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A Global Village What is the Internet? The world wide interconnection of individual networks operated by governments, industry, academia and private parties. Date Number of Users % of World Population December 1995 16 million 0.4% March 2000 304 million 5.0% December 2005 888 million 13.9% December 2008 1,574 million 23.5% December 2009 1,802 million 26.6% September 2010 1,971 million 28.8%
A Benchmark for Visitor Statistics – A starting Point
15-25% of web visitors will return within a month.
Repeat web visits accounts for 55-77% of all visits.
Visit approx. 3 to 6 pages and stay for 2 to 6 minutes.
Each unique visitor will view less then 20 pages in a month.
Less then 2% will convert to ‘Live Visitors’ – i.e. make an online booking – debatable.
Less then 2% will sign up for further communication.
Arts Marketing Association, 2003.
Getting Started: Website Development Thinking Caps On…
How do you envisage your website?
What do you hope to achieve with your website?
Who do you want to visit your website?
In other words what are your… VISION, AIMS, & AUDIENCE
Vision What do you want your visitors to think of you? What is the lasting impression you want to leave with your visitors? What are the long-term aspirations of your website? Conveyed through good website development & design
Aims What is it you want your visitors to do on your website? What do you want to achieve through your website? Conveyed through good website design
Audiences Who are you wanting to attract to your website? Why should they visit your website? Where are they coming from? Conveyed through good website promotion & use of analytics
Exercise One Workbook: ‘Vision, Aims & Audiences’
What makes a good website? Brand Key elements Little touches Ease
Capture and communicate the value and benefit your providing visitors. Make an immediate connection when visitors enter your site. Be consistent with your overall brand and communications. Create a beautiful, professional and highly- functional experience. Your Brand needs to…
User Ease Organised and intuitive navigation structure. Multiple ways to access one piece of information. Making it easy for your visitors and for yourself. Manageability A Content Management System Ability to make changes and updates without the need of an IT expert. Is it Easy…
Content management systems What is a content management system? CMS is a tool that enables a variety of technical and non-technical staff to create, edit, manage and finally publish a variety of content, whilst being constrained by a centralised set of rules, processes and workflows that ensure coherent, validated electronic content.
Segment and Target Disseminate Information Sign up to Mailing List A Group visit What do your visitors want? International Tourists Local Residents Secondary Schools What’s On, Directions, Local Information Upcoming events, Local news, Offers Day Trips, Workshops, Tours, Educational Value
Exercise three Workbook: ‘Matching Audiences and Offerings’
Essential elements for top websites Good Visual Design Thoughtful Interface Primary Navigation Repeat Navigation Meaningful Content A solid ‘About’ page Contact Information Search Function Sign-up/ Subscribe button Sitemap Web optimised Images Statistics, Tracking and Analytics
Do people know who you are well enough to search for you?
Do Search Engines know you well enough to recommend you?
What have you done to get noticed?
“ If I built it, they will come”
So What is Search Engine Optimisation? The process of increasing and improving the volume and quality of traffic to your website through natural or organic searches. A simple activity of ensuring your website can be found in Search Engines when people use words and phrases relevant to what your site is offering.
Search Engine Spiders… CONTENT META TAGS HEADINGS IMAGES LINKS SITEMAPS TITLE TAGS
3. Grouping Your Keywords Theatre Scotland Performing Arts Perth and Kinross Holidays in Scotland Things to do in Scotland Scottish Tourism Scottish B&B’s Comedy Comedy Show Best comedy 2011 Comedy Shows What’s On Gallery Shop Where to eat Events
Exercise four Workbook: ‘What are my Keywords?’
Email campaigns 90% of people sent or received an Email. 75% searched for information on goods and services. 51% read or downloaded online news, newspapers or magazines 45% listened to web radio or watched web television 43% posted messages to chat sites, social networking and blogs 40% played or downloaded games, images, film or music 38% uploaded self created content to a website to be shared 32% looked for information on learning, education and training 21% sold goods or services over the internet 12% donated to charities online. Office For National Statistics, Statistical Bulletin: Internet Access 2010