The document provides an audit summary and recommendations for the Women in Technology organization. It finds that the content and site navigation are not well optimized for user goals of networking, career development, and partnerships. It recommends streamlining the site map and navigation to reduce clicks and directly link to most used sections like articles, events and members. Template fields are suggested for key sections to improve user experience and marketing of membership benefits. Analytics findings on traffic sources, top pages and drop offs further support optimizing content for new visitors.

1. +
Women in Technology
International Audit
Content findings & recommendations
Prepared by Suzanne Baran 11/13/2013

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Approach to Findings
1.
250 page audit – measured content performance and quality
against X criteria.
1.
Examined and prepared Google Analytics reports – for
insight into performance and opportunity areas
1.
Fixes & Recommendations – short & long term (Strategic,
Editorial & Tactical)
1.
Deliverables – revised Sitemap, content scorecard, findings &
recommendations & partial content audit (to be delivered)

3. +
Performance & Analytics
 My
findings & recommendations show:

What I observed

Why it matters

How it looks compared to Witi’s goals

How Witi can achieve its goals

What is effective and what is not

What can we do today

What did we learn that we can apply in future

4. +
Witi’s Goals
 Increase
 Build
memberships
corporate partnerships
 Empower
 Boost
women with a larger network
webinar sign-ups, teleclass subscriptions

5. +
Strategic Issue 1: Disconnect
Between Goals & User Activity
 Excessive
 Content
content
is not refreshed or updated frequently
 Users
seek resources most (articles) followed by
member pages and ABOUT

homepage is crowded with extraneous content – videos
(out-of-date) excessive links, webinar links, teleclass
links
 Content
is difficult to consume and sitemap isn’t
optimized for user flow and interactions
 Partnership
pages are not optimized, hard to find

6. +
Strategic Solution 1: Streamline
Sitemap and Navigation
1.
Help users do what they want to do, not what you want
them to do.
2.
Reduce the amount of clicks to help users complete tasks
and goals
3.
Know exactly what content to deliver to which customer
to avoid navigation aggravation – rename WIRE to
RESOURCES and group like categories and subcategories
4.
Jump directly to most used elements (Articles, About,
Partnerships, Webinars)
5.
Add additional content for top of funnel consumers – data
suggests the majority of visitors are new, not returning.

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Strategic Solution 1: Example of
Homepage content

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Revised Sitemap / Navigation
0.0 HOME
1.0 MEMBERS
2,0 EVENTS
3.0 RESOURCES
4.0 CAREER
DEVELOPMENT
5.0
SPONSORSHIPS
6.0 ABOUT
7.0 NETWORKS

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Template Recommendations

To streamline user flow and eliminate multi-paths, the main navigation
should suggest easy to understand nomenclature. (ie: From Witi Wire, to
RESOURCES.)

Membership + Members area = 3 distinct templates

Events – Conferences, Career Fairs, Hall of Fame Awards (1 template)

Resources – one main landing page with jump offs for Articles, Blog,
Research, Teleclasses, Webinars, Newsletters, Library and Marketplace (1
template for this structured content)

Career Development – job search, post openings, alerts and resume
posts – 1 template / company profiles – 1 template -

Sponsorships – 1 template describing benefits, stats (if any) and contact
info.

Networks – 1 template for all territories

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Template Fields: Events

Section Name: Page Title

URL

Audience

Primary Message – upcoming events, past events and the “inside scoop”

Secondary Message – testimonials and sound bytes from conferences, success stories
from career fairs, Hall of Fame accolades, access to executives in the industry

Purpose of Page – to inspire sign-ups by showcasing and not directly telling members and
non-members why events are not to be missed

Style and tone – upbeat, engaging, inspiring

Metadata – women in technology events, conferences, witi, hall of fame, career fair, career
events, sponsors and exhibitors

Photos from previous events – Guy Kawasaki, Sandy Carter

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Template Fields: Members Area

Section Name: Page Title

URL

Audience (members – executives, entrepreneurs, networkers, contractors, full time
employees, female, educated)

Primary Message – Goals - why becoming a member is beneficial

Secondary Message – building partnerships, growing your network, increasing your
knowledge, knowledge sharing with others, empowerment, connections, sense of
belonging and career development.

Purpose of Page – Courting new members (new visitors to the site outrank returning visits)

Style and tone – Upbeat, factual and engaging

Metadata – membership, member benefits, connecting women in technology international,
expanding your reach, knowledge sharing, networking, access to resources and career
development, jobs

12. +
Template Fields: Resources

Section Name: Page Title

URL

Audience (members, non-members (tease access) – executives, entrepreneurs, networkers, contractors,
full time employees, female, educated)

Primary Message – Outstanding original content free for members – to empower career development,
knowledge sharing and connections with peers

Secondary Message – Your very own personal library of content to boost your business, build your brand,
engage with executives in your field, learn from the best and brightest, enhance your knowledge and
subject matter expertise in many areas: Business, Health, Tech, Personal Growth, finding your life
purpose

Purpose of Page – Courting new members by promoting Witi’s strongest asset – information and
connections

Style and tone – Upbeat, factual and engaging; informative and accessible

Metadata –resources, career development, personal growth, webinars, teleclasses, videos, research,
blog, news, technology, business advice, networking, building your brand, building connections, content
hub, witi, women in technology international

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Template Fields: Career Development

Section Name: Page Title

URL

Audience (members, non-members (tease access) – executives, entrepreneurs, networkers, contractors,
full time employees, female, educated)

Primary Message – Peruse job openings, post job openings, post resumes, connect to companies,
receive job alerts, manage your career growth, employer benefits, employee benefits

Secondary Message – Witi is a hub for career growth and development for employers and employees

Purpose of Page – Job center for prospects and employers seeking a pool of talented women in one place

Style and tone – Informative, directional, instructional

Metadata – jobs, careers, networking, job search, find a job, hiring, witi, women in technology
international, career center

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Template Fields: About

Section Name: Page Title

URL

Audience (members, non-members) – corporations, sponsors, current sponsors, executives,
entrepreneurs, networkers, contractors, full time employees

Primary Message – What Witi stands for, its membership benefits, history, Carolyn’s mission video, ethics,
members

Secondary Message –

Purpose of Page – To educate and inform audiences about the organization

Style and tone – Informative, formal, engaging

Metadata – about witi, about women in technology, what is witi, witi members, carolyn leighton, witi
founder, women in technology international, staff, media, news

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Examples of Content Marketing
Model pages to demonstrate content hierarchy and flow

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Example 1: Salesforce.com
Elements:
Headline
Blurb
Link
Main image
CTAs
For RESOURCES page

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Example 2: Hubspot
Great example for layout of Members Main Page Benefits –
testimonials, photos, resources, career development
Elements:
Headline
Blurb
Link
Main image
CTAs
For RESOURCES page

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Example wireframe: Sponsorships

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Content Marketing Example
Society of Women
Engineers homepage

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Appendix: Findings
Google Analytics insights

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Appendix 1: New Vs. Returning Visits
New visits double returning visits
January 1, 2013 – November 1, 2013

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Appendix 2: Top Performing Pages
January 1, 2013 – November 1, 2013
January 1, 2013 – November 1, 2013
Jobs, member center, articles, teleclasses = priority pages with high drop offs
AVG Time on page: 50 seconds indicating difficulty with content consumption,
excessive content

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Appendix 3: Top Articles
Extremely high drop off rate; shorten length of articles, republish or repurpose; use
engaging imagery and hyperlinks; tie-in with social publication schedule

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Appendix 4: Visitor Paths and
Interactions, Drop offs
1. Articles 2. About 3. Members Area 4. Registration 5.
Events

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Appendix 5: Traffic Sources
Organic search, keywords and terms are No. 1
traffic source, most traffic is direct and social
networks are tertiary

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Appendix 6: Organic Traffic Keywords
Keywords indicate searches for events, regional areas, articles

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Appendix 7: Demographics
Consider restructuring Networks in sitemap – US, Europe (GB,
France) and archive Ireland, South Africa and group regions by