The document discusses how to design websites to encourage users to take specific actions, such as becoming a member, making a donation, or signing up for an event. It covers setting goals, choreographing the user experience through clear paths and steps, anticipating what users need, and measuring success. Examples are provided for how to guide prospective members through the membership process, encourage donations, and allow online event RSVPs. The importance of testing, measuring, and refining based on data is emphasized.

1. Inspiring Action A study in how to get users to take the action you want. Presented by Lisa Colton June 25, 2009

6. Reads one or multiple pages Prospective Members: Steps of the Dance Sees URL Or finds via Google Clicks around to learn a bit Goes to Home Page Clicks on Prospective Member Info Is confused, turned off or impatient and leaves. Gets lost, with no clear destination, and leaves Clicks to Membership form and completes it Office receives form Real person proactively calls Doesn’t find you in the top results: GAME OVER

7. Prospective Members: Invitation to Dance through Navigation “ Membership” section “ Membership” category with Multiple sections listed, including the action step. “ Prospective Members” section

8. Prospective Members: Invitation to Dance through Home Page One third of home page, above the fold, dedicated to defining the dance: Acknowledgement of two parties defines already that they are interested in “dancing”. “Who are you” shows that they are a listening congregation, and care about the individual. Bottom left: Quick links to take action is a strong “lead”. First three are for prospective members at various points in their searching path. Other links show additional ways to get involved (as a member or prospect).

9. Prospective Members: Series of Steps Pros: Relevant links a prospect might find interesting on bottom left. Cons: No inspiring information or incentives to complete form. Pros: Multiple steps in navigation and on the side; use of quotes to share member’s perspective. Cons: Would be nice touch to add photos next to quotes. Might also consider including quotes/photos in other content pages instead and/or in addition.

13. Prospective Members Track the conversion rate (and change in the rate) of these populations (preschool families, buy High Holiday tickets, attend a class, etc. but aren’t members) to full members. Gather anecdotal stories and feedback. Increase the number of peripheral community members who become members of the congregation. Track number of prospective member inquiry forms completed, and conversion rate from first prospective member page to completion of membership form (where are you losing them?). Increase the number of “shul shoppers” who identify themselves to you (key action step, initiates relationship, provides you with their information). Track page views of prospective member info pages, review referals report (where people came from -- typed in URL, Google, etc.) Increase interest in the congregation. Track the conversion rate (and change in the rate) of prospective members to full members, and the elapsed time from their first inquiry to completing membership. Anecdotally, have membership staff or volunteer ask if/how the web site played a role in their synagogue search and/or decision, and ask what could have been helpful. Increase the number prospects who become full members. Measurements Goals

14. Online Donations: Invitation to Give

17. Donations Others? Track number web stats reports for those pages, and RSVPs online for such events. Increase awareness of funds for special programs, campaigns or fundraising events Track number of online donation forms submitted (frequency) and total dollars. Track page views of each step to see if/where you are losing potential donors. Increase total donations Use other channels such as email to plant this seed, and track click through rates of those links, and increase in total donations following the marketing. Increase honorary donations (birthday, anniversary, etc.) Measurements Goals

18. Online RSVPs Invite to Attend & RSVP Links on home page to more details and RSVP for events. Efficient use of space, but users may not know online RSVPs are available. Email invitations with links to web site For more details and online RSVP. Evite.com and others are also options.

19. Online RSVPs Invite to Attend & RSVP Important consideration for event information: There is big difference between notifying someone that an event is taking place, and inviting them to attend. Think about how institution focused vs. individual focused your wording, layout, and invitation is. Motivating and action-oriented language helps. Track click throughs from emails and page views on site to test success of various words/phrases

20. Online RSVPs Provide clear action steps Online RSVPs through standard form linked through the calendar. Data emailed to address you designate. Provide specific contact information of the organizer or host. Consider using aliases instead of personal email addresses.

22. Wrap Up Comments, questions? Experience to share? Requests for next steps to deepen your learning and assist you in your work?