tips to optimize your website to attract new eclub members€¦ · maximizing website real estate ....
TRANSCRIPT
Tips to Optimize your Website to Attract new eClub Members
Fishbowl Best Practices Webinar
Hosted by: Kate Frantz Online 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. What draws your attention?
2. Use any existing information about your customers
3. Construct a navigation path based upon #1 and #2
Avoid Clutter
Make 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?
• Easy to find
• High traffic area
• Frequent appearance
Homepage Locations – Upper Left Corner
WHY HERE?
It’s where your eye goes!
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?
•High visibility
•Creative flexibility
•Performance tracking
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Homepage Applications – Lightbox
WHY?
• Attention grabbing
• eClub Focus
• Call-to-Action
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
Bistro Club …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!
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Things to Consider When Asking for Information
1. How are you going to use the data?
– segmentation, triggers, personalization
2. How much information can you reasonably ask for?
– Start off small.
3. What should be required vs. optional fields?
TESTING
Testing
• Assemble your own focus group
– Ask 10+ people
– Tally the results
• Assign unique input source codes
• Compare pre/post-optimization results
– View net member growth
– Measure and make adjustments as necessary on-going
Questions?
Thanks for your time!