch target sizes. | UX / Design | 24 hrs | Tasks 1.1, 1.3 (screenshots + chat audit) | Mobile viewport spec document | Spec defines pixel-level requirements for 375px viewport. Includes mockups for top 5 page templates. Chat widget rules specified. |
| 3.4 | Define RFI content strategy: what program-specific content, social proof, and value propositions must surround each form on each page type. Create content brief for: generic RFI pages, program-specific pages, blog posts, homepage. | Content / UX | 32 hrs | Tasks 1.2, 1.4, 2.1 results | RFI content strategy document | Content brief for each page type. Each includes: required content modules, copy framework, social proof requirements, CTA copy guidelines. |
| 3.5 | Plan Lightcast module integration for paid /success/ pages. Currently only on organic program pages where it correlates with 7–12 min sessions. Define: which pages get Lightcast, module placement, data fields shown, fallback for pages without program-specific data. | Analytics / Dev | 16 hrs | Task 1.2 (content audit) | Lightcast integration plan | Plan covers top 5 paid pages. Each specifies: module position, data fields, implementation approach. Dev effort estimated. |
| 3.6 | Present Phase 2 quick-win results to stakeholders. Prepare: A/B test data (with full month of collection), blog CTA conversion counts, /apply-now rage-click reduction metrics. Frame as validation of content-enrichment approach before full reskin investment. | Analytics / PM | 16 hrs | Phase 2 tasks live for full month of June | Results readout presentation | Presentation shows before/after metrics for each Phase 2 change. Includes recommendation: proceed with reskin, adjust approach, or extend testing. |
UX / Design: 90 hrs
Content: 32 hrs
Analytics / PM: 48 hrs
Phase 2 A/B test may not reach significance
Stakeholder alignment on P0/P1/P2 tiers
Design resource availability for wireframes
Reskin requirements doc approved. Quick-win results presented. Go/no-go decision on full reskin. Design team has everything needed to begin.
| Week | Phase | Key Activities | Milestone | Status Gate |
|---|---|---|---|---|
| May 1–31 | Phase 1: Audit | Screenshots, RFI audit, chat audit, side-by-side comparison, Contentsquare deep-dive, competitive review, benchmarks, subdomain inventory, v8 exit paths, post-RFI flow | All audit deliverables in shared folder by May 30 | PM reviews all 10 deliverables before Phase 2 starts |
| Jun 1–30 | Phase 2: Quick Wins & Real-Traffic Tests | Enrich RFI page, blog CTAs, cookie-based A/B infrastructure + Lead API, rage-click fixes, page speed fixes, mobile UX cleanup, RFI placement/messaging tests, v8 comparison box test, post-RFI next-step tests | All tests running with Lead API integration by Jun 30 | Cookie-based variant assignment live. Lead API posting verified. Blog CTAs trackable in GA4. Page speed and mobile fixes deployed. A/B tests splitting traffic across sources. |
| Jul 1–31 | Phase 3: Requirements | Reskin requirements doc, layout patterns, mobile spec, content strategy, results readout | Requirements doc approved, go/no-go on reskin by Jul 31 | Stakeholder sign-off on requirements. Design team briefed. |
| Role | Phase 1 | Phase 2 | Phase 3 | Total |
|---|---|---|---|---|
| Web Dev / Engineering | 28 hrs | 120 hrs | 16 hrs | 164 hrs |
| UX / Design | 78 hrs | 32 hrs | 90 hrs | 200 hrs |
| Content | — | 60 hrs | 32 hrs | 92 hrs |
| Analytics | 60 hrs | 36 hrs | 32 hrs | 128 hrs |
| Total | ~166 hrs | ~248 hrs | ~170 hrs | ~584 hrs |
R = Responsible A = Accountable C = Consulted I = Informed
| Activity | PM | UX / Design | Dev | Content | Analytics |
|---|---|---|---|---|---|
| 1.1 Screenshots | A | C | R | I | I |
| 1.2 RFI Content Audit | A | R | C | R | C |
| 1.3 Chat Widget Audit | A | R | C | I | I |
| 1.4 Side-by-Side Comparison | A | R | I | C | R |
| 1.5 Contentsquare Deep-Dive | A | C | I | I | R |
| 1.6 Competitive Landscape | A | R | I | R | C |
| 1.7 Industry Benchmarks | A | C | I | I | R |
| 1.8 Subdomain Inventory | A | I | R | I | R |
| 1.9 v8 Exit-Path Review | A | C | I | I | R |
| 1.10 Post-RFI Flow Review | A | R | C | R | C |
| 2.1 Enrich RFI Page | A | C | R | R | C |
| 2.2 PhD Blog CTA | A | I | R | R | I |
| 2.3 Business Plan Blog CTA | A | I | R | R | I |
| 2.4 A/B Test Setup | A | C | R | I | R |
| 2.5 Fix Rage Clicks | A | R | R | I | C |
| 2.6 Page Speed Fixes | A | I | R | I | C |
| 2.7 Mobile UX Cleanup | A | R | R | I | I |
| 2.8 RFI Placement Tests | A | C | R | R | C |
| 2.9 v8 Comparison Box | A | C | R | R | C |
| 2.10 Post-RFI Next Steps | A | R | R | R | C |
| 3.1 Requirements Doc | R | R | C | C | C |
| 3.2 Layout Patterns | A | R | C | C | I |
| 3.3 Mobile Viewport Spec | A | R | C | I | I |
| 3.4 RFI Content Strategy | A | C | I | R | C |
| 3.5 Lightcast Integration Plan | A | C | R | I | R |
| 3.6 Results Readout | R | I | I | I | R |
| Downstream Task | Depends On | Type | Notes |
|---|---|---|---|
| 1.4 Side-by-side comparison | 1.1 Screenshots + 1.2 RFI audit | Hard | Cannot start without reference materials |
| 2.1 Enrich RFI page | 1.4 Side-by-side comparison | Hard | Needs comparison findings to know what to add |
| 2.3 Business plan blog CTA | 2.2 PhD blog CTA | Soft | Reuse module pattern; can parallelize if pattern is defined upfront |
| 2.4 A/B test | 2.1 Enriched page ready | Hard | Test requires enriched variant to be built |
| 2.5 Fix rage clicks | 1.5 Contentsquare deep-dive | Hard | Fixes depend on element-level findings |
| 2.7 Mobile UX cleanup | 1.1 Screenshots + 1.3 Chat audit | Hard | Mobile fixes depend on audit findings for touch targets, chat occlusion |
| 2.8 RFI placement tests | 2.4 A/B infrastructure live | Hard | Placement tests require cookie-based assignment and Lead API to be operational |
| 2.9 v8 comparison box | 1.9 v8 exit paths + 2.4 A/B infrastructure | Hard | Box content based on exit-path data; A/B test requires infrastructure |
| 2.10 Post-RFI next steps | 1.10 Post-RFI review + 2.4 A/B infrastructure | Hard | Redesign based on confirmation audit; A/B test requires infrastructure |
| 3.1 Requirements doc | Phase 1 complete + Phase 2 early data | Hard | Synthesis requires all inputs |
| 3.6 Results readout | Phase 2 changes live for full month of June | Hard | Full month of data collection provides statistically meaningful results |
| Risk | Impact | Likelihood | Mitigation | Owner |
|---|---|---|---|---|
| Contentsquare access not available for Phase 1 | High — Task 1.5 blocked, Task 2.5 delayed | Medium | Request access immediately. Fallback: use GA4 event data + manual testing | Analytics Lead |
| CMS doesn't support in-content blog CTA modules | Medium — Tasks 2.2, 2.3 need workaround | Medium | Evaluate: custom HTML block, plugin, or hardcoded module. Identify CMS constraints in Phase 1. | Dev Lead |
| Lead API access or payload schema not available | High — Tasks 2.4, 2.8–2.10 blocked; test results can't tie to real lead flow | Medium | Request Lead API docs and test endpoint access during Phase 1. Define required payload fields (variant ID, source, timestamp) early. Fallback: GA4 event tracking only until API is available. | Dev Lead / Analytics |
| Cookie-based assignment conflicts with ad-platform attribution | Medium — variant assignment may not align with Google Ads / Meta click IDs | Medium | Use first-party cookies only. Pass variant ID as custom parameter in GA4 and Lead API — don't override GCLID/FBCLID. Document attribution model so paid team can reconcile. | Analytics / Dev |
| Phase 2 A/B tests don't reach statistical significance within June | Medium — Phase 3 readout has preliminary data only | Medium | Full month of data collection increases likelihood of significance. Prioritize tests on highest-traffic pages. If still inconclusive, extend into July. Don't gate reskin decision on test alone — use alongside Phase 1 audit findings. | PM / Analytics |
| Too many concurrent tests dilute traffic per variant | Medium — individual tests may be underpowered | Medium | Sequence tests by page: run RFI placement test and v8 comparison box test on different pages simultaneously. Stagger post-RFI test to start after initial RFI test stabilizes. Use sample-size calculators to validate minimum traffic per variant. | Analytics / PM |
| Dev sprint capacity unavailable for /apply-now fixes | Medium — Task 2.5 delayed | Medium | Scope rage-click fixes to highest-impact elements only. Defer lower-priority fixes to reskin backlog. | Dev Lead / PM |
| Stakeholder disagreement on P0/P1/P2 tiers | High — Phase 3 requirements doc delayed | Medium | Pre-align with key stakeholders during Phase 1. Use data to justify every tier decision. Schedule review meeting before final doc. | PM |