When it comes to university websites, the main navigation serves as the digital front door, guiding prospective students, parents, and other visitors to the information they need. More than just a menu, its design speaks volumes about an institution’s priorities and how well users’ needs are understood.
After evaluating 153 university websites, it’s clear that a well-crafted navigation system reflects a balance between accessibility, simplicity, and a university’s broader goals. In this blog post, we’ll explore this crucial aspect of web design, why it matters, and what trends tell us about the evolving needs of modern-day, college-bound users.
Top University Navigation Trends
To understand how universities currently design their main navigations, we analyzed 153 websites, focusing on key elements that shape the user experience. Here’s what stood out:
Degree Level Options
Menus clearly separate undergraduate, graduate, and professional programs, helping visitors quickly find what they need.
Degree Program Options
Many websites highlight flexible learning options like online, part-time, or accelerated programs to cater to diverse student needs.
Schools Within the University
Navigation often includes links to specific schools or colleges, such as business or engineering, in order to provide a clear view of what’s offered.
Hamburger Menus
Originally meant for mobile, hamburger menus (the ones made from three little lines stacked on top of each other) are now appearing on desktop sites, offering a cleaner design — though they can sometimes hide important details.
Utility Navigation
This user convenience tool is one of the most popular features on a site, offering quick links to log in, request information, apply, or access other essential resources with ease.
CTA Buttons
Call-to-action buttons that read “Apply Now” or “Request Info” serve as gentle nudges for prospective students.
Search Bar
A strong search bar with predictive text and filters helps users quickly find specific information without wasting time or risking confusion.
Tuition Visibility
Many of the sites we reviewed included direct links to tuition and financial aid information, addressing the matter of affordability upfront.
A Closer Look at the Higher Ed Website Nav
Now, let’s dive into these findings by comparing the attributes of public and private schools, as well as institutions with low, medium, and high acceptance rates.
Degree Level
We found that just 5% of the university websites we looked at featured degree level options, such as undergraduate and graduate programs, in their main navigation. Private and public schools tend to include this feature equally, suggesting that such details might be considered secondary information better suited for subpages or search functions.
Navs with Degree Level Options by Acceptance Rate:
- At low-acceptance institutions: 0%
- At medium-acceptance: 6%
- At high-acceptance: 11%
By Institution Type:
- Public: 5%
- Private: 5%
Degree Program Type Options
Degree program type options, such as online, hybrid, or accelerated programs, appear on just 6.5% of university websites in their main navigation. This feature is more frequently found on private school websites than on public institutions’, providing prospective students with clear pathways to specialized programs.
Navs with Degree Level Options by Acceptance Rate:
- At low-acceptance institutions: 6.5%
- At medium-acceptance institutions:: 6%
- At high-acceptance institutions:: 7%
By Institution Type:
Public: 5%
Private: 9%
Schools Within the University
About 15% of university websites include links to individual schools within the university in their main navigation. This inclusion helps prospective students easily navigate to specific areas of interest, particularly in institutions with specialized programs.
Navs with Degree Level Options by Acceptance Rate:
- At low-acceptance institutions: 19%
- At medium-acceptance institutions: 17%
- At high-acceptance institutions: 9%
By Institution Type:
- Public: 12%
- Private: 19%
Key Design Elements on University Websites
Certain website elements stand out for their ability to influence user experience, streamlining how prospective students interact with the institution while offering both visual appeal and practicality.
Hamburger Menus
Hamburger menus are a compact and organized way to navigate through content, which we found used on 28% of websites reviewed. However, their use involves a trade-off between visual simplicity and accessibility, potentially hiding important links that users might otherwise expect to see.
Navs with Degree Level Options by Acceptance Rate:
- At low-acceptance institutions: 35.5%
- At medium-acceptance institutions: 31%
- At high-acceptance institutions: 20%
By Institution Type:
- Public: 28%
- Private: 30%
Utility Navigation
Schools with medium acceptance rates are somewhat more likely to feature a utility navigation bar. This may be due to efforts to balance directness and approachability, offering easy access to essential tools without overwhelming visitors. Utility navigation was found in 72% of sites we looked at.
Navs with Degree Level Options by Acceptance Rate:
- At low-acceptance institutions: 66%
- At medium-acceptance institutions: 80%
- At high-acceptance institutions: 75%
By Institution Type:
- Public: 76%
- Private: 66%
CTA Buttons
Schools with medium rates are also most likely to include a CTA in the utility navigation. These schools often focus on encouraging prospective students to take action, prioritizing outreach and engagement. In total, we found that 51% of websites had CTA buttons.
Navs with Degree Level Options by Acceptance Rate:
- At low-acceptance institutions: 48%
- At medium-acceptance institutions: 60%
- At high-acceptance institutions: 50%
By Institution Type:
- Public: 53%
- Private: 49%
Apply Now CTA
The “Apply Now” button is more often found on websites of schools with higher acceptance rates, as these institutions aim to increase applications and meet their enrollment goals. Private schools also use this feature more, likely due to their focused recruitment strategies.
Navs with Degree Level Options by Acceptance Rate:
- At low-acceptance institutions: 14.5%
- At medium-acceptance institutions: 20%
- At high-acceptance institutions: 25%
By Institution Type:
- Public: 19%
- Private: 21%
Request Info CTA
Schools with medium and high acceptance rates are 230–250% more likely to feature a “Request Info” CTA button than low-acceptance schools. This reflects their focus on engaging prospective students. At the same time, private schools are slightly more likely to include the feature to prioritize personalized outreach.
Navs with Degree Level Options by Acceptance Rate:
- At low-acceptance institutions: 3%
- At medium-acceptance institutions: 11%
- At high-acceptance institutions: 11%
By Institution Type:
- Public: 9%
- Private: 7%
Search Bar
Schools with low acceptance rates are 33% more likely to include a search bar in their main navigation, as they need to cater to a diverse audience. Private schools also tend to include a search bar more often, due to their smaller size and the need for easy navigation.
Navs with Degree Level Options by Acceptance Rate:
- At low-acceptance institutions: 69%
- At medium-acceptance institutions: 51%
- At high-acceptance institutions: 52%
By Institution Type:
- Public: 52%
- Private: 70%
Tuition Visibility
Schools with high acceptance rates are slightly more likely to feature tuition information in their main navigation, reflecting their focus on cost transparency. Both private and public schools are equally likely to include tuition links, indicating a general understanding that financial information is highly sought after.
Navs with Degree Level Options by Acceptance Rate:
- At low-acceptance institutions: 27%
- At medium-acceptance institutions: 31%
- At high-acceptance institutions: 32%
By Institution Type:
- Public: 30%
- Private: 30%
Public vs. Private School Insights
When it comes to navigating university websites, it’s clear that public and private schools largely have their own unique approaches.
Private schools often focus on creating a more personalized experience, with tailored content and calls-to-action that speak directly to specific student groups. For these institutions, it’s all about making connections and standing out to the right audience.
Public schools, on the other hand, tend to keep things simple and accessible, aiming to serve a larger and more diverse group of students. Their websites are designed to be user-friendly, providing easy access to important information for everyone. Both approaches reflect the values of the institutions they represent, offering something for every type of student.
What’s at Stake
In today’s competitive landscape, the way a university structures its website navigation can significantly impact prospective students’ experiences. Our findings show that navigation trends differ between schools with varying acceptance rates and institution types, highlighting the need for a more tailored approach.
So, what’s the best way to achieve that? Invest in navigation research. Not only does it enhance user experience, but it also helps meet enrollment goals. A thoughtful, user-friendly design can make all the difference in attracting and converting prospective students.
Learn more about how Vital can help you achieve a website strategy that meets the most important criteria for your institution.
