Government & Non-Ecommerce Session 4
Mission Critical Website Case Study Slam
Tuesday, October 5 • 11:10am – 12:00pm
David...
About this Session
 Introductions
 Session Housekeeping Information
 Mission Critical Website Analytics Intelligence Ga...
American Diabetes Association (ADA)
The ADA Website Mission:
 Information Resource/Education Resource
 Fundraising/Donat...
ADA Case Study Background & Launch
 New Site Launch: Nov 1, 2009
 Phase I: Nov 09 to Dec 09
 Diabetes Awareness Month i...
ADA Case Study Post-Launch Timeline
 Phase II: Jan 2010 to Jun 2010
 June 2010 a Critical Transition Period
 Phase III:...
Phase I: Metrics Alerts in the First Two
Months Post Launch
Phase I  Phase II Site Changes
Phase II: Metrics Alerts Six Months
Post Phase I
Phase II  Phase III Site Changes
Phase III: Metrics Alerts Nine Months Post
Phase I
ADA Website Navigation & Engagement
Solutions Summary
Information & Education
 ADA Website overall unique
visitors increa...
ADA Analytics Intelligence Alerts Overview
Q&A
Identify Game Winners
Thank You!
<Insert names and email
addresses here? Check with
David and Jill>
A Tale of Two Missions: Balancing the Optimization of Content Engagement and Transactional Goals for the American Diabete...
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A Tale of Two Missions: Balancing the Optimization of Content Engagement and Transactional Goals for the American Diabetes Association Website Using Analytics Data Alerts

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(With Robin Steffak, V.P. Interactive Marketing, Red Engine Digital, and Jill Ammon, Manager of Digital Marketing, American Diabetes Association)

A non-profit and a technology company\'s social website have different goals but a common objective: to understand how the web adds value and supports their organizations\' outreach and mission. Their goals are much more complex than a Buy Now conversion ratio. Anil and Robin outline their distinctly different situations, the problems they face and the solutions they have created.

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  • Info and Education – focus of this presentation is the “Diabetes Basics” content which includes the info on type 1 and type II , treatment, etc.
    Fundraising – memorial donations online
    ADA obviously not limited to only two missions, but for purposes of this presentation and metrics examples, the emphasis will be on “Info/Ed” and Donations
  • David: Brief overview on transition from “old” site to NEW site starting in Nov 2009 – audience engagement strategy and goals & navigational change on site . !!!!NOTE: Would love to find home page screenshot from Nov 1 launch with Risk Test as Carousel #1 image. Does ADA have one?
  • David: 2010 ongoing tale – phased approach to balancing site missions and initiatives. Monitoring analytics, user feedback/voice of customer, optimization testing
  • NOTE: Expected ave unique visitors and time on site for “basics” content visitors for Phase I is based on available WebTrends data from 2009. Expected ave # mo memorial donations based on Atlas tracking data from 2009. >>Examples of three key metrics monitored post launch and summary of challenges – donation dip in Nov and thru a good part of Dec (e.g. until EOY fundraising push! )
  • Phase II : Jan 2010 to June 2010. Fundraising Concerns – Online memorial donations , in particular. Navigational approach first. Then looking at number of clicks to make a donation and other user experiences
  • Phase II : Jan 2010 to June 2010 - Phase III July 2010 to Sept 2010
  • *Notes about campaigns kicking off in Feb / March 2010 – Tour de Cure – impact on time on site for basics segment
  • Positive time on site increases based on navigation, low bounce and exit rates for pages, and other data from visitors indicating that in this case the increased time on site is due to genuine information consumption and stickiness of content vs. visitors not being able to find info
  • A Tale of Two Missions: Balancing the Optimization of Content Engagement and Transactional Goals for the American Diabetes Association Website Using Analytics Data Alerts

    1. 1. Government & Non-Ecommerce Session 4 Mission Critical Website Case Study Slam Tuesday, October 5 • 11:10am – 12:00pm David Nickelson – ADA, Director Internet Strategy & Operations Jill Ammon – ADA, Digital Marketing Manager Robin Steffek – RedEngine Digital, V.P. Interactive Marketing
    2. 2. About this Session  Introductions  Session Housekeeping Information  Mission Critical Website Analytics Intelligence Game  Prizes!
    3. 3. American Diabetes Association (ADA) The ADA Website Mission:  Information Resource/Education Resource  Fundraising/Donations  Events  Advocacy  Community
    4. 4. ADA Case Study Background & Launch  New Site Launch: Nov 1, 2009  Phase I: Nov 09 to Dec 09  Diabetes Awareness Month in Nov 2009  EOY 2009 Fundraising in Dec 2009
    5. 5. ADA Case Study Post-Launch Timeline  Phase II: Jan 2010 to Jun 2010  June 2010 a Critical Transition Period  Phase III: Jul 2010 to Sept 2010
    6. 6. Phase I: Metrics Alerts in the First Two Months Post Launch
    7. 7. Phase I  Phase II Site Changes
    8. 8. Phase II: Metrics Alerts Six Months Post Phase I
    9. 9. Phase II  Phase III Site Changes
    10. 10. Phase III: Metrics Alerts Nine Months Post Phase I
    11. 11. ADA Website Navigation & Engagement Solutions Summary Information & Education  ADA Website overall unique visitors increased by 5% immediately after launch of the new site.  Growth in unique visitors has almost doubled ( + 47%) for the new site thru Phase III.  The “Diabetes Basics” content visitor segment yielded positive average time on site increases of 30% immediately after launch and has leveled off Fundraising & Donations  Large positive (+85%) increases in Online Memorial Donations observed 2 months post launch were largely due to multiple EOY 09 Fundraising Campaigns  Six months post launch of new site, ADA observed a drop (-19%) in Online Memorial Donations due to usability factors associated with navigation and donation CTAs.  Post Phase III changes, ADA is
    12. 12. ADA Analytics Intelligence Alerts Overview
    13. 13. Q&A Identify Game Winners
    14. 14. Thank You! <Insert names and email addresses here? Check with David and Jill>

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