website optimization - jono young

60
2/15/12 1 BLACKBAUD FORUM WEBSITE OPTIMIZATION 2.10.12 NYC

Upload: jeffte

Post on 18-Nov-2014

879 views

Category:

Technology


0 download

DESCRIPTION

Slides from Blackbaud's User Forum at New York Law School on February 10, 2012.

TRANSCRIPT

Page 1: Website Optimization - Jono Young

2/15/12 1

BLACKBAUD FORUM WEBSITE OPTIMIZATION 2 . 1 0 . 1 2 N Y C

Page 2: Website Optimization - Jono Young

2/15/12 2

HELLO

JONO YOUNG Interactive Design Principal, Strategic Services [email protected] Phone: 843-654-3079 Twitter: @chsWeb LinkedIn: www.linkedin.com/in/jonoyoung

Page 3: Website Optimization - Jono Young

2/15/12 3

OPTIMIZING COMMUNICATION CHANNELS

Page 4: Website Optimization - Jono Young

2/15/12 4

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?

Page 5: Website Optimization - Jono Young

2/15/12 5

Page 6: Website Optimization - Jono Young

2/15/12 6

Page 7: Website Optimization - Jono Young

2/15/12 7

Page 8: Website Optimization - Jono Young

2/15/12 8

Page 9: Website Optimization - Jono Young

2/15/12 9

Page 10: Website Optimization - Jono Young

2/15/12 10

Page 11: Website Optimization - Jono Young

2/15/12 11

Page 12: Website Optimization - Jono Young

2/15/12 12

Page 13: Website Optimization - Jono Young

2/15/12 13

Page 14: Website Optimization - Jono Young

2/15/12 14

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

Page 15: Website Optimization - Jono Young

2/15/12 15

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  

Page 16: Website Optimization - Jono Young

2/15/12 16

WHY DO WE NEED SEARCH ENGINE OPTIMIZATION ?

Page 17: Website Optimization - Jono Young

2/15/12 17

WHICH IS THE BEST FOR YOUR WEBSITE? WHY DO WE NEED SEARCH ENGINE OPTIMIZATION?

Page 18: Website Optimization - Jono Young

2/15/12 18

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?

Page 19: Website Optimization - Jono Young

2/15/12 19

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?

Page 20: Website Optimization - Jono Young

2/15/12 20

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?

Page 21: Website Optimization - Jono Young

2/15/12 21

SEARCH ENGINES OUT PERFORM CAMPAIGNS* WHY DO WE NEED SEARCH ENGINE OPTIMIZATION?

Page 22: Website Optimization - Jono Young

2/15/12 22

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?

Page 23: Website Optimization - Jono Young

2/15/12 23

SEARCH ENGINES VS OTHER TRAFFIC SOURCES WHY DO YOU NEED SEO

Page 24: Website Optimization - Jono Young

2/15/12 24

SEARCH ENGINES VS REFERRAL TRAFFIC WHY DO WE NEED SEARCH ENGINE OPTIMIZATION?

Page 25: Website Optimization - Jono Young

2/15/12 25

SEARCH ENGINES VS DIRECT TRAFFIC WHY DO WE NEED SEARCH ENGINE OPTIMIZATION?

Page 26: Website Optimization - Jono Young

2/15/12 26

SEARCH ENGINES VS CAMPAIGN TRAFFIC WHY DO WE NEED SEARCH ENGINE OPTIMIZATION?

Page 27: Website Optimization - Jono Young

2/15/12 27

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  

Page 28: Website Optimization - Jono Young

2/15/12 28

SEO: BEFORE AND AFTER

Page 29: Website Optimization - Jono Young

2/15/12 29

NOT VERY OPTIMIZED

Page title

URL

Keywords

Headings

Images

Content (just barely )

Page 30: Website Optimization - Jono Young

2/15/12 30

WHAT IS SEARCH ENGINE OPTIM MUCH BETTER

Page title

URL

Keywords

Headings

Images

Content

Page 31: Website Optimization - Jono Young

2/15/12 31

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

Page 32: Website Optimization - Jono Young

2/15/12 32

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!

Page 33: Website Optimization - Jono Young

2/15/12 33

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  

Page 34: Website Optimization - Jono Young

2/15/12 34

SEARCH ENGINE OPTIMIZATION FOR NONPROFIT ORGANIZATIONS

Page 35: Website Optimization - Jono Young

2/15/12 35

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?

Page 36: Website Optimization - Jono Young

2/15/12 36

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

Page 37: Website Optimization - Jono Young

2/15/12 37

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

Page 38: Website Optimization - Jono Young

2/15/12 38

PHASE 3 OF 4: BASIC OPTIMIZATION IMPLEMENTATION

DISCOVERY » FINDINGS & RECOMMENDATIONS » OPTIMIZATION » MONITOR AND ANALYZE

Page 39: Website Optimization - Jono Young

2/15/12 39

PHASE 3 OF 4: BASIC OPTIMIZATION IMPLEMENTATION

DISCOVERY » FINDINGS & RECOMMENDATIONS » OPTIMIZATION » MONITOR AND ANALYZE

Page 40: Website Optimization - Jono Young

2/15/12 40

PHASE 3 OF 4: ADVANCED OPTIMIZATION IMPLEMENTATION

DISCOVERY » FINDINGS & RECOMMENDATIONS » OPTIMIZATION » MONITOR AND ANALYZE

Page 41: Website Optimization - Jono Young

2/15/12 41

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

Page 42: Website Optimization - Jono Young

2/15/12 42

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  

Page 43: Website Optimization - Jono Young

2/15/12 43

WEBSITE USABILITY

Page 44: Website Optimization - Jono Young

2/15/12 44

USABILITY TESTING: NAVIGATION FLOW

Improve conversion rates by analyzing how people navigate a website’s conversion paths from home page to confirmation page.

Page 45: Website Optimization - Jono Young

2/15/12 45

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.

Page 46: Website Optimization - Jono Young

2/15/12 46

USABILITY TESTING: CLICK TEST

Find out what your website visitors are most interested in exploring further.

Page 47: Website Optimization - Jono Young

2/15/12 47

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.

Page 48: Website Optimization - Jono Young

2/15/12 48

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)

Page 49: Website Optimization - Jono Young

2/15/12 49

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  

Page 50: Website Optimization - Jono Young

2/15/12 50

MOBILE OPTIMIZED WEBSITES

Page 51: Website Optimization - Jono Young

2/15/12 51

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)

Page 52: Website Optimization - Jono Young

2/15/12 52

ALL NEW MOBILE WEBSITE DESIGN SOLUTIONS

Single Page Just the Basics Mobile Campaigns

Page 53: Website Optimization - Jono Young

2/15/12 53

ALL NEW MOBILE WEBSITE DESIGN SOLUTIONS

Single Page Just the Basics Mobile Campaigns

Page 54: Website Optimization - Jono Young

2/15/12 54

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  

Page 55: Website Optimization - Jono Young

2/15/12 55

WEBSITE REDESIGN OVERVIEW

Page 56: Website Optimization - Jono Young

2/15/12 56

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?”

Page 57: Website Optimization - Jono Young

2/15/12 57

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

Page 58: Website Optimization - Jono Young

2/15/12 58

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

Page 59: Website Optimization - Jono Young

2/15/12 59

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

Page 60: Website Optimization - Jono Young

2/15/12 60

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