my website makes me go “aaaaarrrgg!” now what?

© COPYRIGHT ALL RIGHTS RESERVED 2016 ABILA

My Website Makes Me Go “AAAAARRRGG!” Now What?

JUSTIN BURNISKE - FUSIONSPAN

MARCH 31ST, 2016

Introduction

! Your website is your digital storefront, and when it’s broken, it’s like getting vandalized. This session will review approaches for evaluating the current state of your website, identify the root causes of your problem, and explain your options.

Session Overview

! Redefining your “website”! Understand user issues! Improving the user experience! Taking proactive steps to monitor

Key Terms

! CMS – Content Management System! Customers – Anyone use your website, not just members! Customer Database – Your AMS (Association

Management System), CRM (Customer Relationship Management) or other list of your customers

! HTML – Common online programing language

Assumption

!For your website to make you go AAAAARRRGG, it must make your customers go AAAARRRGGG! Addressing your website issues requires improving your customer experience.

Redefining your website

IT’S SO MUCH MORE THAN YOUR CMS…

What is your website?

Staff Perspective! Content Management System (CMS)

! The Website

! Example – WordPress, Drupal, Joomla

! www.abcd.org

Customer Perspective! Everywhere they interact with your

brand online! CMS

! Customer Portal

! Event Registration

! LMS

! Social Media sites…and more!

Website Diagram: Customer View

Member Portal

Event Registration

System withinexisting system

Website Diagram: Customer View

Member Portal

Event Registration

Systems with API(automated) connection

Website Diagram: Customer View

Member Portal

Event Registration

Systems with manual(import) connection

Website Diagram: Customer View

Member Portal

Event Registration

Systems linked together without any data connection

Website Diagram: Your turn!

! Possible Systems! CMS

! AMS/CRM

! Member Portal

! Event Registration

! LMS

! eMarketing

! Fundraising

! Any other…

! API Connection

! Import/Export Connection

! Linked but no data sharing

Understanding user issues

YOU KNOW YOUR USERS, BUT DO YOU REALLY KNOWYOUR USERS?

DCA Airport Noise Complaints

2014

2015

0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000

All Other Complaints Top Complainer

What can we take from DCA?

! Track customer issues! Find way to “tag” issues! Track long term

Where to track

! Most customer databases offer some tracking! Plenty of customer support systems

! Free tool – Freshdesk (3 staff users)! Process is JUST as important

Improving the user experience

OUTSIDE-IN FOCUS

Out of the box

! Just because something works out of the box doesn’t mean you shouldn’t change it

Change the focus

Inside-Out Focus! Staff centric! Focus on sales! Less member input

Outside-In Focus! Customer centric! Focus on customer needs! Member involvement

Great whitepaper by Elizabeth Engel and Anna Caravelion Outside-In engagement - http://bit.ly/1GPNUM6

Outside-In – direct links

Vs.

Outside-In – Change the language

!Register for our upcoming conference

!Learn about X at our upcoming conference

Outside-In – Ask your members

! Remember that member you started tracking all the times they called in with issues?

! LEVERAGE THAT MEMBER! They wouldn’t call if they didn’t care!

One final note – HTML is everywhere

! What You See Is What You Get –WYSIWYG

! NOT limited by editor button, just click text/source/code button

! Add in all kinds of styles

Taking proactive steps to monitor

THE BEST CUSTOMER SUPPORT IS THE ONE YOU NEVER HAVE TO USE

Improve your site

! Ensure site is working! Check for bad links! Make sure people can find you! Free tool –

Google Search Console

Analyze your site

! Best used for answering questions like:! What content gets the most activity?! What content are customers not finding?! How can we make content easier to

find?! Free tool – Google Analytics

Monitor your site

! Make sure your site is up

! Don’t expect your hosting company to inform you

! You should know before your customers

! Lots of free options – search website monitoring

Customer Issue

! On the back of the worksheet, answer the first three questions on your own.

! Once complete, form groups of three.

! Take turns sharing your issues. Once done, listen as the other two people come up with as many possible solutions – NO MATTER HOW CRAZY!

! Repeat the process with each person. Once done, then have an open conversation.

Summary

! Redefine your website! Track customer issues! Outside-in focus! Monitor

Additional Learning Opportunities

! For information about additional learning opportunities visit google.com – No, seriously. Type anything and you’ll get an answer. Something like, “How do I clean data in Excel?”

! Other resources:! http://www.w3schools.com/html/! Outside-in White Paper - http://bit.ly/1GPNUM6! Non-profit Tech Podcast

Contact Us

! Presenter Contact Information: ! Justin Burniske! jburniske@fusionspan.com! 202-330-0648! Twitter - @jburniske

! Thank you for your participation!