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Getting the Most Out of Your Chapter’s Website. 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.

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Presentation Transcript

Outline l.jpg
Outline

These are topics to be discussed:

  • Defining your goals

    • Marketing

    • E-Mail Tracking

  • Website Evaluation

  • Google Analytics

  • Website Optimization

  • Website Layout

    • Navigational Links


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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


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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…


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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


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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


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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


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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


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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


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Tracking Effectiveness of E-mail Marketing

  • With Constant Contact:

    • View reports of the number of clicked links


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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


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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…


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View Information by: Day, Week, Month, etc



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Google Analytics Code

  • Very easy to install

  • Just place this piece of code on pages you want to track

    <script type="text/javascript">

    var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");

    document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));

    </script>

    <script type="text/javascript">

    try {

    var pageTracker = _gat._getTracker();

    pageTracker._trackPageview();

    } catch(err) {}</script>



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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.


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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.


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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.



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Setting Up Google Optimizer

  • Select the pages to test

  • Provide content

  • Headlines and images



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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.


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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


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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?


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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



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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


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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.


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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.



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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


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