MozCamp Asia Community Site Conversion and Traffic

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Talk given by Laura Forrest at MozCamp Asia 2011 entitled "Spread the Word: How to build a community site that gets thousands of visitors and converts like crazy"

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  • Started using Firefox
  • This is for people who have sites, or are interested in having them. Localize this.
  • I focus on Mozilla.org/firefox
  • Contstantly testing new content to make sure our conversion rates are as high as possible In this case by conversion I mean “Desktop download”
  • Launching engagement campaigns, making sure that people know about and can discover our other products
  • And then launching new products
  • Make this actionable
  • . If this is not for you NO PROB. Fine to leave this session, we should get the most out of mozCamp.
  • A few tips. Seems obvious but it’s really not. Why are they coming to your site? We can’t guess. This will provide the FOUNDATION for everything else you do.
  • See if there’s one main CTA – one obvious thing for users to do
  • I have a lot of case studies about this, I do it all the time. This reflects the “perfect is the enemy of good” saying. Here’s a recent case study.
  • Launched this awesome site in two weeks. Getting thousands of visitors and it’s doing a great job to spread our revised brand messaging.
  • BUT It’s not perfect. Priciple of MVP.
  • In 72 languages? Mobile version? Copy perfect?
  • In 72 languages? Mobile version? Copy perfect?
  • Final Tip – there’s already a lot out there
  • Here’s a graphic of the amount of traffic our main product sites send to one another. Some of the most trafficed websites on the internet. Tons of great natural search traffic since they’ve been around for a while. As mithcell said “as old as the web itself” What this doesn’t show is what we link out to.
  • There’s a lot of opportunity.
  • MozCamp Asia Community Site Conversion and Traffic

    1. 2. How to hack a community site that gets thousands of visits and converts like crazy Laura Forrest [email_address]
    2. 9. Goals <ul><li>Teach you one thing (at least) you can apply to your website </li></ul><ul><li>Increase your traffic </li></ul>
    3. 10. How to hack a community site that gets thousands of visits and converts like crazy
    4. 11. Know what your visitors want
    5. 13. Action: Signup with a free survey tool and post a survey link on your most trafficked page ff
    6. 14. Have a clear call-to-action
    7. 15. Action: Scan your main landing page for a clear call-to-action ff
    8. 16. You don’t need to be perfect
    9. 18. Minimum Viable Website
    10. 19. Cuteness
    11. 20. Cuteness Action: Take that next step – open the Twitter/Facebook/Google + Accoun, blog, site, etc.! ff
    12. 21. Leverage the tools we already have
    13. 23. <ul><li>Brand Toolkit </li></ul><ul><li>Templates </li></ul><ul><li>Graphics </li></ul><ul><li>Character request </li></ul><ul><li>Copy Samples </li></ul><ul><li>More </li></ul>Action: Start using the toolkit located here: mozilla.org/firefox/brand – Download from the graphic library here: mozilla.org/firefox/brand/downloads ff
    14. 24. Action: Sean Martell – 16:30 – This Room “ Intro to the brand toolkit”
    15. 25. Then What? How to attract qualified visitors.
    16. 28. Action: Make sure your site is listed mozilla.org/community ff
    17. 29. Action: Syndicate your blog posts through Planet ff Planet.mozilla.org
    18. 30. Action: Sign up for more information about launching localized community snippets in your locale. Signup here: https://etherpad.mozilla.org/CommunitySiteAmbassadors ff About:Home Snippets
    19. 32. Action: Get emailed more information customizing your locales First Run page. Signup here: https://etherpad.mozilla.org/CommunitySiteAmbassadors ff First Run Page
    20. 33. In Conclusion…
    21. 34. <ul><li>Figure out what your visitors want </li></ul><ul><li>Have a clear call-to-action </li></ul><ul><li>Focus on value over perfection </li></ul><ul><li>Leverage the existing brand assets </li></ul><ul><li>Work to connect your site to the rest of the Mozilla Web Universe </li></ul>First: Second: = A community site that gets thousands of visitors and converts like crazy
    22. 35. Thank you!
    23. 36. Q&A

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