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Recommendations
Mälardalen University
Education
Västerås, Sweden
MDU's website contains a large number of pages and targets several different user groups. The interest in searching for information on the university's website is clearly seasonal, with traffic peaking for pages with educational programs and courses during the periods when applications for higher education are open (March/April and September/October) and at the start of terms (September and January). With a small web organization and limited resources, it was necessary to find an automated solution that could handle popular pages without requiring manual analysis and updates.
36%
Click-through rate
Of the visitors exposed to a recommendation, about 36% click, which is a very high click-through rate.
Challenges
MDU's website targets many different user groups and has strongly seasonal traffic — with a small web organization, manual handling was not a sustainable option.
Seasonal Traffic Peak
Traffic to the educational pages varies greatly throughout the year and peaks during the application periods in March/April and September/October.
Limited Resources for Web Management
With a small web organization, it was necessary to find an automated solution instead of manual analysis and updates.
Visitors Could Not Find Relevant Content
Without automated recommendations, it was difficult to guide visitors to the right educational programs and relevant information.
Solution
MDU implemented recommendations from rek.ai on well-selected parts of the website:
Homepage: AI suggests popular pages right now for quick access
Homepage: AI suggests popular pages right now for quick access.
Educational Pages: Visitors on a program page receive recommendations
Educational Pages: Visitors on a program page receive recommendations for other popular educational programs.
News Articles: Visitors receive suggestions for other relevant news
News Articles: Visitors receive suggestions for other relevant news.
“Rek.ai has given us the ability to deliver value to our visitors through a more personalized experience, with minimal effort.”
Y
Ylva Granath
Web Strategist
Mälardalen University, Mälardalen University
Results
In 2024, the AI-generated recommendations have been displayed approximately 1.6 million times on the website.
Of the visitors exposed to a recommendation, about 36% click, which is a very high click-through rate.
The most popular recommendations clearly follow the university's key information periods, showing that visitors actively use the recommendations to find relevant content.
MDU plans to further develop the use of AI-generated recommendations on more page templates to further enhance the personalization of the website's content.
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