What do Visitors Really Think of Your Association Website?
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This document summarizes key findings about how website visitors use and interact with websites. It notes that visitors typically turn to Google first for information, do not visit association websites very often, and spend little time on each page. Users scan pages rather than read thoroughly and are drawn to highlighted keywords, lists, and short paragraphs. The document provides tips on optimizing content for these behaviors and reviews several association websites.
What do Visitors Really Think of Your Association Website?
- 1. What Do Visitors Really Think of Your Website? Dec 5 – 10:30 AM H u b Ta g : # t e c h 1 2 L C 2 L i n d a C h re n o Amanda MacEvitt Ray van Hilst
- 2. How do your members REALLY use the web? #tech12 LC2
- 4. “Google is my homepage so everything starts there.” “I Google something at least 12 to 14 3mes a day.” “Google is my primary research source.” “If I need something I Google it.” “I keep up to date on my industry with Google alerts.”
- 5. Cluttered Online World • They turn to Google first • Competition drives users to other sites • Your association website is not top of mind #tech12 LC2
- 6. How Often Do You Visit Your Association’s Website? 1.9% 2.4% Daily 10.5% A few Hmes a week 44.7% 40.5% A few Hmes a month A few Hmes a year I have never visited the site Data Sampling from 10 AssociaHons, Vanguard Technology #tech12 LC2
- 7. Your Website is NOT a Destination • At most your members visit “a couple of times a month” • At worst they visit a few times a year. #tech12 LC2
- 8. They Don’t Stay Long • Users leave Web pages in 10–20 seconds – However pages with a clear value proposition hold attention for much longer • The average page visit is less than a minute. – Users only read a quarter of the content on the page hNp://www.useit.com/alertbox/page-‐abandonment-‐Hme.html #tech12 LC2
- 9. F-Shaped Patterns • Users first read in a horizontal movement, usually across the upper part of the content area. • Next, they move down the page a bit and then read across in a second horizontal movement – Typically covers a shorter area than the previous movement. • Finally, users scan the content's left side in a vertical movement. #tech12 LC2
- 10. Layout Implications • Communicate user value quickly – Base navigation and layout on key user needs – Keep the user and let them explore based on their need • Differentiate between functional and operational navigation • Build a relationship and then convert #tech12 LC2
- 11. How Users Read Online • Users don’t read… they scan – Headers and subheads – Highlighted words – Bullets and lists • They “Satisfice” – Click on the first relevant link • They “muddle through” #tech12 LC2
- 12. “Get rid of half of the words on the page, then get rid of half of what’s leU.” Steve Krug’s 3rd Law of Usability #tech12 LC2
- 13. Readability Improvements • Highlight keywords • Use meaningful, relevant sub-headings • Bulleted lists • One idea per paragraph • Inverted pyramid style, start with the conclusion • Half the word count (or less) than conventional writing #tech12 LC2
- 14. Content Considerations • How often is content refreshed? • Who is your audience? • Is it interesting and approachable? • Is it relevant to your readers pain points? • Do you have visual content? • Is your content global ready? #tech12 LC2
- 15. What members think of your current site #tech12 LC2
- 16. What Members Like Best 1. Events – 50.8% 2. Industry Resources and Tools – 42.6% 3. Member Directory– 37.7% 4. Industry News – 31.1% 5. Association News – 27.9% Vanguard Technology AssociaHon Redesign Benchmarking Survey, 2012 #tech12 LC2
- 17. What They Don’t Like 1. Can’t find info they need – 62.1% 2. Can’t remember login – 48.5% 3. Poor usability – 45.5% 4. Outdated content – 19.7% 5. Lack of content – 10.5% Vanguard Technology AssociaHon Redesign Benchmarking Survey, 2012 #tech12 LC2
- 18. #tech12 LC2
- 19. Website Review #tech12 LC2
- 20. Key Questions • Do you know who I am? – Do you have content I want? – Can you solve a problem I have? • Do I know what to do? – Where do I find the information I want? – How do I discover what you have to offer? #tech12 LC2
- 21. Quick Review Checklist • First Impression: or • Where does your eye go first: – Top Left Top Center Top Right – Bottom Left Bottom Center Bottom Right • Do you see organization name? • Do you like the colors? Yes or No • Do you like the look? Yes or No #tech12 LC2
- 22. www.nasn.org NaHonal AssociaHon of School Nurses #tech12 LC2
- 23. • Healthcare Businesswomen's Association's www.hbanet.org #tech12 LC2
- 24. Distance EducaHon and Training Council: hNp://www.detc.org #tech12 LC2
- 25. Specialty Equipment Market AssociaHon: hNp://www.sema.org #tech12 LC2
- 26. California Hospice and PalliaHve Care AssociaHon: www.calhospice.org #tech12 LC2
- 27. Open Review #tech12 LC2
- 28. More Sites to Review • www.trpa.net • www.nellco.org • www.forestprod.org • www.acaplanners.org • www.isawwa.org • www.assocforum.org • www.highroadsolutions.com #tech12 LC2
- 29. Before and After #tech12 LC2
- 31. #tech12 LC2
- 32. #tech12 LC2
- 33. Finishing Touches #tech12 LC2
- 34. Have You Considered? • 508 Compliance • Search Engine Optimization • Non-Dues Revenue • Conversion • Error Pages • Site Performance • Cross Platform and Mobile Ready #tech12 LC2
- 35. #tech12 LC2
- 36. from the MarkeHngSherpa 2012 Website OpHmizaHon Benchmark Report, average conversion rates broken down by industry #tech12 LC2
- 37. #tech12 LC2
- 38. Top 10 Must Have’s For Your Association Website 1. Clean, uncluttered layout (so the user isn’t confused) 2. User centric navigation (make the user feel at home) 3. Navigation clues – breadcrumbs and footer links (so the user doesn’t get lost) 4. Consistent page elements (so I know where to look) 5. Good, relevant content written in plain English (for the web) 6. Real photos of your members (not stock) 7. Conversion points with Calls-to-Action (CTA) (so you can sell stuff) 8. Responsive web design (for future devices) 9. Google analytics (so you know what works… and what doesn’t) 10. Social integration and sharing (so your content can be shared) #tech12 LC2
- 39. Resources • Don’t Make Me Think by Steve Krug • 25 Website Must Haves by Hubspot • SEO for Associations • Go Radical: Could MySpace and Digg Be Role Models? • Useit.com – Jakob Nielsen’s Site • Crazyegg.com – Heat Mapping • fivesecondtest.com – Click testing and more • Before and After Page Design by John McWade • Hubspot Marketing Grader • How to Make Your Website Awesome In Seven Weeks by John Haydon #tech12 LC2
- 40. www.vtcus.com/tech12 #tech12 LC2
- 41. Get in Touch • Linda Chreno, CAE, IOM – lindachreno@gmail.com • Amanda MacEvitt – amacevitt@osa.org • Ray van Hilst – rvanhilst@vtcus.com #tech12 LC2