Analytics: Greater Seattle Business Association

UWSMC Soc Med 200March 14, 2012

John Bristol, Josh Friedman, Charlie Mayfield, Nazila Merati, James Phelps, Connie Rock

Greater Seattle Business Association

Mission:

To combine business development, leadership and social action to expand economic opportunities for the Lesbian, Gay, Bisexual and Transgender community and those who support equality for all.

Greater Seattle Business Association

• 1,000 members, 300 volunteers, 5 FTE• Major Programs Include;– GSBA Guide and Business Directory– Networking/Business Development Events– Scholarship Program

($2.2M awarded to 2,500 recipients since 1990)– Travel Gay Seattle– ShopOUT

Greater Seattle Business Association

Marketing & Networking• Website• Facebook, Twitter, Blogspot• Printed GSBA Guide and Business Directory• Events• Newsletters• Direct Mail

http://thegsba.org/

Greater Seattle Business Association

Google Analytics (April 2011 – February 2012)

• 42,057 Visitors (25,738 Unique)• 3,500 – 4,000 Visitors/mo• 59% Repeat, 41% New• 125,294 Page Views (99,981 Unique)• 2.98 Pages / Visit• Avg Time on Site; 2:14• 50.6% Bounce Rate

Greater Seattle Business Association

Traffic Sources, Keywords, and Referrals

• 54% Search, 23% Referral, 23% Direct• 8 of Top-10 Keywords Searched are Some

Variation of Organization’s Name• Minimal Referrals from Outside Sites and

Almost None from Facebook, Twitter, or Blog

Greater Seattle Business Association

Content and Visit Flow

• Top viewed pages;– Events Pages (29%)– Business Guide and Directory Listings (21%)– Homepage (20%)

Greater Seattle Business Association

Google Analytics Goal Setting(Track website use in alignment with organizational goals)

• Increase membership

– Track new and renewing members via website– Establish baseline under current web design– Track visitor flow after redesign;

1. # visitors who click the Join Now button in website banner area.2. # visitors who click either the Red Join Online Now button or purple Renew Online Now

button on the Join today page: http://www.thegsba.org/jointoday/3. For new members, the # visitors who complete the form. New membership application form

on this page: https://www.thegsba.org/membersonly/enroll/member_application.php.4. # visitors who click Continue after completing the form.

Greater Seattle Business Association

Google Analytics Goal Setting

• Social Engagement– # People sharing GBSA-generated content– # Twitter followers– # People engaging in conversations about GBSA and relevant issues– # influencers (Klout score 40+?) engaging in conversations about GBSA

and relevant issues– # Facebook likes

• Scholarship Program– Track scholarship application flow

Greater Seattle Business Association

Website Design Analysis and Recommendations

• Planning and Analysis

– Strengths: Clear vision, mission, and values at top of page• Business development, leadership, social action, etc.

– Weaknesses: Unclear how these themes carry throughout the site

– Recommendations: Focus content on core themes, and target the purpose, audience, needs, and website goals

Greater Seattle Business Association

Website Design Analysis and Recommendations

• Usability

– Strengths: Events calendar easy to find, navigate, and filter. “Join Now” button well placed. Pages load quickly.

– Weaknesses: Homepage cluttered/unfocused. Rotating graphics/photos unappealing. Site search hard to find (lower right). Repetitive elements. Inconsistent design.

– Recommendations: Simplify the entire site. Increase whitespace. Move priority content “above the fold.” Use templates to standardize nav, search, and content placement. Avoid rotating ads. Use ALT text. Conduct usability testing.

Greater Seattle Business Association

Website Design Analysis and Recommendations

• Layout

– Strengths: Events listings.

– Weaknesses: Trying to accomplish too much. Clutter and disorganization distract from Mission. Site design outdated.

– Recommendations: Simplify. Reorganize navigation and search. Banner with logo and mission only (no ads or buttons). Reduce ad space. Modernize look.

Greater Seattle Business Association

Website Design Analysis and Recommendations

• Content

– Strengths: Mission statement. Content rich in areas of scholarship, events, travel, and partnerships.

– Weaknesses: Too text heavy, too much content overall, content not focused/connected to mission.

– Recommendations: Remove content that doesn’t align with mission. Remove stale, dead/non-functioning pages. Add video of member experiences, struggles, and success stories, etc.

Greater Seattle Business Association

Website Design Analysis and Recommendations

• Graphics, fonts, color schemes

– Strengths: Nice use of photos on homepage and other select pages.

– Weaknesses: Overwhelming amount of graphics on homepage distract from mission. Inconsistent use of graphics/photos throughout site. Inconsistent fonts, clashing colors, low-resolution logo.

– Recommendations: Clean up homepage. Eliminate rotating graphics (replace with refresh graphics or video). Stick to true type fonts and simplify/modernize color scheme. Limit ad placement. Clean up social media buttons/links. Refresh logo.

Greater Seattle Business Association

Website Design Analysis and Recommendations

• Navigation

– Strengths: Main menus clearly labeled. Events navigation clear.

– Weaknesses: Main menus not aligned with mission/goals. Far too many sub-menus. Inconsistent/repetitive links at bottom of pages.

– Recommendations: Add a sitemap. Reduce number of menus and sub-menus. Align menus with mission and audience segments. Restrict bottom links.

Greater Seattle Business Association

Website Design Analysis and Recommendations

• Search Engine Optimization (SEO)

– Strengths: Content-rich site.

– Weaknesses: Web users not discovering site (keyword searches almost entirely organization’s name). Site content not clearly tied to mission, vision, and values.

– Recommendations: Optimize keywords for “business associations.” Test keyword conversion rates. Ensure appropriate keywords in meta tags, headings, content, and alt text.

Greater Seattle Business Association

Website Design Analysis and Recommendations

• Social Integration

– Strengths: Facebook, Twitter, and Blog presence. Prominent outbound links from website to social media channels.

– Weaknesses: No actual social media integration on website. Very few inbound links from social media channels to website.

– Recommendations: Provide opportunities for visitors to share information directly from site to their social networks. Content updates, events, scholarship info, etc. should be shared directly from site to social media channels. Move SM links to top of page.

Greater Seattle Business Association

Social Media Analysis and Recommendations

• Facebook– Create proactive engagement opportunities

• Share content from other people/groups' walls or posts– Albums

• Cull pictures to 10 or 20 best from each events• Encourage FB users to tag themselves in event photos

– Event invitation/sharing opportunities (Facebook or Eventbrite)

• Twitter– lots of followers, but little engagement. Thank followers for retweets.

• Blog– Move to a more professional blogging platform.

• Misc: Pull app information up to sidebar and plug the heck out of it.