WINNERS! 5 Strategic expert-led website assessments1. Riverdale Senior Center2. International Visitors Council of San Diego3. Friends of Lincoln Theater4. Reading Connections5. Wildlife Conservation Network Inc
W H E N WA S T H E L A S T T I M E Y O UREDESIGNED YOUR WEBSITE?
HOW OFTEN SHOULD YOU REDESIGN YOUR WEBSITE? Industry Standard is to redesign at least every 3-4 Years. But, Your Website Should be an EVOLUTION
DID YOU USE AUDIENCE INPUT TO HELPYOU DESIGN YOUR WEBSITE?
RESONATE WITH YOUR AUDIENCE“Your website does not exist as a boutique just to show off information about your organization. Instead, it’s actually a tool to mobilize your audience...” - Raheel Gauba “Design for Good: 4 (More) Nonprofit Design Principles” Netwits Think Tank, 10
DO YOU NEED TO ANALYZE YOUR AUDIENCE?Who are you trying to engage?What does your audience care about?What information do they look for first?How do they accessinformation?Who do you rely onMost to fulfill yourmission?
RESONATE WITH YOUR AUDIENCESFocus on your audience needs - Who are your audience groups and who is most important? - What do they care about – need, goals and aspirations? - How do they interact with you on and off your website?
RESONATE WITH YOUR AUDIENCESSpeak the right language - Choose a key message and use it consistently - Listen for feedback on what’s working and what’s not through social media, blogs and surveys - Avoid jargon, too little or too much content - Test!
H O W D I D Y O U O B TA I N T H AT I N P U T ?
ONLINE ACTION60% of donors visit a nonprofit’s website before making a gift.
D O E S Y O U R O R G A N I Z AT I O N U S E A W E BA N A LY S I S T O O L L I K E G O O G L E A N A LY T I C S ?
5 G O O G L E A N A LY T I C S R E P O R T S E V E RYNONPROFIT SHOULD KNOW
DASHBOARDWhat is it?• Traffic• Referrals• Top Content• KeywordsWhat to do with it?• Change the date range filter to include “Past Comparison” to show YOY• Google defaults to the most recent month’s worth of data – increase to 3 months for better trends to survey peaks and valleys of traffic• Peaks will showy what draws traffic – is it your e-newsletters or events• Use those pages to pull traffic to other areas on the site.• Click datapoints to add notes – “May eNews Sent”• Use email scheduling to send a PDF of this report to key staff each month
TOP CONTENTWhat is it?• View the most or least viewed pages• Presents an overview of important data• Unique views, exit rates, and bounce ratesWhat to do with?• Ensure the most viewed pages include clear calls to action - Especially on pages with the highest exit rates: subscribe, register, donate, event registration, surveys• For bounce rates over 65%, review each page’s entrance point - Analyze and test how content, keywords or placement could improve rate• For least viewed pages, consider deleting, moving, promoting or linking.• Sort by highest exit rate with an advanced filter for those viewed more than 10% of total pageviews - Shows pages in need of calls to action - These are often confirmation pages, and ideal for further engagement.
SOURCE REPORTWhat is it? – Shows details of howusers are finding your website• Direct links (bookmarks, email)• Referral Links (sites and social)• Search EnginesWhat to do with it?• Direct – shows which Friendly URLs are being used. Longer, hard- URLs, with high return rates suggest webpages that have been favorites or found from emails.• Referral – shows which sites users come from - High referral page bounce rates = content adjustments needed. - Partnership opps - Social sites most used – opp for future campaigns.• Search engines – will help determine additional keyword usage and/or engine optimization in order to rank higher SEO
KEYWORD REPORTWhat is it?• Provides top search terms used to find your website.What to do with it?• Learn how people are finding your website• Understand what language they use to describe your issue and program(s),• Determine if they are finding the content you want them to find with the keywords.With this knowledge, you can:• Adjust keyword usage on pages you’d like ranked higher.• Adjust your Page Title, Page Description, Headers , and first content paragraph to include successful keywords.• Adjust your social monitoring activity to include successful keywords
INTELLIGENCE ALERTSWhat is it? – Uses Google algorithms to determine when somethingsignificant has occurred on your website.• Peak in website visitors• Page content average views change• Average time spent on site increases• Change in Source percentagesWhat to do with it?• Turn it on under the “My Customizations” to be alerted via email when Google determines a significant change has occurred.• When you receive an alert, find the reason it’s happening and do it again!• If there’s a peak in website visitors – try to tack it to an action. If you can’t, note the time or external factors that may affect it.
I S Y O U R W E B S I T E M O B I L E - F R I E N D LY ?
MEET USERS WHERE THEY ARE - In less than three years mobile will be the #1 way your audience will access your website … Are you ready?
CAN YOUR USERS CONNECT VIA SOCIALM E D I A D I R E C T LY F R O M Y O U R H O M E PA G E ?
BE SOCIALSocial media and viral sharing are highly valuable tools incontributing to web site traffic and brand exposure - Make it easy to connect, interact and contribute
BE SOCIALEncourage Viral Sharing - Action Sharing - Integrate social activities everywhere
W H AT A C T I O N S C A N U S E R S TA K E D I R E C T LYF R O M Y O U R H O M E PA G E ?
TELL THEM TO TAKE ACTIONLet imagery and content engage users, but align actions with your goals - Provide a tangible to an intangible (eg. Please give $10 today Please give 10 meals to your community today)
INCLUDE CLEAR, BOLD CALLS TO ACTIONCalls to action should be clear and compelling - Never say “click here” - Be clear, direct and descriptive: “become a habitat volunteer today”
H AV E Y O U E V E R T E S T E D C O N T E N T O NYOUR WEBSITE? IF SO, HOW?
CONTENT TESTING MADE EASY 1. Giving terms: Try testing online fundraising elements like your donate button. Test “Donate now” against “provide a meal to a family today” to see if the tangible element inspires more action. 2. Colors: Try two different colors for your donation button on your homepage. You’ll be surprised at how much it may affect click rates. 3. Add the Why: Try adding a quick blurb about your current funding priorities above the same donation button to see if it’s inspires more clicks!