optimizing your website webinar 111512
TRANSCRIPT
Tips to Optimize your Website to Attract new eClub Members
Fishbowl Best Practices Webinar
Hosted by:
Kate FrantzOnline Marketing Specialist
AGENDA
• How website optimization drives results
• Maximizing website real estate
• Moving beyond the click to a new member
• Testing performance
HOW WEBSITE OPTIMIZATION DRIVES RESULTS
Positive Impact on the Bottom Line
Greater Program Awareness
Higher Likelihood to Join
More Members
Bigger ROI
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MAXIMIZING WEBSITE REAL ESTATE
Guiding principles for designing and updating your website
1. Think about those things that draw your attention when navigating a website (regardless of what the site is promoting)
2. Take into account any information you’ve collected about how your customers engage with your website today – Why they come to the website – How much time do they usually spend on the site – What areas of the site receive the most activity
3. Construct a navigation path based upon your findings
Avoid ClutterMake Your eClub Invitation Stand Out
Best Design Practices for promoting eClub Awareness
Take advantage of prime locations to promote eClub links & information
• Homepage
• Contact us page
• On the menu page (Especially if your welcome offer includes a FREE or discounted menu item)
Homepage Locations – Navigation Bar
WHY HERE?
• Top of the page is usually where viewing begins
• Easy to find
• High user engagement area (identifies main sections of the website)
• Usually is persistent on multiple pages within the site
Homepage Locations – Upper Left Corner
WHY HERE?
The human eye is trained to look first at the top left corner because it orients the viewer to the webpage
–This location is the first place you look for logos
–Upper left is where navigation bars begin
Homepage Locations – Grouped with Social Media Links
WHY HERE?
•Growing trend on websites
•High user engagement area
•Positions eClub as an engagement opportunity
Click here to join the e-club and receive great
offers!
Homepage Applications – Banner Ad
WHY?
•Banner Ad design allows for a larger advertisement for the eClub
•Creative flexibility - can include graphics and even animation
•Usually seen along the right side or below main center section
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Homepage Applications – Lightbox
WHY?
• Pop-up functionality grabs visitor’s attention
• Places the focus on the eClub
• Visitors must take action - join the eClub by clicking on the lightbox or choosing to exit in top corner
JOIN the eClub …Get A Free
Appetizer
MOVING BEYOND THE CLICK, TO A NEW MEMBER
BDPs for moving the viewer to the join form
Promote the Benefits of the Club
• Make it enticing (visually appealing, interactive, etc.)
• Tell them what they get for joining
JOIN the eClub …Get A
Free Appetizer
Join the Bistro Club
Make the Most of Your Sign Up Page Design
• Continue to share the eClub benefits on the sign up form
• Match look and feel of the brand and the website
• Match language and look of other sign up opportunities
– Advertisements with QR codes
– Sign up slips
– Facebook messaging
Collecting Member Information
There are many options for collecting new member information
• Full sign up form
• Email address only
• Email address and zip code
Consider more than one join option to attract a larger crowd
Join the eClub for news and offers!
Email Address Go >
Things to Consider When Asking for Information
1. How are you going to use the data?
– Common uses include segmentation,
triggered messages, email personalization
2. How much information can you reasonably ask for?
– Start off small. Additional data can be collected throughout the relationship with the customer
3. What should be required vs. optional fields?
– Minimally, we suggest email address, preferred location and first name
TESTING
Testing
• Ask 10 people from outside your department and/or company to time how long it takes to find the eClub invitation on your website
– Tally the results. If the average is more than 10 seconds, you may need to make some adjustments
• Assign unique input source codes to join opportunities located in different places throughout the website - compare how each performs
• After optimizing your website, compare pre/post-optimization results
– View net member growth
– Measure and make adjustments as necessary on-going
Questions?
Thanks for your time!
Upcoming Fishbowl Webinars
November 29th: Effective Integration of Loyalty Programs and eClubs
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