Internet Marketing 1: Website Evaluation

POP Reel

Website Usability & Best Practices CWAEN: Internet Marketing Learning Circle November 13, 2008 Erin West, VP of Arts Marketing

Goals • Review Best Practices • Understand site evaluation factors • Evaluate arts websites

The Evolution First Generation (1996 ‐1998) The online brochure Second Generation (1999 ‐ 2001) Selling tickets & membership via allocation or other methods Third Generation (2002 ‐ present) Integrated ticket sales, memberships, subscriptions, contributions, gift certificates. Next Generation (2007 and beyond) Optimization of web channel to maximize revenues and reduce cost of sales; expanding the digital channel to deepen connection with patrons

The Next‐Generation Arts Website

Next Generation Philosophy Approached from strategic perspective Integrated with organization business plan Recognized as important sales & communication channel Decentralized management of content Driven by desire to maximize performance

Best Practices

Design for Your Users

And prioritize…

…Otherwise nothing becomes important

Don’t Make Me Think

Steve Krug’s Laws of Usability 1. Don’t Make Me Think • Self‐evident. Obvious. Self‐Explanatory. • We don’t read pages. We scan them. • Create clear visual hierarchy. 2. It doesn’t matter how many clicks, as long as each is a mindless choice. 3. Get rid of half the words on each page, then get rid of half of what’s left.

Criteria for Discussing Online Design • Relevance: Is it relevant to a visitor’s needs? • Effectiveness: Can a visitor accomplish their goals? • Impact: Will the visitor care?

Relevance • Who are the intended visitors? • What are their goals and needs? • Do content and functionality address the goals and needs?

Effectiveness • Are most important things obvious? • Are content areas organized clearly? • Is navigation easy? • Does the site use consistent terminology? • Can user seek help if lost or confused? • Are the business goals being met?

Impact • Is there something surprising? • Is functionality compelling enough to bring visitors back? • Is the content memorable? • How does the online experience contribute to the total experience? • Are users encouraged to share their experience with others?

Innovation • Relevance: Serving unmet needs • Effectiveness: Better conversion • Impact: Doing something totally new

Now It’s Your Turn! Look at the websites on the wall, and think about them in terms of: • Relevance • Effectiveness • Impact …And write your notes on the poster.

Q & A Erin West VP of Arts Marketing erin.west@pop.us www.popartsmarketing.com

Internet Marketing 1: Website Evaluation

by Arts Engagement Exchange on Sep 10, 2009

Accessibility

Categories

Upload Details

Usage Rights

2 Embeds 32

Statistics

Internet Marketing 1: Website Evaluation — Presentation Transcript

http://www.artsengagementexchange.org	28
http://www.slideshare.net	4