The document discusses the evolution of the web from a marketing tool to an essential platform for content delivery and commerce since the late 1990s, highlighting the vast number of websites and pages. It emphasizes the importance of conducting thorough content audits before site migrations to ensure better user experiences and streamlined processes. Additionally, it outlines strategies for effective content management, site functionality, and the integration of ongoing metrics to enhance overall web usability and effectiveness.

1. Jeff Evans www.wallpaperpimper.com

2. The web started to become ubiquitous for marketing since ~ 1996 publishing since ~ 1997 commerce since ~ 2001 interacting since ~ 2003 ... and new uses are still being developed

3. Since the late 1990s there has been an explosion of websites, often with little value to either the site owner or potential users Number of websites (April 2011) 312,693,296 1

4. Number of web domains: 768,913,036 ... an increase of 826% in 10 years 2

5. There are over 2 billion internet users worldwide (nearly a third of humanity) – this means a website for every 6.4 internet users! by 2007 estimate, there are over 85,365,269,800 pages on the web!

6. In 2007 the average number of pages on websites 3 was 273 The methodology for gathering this data is a bit suspect – especially given the modern web’s use of databases Four years is a long time in ‘internet years’

7. ‘ Large’ means number of pages, content items, or templates number of systems being integrated how dynamic or automated the site is/will be number of brands/subsites complexity of relationships between content.

8. Probably the answer for many is ‘ because it’s my job’ ‘ because we need to sell more widgets online and that’s how punters get to our products & services’ The answer should be ‘ because we want to improve user experiences and improve efficient access to our content

9. Preparing for migration will produce a better result and a smoother migration process. With appropriate preparation there will be fewer surprises less bad content to migrate better automation of what can be automated managed stakeholder expectations … leading to superior outcomes all around

10. OR…

11. Vision Prepare Pilot Implement Maintain ... or an iterative redesign process

12. Your vision statement could include the following: Define the desired state Provide a compelling vision Scope an Information Architecture Site design Site functionality Tool(s) selection (possibly including CMS). Remember to ‘be realistic about your planning, so that your reasonable estimates align with what you are attempting ’. 6

13. The most important tasks in preparation are Specify what content currently exists The best way to assess your current web is to conduct a content audit (or ‘site inventory’) Determine what will be done with it, and where it will end up on the new site ( Information Architecture and Content Strategy )

14. “ Do not - repeat, DO NOT - skip the content audit. This process is not just about listing URLs and page titles. It can provide an extraordinary amount of useful, enlightening information that’s surprisingly valuable, especially when you’re fighting for project support and funding.” 8 Kristina Halvorson Depending on the nature of your site(s) you could need a high level/aggregate or a complete audit

15. If your site has broad scope and/or a large number of pages/assets a complete audit might be beyond your time, budget or people resources. Complete vs aggregate: A complete audit records details on every page An aggregate audit summarises at a sub-site/section level

16. Use a spreadsheet (and possibly also a database) to record common data about you current site(s) components Both quantitative and qualitative information should be gathered

17. Detailed audit (each page) Use outline numbering to show each page or asset in the site's structure

18. Quantitative data (edit/add fields as appropriate): *Comments & Site priority fields record qualitative information

19. In 2005, Department of Education & Training (DE&T) websites included multiple entry points, domains and owners. DE&T wanted to create a ‘single entry point’ Audit and IA process were contracted out Build was done in-house

21. > 10 sites that act as entry points 147 sites in final audit, owned by 5 business areas within the Department and 7 statutory authorities More than 30 domain names used by the 147 websites; majority of sites in www.sofweb.vic.gov.au or www.eduweb.vic.gov.au domains

22. Five sites alone accounted for over 36,000 web objects (pages, images, documents and PDFs

23. Audit report A Web Evaluation Tool (spreadsheet) was used to collect and report data on each of the 147 sites.

24. Sites were given a rating on a scale of 1, 2 or 3 (the higher the number the better) on the basis of meeting accepted benchmarks for a particular website measure 1=OK , 2=monitor, 3=investigate Overall content quality indicators for all sites

25. Qualitative audits analyse quality and effectiveness of content Basic - use page freshness, currency of branding, last updated, dates on recent publications/ newsletters, etc. Currency could be critical to meeting site goals and the decision to keep or kill. Detailed - rating accuracy/usefulness with a weighted scale (requires input from content experts)

26. Readability – clarity and accuracy Completeness and scope Voice and writing style Usefulness and relevance Influence and engagement Usability and discoverability, including the structure of content within a typical section or page.

27. While the quantitative data provides planning information, results should also be integrated with a content strategy that will provide value long after your rebuild is completed A content audit informs a content strategy

28. Also consider Content gaps Reviewing and sourcing new content for your website Process and timeline for web template production

29. Measures to inform your audit Web metrics –eg. Google Webmaster Tools and Analytics can be used to determine links to your pages, successful search keywords to retain, bottlenecks to goal pages or transactions and page loading speed Incoming links – where do punters land? Internal links – remove bottlenecks Standards compliance - eg. W3C, CSS, XHTML, government/industry standards, best practice

30. Quantitative & qualitative rankings help to decide which content is ‘ ROT ’- R edundant, O ut­dated, or T rivial The less ROT, the better

31. A huge topic in itself, might be best in large sites to employ experienced experts. Use both "top-down" and "bottom-up" approaches

32. “ Top-down” - focuses on the big picture - your business goals and main tasks the site supports. It will include: Category review Structural review Review of navigation labels “ Bottom-up" - focuses a more detailed view of your content. Could include a review of: Page titles Page structures: content chunking and labelling File and directory names

33. Develop templates for the major types of pages you will have on your new site Wireframe designs can assist with user testing (and users can inform your wireframe designs). Draft page templates can be used to begin the ‘technical build’, ie. create working HTML pages with placeholder content.

34. Stages in piloting your new site include Systems configuration/development Launch the pilot Period for fixing issues discovered in the pilot Content migration Period where actual users use the piloted site (UAT)

35. Pilot to representative users Consider multiple iterations of user testing – hire in expertise or do it yourself

36. The site build might be outsourced or done in-house if you have resources The IA and user testing feedback should keep pathways trimmed (fewer entry points to sections of content)

37. Steps could include Migrate in batches, with time in between to fix rules & processes Automated migration (eg. document repository) Manual migration (replacing & testing new templates) Communications plan to flag pending launch Author training Set up ongoing metrics / KPIs Test and tweak Launch the site! Seek feedback regularly via user group meetings, internal & external social media

38. *Could be contractors #Must be in business units Staffing issues and roles to consider:

39. Don’t forget SEARCH, both internal and external Over 52% of web users use search to find your site – develop Search Engine Optimisation (SEO) strategies and capability (especially on transaction sites) Site search is less used, but still important to many users

40. Quantitative measures Check for link rot Check page load times Use metrics to constantly review Navigation labels Keyword quality and related SEO elements Paths to user goals

41. Qualitative measures Ask your site users web2.0 tools feedback forms user testing

42. Review regularly Have a content strategy

43. Thank you Jeff Evans [email_address]