Web communicatorsdilemaaarhus2014
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TITEL The Web communicator’s dilemma LOKALE Aulaen OPLÆGSHOLDER Gerry McGovern TID Tirsdag 09.00 - 10.00 SPROG Engelsk SYNOPSIS The Web demands that we change the way we communicate. Instead of focusing on getting attention we need to much more focus on giving attention. We need to use content to help people do what they came to our website to do. A web communicator must become a service professional.
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- 1. The Web Communicator’s Dilemma NUAS Communication Conference January 21, 2014 Gerry McGovern gerry@customercarewords.com www.customercarewords.com @gerrymcgovern
- 2. What do potential students want? • Find a course: 1,800 votes • Fees / Aid: 1,100 votes • Class schedules: 400 votes • Career Success Rates: 250 votes • University News: 30 votes
- 7. Kreftforeningen jobber med å forbedre sitt tilbud på nett. Tasks 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Treatment of Cancer (therapies , adverse effects , risks, prognosis) Symptoms of cancer Preventing cancer - what can you do? Cancer (symptoms, prognosis, treatment) Research (latest results) Choosing a hospital for cancer treatment (waiting times, best deals) Patients - what rights do you have? Relatives - how to deal with it? Waiting times (treatment, reconstruction, rehabilitation) Nutrition and diet to prevent cancer Examining yourself - this is how you do it Ask professionals for advice (e-mail, phone, chat) Children and young people with cancer Suspicion of cancer Mass screenings (mammograms, prostate, cervix) Life after cancer treatment (return to work and everyday ) Diagnoses (various cancers) Doctor Visit - what to think about and ask? Norwegian Labour and Welfare Administration and hospitals Classes and groups for people with cancer and their families Total Vote % of Total Vote 22950 Cumulative Vote Cumulative Tasks 1346 951 876 860 820 5.9% 4.1% 3.8% 3.7% 3.6% 5.9% 10.0% 13.8% 1.3% 2.5% 3.8% 17.6% 5.1% 21.1% 6.3% 710 634 585 560 513 501 490 488 452 451 3.1% 2.8% 2.5% 2.4% 2.2% 2.2% 2.1% 2.1% 2.0% 2.0% 24.2% 27.0% 29.6% 32.0% 34.2% 36.4% 38.5% 40.7% 42.6% 44.6% 7.6% 8.9% 10.1% 11.4% 12.7% 13.9% 15.2% 16.5% 17.7% 19.0% 440 429 423 1.9% 1.9% 1.8% 46.5% 20.3% 48.4% 50.2% 21.5% 22.8% 416 1.8% 52.0% 24.1% 398 1.7% 53.8% 25.3% Top 25% 26-50% 51-75%
- 8. Kreftforeningen jobber med å forbedre sitt tilbud på nett. Tasks 60 Volunteer 61 Give gift to the Cancer Society Total Vote % of Total Vote 22950 Cumulative Vote Cumulative Tasks 99 92 0.4% 0.4% 96.7% 97.1% 75.9% 77.2% 76 74 73 64 61 49 47 35 26 25 25 23 0.3% 0.3% 0.3% 0.3% 0.3% 0.2% 0.2% 0.2% 0.1% 0.1% 0.1% 0.1% 97.4% 97.8% 98.1% 98.3% 98.6% 98.8% 99.0% 99.2% 99.3% 99.4% 99.5% 99.6% 78.5% 79.7% 81.0% 82.3% 83.5% 84.8% 86.1% 87.3% 88.6% 89.9% 91.1% 92.4% 19 18 16 13 11 11 0.1% 0.1% 0.1% 0.1% 0.0% 0.0% 99.7% 99.8% 99.8% 99.9% 100.0% 100.0% 93.7% 94.9% 96.2% 97.5% 98.7% 100.0% The Varde center (opening hours, contact details, 62 quotations) 63 Local offices of the Cancer Society 64 Aids (prostheses, wigs) 65 Online shop (Pink Ribbon, Livestrong bands) 66 Employees of the Cancer Society 67 Sexuality and cancer 68 Press releases 69 Vacancies 70 Donation in connection with funeral 71 Annual statement for tax return 72 Testament - help with writing will/testament 73 Businesses - how to support the Cancer Society? Change / register information about the donor / 74 membership 75 Starting a collection 76 Annual report of the Cancer Society 77 Memory Gift ("In memory of ...") 78 Legacy gift (how to give ) 79 Tax deductions for donations to the Cancer Society
- 10. From 5,000 to 1,000 pages (80% decrease) 70% increase in one-time donations 88% increase in monthly donors registered 164% increase in members registered 348% increase in incoming links 80% increase in visitors
- 14. 2013 Best Design of the Year
- 19. Traffic to the most important product information and services increased by 520%
- 20. GOT THE HOUSING BLUES? START Saving!
- 23. A B
- 38. Meet the Google guys! New Improved Search Sergey Brin Google is delighted to announce the launch of our new improved search. It’s now even easier to search on our website. Read More Google News! Google Primes for Mobile Search Surge Google launches iGoogle Artist Themes Google Lets AdWords Users Buy TV Ads Google Ads Street View To Driving Directions Google looking to map the abyss WELCOME TO OUR WEBSITE!!
- 39. 39
- 40. @gerrymcgovern
Editor's Notes
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- Actual Test Results: Version A’s ‘Free Town’ offer paired with an image of the virtual town got 40.1% more consumers to fill out and submit a non-required registration form after they installed the game they’d purchased offline.WiderFunnel Marketing Optimization, a conversion optimization firm, used Google Website Optimizer to conduct the A/B test on The Sims 3 game launcher page. All versions were designed to fit a screen at 600×800 resolution so that no buttons appeared below the fold. The test ran until it hit 99.9% conclusiveness.Both pages had identical buttons and nav bars. The benefits for both offers were also identical, but the copy describing them differed. Version A’s headline emphasized the ‘Free Town’ offer whereas Version B’s headline emphasized the ‘Free Game Content’ offer. Images matched the narrative of the copy.Gamers obviously valued the town over game content, like furniture and clothing. And with 12.2 million uniques per month, a 40.1% lift amounts to thousands of new registrants. Does your product or offering have multiple benefits? If so, do you know which is most appealing to prospects? It’s worth testing to find out.
- Actual Test Results: Version A’s ‘Free Town’ offer paired with an image of the virtual town got 40.1% more consumers to fill out and submit a non-required registration form after they installed the game they’d purchased offline.WiderFunnel Marketing Optimization, a conversion optimization firm, used Google Website Optimizer to conduct the A/B test on The Sims 3 game launcher page. All versions were designed to fit a screen at 600×800 resolution so that no buttons appeared below the fold. The test ran until it hit 99.9% conclusiveness.Both pages had identical buttons and nav bars. The benefits for both offers were also identical, but the copy describing them differed. Version A’s headline emphasized the ‘Free Town’ offer whereas Version B’s headline emphasized the ‘Free Game Content’ offer. Images matched the narrative of the copy.Gamers obviously valued the town over game content, like furniture and clothing. And with 12.2 million uniques per month, a 40.1% lift amounts to thousands of new registrants. Does your product or offering have multiple benefits? If so, do you know which is most appealing to prospects? It’s worth testing to find out.
- Actual Test Results: Version A’s ‘Free Town’ offer paired with an image of the virtual town got 40.1% more consumers to fill out and submit a non-required registration form after they installed the game they’d purchased offline.WiderFunnel Marketing Optimization, a conversion optimization firm, used Google Website Optimizer to conduct the A/B test on The Sims 3 game launcher page. All versions were designed to fit a screen at 600×800 resolution so that no buttons appeared below the fold. The test ran until it hit 99.9% conclusiveness.Both pages had identical buttons and nav bars. The benefits for both offers were also identical, but the copy describing them differed. Version A’s headline emphasized the ‘Free Town’ offer whereas Version B’s headline emphasized the ‘Free Game Content’ offer. Images matched the narrative of the copy.Gamers obviously valued the town over game content, like furniture and clothing. And with 12.2 million uniques per month, a 40.1% lift amounts to thousands of new registrants. Does your product or offering have multiple benefits? If so, do you know which is most appealing to prospects? It’s worth testing to find out.