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Website Optimization - Jono Young
 

Website Optimization - Jono Young

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Slides from Blackbaud's User Forum at New York Law School on February 10, 2012.

Slides from Blackbaud's User Forum at New York Law School on February 10, 2012.

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    Website Optimization - Jono Young Website Optimization - Jono Young Presentation Transcript

    • BLACKBAUD FORUMW E B S I T E O P T I M I Z AT I O N2.10.12NYC 2/15/12 1
    • HELLO JONO YOUNG Interactive Design Principal, Strategic Services jono.young@blackbaud.com Phone: 843-654-3079 Twitter: @chsWeb LinkedIn: www.linkedin.com/in/jonoyoung2/15/12 2
    • OPTIMIZING COMMUNICATION CHANNELS2/15/12 3
    • WHICH OF THE FOLLOWING DO YOU THINK IS THE MOST INFLUENTIAL FACTOR IN SEO? a.  How many Facebook fans your website has b.  How many pages your website has c.  How great your content is d.  How much content is on your homepage2/15/12 4
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    • SEO IS EVERYWHERE, IN EVERY CHANNEL Every channel that communicates with people can be optimized for people, by applying the multi-channel principals of Search Engine Optimization Download Around the World in 120 Characters to learn more about multi-channel communication: http://chsweb.me/bbcon11-120char2/15/12 14
    • OPTIMIZING  COMMUNICATION  CHANNELS  SUMMARY   1.  Every communication channel can be optimized 2.  Consistent content across communication channels broadens the reach of your brand 3.  Facebook, Twitter, YouTube, Email (even Outlook notifications), and printed material can be optimized for more effective communication 4.  QR codes change a one-to-one print communication to one-to-many2/15/12 15
    • WHY DO WE NEED SEARCH ENGINE OPTIMIZATION ?2/15/12 16
    • WHY DO WE NEED SEARCH ENGINE OPTIMIZATION? WHICH IS THE BEST FOR YOUR WEBSITE?2/15/12 17
    • WHY DO WE NEED SEARCH ENGINE OPTIMIZATION? SEO GENERATES THE MOST ENGAGED SITE VISITORS * There are exceptions (of course), however on average, Search Engines are the best source of website traffic2/15/12 18
    • WHY DO WE NEED SEARCH ENGINE OPTIMIZATION? SEARCH ENGINES OUT PERFORM REFERRAL TRAFFIC * There are exceptions (of course), however on average, Search Engines are the best source of website traffic2/15/12 19
    • WHY DO WE NEED SEARCH ENGINE OPTIMIZATION? SEARCH ENGINES OUT PERFORM DIRECT TRAFFIC * There are exceptions (of course), however on average, Search Engines are the best source of website traffic2/15/12 20
    • WHY DO WE NEED SEARCH ENGINE OPTIMIZATION? SEARCH ENGINES OUT PERFORM CAMPAIGNS*2/15/12 21
    • WHY DO WE NEED SEARCH ENGINE OPTIMIZATION? WHAT HAPPENS WHEN WE TELL SEARCH ENGINE USERS WHAT TO CLICK ON (PAY PER CLICK)? Organic Search Engine Traffic Paid Search Engine Traffic2/15/12 22
    • WHY DO YOU NEED SEO SEARCH ENGINES VS OTHER TRAFFIC SOURCES2/15/12 23
    • WHY DO WE NEED SEARCH ENGINE OPTIMIZATION? SEARCH ENGINES VS REFERRAL TRAFFIC2/15/12 24
    • WHY DO WE NEED SEARCH ENGINE OPTIMIZATION? SEARCH ENGINES VS DIRECT TRAFFIC2/15/12 25
    • WHY DO WE NEED SEARCH ENGINE OPTIMIZATION? SEARCH ENGINES VS CAMPAIGN TRAFFIC2/15/12 26
    • WHY  DO  YOU  NEED  SEO  SUMMARY   1.  In general, most of your website traffic comes from search engines 2.  Optimized websites have lower bounce rates 3.  Optimized websites are more engaging 4.  Optimized websites keep users on your website longer, providing additional opportunities to connect with site visitors 5.  Visitors from social networks and other referring websites are are more engaged when a website has been optimized 6.  Campaigns with optimized websites have a higher return on investment2/15/12 27
    • SEO: BEFORE AND AFTER2/15/12 28
    • NOT VERY OPTIMIZED Page title URL Keywords Headings Images Content (just barely )2/15/12 29
    • WHAT IS SEARCH ENGINE OPTIM MUCH BETTER Page title URL Keywords Headings Images Content2/15/12 30
    • SE-WHOA! BEFORE AND AFTER Before SEO Conversion Rate: 10% Average gift: $92 Total Revenue: $6,399 After SEO Conversion Rate: 10% Average gift: $92 Total Revenue: $14,6182/15/12 31
    • SE-WHOA! DECEMBER DONATIONS: BEFORE AND AFTER Date Count Total Average December 2010 362 $85,044.00 $234.93 December 2011 434 $160, 342.00 $369.45 After SEO Before SEO After SEO Before SEO After SEO Before SEO2/15/12 32
    • SEO  BEFORE  AND  AFTER  SUMMARY   1.  SEO produces quality content for landing pages 2.  Defining success criteria is critical 3.  SEO progress has to be measured 4.  Monitoring results ensures SEO is working as expected2/15/12 33
    • SEARCH ENGINE OPTIMIZATION FOR NONPROFIT ORGANIZATIONS2/15/12 34
    • IMPLEMENTATION PHASE 1 OF 4: DISCOVERY DISCOVERY » FINDINGS & RECOMMENDATIONS » OPTIMIZATION » MONITOR AND ANALYZE 1.  Project Staffing 4.  Introduction to Analytics Tools 2.  Keyword Conversion Path 5.  Define Keyword Reports 3.  Define Success Criteria Current Site Metrics What’s trending? Current Rank2/15/12 35
    • IMPLEMENTATION PHASE 2 OF 4: FINDINGS AND RECOMMENDATIONS DISCOVERY » FINDINGS & RECOMMENDATIONS » OPTIMIZATION » MONITOR AND ANALYZE 1.  Review Discovery Data 4.  Start simple with easy wins 2.  Agree on keyword(s) 5.  Project status reports 3.  Review current keyword score Visualize Progress Initial Keyword Score Discovery Data2/15/12 36
    • IMPLEMENTATION PHASE 3 OF 4: OPTIMIZATION DISCOVERY » FINDINGS & RECOMMENDATIONS » OPTIMIZATION » MONITOR AND ANALYZE 1.  Tips, Tricks & Best Practices 4.  Make the most of your CMS 2.  Real-time progress tracking 5.  All-in-one document for better 3.  Showing our work project communication2/15/12 37
    • IMPLEMENTATION PHASE 3 OF 4: BASIC OPTIMIZATION DISCOVERY » FINDINGS & RECOMMENDATIONS » OPTIMIZATION » MONITOR AND ANALYZE2/15/12 38
    • IMPLEMENTATION PHASE 3 OF 4: BASIC OPTIMIZATION DISCOVERY » FINDINGS & RECOMMENDATIONS » OPTIMIZATION » MONITOR AND ANALYZE2/15/12 39
    • IMPLEMENTATION PHASE 3 OF 4: ADVANCED OPTIMIZATION DISCOVERY » FINDINGS & RECOMMENDATIONS » OPTIMIZATION » MONITOR AND ANALYZE2/15/12 40
    • IMPLEMENTATION PHASE 4 OF 4: MONITOR AND ANALYZE DISCOVERY » FINDINGS & RECOMMENDATIONS » OPTIMIZATION » MONITOR AND ANALYZE 1.  Reports measure success criteria 3.  3 follow up check-ins are 2.  Alerts are established to notify conducted at 4 week intervals project staffing of surges in traffic 4.  Tweaks and revisions are made or drastic changes in metrics based on current results2/15/12 41
    • SEO  FOR  NONPROFIT  ORGANIZATIONS  SUMMARY   1.  SEO helps web pages appear in search engine results pages 2.  SEO is important because SEO is everywhere 3.  Content is king in SEO 4.  SEO can help you raise a more money, grow your list, and increase event registrations 5.  Communicating with visual aids makes SEO easier for everyone to understand and apply2/15/12 42
    • WEBSITE USABILITY2/15/12 43
    • USABILITY TESTING: NAVIGATION FLOW Improve conversion rates by analyzing how people navigate a website’s conversion paths from home page to confirmation page.2/15/12 44
    • IMPROVE CONVERSION RATES Before Usability Testing this conversion path generated $2,356 After Usability Testing this conversion path generated: $4,092 This conversion path receives 300 unique visitors per month, with an average gift of $62.00, this organization is now able to make an extra $6,876 per month by optimizing their donation conversion path.2/15/12 45
    • USABILITY TESTING: CLICK TEST Find out what your website visitors are most interested in exploring further.2/15/12 46
    • USABILITY TESTING: 5 SECOND TEST Find out how effective your website is at communicating your mission to site visitors and fine-tune your calls to action.2/15/12 47
    • LET’S TAKE A FEW TESTS Take a Test: 5 Second Test Star of Hope Mission http://ow.ly/8ZpNF DFGFI: http://ow.ly/8Zq8C New York Law School http://ow.ly/8ZpJ0 Results: 5 Second Test (What does this organization do?) Star of Hope Mission (“helping homeless” = great, missed “Houston” focus) DFGFI (great design conveys the mission immediately) Results: Navigation Flow Star of Hope Mission (79% success, redesign then retest soon) Chesapeake Bay Foundation 94% Success (52% success w/old site)2/15/12 48
    • USABILITY  TEST  SUMMARY   1.  5 Second Tests are great for testing first impressions. 2.  Navigation Flow Tests are great for testing conversion rates. 3.  Click Tests are great for testing landing pages and calls to action. 4.  Usability testing is a simple way to identify website problems2/15/12 49
    • MOBILE OPTIMIZED WEBSITES2/15/12 50
    • MOBILE DESIGN OVERVIEW Creating and managing a mobile website is easy as creating and managing a desktop website with all new template and style sheet capabilities. Mobile Optimized Templates •  Every page can be mobile optimized •  Works just like the desktop templates •  Edit content for desktop and mobile at the same time Target Different Mobile Browsers •  iPhone, Android, Blackberry, iPad Keep it Simple •  Mission critical tasks made easy •  Deep link pages are optimized (Google search results traffic)2/15/12 51
    • ALL NEW MOBILE WEBSITE DESIGN SOLUTIONS Single Page Just the Basics Mobile Campaigns2/15/12 52
    • ALL NEW MOBILE WEBSITE DESIGN SOLUTIONS Single Page Just the Basics Mobile Campaigns2/15/12 53
    • MOBILE  OPTIMIZED  WEBSITE  SUMMARY   1.  Keep it simple (for small screen space) 2.  Focus on conversion paths (from Landing page to Thank You!) 3.  Content is king (concise, clear, directive) 4.  QR Codes are an easy way to promote2/15/12 54
    • WEBSITE REDESIGN OVERVIEW2/15/12 55
    • COLLABORATIVE DECISION MAKINGAudience Needs Stakeholder Needs Blackbaud ExperienceYour website has the potential to We rely on you, as stakeholders, to Our responsibility, as experiencedreach hundreds and thousands of inform us about who your audiences designers and consultants, is tovisitors every day; we can make it are. We also rely on you to tell us address your needs as stakeholderseasier for them to find the information what your organization’s specific while advocating for what is in thethey are interested with User goals and expectations are. Once best interest of your target audiences.Research. When making decisions we understand what you need from We must ask ourselves, “How doesabout your website, ask yourself, your website we can recommend a addressing this stakeholder need“How does this help our target strategy and begin to design align with or affect the needs of theaudiences accomplish their online solutions that meet your needs. target audiences?”tasks?”2/15/12 56
    • VISUAL DESIGN DISCOVERY We learn as much as we can about your organization, your audience and your goals before any visual or strategic design work begins. Assess Current Website Complete Creative Worksheet Define Audience Tasks2/15/12 57
    • USER RESEARCH We gain a deeper understanding of your website audiences and their ability to complete various actions online through data collection and usability testing. Audience Personas Understanding Your Audience On-site Card Sorting2/15/12 58
    • INFORMATION ARCHITECTURE We can begin to re-architect your website now that we have a thorough understanding of your audience and their behaviors. Optimized Site Map Wireframes Rapid Prototyping2/15/12 59
    • VISUAL DESIGN All of our research and collaboration converges where the visual design solution becomes invisible and the user experience comes forward. Concept One Concept Two2/15/12 60