20 tactics to increase and engage web traffic - bbcon 2013 - mike snusz & sophia latto
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![Page 1: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/1.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 1
20 Tactics to Increase and Engage Web TrafficPRESENTED BY SOPHIA LATTO & MIKE SNUSZ
![Page 2: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/2.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 2
INTRODUCTIONS
SOPHIA LATTO, PRINCIPAL CONSULTANT – UX DESIGNI help nonprofits develop internet strategy around building constituent relationships, delivering compelling messages, and online fundraising. Prior to joining Blackbaud, I worked as a Creative Director at a design and marketing agency in New York City that specialized in online marketing and communications for the non-profit, utility, beverage, and financial sectors.
MIKE SNUSZ, SR. INTERNET MARKETING CONSULTANT
10+ years of fundraising experience. Areas of focus include email campaigns, online giving, SEO, website, analytics and social media. Previously managed the turnaround of the Ride For Roswell event, including it’s three-year growth from $330,000 to $1.2 million. Focuses on helping nonprofit build constituent relationships online, deliver compelling messages and maximize giving opportunities.
![Page 3: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/3.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 3
DRIVING QUALITY TRAFFIC
![Page 4: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/4.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 4
OPTIMIZE SEO FOR LOCAL SEARCH1
![Page 5: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/5.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 5
SEARCH RESULTS ARE MORE LOCALIZED, ESPECIALLY ON MOBILE
![Page 6: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/6.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 6
HOW CAN YOU IMPROVE LOCAL SEO?
1. Get reviews on Google+
(Good ones matter)
2. Complete profile 100%
3. Add photos
(First one is your profile)
4. Review categories
5. Link to other reviews
BUILD OUT GOOGLE+ LOCAL PROFILE
![Page 7: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/7.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 7
IMPROVE CITATIONS
• What’s a citation? Anywhere that uses your name, address and phone all on same page
• Everything must exactly match your Google+ Local listing• Website address abbreviations, zip code/phone number formats
![Page 8: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/8.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 8
OPTIMIZE SEO FOR LOCAL SEARCH
RESULT
• Generate more traffic from local search results
HOW TO GET STARTED
• Get Google+ reviews• Ensure citations exactly match Google+ profile• Complete Bing/Yahoo! Local places
![Page 9: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/9.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 9
WRITE BETTER PAGE TITLES2
![Page 10: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/10.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 10
WHAT IS A PAGE/BROWSER TITLE?
![Page 11: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/11.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 11
OPPORTUNITIES MISSED
![Page 12: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/12.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 12
OPPORTUNITIES SEIZED
![Page 13: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/13.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 13
WFH’S WORLD CONGRESS EVENT PAGE
• Before:• 20th-30th ranking in SER• 369 search visits/month
• After Page Title Updates:• 1st-2nd ranking in SER• 532 search visits/month
(44% increase)
![Page 14: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/14.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 14
INTERSTITIAL CYSTITIS ASSOCIATION’S HOME PAGE
• Before Page Title Updates• 367,000 search visits
• After Page Title Updates• 707,000 search visits
![Page 15: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/15.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 15
WRITE BETTER PAGE TITLES
RESULTS• Improve search rankings and traffic
HOW TO GET STARTED
• Review page titles on:- Home page- Landing pages- Top content
• Eliminate duplicates + add missing ones (Google Webmaster Tools)
![Page 16: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/16.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 16
GOOGLE TRENDS3
![Page 17: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/17.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 17
GOOGLE TRENDS: NAVIGATION
![Page 18: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/18.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 18
Regional Filter Applied — Florida
GOOGLE TRENDS
![Page 19: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/19.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 19
GOOGLE TRENDS: CALL-TO-ACTION
![Page 20: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/20.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 20
GOOGLE TRENDS
![Page 21: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/21.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 21
GOOGLE TRENDS
RESULTS
• What words or phrases are used most for searches.• Learn if associated word used in searches are related to your mission.
HOW TO GET STARTED
• Change wording on your navigation and calls to action.• Use words or phrases that relate to your region if your
mission is regional.• Select words and phrases that have associated search words
that make sense for your mission.
![Page 22: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/22.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 22
USE GOOGLE WEBMASTER TOOLS FOR SEARCH KEYWORD ANALYSIS4
![Page 23: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/23.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 23
GOOGLE ANALYTICS SHOWS POST-VISIT KEYWORD INFO
UPDATE: Google says no longer able to track keywords visitors use
![Page 24: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/24.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 24
GOOGLE WEBMASTER TOOLS SHOWS VALUABLE PRE-VISIT KEYWORD INFO
![Page 25: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/25.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 25
BETTER META DESCRIPTIONS NEEDED?
![Page 26: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/26.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 26
USE GOOGLE WEBMASTER TOOLS FOR SEARCH KEYWORD ANALYSIS
RESULTS
• Quick wins to increase rankings, traffic and clicks• Learn rankings for keywords
HOW TO GET STARTED
• Use GWT to look for:1. Keyword Info
2. High rankings + Low click-throughs Better meta descriptions needed?
3. Average position of 4-25 Review keyword usage in important page areas (page titles, headings, etc.)
![Page 27: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/27.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 27
CREATE RICH SNIPPETS FOR SEARCH RESULTS5
![Page 28: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/28.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 28
GOOGLE AUTHORSHIP FOR BLOG POSTS
• Searchers drawn to image before headline*
• Higher click-through rates (up to 150%) **
• Possible higher rankings?
*moz.com/ugc/how-to-get-more-clicks-with-low-rankings
**www.catalystsearchmarketing.com/how-rich-snippets-can-improve-your-ctr/
![Page 29: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/29.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 29
GOOGLE+ LOCAL PROFILE REVIEWS
• More clicks (20-30% reported)• Builds trust
![Page 30: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/30.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 30
CREATE RICH SNIPPETS FOR SEARCH RESULTS
RESULTS
• Improve search result click-throughs• Improve local and mobile SEO
HOW TO GET STARTED
• Use Google Authorship for blog posts(Add to posts: <a href=“InsertGoogle+ProfileURL?rel=author">Google</a>)
• Ask for more Google+ reviews
![Page 31: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/31.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 31
GOOGLE ANNOTATIONS6
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04/07/2023 #bbcon @sophialatto @mikesnusz 32
GOOGLE ANNOTATIONS
![Page 33: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/33.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 33
GOOGLE ANNOTATIONS
RESULTS
• Track how spikes in web traffic are affected by promotions, ads and changes on site.
HOW TO GET STARTED
• Tracking events in GA adds continuity during staff turnover.• If an effort makes a significant difference in web traffic, then repeat it.• Allows you to more accurately compare analytics YOY.
![Page 34: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/34.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 34
INCREASE ENGAGEMENT
![Page 35: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/35.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 35
5-SECOND USABILITY TESTING7
![Page 36: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/36.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 36
FINDING YOUR WEBSITE IS ONLY HALF THE STORY
Search engines are likely the first place your audience will go to find information about your organization. If Google can’t find it, they can’t find it either.
Search engines make it easier; however, you have less than 5 seconds to capture the attention of a search engine user. If your audience doesn’t immediately respond favorably to your content — they’ll bounce.
![Page 37: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/37.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 37
The appeal of the overall design of a site is the number one factor used to evaluate a website’s credibility.
5 seconds is enough to• Learn an organization’s mission• Form an emotional reaction• Form an opinion on credibility• Decide if we like something• Choose to engage
USABILITY TESTING: 5 SECOND TEST
![Page 38: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/38.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 38
What is the mission of the organization?
USABILITY TESTING: 5 SECOND TEST
![Page 39: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/39.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 39
USABILITY TESTING: 5 SECOND TEST
What is the mission of the organization?
![Page 40: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/40.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 40
USABILITY TESTING: 5 SECOND TEST
RESULTS
• See how visitors perceive your organization and your mission.• Learn if you are accurately communicating your mission• See adjectives and emotions used to describe your organization.
HOW TO GET STARTED
• Change imagery • Revise major headlines• Think about the color palette and it’s impact• Consider the content hierarchy and the layout
![Page 41: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/41.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 41
CLICK-TEST USABILITY TESTING8
![Page 42: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/42.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 42
USABILITY TESTING: CLICK TEST
![Page 43: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/43.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 43
USABILITY TESTING: CLICK TEST
The top five clicks were:• Slideshow Arrow• Why Work
With CFT• Discover & Get
Inspired• Disaster Relief• Donate
![Page 44: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/44.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 44
USABILITY TESTING: CLICK TEST
RESULTS
• See where your users click.• Learn how your users interact with your navigation.• Quickly find out whether your calls-to-action are working effectively.
HOW TO GET STARTED
• Re-architect your navigation • Change the look or placement of your calls-to-action• Redesign the page• Tweak the language on links
![Page 45: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/45.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 45
MOBILE TRAFFIC AND TOP PAGE REPORTS9
![Page 46: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/46.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 46
MOBILE TRAFFIC REPORT
July 2012 to July 2013
![Page 47: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/47.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 47
Top Traffic Pages: 3 of the top 10 pages are their main P2P event
TOP PAGE TRAFFIC REPORT
![Page 48: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/48.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 48
MOBILE OPTIMIZATION (DONATION FORM)
Mobile Metrics06/2011 vs. 06/2012
Avg. Time on page Bounce Rate
Before Mobile 04:01 40%
After Mobile 01:30 25%
Result -02:31 -15%
• Average time spent on that page has decreased by 02:30 • The mobile bounce rate has been reduced by 27%.
The data above compares before and after mobile activity for a mobile-optimized donation form page.
This data does not include tablet users as tablet users receive the full desktop experience.
![Page 49: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/49.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 49
MOBILE TRAFFIC & TOP PAGE REPORTS
RESULTS
• Identify the most popular pages on your site• Learn how many people are accessing your site via mobile device
HOW TO GET STARTED
• Identify pages of your site to optimize for mobile• Provide a good mobile user experience for high traffic events.• Optimize your donation form for mobile (even it it’s not a top
10 page.)
![Page 50: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/50.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 50
USE TRIGGERED EMAIL SERIES TO DRIVE ENGAGEMENT1
0
![Page 51: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/51.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 51
WHY TRIGGERED EMAIL SERIES?
• What is it? A series of emails sent automatically in response to a certain action
• Why is it important?It’s the most effective way to improve relevancy of email*
Right message + right constituents + right time = Impossible (manually)
*Source: 2011 Marketing Sherpa Email Marketing Benchmark Report
![Page 52: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/52.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 52
4X MORE OPENS AND 5X MORE CLICKS
Source: Experian: The welcome email report: benchmark data and analysis for engaging new subscribers through email marketing
4X MORE OPENS
5X MORE CLICKS
![Page 53: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/53.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 53
TYPES OF TRIGGERED EMAIL SERIES
• Email signups
(59% of new subscribers have no opens or clicks since opting-in*)
• First-time donors
• Event registrants
• Community signups
• Membership purchase or expiring
• Sustainer credit card expiring
*Epsilon and DMA’s “Q2 2012 Email Trends and Benchmarks”
![Page 54: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/54.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 54
EXAMPLE: SUBSCRIBER WELCOME SERIES
Remind + Feel Good
Give Monthly
Donate
Events
Volunteer
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04/07/2023 #bbcon @sophialatto @mikesnusz 55
USE TRIGGERED EMAIL SERIES TO DRIVE ENGAGEMENT
RESULTS
• Increase return visitors• (Efficiently) improve relationships and engagement
HOW TO GET STARTED
• Setup for first-time donors, subscribers, volunteers and event participants• Coordinate with other emails
![Page 56: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/56.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 56
USE SOCIAL MEDIA ANALYTICS TO CREATE BETTER POSTS/TWEETS1
1
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04/07/2023 #bbcon @sophialatto @mikesnusz 57
FACEBOOK INSIGHTS: BEST TYPES, REACH AND ENGAGEMENT
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04/07/2023 #bbcon @sophialatto @mikesnusz 58
FACEBOOK INSIGHTS: BEST DAYS AND TIMES
![Page 59: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/59.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 59
TWITTER ANALYTICS: IDENTIFY TWEETS WITH GREATEST REACH
![Page 60: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/60.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 60
USE SOCIAL MEDIA ANALYTICS TO CREATE BETTER POSTS/TWEETS
RESULTS
• Learn content that’s most engaging and has greatest reach• Best day and time to post
HOW TO GET STARTED
• Review 2x per month• Use data to dictate future posts/tweets
![Page 61: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/61.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 61
THINK MOBILE FIRST WITH SOCIAL MEDIA1
2
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04/07/2023 #bbcon @sophialatto @mikesnusz 62
MOBILE FIRST WITH SOCIAL
• 70% of your audience will be reading your Facebook post on their mobile device.*
• Use simple imagery that is easily seen.• Put important information at the top of your post.• Linked pages need to be responsive or mobile.
• Use vertically oriented images — the best ratios are 2:3 and 4:5• Use images with bright dominant colors that are highly saturated.• Linked pages need to be responsive or mobile.
• Use simple imagery that is easily seen.• Linked pages need to be responsive or mobile.
*Source: “How to Create Perfect Posts” Info-graphic
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04/07/2023 #bbcon @sophialatto @mikesnusz 63
MOBILE FIRST WITH SOCIAL
WHY THINK MOBILE FIRST
• The user experience doesn’t end with the social post. • Linking to mobile or responsive landing pages continues the optimal
user experience.
HOW TO GET STARTED
• Optimize your social media landing pages for mobile• Crop images that work best with a mobile format
![Page 64: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/64.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 64
BOOST CONVERSIONS
![Page 65: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/65.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 65
USABILITY TESTING: NAV FLOW 13
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04/07/2023 #bbcon @sophialatto @mikesnusz 66
USABILITY TESTING: NAVFLOW TEST (BEFORE)
Target audiences, such as donors, members, or students participate in a usability test that exposes problems with the current website.
The data above reflects how successfully test participants were able to navigate a website’s conversion path, from start to finish, when forced to click on a single target for each step.
![Page 67: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/67.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 67
USABILITY TESTING:NAVFLOW TEST (AFTER REDESIGN)
![Page 68: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/68.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 68
USABILITY TESTING: NAVFLOW TEST (AFTER REDESIGN)
The New design concept gets passed through the same usability test. A 79% success rate (+27%) is a great indication that the new design has solved the initial problem with the old site.
The data above reflects how successfully test participants were able to navigate a website’s conversion path, from start to finish, when forced to click on a single target for each step.
![Page 69: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/69.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 69
USABILITY TESTING:NAVFLOW TEST (QUICK FIX)
![Page 70: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/70.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 70
USABILITY TESTING: NAVFLOW TEST
RESULTS
• See how visitors navigate through a conversion path• Learn if your visitors are able to complete a task• See if your navigation is clear
HOW TO GET STARTED
• Redesign the site • Adjust the site architecture• Change language on navigation• Revise call-to-action — button, language, placement & color
![Page 71: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/71.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 71
USE SOCIAL MEDIA AMBASSADORS FOR ONLINE CAMPAIGNS1
4
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04/07/2023 #bbcon @sophialatto @mikesnusz 72
USE SOCIAL MEDIA AMBASSADORS FOR ONLINE CAMPAIGNSInvolve a group of socially influential constituents to spread the word
• Identify prospects (Social Score)• 10-20 key influencers• Prepare + cultivate them• Make it easy with samples• Send timely email updates during campaign
![Page 73: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/73.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 73
USE SOCIAL MEDIA AMBASSADORS FOR ONLINE CAMPAIGNS
RESULTS
• Extend your reach with P2P model• Increase traffic and conversions
HOW TO GET STARTED
• Identify• Inform, prepare and cultivate• Make it easy
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04/07/2023 #bbcon @sophialatto @mikesnusz 74
TRACK WEBSITE CONVERSIONS VIA GOOGLE ANALYTICS1
5
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04/07/2023 #bbcon @sophialatto @mikesnusz 75
WHAT DRIVES CONVERSIONS, NOT JUST TRAFFICECOMMERCE TRACKING IN GOOGLE ANALYTICS
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04/07/2023 #bbcon @sophialatto @mikesnusz 76
TRACK THE ELUSIVE SOCIAL CONVERSION
USING GA’S GOALS TO MEASURE EMAIL SIGNUPS
![Page 77: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/77.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 77
SETUP GA GOALS TO TRACK (THE ELUSIVE) SOCIAL CONVERSIONLEARN WHAT DATES/POSTS LED TO CONVERSIONS
![Page 78: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/78.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 78
TRACKING CONVERSIONS IN GA
RESULTS
• Which channels generate conversions (not just traffic)• Social sites + posts driving conversions• Gift info by channel
HOW TO GET STARTED
• Use GA Goals for non-monetary conversions(Email, volunteer, etc.)
• Use GA Ecommerce to track monetary conversions(Donations, event registrations, etc.)
![Page 79: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/79.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 79
TEST WEBSITE CONTENT & DONATION FORMS1
6
![Page 80: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/80.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 80
CONTENT TESTING
![Page 81: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/81.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 81
DONATION FORM TESTING
• Why test? • Your donation form may be leaving money on the table
• What to test?• Trust logos [Charity Nav, BBB]• Content• Giving amounts
![Page 82: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/82.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 82
DONATION FORM TESTINGWORLDWIDE WILDLIFE FUND 90% CHANCE FORM B IS 20% BETTER
A B
![Page 83: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/83.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 83
TEST CONTENT & DONATION FORM
RESULTS
• Increase traffic to key pages• Improve your donation form conversion rate
HOW TO GET STARTED
• Use Google Analytics Experiments • Test one variable at a time
![Page 84: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/84.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 84
ADD CALL-TO-ACTION LINKS TO YOUR YOUTUBE VIDEOS1
7
![Page 85: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/85.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 85
57% of people who watch a nonprofit video go on to make a donation*
YouTube Nonprofit Program
*Google 2013 study, conducted by Millward Brown Digital
DO VIDEOS GENERATE DONATIONS?
![Page 86: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/86.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 86
ADD CALL-TO-ACTIONS LINKS TO YOUR YOUTUBE VIDEOS
RESULTS
• Nudge video watchers along conversion paths• Increased traffic + conversions
HOW TO GET STARTED
• Sign up at www.youtube.com/nonprofits• Add links to old videos
![Page 87: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/87.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 87
INCREASE RETURN VISITS
![Page 88: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/88.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 88
IMPROVE THE EMAIL SIGNUP PROCESS18
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04/07/2023 #bbcon @sophialatto @mikesnusz 89
PRIORITIZE EMAIL SIGNUP
Does email drive quality traffic?• Top source of online revenue (35%)*
Is your email housefile declining?• Avg. Churn Rate: 16%*• Avg. Growth Rate: 15%*
*2012 eNonprofit Benchmark Study (NTEN, M&R)
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04/07/2023 #bbcon @sophialatto @mikesnusz 90
PRIORITIZE EMAIL SIGNUP
www.loftcs.org
![Page 91: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/91.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 91
PRIORITIZE EMAIL SIGNUP
![Page 92: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/92.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 92
BEST NUMBER OF FIELDS?
Source: Dan Zarzella analysis of 40,000 landing pages
![Page 93: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/93.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 93
SIGNUP FORM BEST PRACTICES
2. Set Expectations + Communicate Value
3. Overcome Objections
1. Connect to Mission
Possible Addition: -Link to samples
www.catholiccharitiesdc.org/email
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04/07/2023 #bbcon @sophialatto @mikesnusz 94
CONFIRMATION EMAIL BEST PRACTICES
2. Set Expectations
1. Connect to Mission
3. Added Value 4. Engage
Further
![Page 95: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/95.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 95
IMPROVE THE EMAIL SIGNUP PROCESS
RESULTS
• Grow your email list• Engage and retain subscribers
HOW TO GET STARTED
• Prioritize email signup on your home and internal pages• Improve the signup page
![Page 96: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/96.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 96
EMAIL TESTING TOOLS19
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04/07/2023 #bbcon @sophialatto @mikesnusz 97
• 75% of consumers are 'highly likely' to delete an email that doesn't render correctly on a mobile device.*
Email on Acid (built into the Luminate tool), or Litmus.• Check emails in all
readers and in different mobile devices.
EMAIL TESTING TOOLS
* Source: “Make or Break Mobile E-mail”, Constant Contact and Chadwick Martin Bailey, August 2013.
![Page 98: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/98.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 98
EMAIL TESTING TOOLS
![Page 99: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/99.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 99
EMAIL TESTING TOOLS
RESULTS
• Find out what your email look like in all popular email readers and devices.
• Preview pre-header text and subject lines in different email reader in-boxes.
HOW YOU CAN IMPROVE
• Tweak your email code to display better across readers.• Shorten or revise your subject line for more impact.• Shorten or revise your pre-header text so it’s more compelling.
![Page 100: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/100.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 100
These tools work with most ESPs and can give you a little more information about how your emails perform.
ADD-ON EMAIL ANALYTICS TOOLS
Engagement Reading Environment
![Page 101: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/101.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 101
ADD-ON EMAIL ANALYTICS TOOLS
RESULTS
• See what kinds of email readers and devices your audience is using to read your email.
• Find out what is the level of engagement of your email messages.
HOW YOU CAN IMPROVE
• Provide an email message that works best with the readers most used by your audience.
• Test email messages to see if engagement improves. • Make adjustments in content based on test outcomes.
![Page 102: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/102.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 102
BOOST TRAFFIC WITH EMAIL TESTING20
![Page 103: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/103.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 103
WHY TEST & WHAT TO TEST
WHY TEST? ACCORDING TO TOP EMAIL PROGRAMS:
• Email testing is the top value driver*• 82% test and measure everything**
MOST EFFECTIVE ELEMENTS TO TEST:**
1. Target audience
2. Landing page
3. Subject line
4. Call-to-action link
*Source: 2011 MarketingSherpa Email Marketing Benchmark Survey**2011 Gleanster survey on Email Marketing
![Page 104: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/104.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 104
HOW TO TEST?
1. Send 2 tests to small sample (10-20% each)
2. Review results + statistical significance (after 1-2 days)
eMarketingDynamics.com calculator
3. Send “winning” message to everyone else
![Page 105: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/105.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 105
RECORD TEST RESULTS
Use Excel spreadsheet to capture:• Date• List or segment• Variable tests (e.g. subject line used)• Open, click-through, conversion and unsubscribe rates• Notes
![Page 106: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/106.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 106
BOOST TRAFFIC WITH EMAIL TESTING
RESULTS
• Short-term: Best version of an email• Long-term: Learn what resonates
HOW TO GET STARTED
• Test one variable at a time• Test often
![Page 107: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/107.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 107
FREE ASSESSMENTS DURING BBCONAT BLACKBAUD STRATEGIC AND CREATIVE SERVICES BOOTH
![Page 108: 20 Tactics to Increase and Engage Web Traffic - BBCON 2013 - Mike Snusz & Sophia Latto](https://reader038.vdocuments.us/reader038/viewer/2022102721/5415382a7bef0a97578b8e6e/html5/thumbnails/108.jpg)
04/07/2023 #bbcon @sophialatto @mikesnusz 108
TWEET THIS
#BBCON (For every Tweet with this hashtag, Blackbaud will donate $1 to a local nonprofit!*)
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