website optimization - jono young
DESCRIPTION
Slides from Blackbaud's User Forum at New York Law School on February 10, 2012.TRANSCRIPT
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BLACKBAUD FORUM WEBSITE OPTIMIZATION 2 . 1 0 . 1 2 N Y C
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HELLO
JONO YOUNG Interactive Design Principal, Strategic Services [email protected] Phone: 843-654-3079 Twitter: @chsWeb LinkedIn: www.linkedin.com/in/jonoyoung
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OPTIMIZING COMMUNICATION CHANNELS
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a. How many Facebook fans your website has
b. How many pages your website has
c. How great your content is
d. How much content is on your homepage
WHICH OF THE FOLLOWING DO YOU THINK IS THE MOST INFLUENTIAL FACTOR IN SEO?
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SEO IS EVERYWHERE, IN EVERY CHANNEL
Every channel that communicates with people can be optimized for people, by applying the multi-channel principals of Search Engine Optimization
Download Around the World in 120 Characters to learn more about multi-channel communication: http://chsweb.me/bbcon11-120char
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1. Every communication channel can be optimized
2. Consistent content across communication channels broadens the reach of your brand
3. Facebook, Twitter, YouTube, Email (even Outlook notifications), and printed material can be optimized for more effective communication
4. QR codes change a one-to-one print communication to one-to-many
OPTIMIZING COMMUNICATION CHANNELS SUMMARY
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WHY DO WE NEED SEARCH ENGINE OPTIMIZATION ?
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WHICH IS THE BEST FOR YOUR WEBSITE? WHY DO WE NEED SEARCH ENGINE OPTIMIZATION?
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SEO GENERATES THE MOST ENGAGED SITE VISITORS
* There are exceptions (of course), however on average, Search Engines are the best source of website traffic
WHY DO WE NEED SEARCH ENGINE OPTIMIZATION?
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SEARCH ENGINES OUT PERFORM REFERRAL TRAFFIC
* There are exceptions (of course), however on average, Search Engines are the best source of website traffic
WHY DO WE NEED SEARCH ENGINE OPTIMIZATION?
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SEARCH ENGINES OUT PERFORM DIRECT TRAFFIC
* There are exceptions (of course), however on average, Search Engines are the best source of website traffic
WHY DO WE NEED SEARCH ENGINE OPTIMIZATION?
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SEARCH ENGINES OUT PERFORM CAMPAIGNS* WHY DO WE NEED SEARCH ENGINE OPTIMIZATION?
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WHAT HAPPENS WHEN WE TELL SEARCH ENGINE USERS WHAT TO CLICK ON (PAY PER CLICK)?
Organic Search Engine Traffic
Paid Search Engine Traffic
WHY DO WE NEED SEARCH ENGINE OPTIMIZATION?
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SEARCH ENGINES VS OTHER TRAFFIC SOURCES WHY DO YOU NEED SEO
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SEARCH ENGINES VS REFERRAL TRAFFIC WHY DO WE NEED SEARCH ENGINE OPTIMIZATION?
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SEARCH ENGINES VS DIRECT TRAFFIC WHY DO WE NEED SEARCH ENGINE OPTIMIZATION?
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SEARCH ENGINES VS CAMPAIGN TRAFFIC WHY DO WE NEED SEARCH ENGINE OPTIMIZATION?
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1. In general, most of your website traffic comes from search engines
2. Optimized websites have lower bounce rates
3. Optimized websites are more engaging
4. Optimized websites keep users on your website longer, providing additional opportunities to connect with site visitors
5. Visitors from social networks and other referring websites are are more engaged when a website has been optimized
6. Campaigns with optimized websites have a higher return on investment
WHY DO YOU NEED SEO SUMMARY
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SEO: BEFORE AND AFTER
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NOT VERY OPTIMIZED
Page title
URL
Keywords
Headings
Images
Content (just barely )
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WHAT IS SEARCH ENGINE OPTIM MUCH BETTER
Page title
URL
Keywords
Headings
Images
Content
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BEFORE AND AFTER SE-WHOA!
Before SEO Conversion Rate: 10% Average gift: $92 Total Revenue: $6,399
After SEO Conversion Rate: 10% Average gift: $92 Total Revenue: $14,618
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DECEMBER DONATIONS: BEFORE AND AFTER
Before SEO After SEO
Before SEO After SEO
Before SEO After SEO
Date Count Total Average December 2010 362 $85,044.00 $234.93
December 2011 434 $160, 342.00 $369.45
SE-WHOA!
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1. SEO produces quality content for landing pages
2. Defining success criteria is critical
3. SEO progress has to be measured
4. Monitoring results ensures SEO is working as expected
SEO BEFORE AND AFTER SUMMARY
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SEARCH ENGINE OPTIMIZATION FOR NONPROFIT ORGANIZATIONS
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PHASE 1 OF 4: DISCOVERY
1. Project Staffing 2. Keyword Conversion Path 3. Define Success Criteria
4. Introduction to Analytics Tools 5. Define Keyword Reports
IMPLEMENTATION
DISCOVERY » FINDINGS & RECOMMENDATIONS » OPTIMIZATION » MONITOR AND ANALYZE
Current Rank
Current Site Metrics
What’s trending?
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PHASE 2 OF 4: FINDINGS AND RECOMMENDATIONS IMPLEMENTATION
DISCOVERY » FINDINGS & RECOMMENDATIONS » OPTIMIZATION » MONITOR AND ANALYZE
1. Review Discovery Data 2. Agree on keyword(s) 3. Review current keyword
score
4. Start simple with easy wins 5. Project status reports
Discovery Data
Visualize Progress
Initial Keyword Score
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PHASE 3 OF 4: OPTIMIZATION IMPLEMENTATION
DISCOVERY » FINDINGS & RECOMMENDATIONS » OPTIMIZATION » MONITOR AND ANALYZE
1. Tips, Tricks & Best Practices 2. Real-time progress tracking 3. Showing our work
4. Make the most of your CMS 5. All-in-one document for better
project communication
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PHASE 3 OF 4: BASIC OPTIMIZATION IMPLEMENTATION
DISCOVERY » FINDINGS & RECOMMENDATIONS » OPTIMIZATION » MONITOR AND ANALYZE
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PHASE 3 OF 4: BASIC OPTIMIZATION IMPLEMENTATION
DISCOVERY » FINDINGS & RECOMMENDATIONS » OPTIMIZATION » MONITOR AND ANALYZE
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PHASE 3 OF 4: ADVANCED OPTIMIZATION IMPLEMENTATION
DISCOVERY » FINDINGS & RECOMMENDATIONS » OPTIMIZATION » MONITOR AND ANALYZE
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PHASE 4 OF 4: MONITOR AND ANALYZE IMPLEMENTATION
DISCOVERY » FINDINGS & RECOMMENDATIONS » OPTIMIZATION » MONITOR AND ANALYZE
1. Reports measure success criteria 2. Alerts are established to notify
project staffing of surges in traffic or drastic changes in metrics
3. 3 follow up check-ins are conducted at 4 week intervals
4. Tweaks and revisions are made based on current results
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1. SEO helps web pages appear in search engine results pages
2. SEO is important because SEO is everywhere
3. Content is king in SEO
4. SEO can help you raise a more money, grow your list, and increase event registrations
5. Communicating with visual aids makes SEO easier for everyone to understand and apply
SEO FOR NONPROFIT ORGANIZATIONS SUMMARY
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WEBSITE USABILITY
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USABILITY TESTING: NAVIGATION FLOW
Improve conversion rates by analyzing how people navigate a website’s conversion paths from home page to confirmation page.
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IMPROVE CONVERSION RATES
Before Usability Testing this conversion path generated $2,356
After Usability Testing this conversion path generated: $4,092
This conversion path receives 300 unique visitors per month, with an average gift of $62.00, this organization is now able to make an extra $6,876 per month by optimizing their donation conversion path.
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USABILITY TESTING: CLICK TEST
Find out what your website visitors are most interested in exploring further.
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USABILITY TESTING: 5 SECOND TEST
Find out how effective your website is at communicating your mission to site visitors and fine-tune your calls to action.
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LET’S TAKE A FEW TESTS
Take a Test: 5 Second Test Star of Hope Mission http://ow.ly/8ZpNF DFGFI: http://ow.ly/8Zq8C New York Law School http://ow.ly/8ZpJ0
Results: 5 Second Test (What does this organization do?) Star of Hope Mission (“helping homeless” = great, missed “Houston” focus) DFGFI (great design conveys the mission immediately)
Results: Navigation Flow Star of Hope Mission (79% success, redesign then retest soon) Chesapeake Bay Foundation 94% Success (52% success w/old site)
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1. 5 Second Tests are great for testing first impressions.
2. Navigation Flow Tests are great for testing conversion rates.
3. Click Tests are great for testing landing pages and calls to action.
4. Usability testing is a simple way to identify website problems
USABILITY TEST SUMMARY
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MOBILE OPTIMIZED WEBSITES
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MOBILE DESIGN OVERVIEW Creating and managing a mobile website is easy as creating and managing a desktop website with all new template and style sheet capabilities.
Mobile Optimized Templates • Every page can be mobile optimized
• Works just like the desktop templates
• Edit content for desktop and mobile
at the same time Target Different Mobile Browsers • iPhone, Android, Blackberry, iPad
Keep it Simple • Mission critical tasks made easy
• Deep link pages are optimized
(Google search results traffic)
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ALL NEW MOBILE WEBSITE DESIGN SOLUTIONS
Single Page Just the Basics Mobile Campaigns
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ALL NEW MOBILE WEBSITE DESIGN SOLUTIONS
Single Page Just the Basics Mobile Campaigns
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1. Keep it simple (for small screen space)
2. Focus on conversion paths (from Landing page to Thank You!)
3. Content is king (concise, clear, directive)
4. QR Codes are an easy way to promote
MOBILE OPTIMIZED WEBSITE SUMMARY
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WEBSITE REDESIGN OVERVIEW
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COLLABORATIVE DECISION MAKING Stakeholder Needs
We rely on you, as stakeholders, to inform us about who your audiences are. We also rely on you to tell us what your organization’s specific goals and expectations are. Once we understand what you need from your website we can recommend a strategy and begin to design solutions that meet your needs.
Blackbaud Experience
Our responsibility, as experienced designers and consultants, is to address your needs as stakeholders while advocating for what is in the best interest of your target audiences. We must ask ourselves, “How does addressing this stakeholder need align with or affect the needs of the target audiences?”
Audience Needs
Your website has the potential to reach hundreds and thousands of visitors every day; we can make it easier for them to find the information they are interested with User Research. When making decisions about your website, ask yourself, “How does this help our target audiences accomplish their online tasks?”
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VISUAL DESIGN DISCOVERY We learn as much as we can about your organization, your audience and your goals before any visual or strategic design work begins.
Define Audience Tasks
Assess Current Website
Complete Creative Worksheet
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USER RESEARCH We gain a deeper understanding of your website audiences and their ability to complete various actions online through data collection and usability testing.
Audience Personas
On-site Card Sorting
Understanding Your Audience
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INFORMATION ARCHITECTURE We can begin to re-architect your website now that we have a thorough understanding of your audience and their behaviors.
Optimized Site Map
Rapid Prototyping
Wireframes
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VISUAL DESIGN All of our research and collaboration converges where the visual design solution becomes invisible and the user experience comes forward.
Concept One Concept Two