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Optimizing your site
like a boss
George Weiner, Chief Whaler
LetsTalk@wholewhale.com
Content
• Google Analytics for Impact
• Web Optimization tools
• Don’t stop A/B Believing
Content repurposed from WholeWhale.com/TV
What’s your goal
What is the point of your site?
● Awareness
● Donations
● Action
● Audience Acquisition
How does that relate to your purpose?
Google Analytics Checklist
 Setup: Is it installed?
 Staff: Who is managing?
 Staff: Can everyone read only access?
 Goals: Are they setup?
 Are Webmaster Tools setup?
 Is AdWords connected?
Google Analytics
Setup metrics to measure the climb
● Time on site/engagement triggers
● Goal page visits
● Video plays
● Resource clicks/downoads
● Track predictive interactions
● Return visitor behavior
GA Goals: powerpoetry.org
What to track?
GA Goals: powerpoetry.org
Google Tag Manager
Google.com/tagmanager
● Outbound link tracking
● Time on page timer trigger
● Scroll depth
● Social share tracking
Web Analytics Process
Gather
Ask
Questions
AnalyzeInsight
Act
Social Traffic - Nice but so what
Facebook desktop vs mobile
Which sends better traffic?
How much better?
50% 100% 300%
Social Traffic - Nice but so what
Facebook desktop vs mobile
Which sends better traffic?
How much better?
50% 100% 300%
Finding Unicorns
Which partner sends better traffic?
How much better?
100% 200% 300%
Finding Unicorns
Which partner sends better traffic?
How much better?
100% 200% 300%
8 Awesome Web
Optimization Tools
(besides Google)
1. CrazyEgg.com
Heat Map
$9.99/month
to
$99/month
2. Optimizely.com
● $9-$400/month
3. NewRelic.com
4. SEOmoz.org
$99/month
Page grader
Page optimizer
5. UserVoice.com
Free-$95/month
6. BrowserStack.com
$39/month
Free option: http://quirktools.com/screenfly
7. Email pop-ups
I hate them but I love what the data say…
SumoMe.com or OptinMonster.com push to MailChimp.com
4X
8. Make it faster!
Every .1 seconds in loadtime costs Amazon 1% in sales…
2 CDN options (yes there are tons out there)
Fastly.com CloudFlare.com
$50 / month min Free - $20/month ++
Don’t Stop A/Believing
Testing the heck out of your site
Contents
● Newsletter Subject lines
● Websites - what to test?
● Methodology: Layout
● Methodology: Design
● Methodology: Copy
● Where to start?
What is it?
Anything that you test with 2+ versions to a control group and
measure performance.
2 Most Common
● Newsletters Subject lines
● Website landing pages
Newsletters A/B
Test your subject line if you have more than 5,000 people.
Which would you open?
“Typhoon Haiyan Support Slam” “What Would YOU Change?”
Newsletters A/B
Test your subject line if you have more than 5,000 people.
“Typhoon Haiyan Support Slam” “What Would YOU Change?”
9,300 People difference for Power Poetry (List 100k)
Websites - what should I test?
Presupposes there is measurable point (goal) your website.
(IE. actions, collecting information, donations, downloads.)
● Main landing pages
First page people hit on your site. Often determined by
Google Organic traffic. Not just the homepage.
● Conversion (SEM) pages
Pages that advertising or campaigns send traffic to with the
goal of ‘converting’ people to take an action.
● Page templates
These can be types of content like blog posts that are all laid
out a similar way, making it easy to add a component to the
page designed to ‘convert’ visitors.
Main Landing Page - CollegeLine
Which one will get more people to stay on the site?
A B
Main Landing Page - CollegeLine
Which one will get more people to stay on the site?
B Wins by +21%
Main Landing Page - BarackObama.com ‘08
Which one will get more people to give their email?
A (image) B (video)
Main Landing Page - BarackObama.com ‘08
Which one will get more people to give their email?
A (image) B (video)
A. Wins +40.6%
- 2.8m email addresses
- $60m +/-
Conversion (SEM) Page - Stroke.org
A B
B
Conversion (SEM) Page - Stroke.org
A
B
B Wins + 25%
Page Template - DoSomething.org
1. Short text
2. Picture
3. Action/trigger
Page Template - DaFlowers.com
Site header change.
A (testimonial)
B (social call-out)
B lead to 44% lift in sales
Page Template - DaFlowers.com
Site header change.
A (testimonial)
B (social call-out)
B lead to 44% lift in sales!
Methodology: Framing
BJ Fog Behavioral model
Motivation
- Do I want to?
Ability
- Can I do this (easily)?
Trigger
- What do I click?
Methodology: Copy
1. One call to action > multiple calls to action
2. Be concise, use bullets
3. Copy should influence decision
a. Focus on need fulfillment
b. Social proof - others are using it
c. Authority: 3rd Party Validation
d. Scarcity: Leverage FOMO (missing out)
e. Reciprocity: give something away
Methodology: Design
1. Design for one action
2. KISS - remove all distractions
3. Color consistency and contrast
4. Mobile friendly
5. Use hero image,
a. Good: babies, dogs, active happy kids, eye contact, eyes
looking at form
b. Bad: feet, busy photos, unrelated stock photo :(
Where to start?
You know it matters, so GET STARTED!
The only way to get it (completely) wrong is to not do it all.
Optimizing your site
like a boss
George Weiner, Chief Whaler
LetsTalk@wholewhale.com
Want more?
Online class for Google AdWords Grant:
WholeWhale.com/University

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How to optimize your nonprofit website like a boss

Editor's Notes

  1. got this from behavior - overview
  2. Lesson: Design clear pathways for users with actionable design.
  3. Lesson: Design clear pathways for users with actionable design.
  4. Lesson: Simple image, eye contact
  5. Lesson: Simple image, eye contact
  6. Lesson: KISS, clean design, remove distractions
  7. Lesson: KISS, clean design, remove distractions
  8. Lesson: Social proof matters. http://unbounce.com/landing-pages/six-principles-of-persuasion-landing-pages/
  9. Lesson: Social proof matters. http://unbounce.com/landing-pages/six-principles-of-persuasion-landing-pages/
  10. Creative Confidence, the wonderful new book by design gurus Tom and David Kelley, describes a pottery class that was split in half and given one of two assignments. Half the students were told they would be evaluated on the quality of a single clay pot due at the end of the class, while the other half were told they’d be evaluated by the volume of pottery generated – literally by the weight of their collective work. Not surprisingly, the students in the first group labored in intensively week after work to deliberately craft the finest piece they could, while students in the second group quickly threw pot after pot, week after week. The remarkable observation, report the Kelleys, was that at the end of the class, “the best pieces all came from students whose goal was quantity, the ones who had spent the most time actually practicing their craft.”