how to optimize your nonprofit website like a boss
TRANSCRIPT
Content
• Google Analytics for Impact
• Web Optimization tools
• Don’t stop A/B Believing
Content repurposed from WholeWhale.com/TV
What’s your goal
What is the point of your site?
● Awareness
● Donations
● Action
● Audience Acquisition
How does that relate to your purpose?
Google Analytics Checklist
Setup: Is it installed?
Staff: Who is managing?
Staff: Can everyone read only access?
Goals: Are they setup?
Are Webmaster Tools setup?
Is AdWords connected?
Google Analytics
Setup metrics to measure the climb
● Time on site/engagement triggers
● Goal page visits
● Video plays
● Resource clicks/downoads
● Track predictive interactions
● Return visitor behavior
GA Goals: powerpoetry.org
What to track?
GA Goals: powerpoetry.org
Google Tag Manager
Google.com/tagmanager
● Outbound link tracking
● Time on page timer trigger
● Scroll depth
● Social share tracking
Web Analytics Process
Gather
Ask Questions
AnalyzeInsight
Act
Social Traffic - Nice but so what
Facebook desktop vs mobile
Which sends better traffic?
How much better?
50% 100% 300%
Social Traffic - Nice but so what
Facebook desktop vs mobile
Which sends better traffic?
How much better?
50% 100% 300%
Finding Unicorns
Which partner sends better traffic?
How much better?
100% 200% 300%
Finding Unicorns
Which partner sends better traffic?
How much better?
100% 200% 300%
8 Awesome Web
Optimization Tools
(besides Google)
1. CrazyEgg.com
Heat Map
$9.99/month
to
$99/month
2. Optimizely.com
● $9-$400/month
3. NewRelic.com
4. SEOmoz.org
$99/month
Page grader
Page optimizer
5. UserVoice.com
Free-$95/month
6. BrowserStack.com
$39/month
Free option: http://quirktools.com/screenfly
7. Email pop-ups
I hate them but I love what the data say…
SumoMe.com or OptinMonster.com push to MailChimp.com
4X
8. Make it faster!
Every .1 seconds in loadtime costs Amazon 1% in sales…
2 CDN options (yes there are tons out there)
Fastly.com CloudFlare.com
$50 / month min Free - $20/month ++
Don’t Stop A/Believing
Testing the heck out of your site
Contents
● Newsletter Subject lines
● Websites - what to test?
● Methodology: Layout
● Methodology: Design
● Methodology: Copy
● Where to start?
What is it?
Anything that you test with 2+ versions to a control group and
measure performance.
2 Most Common
● Newsletters Subject lines
● Website landing pages
Newsletters A/B
Test your subject line if you have more than 5,000 people.
Which would you open?
“Typhoon Haiyan Support Slam” “What Would YOU Change?”
Newsletters A/B
Test your subject line if you have more than 5,000 people.
“Typhoon Haiyan Support Slam” “What Would YOU Change?”
9,300 People difference for Power Poetry (List 100k)
Websites - what should I test?
Presupposes there is measurable point (goal) your website.
(IE. actions, collecting information, donations, downloads.)
● Main landing pages
First page people hit on your site. Often determined by
Google Organic traffic. Not just the homepage.
● Conversion (SEM) pages
Pages that advertising or campaigns send traffic to with the
goal of ‘converting’ people to take an action.
● Page templates
These can be types of content like blog posts that are all laid
out a similar way, making it easy to add a component to the
page designed to ‘convert’ visitors.
Main Landing Page - CollegeLine
Which one will get more people to stay on the site?
A B
Main Landing Page - CollegeLine
Which one will get more people to stay on the site?
B Wins by +21%
Main Landing Page - BarackObama.com ‘08
Which one will get more people to give their email?
A (image) B (video)
Main Landing Page - BarackObama.com ‘08
Which one will get more people to give their email?
A (image) B (video)
A. Wins +40.6%
- 2.8m email addresses
- $60m +/-
Conversion (SEM) Page - Stroke.org
A B
B
Conversion (SEM) Page - Stroke.org
A
B
B Wins + 25%
Page Template - DoSomething.org
1. Short text
2. Picture
3. Action/trigger
Page Template - DaFlowers.com
Site header change.
A (testimonial)
B (social call-out)
B lead to 44% lift in sales
Page Template - DaFlowers.com
Site header change.
A (testimonial)
B (social call-out)
B lead to 44% lift in sales!
Methodology: Framing
BJ Fog Behavioral model
Motivation
- Do I want to?
Ability
- Can I do this (easily)?
Trigger
- What do I click?
Methodology: Copy
1. One call to action > multiple calls to action
2. Be concise, use bullets
3. Copy should influence decision
a. Focus on need fulfillment
b. Social proof - others are using it
c. Authority: 3rd Party Validation
d. Scarcity: Leverage FOMO (missing out)
e. Reciprocity: give something away
Methodology: Design
1. Design for one action
2. KISS - remove all distractions
3. Color consistency and contrast
4. Mobile friendly
5. Use hero image,
a. Good: babies, dogs, active happy kids, eye contact, eyes
looking at form
b. Bad: feet, busy photos, unrelated stock photo :(
Where to start?
You know it matters, so GET STARTED!
The only way to get it (completely) wrong is to not do it all.
Optimizing your site
like a bossGeorge Weiner, Chief Whaler
Want more?
Online class for Google AdWords Grant:
WholeWhale.com/University