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OFEA 2017 20 ways to ruin a fair website

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OFEA 2017 20 Ways to Ruin a Fair Website

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OFEA 2017 20 ways to ruin a fair website

  1. 1. Cassie Roberts Dispenza| Saffire 20 WAYS TO RUIN A PERFECTLY GOOD FESTIVAL WEBSITE
  2. 2. A beautiful, unique, engaging website Manage it yourself & quick, unlimited help Integrated ticketing if you need it
  3. 3. PRINT-AT-HOME TICKETS
  4. 4. ADVANCE TICKETS
  5. 5. SCANNING PRE-SOLD TICKETS
  6. 6. OR SELL AT THE GATE
  7. 7. WE’LL SEND THE SLIDES IF YOU LEAVE YOUR BUSINESS CARD!
  8. 8. WHAT MAKES A GOOD WEBSITE?
  9. 9. MOBILE-FRIENDLY FUN EASY TO NAVIGATE INFORMATIVE GOOD PHOTOS QUICK-LOADING WELL BRANDED
  10. 10. THE FOUNDATION
  11. 11. 1. BUILD WITH OLD PROGRAMS • Flash breaks on iPads and sometimes computers too—ditch it! • Programming languages change • Social media outlets change their plug-ins
  12. 12. SITE WIDTH & ALIGNMENT
  13. 13. SITE WIDTH & ALIGNMENT
  14. 14. DESKTOP MONITORS 1997 2017
  15. 15. 2. HAVE A BAD HOST • Some hosts don’t monitor for traffic spikes • Some hosts don’t isolate your space from your neighbor’s • With many hosting plans, someone else’s high traffic or improper usage can affect you
  16. 16. VISIT 84 LUMBER DURING SUPERBOWL?
  17. 17. WHAT CAN YOU DO? • Scale server capacity during peak times • Buy more servers and split processes • Invest in dedicated server space (more expensive but fewer or more reliable neighbors) • Make sure the platform your website is on is up to date
  18. 18. 3. BE INVISIBLE TO GOOGLE Most people that search for your festival name are going to find your website. What about other things they type? • What keywords are strong? • How can you use keywords to get a better ranking on Google?
  19. 19. THE LONG TAIL
  20. 20. LONG TAIL WORDS • More descriptive = fewer searches = more likely to find you • More descriptive = more interest in you anyway! • More descriptive = costs less if you advertise • EX: Family fun, music festival, animal exhibits
  21. 21. www.google.com/trends Type in any word, find out the trends and search history of that term!
  22. 22. THE FRAMEWORK
  23. 23. 4. CREATIVE SITE NAVIGATION • A place to watch “design over function” • If there is a place to keep it simple, this is it! • Your map to your content
  24. 24. JUST F IT.
  25. 25. 5. FORGET THE FAVICON Normal Day!
  26. 26. FAVICON IMPORTANCE Users (especially a younger audience, opening multiple pages in rapid-fire succession as a way to remember the items on those pages and revisit them at a later time.
  27. 27. 6. NEVER CHANGE YOUR CONTENT 1. Visit 2. Visit with same content 3. Never visit again
  28. 28. CHANGE YOUR WEBSITE If you update your Facebook page
  29. 29. YOUR BRAND YOUR LAND!
  30. 30. SERIOUS OFFENDER: NEWS & BLOG • If you have them, keep them updated • Pro tip: Don’t say how often you're going to publish. A “once a month” newsletter is a surefire way to be behind.
  31. 31. SERIOUS OFFENDER: OLD EVENT DATES • Next year’s dates should display the DAY AFTER this year’s festival is over. Why? • Festival Dates: September 23-October 3
  32. 32. 7. FORGET CALLS TO ACTION What’s the action item for someone visiting your site? SMALL • Listen to music • View photos/videos BIG • Sign up for your email list • Buy tickets
  33. 33. IMPORTANCE OF WEB ACTIONS OLD WEBSITES NEW WEBSITES
  34. 34. COPY FACEBOOK
  35. 35. TWITTER DID!
  36. 36. 8. FORGET ABOUT ONLINE SALES
  37. 37. MULTIPLE BUY OPTIONS
  38. 38. BUY FROM ANY PAGE
  39. 39. CREATE CUSTOMER CONFIDENCE
  40. 40. 9. DISREGARD MOBILE If you: • Send email (something people check on their phone!) • Post Facebook ads (something people check on their phone!) • Sell Online • Have a website YOU MUST BE MOBILE!
  41. 41. GOOGLE LOVES MOBILE
  42. 42. MOBILE STATS
  43. 43. 10. FORGET ABOUT EMAIL SIGNUPS Not Cool: Email seems lame compared to social media Cool: It’s the most successful tactic!
  44. 44. Most Cost-Effective Top Revenue Generator Fastest Results
  45. 45. YOU OWN THE DATA
  46. 46. EVERY PAGE!
  47. 47. 11. HIDE CONTACT INFO Very poor customer service to only have a contact us form on your website • Utilize email aliases if you’re worried about spam • At least one phone number should always be available
  48. 48. THE DETAILS
  49. 49. 12. FEATURE TEXT INSTEAD OF PHOTOS Engagement per follower is 58 times higher on Instagram than on Facebook.
  50. 50. DOES IT REALLY MATTER? PHOTOS: • Provide a personal connection to your event and your brand • Evoke desire to “do what they’re doing” • Allow visitors to virtually experience your event all year long
  51. 51. DOES IT REALLY MATTER? Albums do even better than single photos, so don‘t forget those!
  52. 52. PHOTO ALBUMS
  53. 53. 13. SHOW MORE LOVE TO ADS THAN YOU DO YOURSELF A lot of websites make the mistake of using their most important real estate for ads instead of their content.
  54. 54. WOULD YOU RATHER YAHOO…
  55. 55. …OR GOOGLE SEARCH?
  56. 56. ROTATING ADS
  57. 57. 14. DON’T THINK ABOUT VIDEO Visitors will engage with your site if they’re watching videos or listening to music! • Video brings an average of 3 times more visitors to your site per month • Organic search traffic increases by 157% • The average website visitor spends 88% longer on sites with video
  58. 58. APPEALS TO MILLENNIALS 4 BILLION videos are watched every DAY on YouTube • 18 - 49 year olds watch more YouTube than any cable TV network.
  59. 59. • Use an eye catching thumbnail to encourage more clicks -Use what you just learned about photos! • Film “behind-the-scenes” with performers, event organizers etc. • Tour of the grounds videos can be fun and informative! VIDEO TIPS
  60. 60. SHORT AND SWEET Use what social media has taught us about video. • Instagram Video 15 seconds • On Facebook, videos can be any length but they automatically play as you scroll past, so first few seconds must be compelling!
  61. 61. VIDEO REFERENCES IN EMAIL Using the word “video” in an email subject line: • BOOSTS open rates 19% • INCREASES click-through rates by 65% • REDUCES unsubscribes by 26%
  62. 62. 15. BURY CONTENT IN .PDF PDFs are the easiest way to keep customers from seeing your content! • Poor SEO – Search engines can’t always read the content • Your internal site search can’t read them • Adds an extra click for your customers • No exposure to photos/videos on your website
  63. 63. ESPECIALLY IMPORTANT FOR FORMS
  64. 64. 16. DISMISS USER-GENERATED CONTENT That’s what social media is right? We already know people love it! • Allow customers to share photos, info • Ask sponsors/guest writers to contribute to your blog • Put customer YouTube videos on your website • Share Instagram content of people at your festival • Integrate customer reviews
  65. 65. User Generated Content 92% of consumers trust online content from friends and family above all other forms of brand messaging 50% of consumers find UGC more memorable than brand produced content
  66. 66. Ben & Jerry’s
  67. 67. #ShareaCoke
  68. 68. 17. FORGET WHAT MAKES YOU SPECIAL Find your differentiators and sell the heck out of them! • Scenery • Attractions • Special Events • Culture/Tradition • One-of-a-Kind Experiences
  69. 69. SCENERY
  70. 70. ATTRACTIONS
  71. 71. ATTRACTIONS
  72. 72. EVENTS
  73. 73. THE FOLLOW UP
  74. 74. 18. IGNORE CUSTOMER VIBE If your people are talking about memes, include memes on your website. • If Snapchat is all the rage, use Snapchat • Current events can provide great content • Not every option is good for every event
  75. 75. 19. IGNORE YOUR ANALYTICS What should you watch? • Google Analytics • Facebook post analytics • Email opens & click-throughs
  76. 76. YOU’RE NOT MARKETING! If you’re not measuring,
  77. 77. FACEBOOK ADS
  78. 78. EMAILS • Test layouts and content • (Almost) always include more than one topic. • The things people care about will shock you!
  79. 79. GOOGLE ANALYTICS - LOCATION • What are you doing to make strong places strong? What could you do to increase areas you wish were strong?
  80. 80. GOOGLE ANALYTICS - MOST VIEWED • How can I make those pages serve me better?
  81. 81. THEN APPLY IT EVERYWHERE!
  82. 82. 20. DON’T ASK FOR ANY INPUT Sometimes we are the softest critics of our own work and websites • Ask your friends to buy a ticket from your website while you watch • See how easy it is for them to get to important information • The thing you’re missing may be the thing they catch!
  83. 83. FREE ONLINE MARKETING TIPS Website Facebook Twitter Instagram Pinterest YouTube Questions? www.saffire.com Team Saffire @TeamSaffire teamsaffire teamsaffire saffirestudio
  84. 84. Don’t forget to drop off your business cards.
  85. 85. THANK YOU! Cassie Dispenza cassie@saffire.com www.saffire.com

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