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Website Effectiveness
1.
Copyright © 2014
| Northern Initiatives Website Effectiveness A Three Part Guide to Increasing Site Reach and Improving Traffic Flow
2.
Index Part 1:
Getting Traffic • Blog Content • Site Content • Social Media (ex. Facebook, Twitter) • Local Listings (ex. Trip Advisor, Yelp) • Search Engine Optimization (SEO) • 301 Redirect Part 2: Converting Traffic • Calls to Action • Ease of Use • Ability to Gather Leads or Sales • Ratings and Reviews • Informational Guides Copyright © 2014 | Northern Initiatives Part 3: Measuring Traffic • Setting Goals • Monthly Analysis • Review Feedback • Implement Changes (Advanced Tip) Denotes higher level web design knowledge. Links provided to aid in self-instruction.
3.
Part 1 Getting
Traffic • Your website is already live and ready to receive its first visitors. Have you stepped back to review your site? • The first step after launching your website is to begin increasing awareness through social media. • Update website content regularly to help keep visitors engaged. Copyright © 2014 | Northern Initiatives
4.
Part 1: Getting
Traffic Site Content • When creating your website content, carefully review the objectives of your site. • Beware of jargon, unclear or gimmicky wording, they send a negative message to viewers. • Use images, fonts, and navigation that support the site’s writing. • Include several paragraphs about your business on the front page or on a separate About Us page. Copyright © 2014 | Northern Initiatives
5.
Part 1: Getting
Traffic Blog Content • Creating a blog helps to drive traffic to your website. • By sharing facts and answering common questions, the information provided by your company will help establish your sense of expertise. • Top blogging websites include: – Weebly – Wordpress – Blogger Copyright © 2014 | Northern Initiatives
6.
Part 1: Getting
Traffic Social Media Twitter Account • According to MarketingGrader.com, companies with 51 to 100 Twitter followers generate 106% more traffic than those with 25 or fewer followers. • Twitter is an online social networking and microblogging service and is one of the most visited websites today. Copyright © 2014 | Northern Initiatives
7.
Part 1: Getting
Traffic Social Media Facebook Business Page • Now with a search engine just a few clicks away, customers are using Facebook as a search engine to fit their needs. • By creating a page people are able to find information about your company in an organized manner that they are used to. • Customers are more engaged with companies who create posts on a regular basis. Copyright © 2014 | Northern Initiatives
8.
Part 1: Getting
Traffic Local Listings What is a Local Listing? • A local listing allows users to submit geographically constrained searches against a structured database of local business listings. • Important sites to track: – Google – Bing – Yahoo Copyright © 2014 | Northern Initiatives
9.
Part 1: Getting
Traffic Local Listings What is a Review Site? • A review site is a website on which reviews can be posted about people, businesses, products, or services. • Important sites to track: – TripAdvisor – Yelp – Urbanspoon Copyright © 2014 | Northern Initiatives
10.
Part 1: Getting
Traffic Local Listings Why is Claiming Your Listing Important? • Provide updated information to customer base. • Track and monitor online reviews. • It is a free way to advertise and connect with customers. Get online to search for your business. Claim your listing to manage your business’s online presence. People are talking about your business, get involved in the conversation. For further instruction follow our Local Listings How-to guide. Copyright © 2014 | Northern Initiatives
11.
Part 1: Getting
Traffic Search Engine Optimization (SEO) Content • Each page on a site should have a unique description. • Try not to duplicate information across site pages. • Include relevant information in the Meta Description. Users look for keywords to be displayed in the Meta Description. Copyright © 2014 | Northern Initiatives
12.
Part 1: Getting
Traffic Search Engine Optimization (SEO) Titles and Tags (Advanced Tip) • When searching for an image in Google the Alt tag is responsible for what images are displayed. • Page titles are very important. Using Google Adwords to find what people search for is a good way to identify page names relating to your content. • Try to include the page title in your text as well as the website title. Follow the link for more information on SEO http://moz.com/beginners-guide-to-seo Copyright © 2014 | Northern Initiatives
13.
Part 1: Getting
Traffic 301 Redirect (Advanced Tip) • A redirect is an important tool that allows the page being accessed to display a page from a different site or URL. • The 301 redirect is used for permanent redirection. • When to use? – When changing the domain name of a page. – after the creation of a page designed to replace the original. – Renaming or rebranding of pages Follow the link for more information on redirects http://moz.com/learn/seo/redirection Copyright © 2014 | Northern Initiatives
14.
Part 2 Converting
Traffic • Now that your website has visitors, convert them to returning visitors. • Use visitor feedback to improve your website. • Make your site easier for visitors to navigate. • Provide your visitors with useful information to increase referrals. Copyright © 2014 | Northern Initiatives
15.
Part 2: Converting
Traffic Calls to Action • In marketing, a call to action is used to provoke an immediate response. • Buttons can be placed on any or all pages increasing the chance of a users navigating to the desired page. • Common calls include “Contact Us Now” or “Buy Now”. Copyright © 2014 | Northern Initiatives
16.
Part 2: Converting
Traffic Ease of Use Navigation • Keep a clean navigation menu. Only use dropdown menus for products or items on secondary pages. • Order the most important pages first in the navigation. • Limit the amount of links on the home page to about seven. • Navigation should be descriptive and use keywords. Copyright © 2014 | Northern Initiatives
17.
Part 2: Converting
Traffic Ease of Use Sidebar • A sidebar provides users with the ability to find specific information without cluttering the main navigation. • Featuring a sidebar on secondary pages reduces the amount of links on the home page, increasing Search Engine Optimization. • Provides a great place for a call to action. Copyright © 2014 | Northern Initiatives
18.
Part 2: Converting
Traffic Ability to Gather Leads or Sales E-Commerce Site • Promote a return policy to convert visitors to customers. • Offer multiple payment options to attract more buyers. • Take action to ensure your site and payment gateways are secure. Make site security visible to customers. • Include a visible toll-free number on each page. Copyright © 2014 | Northern Initiatives
19.
Part 2: Converting
Traffic Ability to Gather Leads or Sales Business Site • Visit competitor sites, is there something they are doing right which could be implemented on your site? • Link your site to other creditable businesses and have them link back to you. • Include your web address on all E-mails, business cards, logos, and advertisements. Copyright © 2014 | Northern Initiatives
20.
Part 2: Converting
Traffic Ratings and Reviews • Many users rely on ratings and reviews before they make a decision. Customer feedback can provide ideas for change. • Include a comment form or rating system. E-commerce sites can provide discounts to customers for filing a comment. • Provide a visible e-mail address and advertise a quick response time for support. Copyright © 2014 | Northern Initiatives
21.
Part 2: Converting
Traffic Informational Guides (Advanced Tip) • Provide useful information to your audience. Guides and instructional videos help people to connect with your business. • Information supporting business or manufacturing procedures can answer questions your audience may have. • Popular guide formats: – YouTube – PDF – PowerPoint http://www.sitepoint.com/7-tips-for-writing-an-effective-instruction-manual/ Copyright © 2014 | Northern Initiatives
22.
Part 3 Measuring
Traffic • True success can only be attained by measuring website statistics, analyzing what works and what doesn’t. • Google Analytics provide useful tools for measuring website traffic. • Measure traffic down to the day’s of the week. Copyright © 2014 | Northern Initiatives
23.
Part 3: Measuring
Traffic Setting Goals • Conversion goals are important for measuring website success. • Create goals using Google Analytics. Primary goals include number of sales, bounce rate, and file downloads. Copyright © 2014 | Northern Initiatives
24.
Part 3: Measuring
Traffic Monthly Analysis • Website analytics should be reviewed at the end of each month. Record what days traffic peak, including the cause. • Were goals met and if not, what percentage of uncompleted goals were achieved? • Are targeted advertisements reaching the intended audience? Geographical information is available using Google Analytics. • Determine the viewing habits of your websites’ audience by tracking Users Flow in Google Analytics. Copyright © 2014 | Northern Initiatives
25.
Part 3: Measuring
Traffic Review Feedback • Feedback is key to finding areas of your site that may fall short of user expectations. • Check feedback on a regular basis. There are many plugins for feedback forms available through Wordpress. • E-mail is a great option for collecting useable information. If a user takes the time to write an e-mail, be sure to at least thank them. Copyright © 2014 | Northern Initiatives
26.
Part 3: Measuring
Traffic Implement Changes Develop a Plan • First things first, create a list of changes ranging from most important to least important. • If implementing the changes will take more than one day, create a timeline for implementing the changes. • Contact your website admin if you need help with changes requiring advanced knowledge of Wordpress. Copyright © 2014 | Northern Initiatives
27.
Part 3: Measuring
Traffic Implement Changes Execute the Plan • Create a backup of your website before making any changes. If the functionality of your site has been changed significantly, be sure to create another backup. • Create or reinitiate goals in Google Analytics to measure the effects of your changes. • Promote updates across social media to attract newcomers and returning visitors. Copyright © 2014 | Northern Initiatives
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