what do visitors really think of your association website?
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Dec 5 – 10:30 AM Hub Tag: #tech12 LC2
L inda Chreno
Amanda MacEvi t t Ray van Hi ls t
What Do Visitors Really Think of Your Website?
#tech12 LC2
How do your members REALLY use the web?
“I Google something at least 12 to 14 3mes a day.”
“Google is my primary research source.”
“If I need something I Google it.”
“Google is my homepage so everything starts there.”
“I keep up to date on my industry with Google alerts.”
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Cluttered Online World
• They turn to Google first • Competition drives users to other sites • Your association website is not top of
mind
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How Often Do You Visi t Your Associat ion’s Website?
2.4%
10.5%
40.5%
44.7%
1.9% Daily
A few Hmes a week
A few Hmes a month
A few Hmes a year
I have never visited the site
Data Sampling from 10 AssociaHons, Vanguard Technology
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Your Website is NOT a Destination
• At most your members visit “a couple of times a month”
• At worst they visit a few times a year.
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They Don’t Stay Long • Users leave Web pages in 10–20 seconds – However pages with a clear value proposition
hold attention for much longer • The average page visit is less than a
minute. – Users only read a quarter of the content on
the page hNp://www.useit.com/alertbox/page-‐abandonment-‐Hme.html
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F-Shaped Patterns • Users first read in a horizontal movement,
usually across the upper part of the content area.
• Next, they move down the page a bit and then read across in a second horizontal movement
– Typically covers a shorter area than the previous movement.
• Finally, users scan the content's left side in a vertical movement.
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Layout Implications • Communicate user value quickly – Base navigation and layout on key user
needs – Keep the user and let them explore based on
their need • Differentiate between functional and
operational navigation • Build a relationship and then convert
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• Users don’t read… they scan – Headers and subheads – Highlighted words – Bullets and lists
• They “Satisfice” – Click on the first relevant link
• They “muddle through”
How Users Read Online
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“Get rid of half of the words on the page, then get rid of half of what’s leU.”
Steve Krug’s 3rd Law of Usability
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• Highlight keywords • Use meaningful, relevant sub-headings • Bulleted lists • One idea per paragraph • Inverted pyramid style, start with the conclusion • Half the word count (or less) than conventional
writing
Readability Improvements
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• How often is content refreshed? • Who is your audience? • Is it interesting and approachable? • Is it relevant to your readers pain points? • Do you have visual content? • Is your content global ready?
Content Considerations
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What members think of your current site
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1. Events – 50.8% 2. Industry Resources and Tools – 42.6% 3. Member Directory– 37.7% 4. Industry News – 31.1% 5. Association News – 27.9%
What Members Like Best
Vanguard Technology AssociaHon Redesign Benchmarking Survey, 2012
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1. Can’t find info they need – 62.1% 2. Can’t remember login – 48.5% 3. Poor usability – 45.5% 4. Outdated content – 19.7% 5. Lack of content – 10.5%
What They Don’t Like
Vanguard Technology AssociaHon Redesign Benchmarking Survey, 2012
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Website Review
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• Do you know who I am? – Do you have content I want? – Can you solve a problem I have?
• Do I know what to do? – Where do I find the information I want? – How do I discover what you have to offer?
Key Questions
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• First Impression: • Where does your eye go first: – Top Left Top Center Top Right – Bottom Left Bottom Center Bottom Right
• Do you see organization name? • Do you like the colors? Yes or No • Do you like the look? Yes or No
Quick Review Checklist or
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www.nasn.org NaHonal AssociaHon of School Nurses
#tech12 LC2 • Healthcare Businesswomen's Association's www.hbanet.org
#tech12 LC2 Distance EducaHon and Training Council: hNp://www.detc.org
#tech12 LC2 Specialty Equipment Market AssociaHon: hNp://www.sema.org
#tech12 LC2 California Hospice and PalliaHve Care AssociaHon: www.calhospice.org
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Open Review
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• www.trpa.net • www.nellco.org • www.forestprod.org • www.acaplanners.org • www.isawwa.org • www.assocforum.org • www.highroadsolutions.com
More Sites to Review
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Before and After
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Finishing Touches
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• 508 Compliance • Search Engine Optimization • Non-Dues Revenue • Conversion • Error Pages • Site Performance • Cross Platform and Mobile Ready
Have You Considered?
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from the MarkeHngSherpa 2012 Website OpHmizaHon Benchmark Report, average conversion rates broken down by industry
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1. Clean, uncluttered layout (so the user isn’t confused) 2. User centric navigation (make the user feel at home) 3. Navigation clues – breadcrumbs and footer links (so the user
doesn’t get lost) 4. Consistent page elements (so I know where to look) 5. Good, relevant content written in plain English (for the web) 6. Real photos of your members (not stock) 7. Conversion points with Calls-to-Action (CTA) (so you can sell stuff) 8. Responsive web design (for future devices) 9. Google analytics (so you know what works… and what doesn’t) 10. Social integration and sharing (so your content can be shared)
Top 10 Must Have’s For Your Association Website
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• Don’t Make Me Think by Steve Krug • 25 Website Must Haves by Hubspot • SEO for Associations • Go Radical: Could MySpace and Digg Be Role Models? • Useit.com – Jakob Nielsen’s Site • Crazyegg.com – Heat Mapping • fivesecondtest.com – Click testing and more • Before and After Page Design by John McWade • Hubspot Marketing Grader • How to Make Your Website Awesome In Seven Weeks
by John Haydon
Resources
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www.vtcus.com/tech12
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• Linda Chreno, CAE, IOM – [email protected]
• Amanda MacEvitt – [email protected]
• Ray van Hilst – [email protected]
Get in Touch