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4/21/2014 #bbcon @sophialatto @mikesnusz 1
20 Tactics to Increase and
Engage Web Traffic
PRESENTED BY SOPHIA LATTO & MIKE ...
4/21/2014 #bbcon @sophialatto @mikesnusz 2
INTRODUCTIONS
SOPHIA LATTO, PRINCIPAL CONSULTANT – UX DESIGN
I help nonprofits ...
4/21/2014 #bbcon @sophialatto @mikesnusz 3
DRIVING QUALITY TRAFFIC
4/21/2014 #bbcon @sophialatto @mikesnusz 4
OPTIMIZE SEO FOR LOCAL SEARCH
1
4/21/2014 #bbcon @sophialatto @mikesnusz 5
SEARCH RESULTS ARE MORE
LOCALIZED, ESPECIALLY ON MOBILE
4/21/2014 #bbcon @sophialatto @mikesnusz 6
HOW CAN YOU IMPROVE LOCAL SEO?
1. Get reviews on Google+
(Good ones matter)
2. ...
4/21/2014 #bbcon @sophialatto @mikesnusz 7
IMPROVE CITATIONS
• What’s a citation? Anywhere that uses your name, address an...
4/21/2014 #bbcon @sophialatto @mikesnusz 8
OPTIMIZE SEO FOR LOCAL SEARCH
RESULT
• Generate more traffic from local search ...
4/21/2014 #bbcon @sophialatto @mikesnusz 9
WRITE BETTER PAGE TITLES
2
4/21/2014 #bbcon @sophialatto @mikesnusz 10
WHAT IS A PAGE/BROWSER TITLE?
4/21/2014 #bbcon @sophialatto @mikesnusz 11
OPPORTUNITIES MISSED
4/21/2014 #bbcon @sophialatto @mikesnusz 12
OPPORTUNITIES SEIZED
4/21/2014 #bbcon @sophialatto @mikesnusz 13
WFH’S WORLD CONGRESS EVENT PAGE
• Before:
• 20th-30th ranking in SER
• 369 sea...
4/21/2014 #bbcon @sophialatto @mikesnusz 14
INTERSTITIAL CYSTITIS ASSOCIATION’S
HOME PAGE
• Before Page Title Updates
• 36...
4/21/2014 #bbcon @sophialatto @mikesnusz 15
WRITE BETTER PAGE TITLES
RESULTS
• Improve search rankings and traffic
HOW TO ...
4/21/2014 #bbcon @sophialatto @mikesnusz 16
GOOGLE TRENDS
3
4/21/2014 #bbcon @sophialatto @mikesnusz 17
GOOGLE TRENDS: NAVIGATION
4/21/2014 #bbcon @sophialatto @mikesnusz 18
Regional Filter Applied — Florida
GOOGLE TRENDS
4/21/2014 #bbcon @sophialatto @mikesnusz 19
GOOGLE TRENDS: CALL-TO-ACTION
4/21/2014 #bbcon @sophialatto @mikesnusz 20
GOOGLE TRENDS
4/21/2014 #bbcon @sophialatto @mikesnusz 21
GOOGLE TRENDS
RESULTS
• What words or phrases are used most for searches.
• Le...
4/21/2014 #bbcon @sophialatto @mikesnusz 22
USE GOOGLE WEBMASTER TOOLS FOR
SEARCH KEYWORD ANALYSIS4
4/21/2014 #bbcon @sophialatto @mikesnusz 23
GOOGLE ANALYTICS SHOWS POST-VISIT
KEYWORD INFO
UPDATE: Google says no longer a...
4/21/2014 #bbcon @sophialatto @mikesnusz 24
GOOGLE WEBMASTER TOOLS SHOWS
VALUABLE PRE-VISIT KEYWORD INFO
4/21/2014 #bbcon @sophialatto @mikesnusz 25
BETTER META DESCRIPTIONS NEEDED?
4/21/2014 #bbcon @sophialatto @mikesnusz 26
USE GOOGLE WEBMASTER TOOLS FOR
SEARCH KEYWORD ANALYSIS
RESULTS
• Quick wins to...
4/21/2014 #bbcon @sophialatto @mikesnusz 27
CREATE RICH SNIPPETS FOR
SEARCH RESULTS5
4/21/2014 #bbcon @sophialatto @mikesnusz 28
GOOGLE AUTHORSHIP FOR BLOG POSTS
• Searchers drawn to image before headline*
•...
4/21/2014 #bbcon @sophialatto @mikesnusz 29
GOOGLE+ LOCAL PROFILE REVIEWS
• More clicks (20-30% reported)
• Builds trust
4/21/2014 #bbcon @sophialatto @mikesnusz 30
CREATE RICH SNIPPETS FOR
SEARCH RESULTS
RESULTS
• Improve search result click-...
4/21/2014 #bbcon @sophialatto @mikesnusz 31
GOOGLE ANNOTATIONS
6
4/21/2014 #bbcon @sophialatto @mikesnusz 32
GOOGLE ANNOTATIONS
4/21/2014 #bbcon @sophialatto @mikesnusz 33
GOOGLE ANNOTATIONS
RESULTS
• Track how spikes in web traffic are affected by p...
4/21/2014 #bbcon @sophialatto @mikesnusz 34
INCREASE ENGAGEMENT
4/21/2014 #bbcon @sophialatto @mikesnusz 35
5-SECOND USABILITY TESTING
7
4/21/2014 #bbcon @sophialatto @mikesnusz 36
FINDING YOUR WEBSITE
IS ONLY HALF THE STORY
Search engines are likely the firs...
4/21/2014 #bbcon @sophialatto @mikesnusz 37
The appeal of the overall design of a site is the number one factor used
to ev...
4/21/2014 #bbcon @sophialatto @mikesnusz 38
What is the mission of the organization?
USABILITY TESTING: 5 SECOND TEST
4/21/2014 #bbcon @sophialatto @mikesnusz 39
USABILITY TESTING: 5 SECOND TEST
What is the mission of the organization?
4/21/2014 #bbcon @sophialatto @mikesnusz 40
USABILITY TESTING: 5 SECOND TEST
RESULTS
• See how visitors perceive your orga...
4/21/2014 #bbcon @sophialatto @mikesnusz 41
CLICK-TEST USABILITY TESTING
8
4/21/2014 #bbcon @sophialatto @mikesnusz 42
USABILITY TESTING: CLICK TEST
4/21/2014 #bbcon @sophialatto @mikesnusz 43
USABILITY TESTING: CLICK TEST
The top five clicks
were:
• Slideshow Arrow
• Wh...
4/21/2014 #bbcon @sophialatto @mikesnusz 44
USABILITY TESTING: CLICK TEST
RESULTS
• See where your users click.
• Learn ho...
4/21/2014 #bbcon @sophialatto @mikesnusz 45
MOBILE TRAFFIC AND
TOP PAGE REPORTS9
4/21/2014 #bbcon @sophialatto @mikesnusz 46
MOBILE TRAFFIC REPORT
July 2012 to July 2013
4/21/2014 #bbcon @sophialatto @mikesnusz 47
Top Traffic Pages: 3 of the top 10 pages are their main P2P event
TOP PAGE TRA...
4/21/2014 #bbcon @sophialatto @mikesnusz 48
MOBILE OPTIMIZATION (DONATION FORM)
Mobile Metrics
06/2011 vs. 06/2012
Avg. Ti...
4/21/2014 #bbcon @sophialatto @mikesnusz 49
MOBILE TRAFFIC & TOP PAGE REPORTS
RESULTS
• Identify the most popular pages on...
4/21/2014 #bbcon @sophialatto @mikesnusz 50
USE TRIGGERED EMAIL SERIES
TO DRIVE ENGAGEMENT10
4/21/2014 #bbcon @sophialatto @mikesnusz 51
WHY TRIGGERED EMAIL SERIES?
• What is it?
A series of emails sent automaticall...
4/21/2014 #bbcon @sophialatto @mikesnusz 52
4X MORE OPENS AND 5X MORE CLICKS
Source: Experian: The welcome email report: b...
4/21/2014 #bbcon @sophialatto @mikesnusz 53
TYPES OF TRIGGERED EMAIL SERIES
• Email signups
(59% of new subscribers have n...
4/21/2014 #bbcon @sophialatto @mikesnusz 54
EXAMPLE: SUBSCRIBER WELCOME SERIES
Remind +
Feel Good
Give
Monthly
Donate
Even...
4/21/2014 #bbcon @sophialatto @mikesnusz 55
USE TRIGGERED EMAIL SERIES TO
DRIVE ENGAGEMENT
RESULTS
• Increase return visit...
4/21/2014 #bbcon @sophialatto @mikesnusz 56
USE SOCIAL MEDIA ANALYTICS TO
CREATE BETTER POSTS/TWEETS11
4/21/2014 #bbcon @sophialatto @mikesnusz 57
FACEBOOK INSIGHTS: BEST
TYPES, REACH AND ENGAGEMENT
4/21/2014 #bbcon @sophialatto @mikesnusz 58
FACEBOOK INSIGHTS:
BEST DAYS AND TIMES
4/21/2014 #bbcon @sophialatto @mikesnusz 59
TWITTER ANALYTICS:
IDENTIFY TWEETS WITH GREATEST REACH
4/21/2014 #bbcon @sophialatto @mikesnusz 60
USE SOCIAL MEDIA ANALYTICS TO
CREATE BETTER POSTS/TWEETS
RESULTS
• Learn conte...
4/21/2014 #bbcon @sophialatto @mikesnusz 61
THINK MOBILE FIRST
WITH SOCIAL MEDIA12
4/21/2014 #bbcon @sophialatto @mikesnusz 62
MOBILE FIRST WITH SOCIAL
FACEBOOK
• 70% of your audience will be reading your ...
4/21/2014 #bbcon @sophialatto @mikesnusz 63
MOBILE FIRST WITH SOCIAL
WHY THINK MOBILE FIRST
• The user experience doesn’t ...
4/21/2014 #bbcon @sophialatto @mikesnusz 64
BOOST CONVERSIONS
4/21/2014 #bbcon @sophialatto @mikesnusz 65
USABILITY TESTING: NAV FLOW
13
4/21/2014 #bbcon @sophialatto @mikesnusz 66
USABILITY TESTING:
NAVFLOW TEST (BEFORE)
Target audiences, such as donors, mem...
4/21/2014 #bbcon @sophialatto @mikesnusz 67
USABILITY TESTING:
NAVFLOW TEST (AFTER REDESIGN)
4/21/2014 #bbcon @sophialatto @mikesnusz 68
USABILITY TESTING:
NAVFLOW TEST (AFTER REDESIGN)
The New design concept gets p...
4/21/2014 #bbcon @sophialatto @mikesnusz 69
USABILITY TESTING:
NAVFLOW TEST (QUICK FIX)
4/21/2014 #bbcon @sophialatto @mikesnusz 70
USABILITY TESTING: NAVFLOW TEST
RESULTS
• See how visitors navigate through a ...
4/21/2014 #bbcon @sophialatto @mikesnusz 71
USE SOCIAL MEDIA AMBASSADORS
FOR ONLINE CAMPAIGNS14
4/21/2014 #bbcon @sophialatto @mikesnusz 72
USE SOCIAL MEDIA AMBASSADORS FOR
ONLINE CAMPAIGNS
Involve a group of socially ...
4/21/2014 #bbcon @sophialatto @mikesnusz 73
USE SOCIAL MEDIA AMBASSADORS FOR
ONLINE CAMPAIGNS
RESULTS
• Extend your reach ...
4/21/2014 #bbcon @sophialatto @mikesnusz 74
TRACK WEBSITE CONVERSIONS VIA
GOOGLE ANALYTICS15
4/21/2014 #bbcon @sophialatto @mikesnusz 75
WHAT DRIVES CONVERSIONS, NOT JUST
TRAFFIC
ECOMMERCE TRACKING IN GOOGLE ANALYTI...
4/21/2014 #bbcon @sophialatto @mikesnusz 76
TRACK THE ELUSIVE SOCIAL CONVERSION
USING GA’S GOALS TO MEASURE EMAIL SIGNUPS
4/21/2014 #bbcon @sophialatto @mikesnusz 77
SETUP GA GOALS TO TRACK
(THE ELUSIVE) SOCIAL CONVERSION
LEARN WHAT DATES/POSTS...
4/21/2014 #bbcon @sophialatto @mikesnusz 78
TRACKING CONVERSIONS IN GA
RESULTS
• Which channels generate conversions (not ...
4/21/2014 #bbcon @sophialatto @mikesnusz 79
TEST WEBSITE CONTENT &
DONATION FORMS16
4/21/2014 #bbcon @sophialatto @mikesnusz 80
CONTENT TESTING
4/21/2014 #bbcon @sophialatto @mikesnusz 81
DONATION FORM TESTING
• Why test?
• Your donation form may be leaving money on...
4/21/2014 #bbcon @sophialatto @mikesnusz 82
DONATION FORM TESTING
WORLDWIDE WILDLIFE FUND  90% CHANCE FORM B IS 20% BETTE...
4/21/2014 #bbcon @sophialatto @mikesnusz 83
TEST CONTENT & DONATION FORM
RESULTS
• Increase traffic to key pages
• Improve...
4/21/2014 #bbcon @sophialatto @mikesnusz 84
ADD CALL-TO-ACTION LINKS TO YOUR
YOUTUBE VIDEOS17
4/21/2014 #bbcon @sophialatto @mikesnusz 85
57% of people who watch a nonprofit video
go on to make a donation*
YouTube No...
4/21/2014 #bbcon @sophialatto @mikesnusz 86
ADD CALL-TO-ACTIONS LINKS TO YOUR
YOUTUBE VIDEOS
RESULTS
• Nudge video watcher...
4/21/2014 #bbcon @sophialatto @mikesnusz 87
INCREASE RETURN VISITS
4/21/2014 #bbcon @sophialatto @mikesnusz 88
IMPROVE THE EMAIL SIGNUP PROCESS
18
4/21/2014 #bbcon @sophialatto @mikesnusz 89
PRIORITIZE EMAIL SIGNUP
Does email drive quality traffic?
• Top source of onli...
4/21/2014 #bbcon @sophialatto @mikesnusz 90
PRIORITIZE EMAIL SIGNUP
www.loftcs.org
4/21/2014 #bbcon @sophialatto @mikesnusz 91
PRIORITIZE EMAIL SIGNUP
4/21/2014 #bbcon @sophialatto @mikesnusz 92
BEST NUMBER OF FIELDS?
Source: Dan Zarzella analysis of 40,000 landing pages
4/21/2014 #bbcon @sophialatto @mikesnusz 93
SIGNUP FORM BEST PRACTICES
2. Set Expectations +
Communicate Value
3. Overcome...
4/21/2014 #bbcon @sophialatto @mikesnusz 94
CONFIRMATION EMAIL BEST PRACTICES
2. Set
Expectations
1. Connect to
Mission
3....
4/21/2014 #bbcon @sophialatto @mikesnusz 95
IMPROVE THE EMAIL SIGNUP PROCESS
RESULTS
• Grow your email list
• Engage and r...
4/21/2014 #bbcon @sophialatto @mikesnusz 96
EMAIL TESTING TOOLS
19
4/21/2014 #bbcon @sophialatto @mikesnusz 97
• 75% of consumers
are 'highly likely' to
delete an email that
doesn't render
...
4/21/2014 #bbcon @sophialatto @mikesnusz 98
EMAIL TESTING TOOLS
4/21/2014 #bbcon @sophialatto @mikesnusz 99
EMAIL TESTING TOOLS
RESULTS
• Find out what your email look like in all popula...
4/21/2014 #bbcon @sophialatto @mikesnusz 100
These tools work with most ESPs and can give you a little more
information ab...
4/21/2014 #bbcon @sophialatto @mikesnusz 101
ADD-ON EMAIL ANALYTICS TOOLS
RESULTS
• See what kinds of email readers and de...
4/21/2014 #bbcon @sophialatto @mikesnusz 102
BOOST TRAFFIC WITH EMAIL TESTING
20
4/21/2014 #bbcon @sophialatto @mikesnusz 103
WHY TEST & WHAT TO TEST
WHY TEST? ACCORDING TO TOP EMAIL PROGRAMS:
• Email te...
4/21/2014 #bbcon @sophialatto @mikesnusz 104
HOW TO TEST?
1. Send 2 tests to small sample (10-20% each)
2. Review results ...
4/21/2014 #bbcon @sophialatto @mikesnusz 105
RECORD TEST RESULTS
Use Excel spreadsheet to capture:
• Date
• List or segmen...
4/21/2014 #bbcon @sophialatto @mikesnusz 106
BOOST TRAFFIC WITH EMAIL TESTING
RESULTS
• Short-term: Best version of an ema...
4/21/2014 #bbcon @sophialatto @mikesnusz 107
FREE ASSESSMENTS DURING BBCON
AT BLACKBAUD STRATEGIC AND CREATIVE SERVICES BO...
4/21/2014 #bbcon @sophialatto @mikesnusz 108
TWEET THIS
#BBCON
(For every Tweet with this hashtag, Blackbaud
will donate $...
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20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto

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  • TITLE SLIDE.
  • Section header
  • Take related terms until I talk about it.
  • Mention: Mention the color when referencing
  • Shorten up description.
  • Put in context. It might be more streamlined.
  • Combine top bullets
  • speculation based upon positive comments from well known sources at Google about the future inclusion of author attribution in the algorithms that determine which results to display
  • Google Places merged with Google Plus in May 2012. Bad reviews can hurt rankings. Good reviews can help rankings and click-throughs. Reviews show in search results, carousel, maps
  • Need at least 5 or more review. How to grow reviews? Be active on Google+ - interact with other constituents.
  • Section header
  • Call out annotations (Arrows and animation)
  • For example, if there is a major spike due to events like an earthquake or a mention on Oprah, this traffic should be excluded from the average.
  • Section header
  • Animate what is the mission.Remove barriers about credibility and ease of use.
  • Section header
  • (Do a better job at making this make sense - animation) Ask your target audience segment representatives questions that engage them to click what they believe is the best answer to each question. This allows us to tweak your interfaces by finding out exactly where your users click when interacting with them.
  • (Animate to call out and be clearer about what people are looking.) Looking at the heat map it is clear that visitors are interested in discovery and exploration. It’s a great result that the larger more emphasized navigation links are in the top four. This is content that we had determined as being top priority. Additionally, the value proposition of working with CFT is the second area on which users clicked. This would most likely be where new users would go.
  • Section header
  • 12% of all traffic on a mobile or tablet.
  • (Think about what is relevant and eliminate what is not necessary.) Event Registration, Home Page, About, Volunteer, Contact, Agency List, Careers3 of the top 10 pages are to their main P2P event.
  • which is great for mobile site users — the quicker they can make a donation on a mobile device page the better.
  • Link to infographic as source. Image of a bad post on a mobile devices. And a good post.
  • Section header
  • 47% give up before completing the process. Speak about Google conversions and going a little further.
  • In this case, we saw that folks were clicking on the heading text and the image text in addition to the button.
  • In this case, we saw that folks were clicking on the heading text and the image text in addition to the button.
  • Need at least 5 or more review. How to grow reviews? Be active on Google+ - interact with other constituents.
  • included an online survey of 982 people and analysis of the online behavior for six months of 2 million people
  • Section header
  • Stat about deleting email if not rendering properly. Intro this subject. Scale down down show what’s more relevant. Make it larger.
  • Engagement: Of people who opened you email, how many spent time reading it compared to how many glanced and then deleted it.Reading Environment: Show the popularity of different environments, such as web-based email clients, desktop-based or mobile devices.
  • Is the layout optimal for what I want users to accomplish on the page?Are my users seeing the content I want them to see?Are my users finding what they're looking for on the page?Are my calls to action motivating or visible enough?What links are users clicking?
  • Transcript of "20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto"

    1. 1. 4/21/2014 #bbcon @sophialatto @mikesnusz 1 20 Tactics to Increase and Engage Web Traffic PRESENTED BY SOPHIA LATTO & MIKE SNUSZ
    2. 2. 4/21/2014 #bbcon @sophialatto @mikesnusz 2 INTRODUCTIONS SOPHIA LATTO, PRINCIPAL CONSULTANT – UX DESIGN I help nonprofits develop internet strategy around building constituent relationships, delivering compelling messages, and online fundraising. Prior to joining Blackbaud, I worked as a Creative Director at a design and marketing agency in New York City that specialized in online marketing and communications for the non-profit, utility, beverage, and financial sectors. MIKE SNUSZ, SR. INTERNET MARKETING CONSULTANT 10+ years of fundraising experience. Areas of focus include email campaigns, online giving, SEO, website, analytics and social media. Previously managed the turnaround of the Ride For Roswell event, including it’s three-year growth from $330,000 to $1.2 million. Focuses on helping nonprofit build constituent relationships online, deliver compelling messages and maximize giving opportunities.
    3. 3. 4/21/2014 #bbcon @sophialatto @mikesnusz 3 DRIVING QUALITY TRAFFIC
    4. 4. 4/21/2014 #bbcon @sophialatto @mikesnusz 4 OPTIMIZE SEO FOR LOCAL SEARCH 1
    5. 5. 4/21/2014 #bbcon @sophialatto @mikesnusz 5 SEARCH RESULTS ARE MORE LOCALIZED, ESPECIALLY ON MOBILE
    6. 6. 4/21/2014 #bbcon @sophialatto @mikesnusz 6 HOW CAN YOU IMPROVE LOCAL SEO? 1. Get reviews on Google+ (Good ones matter) 2. Complete profile 100% 3. Add photos (First one is your profile) 4. Review categories 5. Link to other reviews BUILD OUT GOOGLE+ LOCAL PROFILE
    7. 7. 4/21/2014 #bbcon @sophialatto @mikesnusz 7 IMPROVE CITATIONS • What’s a citation? Anywhere that uses your name, address and phone all on same page • Everything must exactly match your Google+ Local listing • Website address abbreviations, zip code/phone number formats
    8. 8. 4/21/2014 #bbcon @sophialatto @mikesnusz 8 OPTIMIZE SEO FOR LOCAL SEARCH RESULT • Generate more traffic from local search results HOW TO GET STARTED • Get Google+ reviews • Ensure citations exactly match Google+ profile • Complete Bing/Yahoo! Local places
    9. 9. 4/21/2014 #bbcon @sophialatto @mikesnusz 9 WRITE BETTER PAGE TITLES 2
    10. 10. 4/21/2014 #bbcon @sophialatto @mikesnusz 10 WHAT IS A PAGE/BROWSER TITLE?
    11. 11. 4/21/2014 #bbcon @sophialatto @mikesnusz 11 OPPORTUNITIES MISSED
    12. 12. 4/21/2014 #bbcon @sophialatto @mikesnusz 12 OPPORTUNITIES SEIZED
    13. 13. 4/21/2014 #bbcon @sophialatto @mikesnusz 13 WFH’S WORLD CONGRESS EVENT PAGE • Before: • 20th-30th ranking in SER • 369 search visits/month • After Page Title Updates: • 1st-2nd ranking in SER • 532 search visits/month (44% increase)
    14. 14. 4/21/2014 #bbcon @sophialatto @mikesnusz 14 INTERSTITIAL CYSTITIS ASSOCIATION’S HOME PAGE • Before Page Title Updates • 367,000 search visits • After Page Title Updates • 707,000 search visits
    15. 15. 4/21/2014 #bbcon @sophialatto @mikesnusz 15 WRITE BETTER PAGE TITLES RESULTS • Improve search rankings and traffic HOW TO GET STARTED • Review page titles on: - Home page - Landing pages - Top content • Eliminate duplicates + add missing ones (Google Webmaster Tools)
    16. 16. 4/21/2014 #bbcon @sophialatto @mikesnusz 16 GOOGLE TRENDS 3
    17. 17. 4/21/2014 #bbcon @sophialatto @mikesnusz 17 GOOGLE TRENDS: NAVIGATION
    18. 18. 4/21/2014 #bbcon @sophialatto @mikesnusz 18 Regional Filter Applied — Florida GOOGLE TRENDS
    19. 19. 4/21/2014 #bbcon @sophialatto @mikesnusz 19 GOOGLE TRENDS: CALL-TO-ACTION
    20. 20. 4/21/2014 #bbcon @sophialatto @mikesnusz 20 GOOGLE TRENDS
    21. 21. 4/21/2014 #bbcon @sophialatto @mikesnusz 21 GOOGLE TRENDS RESULTS • What words or phrases are used most for searches. • Learn if associated word used in searches are related to your mission. HOW TO GET STARTED • Change wording on your navigation and calls to action. • Use words or phrases that relate to your region if your mission is regional. • Select words and phrases that have associated search words that make sense for your mission.
    22. 22. 4/21/2014 #bbcon @sophialatto @mikesnusz 22 USE GOOGLE WEBMASTER TOOLS FOR SEARCH KEYWORD ANALYSIS4
    23. 23. 4/21/2014 #bbcon @sophialatto @mikesnusz 23 GOOGLE ANALYTICS SHOWS POST-VISIT KEYWORD INFO UPDATE: Google says no longer able to track keywords visitors use
    24. 24. 4/21/2014 #bbcon @sophialatto @mikesnusz 24 GOOGLE WEBMASTER TOOLS SHOWS VALUABLE PRE-VISIT KEYWORD INFO
    25. 25. 4/21/2014 #bbcon @sophialatto @mikesnusz 25 BETTER META DESCRIPTIONS NEEDED?
    26. 26. 4/21/2014 #bbcon @sophialatto @mikesnusz 26 USE GOOGLE WEBMASTER TOOLS FOR SEARCH KEYWORD ANALYSIS RESULTS • Quick wins to increase rankings, traffic and clicks • Learn rankings for keywords HOW TO GET STARTED • Use GWT to look for: 1. Keyword Info 2. High rankings + Low click-throughs  Better meta descriptions needed? 3. Average position of 4-25  Review keyword usage in important page areas (page titles, headings, etc.)
    27. 27. 4/21/2014 #bbcon @sophialatto @mikesnusz 27 CREATE RICH SNIPPETS FOR SEARCH RESULTS5
    28. 28. 4/21/2014 #bbcon @sophialatto @mikesnusz 28 GOOGLE AUTHORSHIP FOR BLOG POSTS • Searchers drawn to image before headline* • Higher click-through rates (up to 150%) ** • Possible higher rankings? *moz.com/ugc/how-to-get-more-clicks-with-low-rankings **www.catalystsearchmarketing.com/how-rich-snippets-can-improve-your-ctr/
    29. 29. 4/21/2014 #bbcon @sophialatto @mikesnusz 29 GOOGLE+ LOCAL PROFILE REVIEWS • More clicks (20-30% reported) • Builds trust
    30. 30. 4/21/2014 #bbcon @sophialatto @mikesnusz 30 CREATE RICH SNIPPETS FOR SEARCH RESULTS RESULTS • Improve search result click-throughs • Improve local and mobile SEO HOW TO GET STARTED • Use Google Authorship for blog posts (Add to posts: <a href=“InsertGoogle+ProfileURL?rel=author">Google</a>) • Ask for more Google+ reviews
    31. 31. 4/21/2014 #bbcon @sophialatto @mikesnusz 31 GOOGLE ANNOTATIONS 6
    32. 32. 4/21/2014 #bbcon @sophialatto @mikesnusz 32 GOOGLE ANNOTATIONS
    33. 33. 4/21/2014 #bbcon @sophialatto @mikesnusz 33 GOOGLE ANNOTATIONS RESULTS • Track how spikes in web traffic are affected by promotions, ads and changes on site. HOW TO GET STARTED • Tracking events in GA adds continuity during staff turnover. • If an effort makes a significant difference in web traffic, then repeat it. • Allows you to more accurately compare analytics YOY.
    34. 34. 4/21/2014 #bbcon @sophialatto @mikesnusz 34 INCREASE ENGAGEMENT
    35. 35. 4/21/2014 #bbcon @sophialatto @mikesnusz 35 5-SECOND USABILITY TESTING 7
    36. 36. 4/21/2014 #bbcon @sophialatto @mikesnusz 36 FINDING YOUR WEBSITE IS ONLY HALF THE STORY Search engines are likely the first place your audience will go to find information about your organization. If Google can’t find it, they can’t find it either. Search engines make it easier; however, you have less than 5 seconds to capture the attention of a search engine user. If your audience doesn’t immediately respond favorably to your content — they’ll bounce.
    37. 37. 4/21/2014 #bbcon @sophialatto @mikesnusz 37 The appeal of the overall design of a site is the number one factor used to evaluate a website’s credibility. 5 seconds is enough to • Learn an organization’s mission • Form an emotional reaction • Form an opinion on credibility • Decide if we like something • Choose to engage USABILITY TESTING: 5 SECOND TEST
    38. 38. 4/21/2014 #bbcon @sophialatto @mikesnusz 38 What is the mission of the organization? USABILITY TESTING: 5 SECOND TEST
    39. 39. 4/21/2014 #bbcon @sophialatto @mikesnusz 39 USABILITY TESTING: 5 SECOND TEST What is the mission of the organization?
    40. 40. 4/21/2014 #bbcon @sophialatto @mikesnusz 40 USABILITY TESTING: 5 SECOND TEST RESULTS • See how visitors perceive your organization and your mission. • Learn if you are accurately communicating your mission • See adjectives and emotions used to describe your organization. HOW TO GET STARTED • Change imagery • Revise major headlines • Think about the color palette and it’s impact • Consider the content hierarchy and the layout
    41. 41. 4/21/2014 #bbcon @sophialatto @mikesnusz 41 CLICK-TEST USABILITY TESTING 8
    42. 42. 4/21/2014 #bbcon @sophialatto @mikesnusz 42 USABILITY TESTING: CLICK TEST
    43. 43. 4/21/2014 #bbcon @sophialatto @mikesnusz 43 USABILITY TESTING: CLICK TEST The top five clicks were: • Slideshow Arrow • Why Work With CFT • Discover & Get Inspired • Disaster Relief • Donate
    44. 44. 4/21/2014 #bbcon @sophialatto @mikesnusz 44 USABILITY TESTING: CLICK TEST RESULTS • See where your users click. • Learn how your users interact with your navigation. • Quickly find out whether your calls-to-action are working effectively. HOW TO GET STARTED • Re-architect your navigation • Change the look or placement of your calls-to-action • Redesign the page • Tweak the language on links
    45. 45. 4/21/2014 #bbcon @sophialatto @mikesnusz 45 MOBILE TRAFFIC AND TOP PAGE REPORTS9
    46. 46. 4/21/2014 #bbcon @sophialatto @mikesnusz 46 MOBILE TRAFFIC REPORT July 2012 to July 2013
    47. 47. 4/21/2014 #bbcon @sophialatto @mikesnusz 47 Top Traffic Pages: 3 of the top 10 pages are their main P2P event TOP PAGE TRAFFIC REPORT
    48. 48. 4/21/2014 #bbcon @sophialatto @mikesnusz 48 MOBILE OPTIMIZATION (DONATION FORM) Mobile Metrics 06/2011 vs. 06/2012 Avg. Time on page Bounce Rate Before Mobile 04:01 40% After Mobile 01:30 25% Result -02:31 -15% • Average time spent on that page has decreased by 02:30 • The mobile bounce rate has been reduced by 27%. The data above compares before and after mobile activity for a mobile-optimized donation form page. This data does not include tablet users as tablet users receive the full desktop experience.
    49. 49. 4/21/2014 #bbcon @sophialatto @mikesnusz 49 MOBILE TRAFFIC & TOP PAGE REPORTS RESULTS • Identify the most popular pages on your site • Learn how many people are accessing your site via mobile device HOW TO GET STARTED • Identify pages of your site to optimize for mobile • Provide a good mobile user experience for high traffic events. • Optimize your donation form for mobile (even it it’s not a top 10 page.)
    50. 50. 4/21/2014 #bbcon @sophialatto @mikesnusz 50 USE TRIGGERED EMAIL SERIES TO DRIVE ENGAGEMENT10
    51. 51. 4/21/2014 #bbcon @sophialatto @mikesnusz 51 WHY TRIGGERED EMAIL SERIES? • What is it? A series of emails sent automatically in response to a certain action • Why is it important? It’s the most effective way to improve relevancy of email* Right message + right constituents + right time = Impossible (manually) *Source: 2011 Marketing Sherpa Email Marketing Benchmark Report
    52. 52. 4/21/2014 #bbcon @sophialatto @mikesnusz 52 4X MORE OPENS AND 5X MORE CLICKS Source: Experian: The welcome email report: benchmark data and analysis for engaging new subscribers through email marketing 4X MORE OPENS 5X MORE CLICKS
    53. 53. 4/21/2014 #bbcon @sophialatto @mikesnusz 53 TYPES OF TRIGGERED EMAIL SERIES • Email signups (59% of new subscribers have no opens or clicks since opting-in*) • First-time donors • Event registrants • Community signups • Membership purchase or expiring • Sustainer credit card expiring *Epsilon and DMA’s “Q2 2012 Email Trends and Benchmarks”
    54. 54. 4/21/2014 #bbcon @sophialatto @mikesnusz 54 EXAMPLE: SUBSCRIBER WELCOME SERIES Remind + Feel Good Give Monthly Donate Events Volunteer
    55. 55. 4/21/2014 #bbcon @sophialatto @mikesnusz 55 USE TRIGGERED EMAIL SERIES TO DRIVE ENGAGEMENT RESULTS • Increase return visitors • (Efficiently) improve relationships and engagement HOW TO GET STARTED • Setup for first-time donors, subscribers, volunteers and event participants • Coordinate with other emails
    56. 56. 4/21/2014 #bbcon @sophialatto @mikesnusz 56 USE SOCIAL MEDIA ANALYTICS TO CREATE BETTER POSTS/TWEETS11
    57. 57. 4/21/2014 #bbcon @sophialatto @mikesnusz 57 FACEBOOK INSIGHTS: BEST TYPES, REACH AND ENGAGEMENT
    58. 58. 4/21/2014 #bbcon @sophialatto @mikesnusz 58 FACEBOOK INSIGHTS: BEST DAYS AND TIMES
    59. 59. 4/21/2014 #bbcon @sophialatto @mikesnusz 59 TWITTER ANALYTICS: IDENTIFY TWEETS WITH GREATEST REACH
    60. 60. 4/21/2014 #bbcon @sophialatto @mikesnusz 60 USE SOCIAL MEDIA ANALYTICS TO CREATE BETTER POSTS/TWEETS RESULTS • Learn content that’s most engaging and has greatest reach • Best day and time to post HOW TO GET STARTED • Review 2x per month • Use data to dictate future posts/tweets
    61. 61. 4/21/2014 #bbcon @sophialatto @mikesnusz 61 THINK MOBILE FIRST WITH SOCIAL MEDIA12
    62. 62. 4/21/2014 #bbcon @sophialatto @mikesnusz 62 MOBILE FIRST WITH SOCIAL FACEBOOK • 70% of your audience will be reading your Facebook post on their mobile device.* • Use simple imagery that is easily seen. • Put important information at the top of your post. • Linked pages need to be responsive or mobile. PINTEREST • Use vertically oriented images — the best ratios are 2:3 and 4:5 • Use images with bright dominant colors that are highly saturated. • Linked pages need to be responsive or mobile. TWITTER • Use simple imagery that is easily seen. • Linked pages need to be responsive or mobile. *Source: “How to Create Perfect Posts” Info-graphic
    63. 63. 4/21/2014 #bbcon @sophialatto @mikesnusz 63 MOBILE FIRST WITH SOCIAL WHY THINK MOBILE FIRST • The user experience doesn’t end with the social post. • Linking to mobile or responsive landing pages continues the optimal user experience. HOW TO GET STARTED • Optimize your social media landing pages for mobile • Crop images that work best with a mobile format
    64. 64. 4/21/2014 #bbcon @sophialatto @mikesnusz 64 BOOST CONVERSIONS
    65. 65. 4/21/2014 #bbcon @sophialatto @mikesnusz 65 USABILITY TESTING: NAV FLOW 13
    66. 66. 4/21/2014 #bbcon @sophialatto @mikesnusz 66 USABILITY TESTING: NAVFLOW TEST (BEFORE) Target audiences, such as donors, members, or students participate in a usability test that exposes problems with the current website. The data above reflects how successfully test participants were able to navigate a website’s conversion path, from start to finish, when forced to click on a single target for each step.
    67. 67. 4/21/2014 #bbcon @sophialatto @mikesnusz 67 USABILITY TESTING: NAVFLOW TEST (AFTER REDESIGN)
    68. 68. 4/21/2014 #bbcon @sophialatto @mikesnusz 68 USABILITY TESTING: NAVFLOW TEST (AFTER REDESIGN) The New design concept gets passed through the same usability test. A 79% success rate (+27%) is a great indication that the new design has solved the initial problem with the old site. The data above reflects how successfully test participants were able to navigate a website’s conversion path, from start to finish, when forced to click on a single target for each step.
    69. 69. 4/21/2014 #bbcon @sophialatto @mikesnusz 69 USABILITY TESTING: NAVFLOW TEST (QUICK FIX)
    70. 70. 4/21/2014 #bbcon @sophialatto @mikesnusz 70 USABILITY TESTING: NAVFLOW TEST RESULTS • See how visitors navigate through a conversion path • Learn if your visitors are able to complete a task • See if your navigation is clear HOW TO GET STARTED • Redesign the site • Adjust the site architecture • Change language on navigation • Revise call-to-action — button, language, placement & color
    71. 71. 4/21/2014 #bbcon @sophialatto @mikesnusz 71 USE SOCIAL MEDIA AMBASSADORS FOR ONLINE CAMPAIGNS14
    72. 72. 4/21/2014 #bbcon @sophialatto @mikesnusz 72 USE SOCIAL MEDIA AMBASSADORS FOR ONLINE CAMPAIGNS Involve a group of socially influential constituents to spread the word • Identify prospects (Social Score) • 10-20 key influencers • Prepare + cultivate them • Make it easy with samples • Send timely email updates during campaign
    73. 73. 4/21/2014 #bbcon @sophialatto @mikesnusz 73 USE SOCIAL MEDIA AMBASSADORS FOR ONLINE CAMPAIGNS RESULTS • Extend your reach with P2P model • Increase traffic and conversions HOW TO GET STARTED • Identify • Inform, prepare and cultivate • Make it easy
    74. 74. 4/21/2014 #bbcon @sophialatto @mikesnusz 74 TRACK WEBSITE CONVERSIONS VIA GOOGLE ANALYTICS15
    75. 75. 4/21/2014 #bbcon @sophialatto @mikesnusz 75 WHAT DRIVES CONVERSIONS, NOT JUST TRAFFIC ECOMMERCE TRACKING IN GOOGLE ANALYTICS
    76. 76. 4/21/2014 #bbcon @sophialatto @mikesnusz 76 TRACK THE ELUSIVE SOCIAL CONVERSION USING GA’S GOALS TO MEASURE EMAIL SIGNUPS
    77. 77. 4/21/2014 #bbcon @sophialatto @mikesnusz 77 SETUP GA GOALS TO TRACK (THE ELUSIVE) SOCIAL CONVERSION LEARN WHAT DATES/POSTS LED TO CONVERSIONS
    78. 78. 4/21/2014 #bbcon @sophialatto @mikesnusz 78 TRACKING CONVERSIONS IN GA RESULTS • Which channels generate conversions (not just traffic) • Social sites + posts driving conversions • Gift info by channel HOW TO GET STARTED • Use GA Goals for non-monetary conversions (Email, volunteer, etc.) • Use GA Ecommerce to track monetary conversions (Donations, event registrations, etc.)
    79. 79. 4/21/2014 #bbcon @sophialatto @mikesnusz 79 TEST WEBSITE CONTENT & DONATION FORMS16
    80. 80. 4/21/2014 #bbcon @sophialatto @mikesnusz 80 CONTENT TESTING
    81. 81. 4/21/2014 #bbcon @sophialatto @mikesnusz 81 DONATION FORM TESTING • Why test? • Your donation form may be leaving money on the table • What to test? • Trust logos [Charity Nav, BBB] • Content • Giving amounts
    82. 82. 4/21/2014 #bbcon @sophialatto @mikesnusz 82 DONATION FORM TESTING WORLDWIDE WILDLIFE FUND  90% CHANCE FORM B IS 20% BETTER A B
    83. 83. 4/21/2014 #bbcon @sophialatto @mikesnusz 83 TEST CONTENT & DONATION FORM RESULTS • Increase traffic to key pages • Improve your donation form conversion rate HOW TO GET STARTED • Use Google Analytics Experiments • Test one variable at a time
    84. 84. 4/21/2014 #bbcon @sophialatto @mikesnusz 84 ADD CALL-TO-ACTION LINKS TO YOUR YOUTUBE VIDEOS17
    85. 85. 4/21/2014 #bbcon @sophialatto @mikesnusz 85 57% of people who watch a nonprofit video go on to make a donation* YouTube Nonprofit Program *Google 2013 study, conducted by Millward Brown Digital DO VIDEOS GENERATE DONATIONS?
    86. 86. 4/21/2014 #bbcon @sophialatto @mikesnusz 86 ADD CALL-TO-ACTIONS LINKS TO YOUR YOUTUBE VIDEOS RESULTS • Nudge video watchers along conversion paths • Increased traffic + conversions HOW TO GET STARTED • Sign up at www.youtube.com/nonprofits • Add links to old videos
    87. 87. 4/21/2014 #bbcon @sophialatto @mikesnusz 87 INCREASE RETURN VISITS
    88. 88. 4/21/2014 #bbcon @sophialatto @mikesnusz 88 IMPROVE THE EMAIL SIGNUP PROCESS 18
    89. 89. 4/21/2014 #bbcon @sophialatto @mikesnusz 89 PRIORITIZE EMAIL SIGNUP Does email drive quality traffic? • Top source of online revenue (35%)* Is your email housefile declining? • Avg. Churn Rate: 16%* • Avg. Growth Rate: 15%* *2012 eNonprofit Benchmark Study (NTEN, M&R)
    90. 90. 4/21/2014 #bbcon @sophialatto @mikesnusz 90 PRIORITIZE EMAIL SIGNUP www.loftcs.org
    91. 91. 4/21/2014 #bbcon @sophialatto @mikesnusz 91 PRIORITIZE EMAIL SIGNUP
    92. 92. 4/21/2014 #bbcon @sophialatto @mikesnusz 92 BEST NUMBER OF FIELDS? Source: Dan Zarzella analysis of 40,000 landing pages
    93. 93. 4/21/2014 #bbcon @sophialatto @mikesnusz 93 SIGNUP FORM BEST PRACTICES 2. Set Expectations + Communicate Value 3. Overcome Objections 1. Connect to Mission Possible Addition: -Link to samples www.catholiccharitiesdc.org/email
    94. 94. 4/21/2014 #bbcon @sophialatto @mikesnusz 94 CONFIRMATION EMAIL BEST PRACTICES 2. Set Expectations 1. Connect to Mission 3. Added Value 4. Engage Further
    95. 95. 4/21/2014 #bbcon @sophialatto @mikesnusz 95 IMPROVE THE EMAIL SIGNUP PROCESS RESULTS • Grow your email list • Engage and retain subscribers HOW TO GET STARTED • Prioritize email signup on your home and internal pages • Improve the signup page
    96. 96. 4/21/2014 #bbcon @sophialatto @mikesnusz 96 EMAIL TESTING TOOLS 19
    97. 97. 4/21/2014 #bbcon @sophialatto @mikesnusz 97 • 75% of consumers are 'highly likely' to delete an email that doesn't render correctly on a mobile device.* Email on Acid (built into the Luminate tool), or Litmus. • Check emails in all readers and in different mobile devices. EMAIL TESTING TOOLS * Source: “Make or Break Mobile E-mail”, Constant Contact and Chadwick Martin Bailey, August 2013.
    98. 98. 4/21/2014 #bbcon @sophialatto @mikesnusz 98 EMAIL TESTING TOOLS
    99. 99. 4/21/2014 #bbcon @sophialatto @mikesnusz 99 EMAIL TESTING TOOLS RESULTS • Find out what your email look like in all popular email readers and devices. • Preview pre-header text and subject lines in different email reader in-boxes. HOW YOU CAN IMPROVE • Tweak your email code to display better across readers. • Shorten or revise your subject line for more impact. • Shorten or revise your pre-header text so it’s more compelling.
    100. 100. 4/21/2014 #bbcon @sophialatto @mikesnusz 100 These tools work with most ESPs and can give you a little more information about how your emails perform. ADD-ON EMAIL ANALYTICS TOOLS Engagement Reading Environment
    101. 101. 4/21/2014 #bbcon @sophialatto @mikesnusz 101 ADD-ON EMAIL ANALYTICS TOOLS RESULTS • See what kinds of email readers and devices your audience is using to read your email. • Find out what is the level of engagement of your email messages. HOW YOU CAN IMPROVE • Provide an email message that works best with the readers most used by your audience. • Test email messages to see if engagement improves. • Make adjustments in content based on test outcomes.
    102. 102. 4/21/2014 #bbcon @sophialatto @mikesnusz 102 BOOST TRAFFIC WITH EMAIL TESTING 20
    103. 103. 4/21/2014 #bbcon @sophialatto @mikesnusz 103 WHY TEST & WHAT TO TEST WHY TEST? ACCORDING TO TOP EMAIL PROGRAMS: • Email testing is the top value driver* • 82% test and measure everything** MOST EFFECTIVE ELEMENTS TO TEST:** 1. Target audience 2. Landing page 3. Subject line 4. Call-to-action link *Source: 2011 MarketingSherpa Email Marketing Benchmark Survey **2011 Gleanster survey on Email Marketing
    104. 104. 4/21/2014 #bbcon @sophialatto @mikesnusz 104 HOW TO TEST? 1. Send 2 tests to small sample (10-20% each) 2. Review results + statistical significance (after 1-2 days) eMarketingDynamics.com calculator 3. Send “winning” message to everyone else
    105. 105. 4/21/2014 #bbcon @sophialatto @mikesnusz 105 RECORD TEST RESULTS Use Excel spreadsheet to capture: • Date • List or segment • Variable tests (e.g. subject line used) • Open, click-through, conversion and unsubscribe rates • Notes
    106. 106. 4/21/2014 #bbcon @sophialatto @mikesnusz 106 BOOST TRAFFIC WITH EMAIL TESTING RESULTS • Short-term: Best version of an email • Long-term: Learn what resonates HOW TO GET STARTED • Test one variable at a time • Test often
    107. 107. 4/21/2014 #bbcon @sophialatto @mikesnusz 107 FREE ASSESSMENTS DURING BBCON AT BLACKBAUD STRATEGIC AND CREATIVE SERVICES BOOTH
    108. 108. 4/21/2014 #bbcon @sophialatto @mikesnusz 108 TWEET THIS #BBCON (For every Tweet with this hashtag, Blackbaud will donate $1 to a local nonprofit!*) @MIKESNUSZ @SOPHIALATTO *Up to $4,000
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