Outline These are topics to be discussed: • Defining your goals • Marketing • E-Mail Tracking • Website Evaluation • Google Analytics • Website Optimization • Website Layout • Navigational Links
Defining your Chapter’s Goals • What is the goal of your website? • Have a clear concept of what your site wants to accomplish • Design around these goals
Defining your Chapter’s GoalsContinued… • Typical Uses: • Spread awareness of chapter • Disseminate event information (meetings, etc) • Marketing • Registration for events • Attracting new members • Meeting place for current chapter members • Present latest industry trends, news, etc…
What do you expect from your website?The Long Island Chapter • Information on chapter events and opportunities to interact with other members • List Networking events • Include a web forum where members can discuss and exchange ideas • Announce monthly meetings with a list of speakers, who are experts in their field
Marketing • Use your website as a marketing tool for: • Attracting new members • Web presence is important – present your chapter to the community/world • Advertising events to members and others • Attendance at meetings is key to a successful chapter
Marketing continued… • Reach out to your members & potential members • Take advantage of the latest marketing tools • Social networking sites • Twitter • Facebook • E-mail lists • Constant Contact
More Marketing • To effectively accomplish this: • Simple messages • Keep it to the point • Avoid spamming your membership • Don’t send around multiple e-mail blasts per week • One to two blasts is sufficient • Carefully plan each message and the impact it will have
E-mail Marketing • Consider using popular tools such as Constant Contact • Allows you to: • Design an e-mail template • Schedule the timing of e-mail blasts • Maintain up to date membership lists • Let recipients opt out of e-mails • Track effectiveness of e-mails • More on this later • Extremely easy to use
Tracking Effectiveness of E-mail Marketing • With Constant Contact: • View reports of the number of clicked links
Analyze your Website’s Effectiveness • How do we know our website is doing what it is supposed to? • Use server-side software to track what pages are being accessed • Google Analytics
Use Google Analytics • Advantages: • It’s free • One of the best reporting tools out there • See in-depth statistics on site visits • What pages viewers are looking at • What links they are clicking • Where they are coming from • A whole lot more…
What does Bounce Rate mean? • Bounce rate is the percentage of single-page visits or visits in which the person left your site from the landing page. • A high bounce rate indicates the site entrance pages aren’t relevant to your visits. • The more compelling your landing pages are, the more visitors will stay on your site.
Bounce Rate Continued • Minimize bounce rates by tailoring landing pages to each keyword and ad that you run. • Landing pages should provide the information and services promised in the ad copy. • Most of the users coming to your site are quickly glancing around and leaving, deciding immediately that this site isn't for them.
Tips for Eliminating Bounces • Put a keyword in the headline providing split-second assurance to visitors that they are in the right place. It will make them relax and be more receptive to your message. • Don't sound like an ad. • Keep headlines to a minimum of seven words or less. • Highlight key content rather than features. • Use subheads to provide more information about your proposed content.
Setting Up Google Optimizer • Select the pages to test • Provide content • Headlines and images
Website Optimizer Benefits • Test pages that demonstrate a high rate of traffic • Test a few titles, images, etc., because the more items selected for testing requires more time to optimize • If your experiments must minimize customer impact, limit the scope of your experiment; • Consider trying a phased approach using a sequence of small experiments.
Three reasons for visiting a website • Surfing (entertainment) • Locating information or news • Viewing and interacting via web applications If your website’s purpose is to sell your membership, design content and navigation links to highlight benefits rather than special features. Offer solutions
Defining your Website’s Purpose • If the goal of the web site is to provide information, the goal of the user is to consume information. • AITP Sites are mainly disseminate information sites • But… can this be done in a fun/entertainment-like way?
Understanding the Level Hierarchy • The navigational links and their destination page exist at the first level. • Too many levels – users won’t click more than 1 to 2 times to retrieve information
Registration Form Field Validation • Many registrations fail because of: • Misspellings • Missed fields • No Field Summary nor satisfactory explanation for type error • Technologies exist, both server-side and client side to handle these errors
Registration Form Error Handling • Technologies include PHP, Ajax, ASP. Net Server-side Page and Field Validation etc. • Field Validation • Check for Data Types, i.e. Field Length, Currency • asp.
Keep Your Content Organized • With a content-laden website, it is tempting to build a site with too many vertical levels. • AITP sites are basically information-based sites. • It is better to spread your pages horizontally. • Keep a shallow hierarchy of two to three levels. • Put as many details as possible on one page.
Site Layout • To effectively accomplish this: • Keep it clean • Stick to the point on main pages • Only display key content • Avoid overload! • Minimize the amount of text