internet marketing 1: website evaluation
DESCRIPTION
Presentation by Erin West, POP!TRANSCRIPT
POP Reel
Website Usability & Best PracticesCWAEN: Internet Marketing Learning Circle
November 13,
2008
Erin West, VP of Arts Marketing
Goals
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Review Best Practices
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Understand site evaluation factors
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Evaluate arts websites
The EvolutionFirst Generation (1996 ‐1998)The online brochure
Second Generation (1999 ‐ 2001)Selling tickets & membership via allocation or other methods
Third Generation (2002 ‐ present)Integrated ticket sales, memberships, subscriptions, contributions, gift certificates.
Next Generation (2007 and beyond) Optimization of web channel to maximize revenues and reduce costof sales; expanding the digital channel to deepen connection with patrons
The Next‐Generation Arts Website
Next Generation Philosophy
Approached from strategic perspective
Integrated with organization business plan
Recognized as important sales & communication channel
Decentralized management of content
Driven by desire to maximize performance
Best Practices
Design for Your Users
And prioritize…
…Otherwise nothing becomes important
Don’t Make Me Think
Steve Krug’s Laws of Usability
1. Don’t Make Me Think•
Self‐evident. Obvious. Self‐Explanatory.
• We don’t read pages. We scan them.
• Create clear visual hierarchy.
2. It doesn’t matter how many clicks, as
long as each is a mindless choice.
3. Get rid of half the words on each page,
then get rid of half of what’s left.
Criteria for Discussing Online Design
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Relevance:
Is it relevant to a visitor’s needs?
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Effectiveness:
Can a visitor accomplish their goals?
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Impact:
Will the visitor care?
Relevance
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Who are the intended visitors?
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What are their goals and needs?
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Do content and functionality address the goals and needs?
Effectiveness
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Are most important things obvious?
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Are content areas organized clearly?
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Is navigation easy?
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Does the site use consistent terminology?
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Can user seek help if lost or confused?
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Are the business goals being met?
Impact
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Is there something surprising?
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Is functionality compelling enough to bring visitors back?
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Is the content memorable?
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How does the online experience contribute to the total experience?
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Are users encouraged to share their experience with others?
Innovation
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Relevance:
Serving unmet needs
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Effectiveness:
Better conversion
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Impact:
Doing something totally new
Now It’s Your Turn!
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Relevance
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Effectiveness
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Impact
Look at the websites on the wall, and think about them in terms of:
…And write your notes on the poster.
