Inspiring Action A study in how to get users to take the action you want. Presented by Lisa Colton June 25, 2009
Goals For Today’s Session <ul><li>Building on the last session, about capturing and retaining users’ attention, today we’ll discuss how to turn their attention into action. We’ll learn: </li></ul><ul><ul><ul><li>Setting goals and preparing for “action” </li></ul></ul></ul><ul><ul><ul><li>How to design the user experience </li></ul></ul></ul><ul><ul><ul><li>Measurement of success and fine tuning </li></ul></ul></ul><ul><li>By looking at case studies of 3 examples of “action” we might want a user to take: </li></ul><ul><ul><ul><li>1. Becoming a member </li></ul></ul></ul><ul><ul><ul><li>2. Making a donation </li></ul></ul></ul><ul><ul><ul><li>3. Signing up for an event </li></ul></ul></ul>
It’s a Dance <ul><li>Every web site visit is (potentially) a relationship building experience. </li></ul><ul><li>A relationship requires two parties </li></ul><ul><li>engaging with one another. </li></ul><ul><li>Use of a web site might appear to </li></ul><ul><li>be one way, but it’s really a dance </li></ul><ul><li>between both sides. </li></ul><ul><li>You need to choreograph your steps in advance! </li></ul>
<ul><li>Leads! Guide people exactly where you want them to go by designing a clear path of logical steps to the goal. Design for users’ behavior, not just for the information you want them to know. </li></ul><ul><li>Is intuitive! Anticipate what people want and need to take the action step you desire. Users more frequently scan than read , so write your text accordingly. </li></ul><ul><li>Is coordinated! Don’t make a user take more steps than is necessary or helpful to reach the desired goal. </li></ul><ul><li>Listens! What else does a user want, or might be interested in? Provide links to relevant information and opportunities (opening in a new window to minimize “losing the path” you’ve created). </li></ul>A Good Dance Partner…
<ul><li>Is sensitive! Make it user friendly -- offer downloadable versions, simple instructions, clear formatting, etc. </li></ul><ul><li>Is helpful! Makes recovery from errors or wrong clicks easy. This might include listing steps on each page, or showing all pages in a section in the side navigation or on the page, as well as having clear sections in the navigation. Kayak principle - if you roll, you should not end up head down! </li></ul><ul><li>Is easy to approach! Easy and intuitive starting points in the navigation, as well as highlights for special actions on the home page (registration for a specific event, preschool, etc.), and links within email and other communications. </li></ul><ul><li>Invites you to dance! Don’t assume people will look and act on their own. With many demands for their attention, you must invite them! </li></ul>A Good Dance Partner…
Reads one or multiple pages Prospective Members: Steps of the Dance Sees URL Or finds via Google Clicks around to learn a bit Goes to Home Page Clicks on Prospective Member Info Is confused, turned off or impatient and leaves. Gets lost, with no clear destination, and leaves Clicks to Membership form and completes it Office receives form Real person proactively calls Doesn’t find you in the top results: GAME OVER
Prospective Members: Invitation to Dance through Navigation “ Membership” section “ Membership” category with Multiple sections listed, including the action step. “ Prospective Members” section
Prospective Members: Invitation to Dance through Home Page One third of home page, above the fold, dedicated to defining the dance: Acknowledgement of two parties defines already that they are interested in “dancing”. “Who are you” shows that they are a listening congregation, and care about the individual. Bottom left: Quick links to take action is a strong “lead”. First three are for prospective members at various points in their searching path. Other links show additional ways to get involved (as a member or prospect).
Prospective Members: Series of Steps Pros: Relevant links a prospect might find interesting on bottom left. Cons: No inspiring information or incentives to complete form. Pros: Multiple steps in navigation and on the side; use of quotes to share member’s perspective. Cons: Would be nice touch to add photos next to quotes. Might also consider including quotes/photos in other content pages instead and/or in addition.
Prospective Members: Movement from Step to Step <ul><li>Though nicely designed and good information nicely laid out, this page is paralyzing: </li></ul><ul><li>No links for action steps (to a form, to another page, etc.). Phone and email are greater barriers than a simple form. No dance -- just wallflowers! </li></ul><ul><li>No connection to other related information that was so nicely presented on the home page (tours, meet people, about the congregation…) </li></ul>
Prospective Members: Movement from Step to Step <ul><li>Quick links along the top show a prospective member the information available, number of steps, and suggested order of progression. Strong lead! (these are anchors for one page, but could be multiple pages) </li></ul><ul><li>Nice formatting helps “scanners” get basic information easily. Use of bold for important accessible dues “drives” the eye down the page, and provides incentive (removes barrier) for not moving to the next step. </li></ul><ul><li>“ More info?” is an invitation to take a next step. Clear options for online form, email or phone are given. </li></ul>
Prospective Members: Action! <ul><li>“ Come be a part of our family” </li></ul><ul><li>- nice invitation! </li></ul><ul><li>Downloadable application </li></ul><ul><li>Invitation for additional info -- </li></ul><ul><li>link to form, email and phone </li></ul><ul><li>Friendly text </li></ul><ul><li>Clarity on what will happen </li></ul><ul><li>Invitation to walk into the </li></ul><ul><li>building </li></ul><ul><li>Includes the name and </li></ul><ul><li>position of the person who will </li></ul><ul><li>call them. </li></ul><ul><li>Clarity of what will happen </li></ul><ul><li>next. </li></ul>
Prospective Members Track the conversion rate (and change in the rate) of these populations (preschool families, buy High Holiday tickets, attend a class, etc. but aren’t members) to full members. Gather anecdotal stories and feedback. Increase the number of peripheral community members who become members of the congregation. Track number of prospective member inquiry forms completed, and conversion rate from first prospective member page to completion of membership form (where are you losing them?). Increase the number of “shul shoppers” who identify themselves to you (key action step, initiates relationship, provides you with their information). Track page views of prospective member info pages, review referals report (where people came from -- typed in URL, Google, etc.) Increase interest in the congregation. Track the conversion rate (and change in the rate) of prospective members to full members, and the elapsed time from their first inquiry to completing membership. Anecdotally, have membership staff or volunteer ask if/how the web site played a role in their synagogue search and/or decision, and ask what could have been helpful. Increase the number prospects who become full members. Measurements Goals
Online Donations: Movement from Step to Step Step 1 Step 2 <ul><li>Main donations page has little information, incentives to move to the next steps, or clear action steps offered. </li></ul><ul><li>Having list of funds on a separate page adds inconvenience and an opportunity to lose a potential donor. With slim text on the first page, this congregation could easily list the funds on the same page. </li></ul><ul><li>Need to add an invitation for action. A link to the “donation card”, or an email link or address for the “written request” and some information about what that action step results in ($ added to your next member invoice, etc.) </li></ul>
Online Donations: Movement from Step to Step <ul><li>“ Giving” (Gemilut Hasadim) </li></ul><ul><li>category in navigation shows </li></ul><ul><li>multiple ways to engage. </li></ul><ul><li>Each step provides unique </li></ul><ul><li>information and clear next </li></ul><ul><li>steps. </li></ul><ul><li>Balance of culture, </li></ul><ul><li>information, and practical </li></ul><ul><li>steps. </li></ul>Step 1 - Navigation invitation Step 3 - opportunities: Annual fund, capital, plaques, Prayerbooks, etc. Step 3b - more detailed list of funds and their purposes if donors want more detailed information. Step 2 - Culture of Giving and Reasons Step 4 - donation form
Donations Others? Track number web stats reports for those pages, and RSVPs online for such events. Increase awareness of funds for special programs, campaigns or fundraising events Track number of online donation forms submitted (frequency) and total dollars. Track page views of each step to see if/where you are losing potential donors. Increase total donations Use other channels such as email to plant this seed, and track click through rates of those links, and increase in total donations following the marketing. Increase honorary donations (birthday, anniversary, etc.) Measurements Goals
Online RSVPs Invite to Attend & RSVP Links on home page to more details and RSVP for events. Efficient use of space, but users may not know online RSVPs are available. Email invitations with links to web site For more details and online RSVP. Evite.com and others are also options.
Online RSVPs Invite to Attend & RSVP Important consideration for event information: There is big difference between notifying someone that an event is taking place, and inviting them to attend. Think about how institution focused vs. individual focused your wording, layout, and invitation is. Motivating and action-oriented language helps. Track click throughs from emails and page views on site to test success of various words/phrases
Online RSVPs Provide clear action steps Online RSVPs through standard form linked through the calendar. Data emailed to address you designate. Provide specific contact information of the organizer or host. Consider using aliases instead of personal email addresses.
Test and Refine <ul><li>We’ve said it one, then twice, and we’ll say it </li></ul><ul><li>again: </li></ul><ul><li>Articulate your goals </li></ul><ul><li>Design for those goals </li></ul><ul><li>Implement and measure </li></ul><ul><li>Refine based on data and re-measure! </li></ul><ul><li>Measurement takes time, but helps you get the most </li></ul><ul><li>bang for your buck and ultimately saves time! </li></ul>
Wrap Up Comments, questions? Experience to share? Requests for next steps to deepen your learning and assist you in your work?
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