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How to optimize your nonprofit website like a boss

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How to optimize your nonprofit website like a boss

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Presentation from NTEN + AdCouncil Webinar

Discuss the ins and out of website metrics and strategies for nonprofits. He’ll also share some lessons learned while he was CTO of Do Something, where he helped build their community of over 1.5 million young people. This webinar is hosted in partnership with the Ad Council, and is free of cost to attend.

Key Takeaways:

Setting up the right metrics to properly track and analyze what’s most important to your organization
The joys and pitfalls of email capture
The finer points of A/B testing

Presentation from NTEN + AdCouncil Webinar

Discuss the ins and out of website metrics and strategies for nonprofits. He’ll also share some lessons learned while he was CTO of Do Something, where he helped build their community of over 1.5 million young people. This webinar is hosted in partnership with the Ad Council, and is free of cost to attend.

Key Takeaways:

Setting up the right metrics to properly track and analyze what’s most important to your organization
The joys and pitfalls of email capture
The finer points of A/B testing

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How to optimize your nonprofit website like a boss

  1. 1. Optimizing your site like a boss George Weiner, Chief Whaler LetsTalk@wholewhale.com
  2. 2. Content • Google Analytics for Impact • Web Optimization tools • Don’t stop A/B Believing Content repurposed from WholeWhale.com/TV
  3. 3. What’s your goal What is the point of your site? ● Awareness ● Donations ● Action ● Audience Acquisition How does that relate to your purpose?
  4. 4. Google Analytics Checklist  Setup: Is it installed?  Staff: Who is managing?  Staff: Can everyone read only access?  Goals: Are they setup?  Are Webmaster Tools setup?  Is AdWords connected?
  5. 5. Google Analytics Setup metrics to measure the climb ● Time on site/engagement triggers ● Goal page visits ● Video plays ● Resource clicks/downoads ● Track predictive interactions ● Return visitor behavior
  6. 6. GA Goals: powerpoetry.org What to track?
  7. 7. GA Goals: powerpoetry.org
  8. 8. Google Tag Manager Google.com/tagmanager ● Outbound link tracking ● Time on page timer trigger ● Scroll depth ● Social share tracking
  9. 9. Web Analytics Process Gather Ask Questions AnalyzeInsight Act
  10. 10. Social Traffic - Nice but so what Facebook desktop vs mobile Which sends better traffic? How much better? 50% 100% 300%
  11. 11. Social Traffic - Nice but so what Facebook desktop vs mobile Which sends better traffic? How much better? 50% 100% 300%
  12. 12. Finding Unicorns Which partner sends better traffic? How much better? 100% 200% 300%
  13. 13. Finding Unicorns Which partner sends better traffic? How much better? 100% 200% 300%
  14. 14. 8 Awesome Web Optimization Tools (besides Google)
  15. 15. 1. CrazyEgg.com Heat Map $9.99/month to $99/month
  16. 16. 2. Optimizely.com ● $9-$400/month
  17. 17. 3. NewRelic.com
  18. 18. 4. SEOmoz.org $99/month Page grader Page optimizer
  19. 19. 5. UserVoice.com Free-$95/month
  20. 20. 6. BrowserStack.com $39/month Free option: http://quirktools.com/screenfly
  21. 21. 7. Email pop-ups I hate them but I love what the data say… SumoMe.com or OptinMonster.com push to MailChimp.com 4X
  22. 22. 8. Make it faster! Every .1 seconds in loadtime costs Amazon 1% in sales… 2 CDN options (yes there are tons out there) Fastly.com CloudFlare.com $50 / month min Free - $20/month ++
  23. 23. Don’t Stop A/Believing Testing the heck out of your site
  24. 24. Contents ● Newsletter Subject lines ● Websites - what to test? ● Methodology: Layout ● Methodology: Design ● Methodology: Copy ● Where to start?
  25. 25. What is it? Anything that you test with 2+ versions to a control group and measure performance. 2 Most Common ● Newsletters Subject lines ● Website landing pages
  26. 26. Newsletters A/B Test your subject line if you have more than 5,000 people. Which would you open? “Typhoon Haiyan Support Slam” “What Would YOU Change?”
  27. 27. Newsletters A/B Test your subject line if you have more than 5,000 people. “Typhoon Haiyan Support Slam” “What Would YOU Change?” 9,300 People difference for Power Poetry (List 100k)
  28. 28. Websites - what should I test? Presupposes there is measurable point (goal) your website. (IE. actions, collecting information, donations, downloads.) ● Main landing pages First page people hit on your site. Often determined by Google Organic traffic. Not just the homepage. ● Conversion (SEM) pages Pages that advertising or campaigns send traffic to with the goal of ‘converting’ people to take an action. ● Page templates These can be types of content like blog posts that are all laid out a similar way, making it easy to add a component to the page designed to ‘convert’ visitors.
  29. 29. Main Landing Page - CollegeLine Which one will get more people to stay on the site? A B
  30. 30. Main Landing Page - CollegeLine Which one will get more people to stay on the site? B Wins by +21%
  31. 31. Main Landing Page - BarackObama.com ‘08 Which one will get more people to give their email? A (image) B (video)
  32. 32. Main Landing Page - BarackObama.com ‘08 Which one will get more people to give their email? A (image) B (video) A. Wins +40.6% - 2.8m email addresses - $60m +/-
  33. 33. Conversion (SEM) Page - Stroke.org A B B
  34. 34. Conversion (SEM) Page - Stroke.org A B B Wins + 25%
  35. 35. Page Template - DoSomething.org 1. Short text 2. Picture 3. Action/trigger
  36. 36. Page Template - DaFlowers.com Site header change. A (testimonial) B (social call-out) B lead to 44% lift in sales
  37. 37. Page Template - DaFlowers.com Site header change. A (testimonial) B (social call-out) B lead to 44% lift in sales!
  38. 38. Methodology: Framing BJ Fog Behavioral model Motivation - Do I want to? Ability - Can I do this (easily)? Trigger - What do I click?
  39. 39. Methodology: Copy 1. One call to action > multiple calls to action 2. Be concise, use bullets 3. Copy should influence decision a. Focus on need fulfillment b. Social proof - others are using it c. Authority: 3rd Party Validation d. Scarcity: Leverage FOMO (missing out) e. Reciprocity: give something away
  40. 40. Methodology: Design 1. Design for one action 2. KISS - remove all distractions 3. Color consistency and contrast 4. Mobile friendly 5. Use hero image, a. Good: babies, dogs, active happy kids, eye contact, eyes looking at form b. Bad: feet, busy photos, unrelated stock photo :(
  41. 41. Where to start? You know it matters, so GET STARTED! The only way to get it (completely) wrong is to not do it all.
  42. 42. Optimizing your site like a boss George Weiner, Chief Whaler LetsTalk@wholewhale.com Want more? Online class for Google AdWords Grant: WholeWhale.com/University

Notes de l'éditeur

  • got this from behavior - overview
  • Lesson: Design clear pathways for users with actionable design.
  • Lesson: Design clear pathways for users with actionable design.
  • Lesson: Simple image, eye contact
  • Lesson: Simple image, eye contact
  • Lesson: KISS, clean design, remove distractions
  • Lesson: KISS, clean design, remove distractions
  • Lesson: Social proof matters. http://unbounce.com/landing-pages/six-principles-of-persuasion-landing-pages/
  • Lesson: Social proof matters. http://unbounce.com/landing-pages/six-principles-of-persuasion-landing-pages/
  • Creative Confidence, the wonderful new book by design gurus Tom and David Kelley, describes a pottery class that was split in half and given one of two assignments.
    Half the students were told they would be evaluated on the quality of a single clay pot due at the end of the class, while the other half were told they’d be evaluated by the volume of pottery generated – literally by the weight of their collective work. Not surprisingly, the students in the first group labored in intensively week after work to deliberately craft the finest piece they could, while students in the second group quickly threw pot after pot, week after week.
    The remarkable observation, report the Kelleys, was that at the end of the class, “the best pieces all came from students whose goal was quantity, the ones who had spent the most time actually practicing their craft.”

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