Adding Curb Appeal Your Mission is Our Passion. www.event360.com Presented By: Christy Van Heugten IT Project Manager, Event 360
Jan 12, 2015
Adding Curb Appeal
Your Mission is Our Passion.
www.event360.com
Presented By:
Christy Van HeugtenIT Project Manager, Event 360
Adding Curb Appeal
Who is the Builder?Who will be involved in the process? How will you setup communications to ensure
everyone is on the same page?
Who is the Builder?Because you can? Or because you should?
Analyzing Web Traffic
Analyzing Web Traffic – Google Analytics
• How are people getting to the register and/or donate page?
– Is it easily accessible from the Home page– Number of clicks to register/donate – try
to keep minimal. It is okay to bulk up certain pages if it shortens the overall process.
• Keep aware of the trends and what pages are being visited and not visited.
• Make sure there are correct “exit” pages instead of losing people. Is there an external site link on a donate page?
Find out where your visitors are going and where they aren’t going.
Analyzing Web Traffic – Google Analytics
• # of Visits• First-time visits
• # of page views • Average bounce rate
• Average time on site• Daily visits
Common measurements used:
Analyzing – User Tests• Feedback from someone who is new to the organization,
event, etc. – Likes and Dislikes of current site, if applicable– Likes and Dislikes of similar organizations’ sites– Interview for the top 3 -5 pieces of information they
would most likely look for on the site or action they would perform
• Monitor site gravitation without giving them guidance.
• Give them a few tasks to complete without any instruction; see how easily they can complete them.
• Survey actual site users; post-event, super volunteers, donors, etc.
Analyzing – Eye Movement
1. Headlines draw eyes before pictures. 2. People scan the first couple words of a headline. 3. People scan the left side of a list of headlines. 4. Your headline must grab attention in less than 1
second. 5. Smaller type promotes closer reading. 6. Navigation at the top of the page works best. 7. Short paragraphs encourage reading. 8. Introductory paragraphs enjoy high readership. 9. People read text ads more than graphic ads. 10. Multimedia works better than text for unfamiliar or
conceptual information.
-released by The Poynter Institute, the Estlow Center for Journalism & New Media, and Eyetoolshttp://www.poynterextra.org/eyetrack2004/main.htm
Analyzing Web Traffic
THEN…
NOW…
Building & Remodeling
Who?• Will be responsible for
setup/managing site• Is target audience?
What?• Overall emotion do I want to evoke?
(excitement, drama, hope)• CMS limitations
Before you jump in…
Why?• How do I want to present my 30 second
pitch to a reader?• What is the 1 or 2 actions you want the
average visitor to do? Call to action…clear and concise.
When?• Event Date/Time
Where?• Organization Location or Location of
Impact• Event Location
Before you jump in…
New Website– Site Architecture– The Importance of Colors– Logo of organization– Valuable Real Estate– Check for an organization style guide
for colors, font and reference• If one does not exist, this is a great time to
create one to ensure your website style translates to all other organization presence.
Planning
Site Architecture– Plan out your navigation before building
content pages.– Make a navigation visual “map” to be able
to move it around. Simplify.• Post-It notes on a wall• MS Visio map• Excel
– “Is it in the right place?” “Is it on the right page?”
Planning
Colors are important!• Not everyone sees things the same way. • Some color combinations are much harder than others to view. • Consider age of audience and gender
– Higher rates of color blindness in males– Loss of blue color receptors with age
Planning
Can you read this? Can you read this?
Planning
Can you read this? Can you read this?
Can you read this? Can you read this?
Can you read this? Can you read this?
Can you read this? Can you read this?
Can you read this? Can you read this?
Can you read this? Can you read this?
• Ask why are you redesigning? • Add value and try to simplify• Don’t fix what’s NOT broken• If you reorganize the site, be
prepared to address those that are familiar with the old site
Redesigning
Highlighting key messages / actions
• Keep it minimal on Home Page. Main ones: Register & Donate. Too much direction will lose their focus. What is your main goal? If you could only get them to do one thing, what would it be?
– Incorporate the mission in a snapshot– Thirty-second pitch / Elevator pitch
• Multiple instances of main action. Put Register as a bold graphic in the header as well as within the navigation and content.
National Series
Keep the event/mission message and general layout the same, but allow for personalization for each community.
The more you can centralize content and make updates in one place instead of multiple. (i.e. Convio’s Reusable content pages, Blueprinting function for TeamRaisers)
Make search function easy to get to Clearly identify the National or Headquarters
organization and if the work done there is any different.
Single look for multiple events/chapters/affiliates
Signature Series – focus on the mission
• Internal Navigations with one general main navigation
• Keeps the brand of the organization prominent when faced with many unique events.
• Cost - efficient
Single look for multiple events/chapters/affiliates
The 10 Commandments
I. Thou shalt clearly state who you are and what do you.
II. Thou shalt be able to point to where your top 3-5 online goals are represented on the homepage.
III. Thou shalt offer clear, concise navigation.
IV. Thou shalt provide scannable, up-to-date content that entices visitors to click for more.
V. Thou shalt dedicate space to each of your audience groups.
-Lacey Kruger, Senior Interactive Architect at Convio
VI. Thou shalt convey a visual hierarchy so visitors know where to look and what to do first.
VII. Thou shalt include 3-4 ways for visitors to engage.
VIII. Thou shalt avoid the Flash intro or any other gratuitous animation.
IX. Thou shalt make sure most relevant content is above the fold.
X. Thou shalt balance meaningful content with relevant supporting graphics.
-Lacey Kruger, Senior Interactive Architect at Convio
Apply to Communications
Applying it to Communications
Same• Keep it simple• Streamlined with bullets and short paragraphs• Always make it clear how to take action/engage• Clear, concise calls to action. Don’t be afraid to ask
them to do something!• Stick to web-friendly fonts and colors• Attention span is limited. Make good use of headlines,
bullets, etc• Use content space wisely. Try to lure to website
Opposite• Do not add fancy background images• No wrappers or navigation
What is done well and what can be improved?
National Kidney Foundation
http://walk.kidney.org
Wavetec Vision
http://www.wavetecvision.com
Census Website
http://www.census.gov
Conservation Fund
http://www.conservationfund.org
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