Creating Online Content

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This is a presentation given by the Mass Audubon webmaster to introduce staff to the challenges of creating web content and enewsletters that work.


<ul><li> 1. Online Content:What do they want?<br />And who are they, anyway?<br />Kathy Santos<br />Mass Audubon Webmaster<br /></li></ul> <p> 2. Zucchini<br /> 3. Recipes<br /> 4. Zucchini<br />Chocolate Fudge<br />Zucchini Cake<br /> 5. The Dreaded April Vacation<br /> 6. I hear Mass Audubon has programs<br /> 7. What happened here?<br />In a later slide, youll see what this information is called.<br />THIS entire page was read<br />THESE pages were<br />only scanned<br /> 8. Online is Different<br />Its harder to read text online<br />Use short paragraphs<br />Use short sentences the comma rule<br />Short attention span theater &amp; the 5 second rule<br />Findability<br />Lots of headings<br />Good organization<br />More then just text <br />Rich content<br />Diagrams, maps, quotes<br /> 9. So who ARE these people?<br />Who visits our website?<br />Demographics<br />Motivations<br />Politics<br /> 10. and What Do They Want?<br />Website visitors have GOALS<br />Its not about what YOU want to TELL them<br />Its giving them what interests THEM<br />And making it easy for them to fulfill their goals<br /> 11. WE should have web goals too<br />Why do we want a given page?<br />What problem will it solve for us? <br />What goal will it meet? <br />If it doesnt support mission or money goals, why do we need it?<br />What do we want people to DO as a result of seeing this web page?<br />Its All About Behavioral Change<br /> 12. What Makes Us Special?<br />We need to ask questions such as: <br />What's our most important content? What content do we have that people really want to read and can't find anywhere else?<br />The content itself must be <br />compelling. It must drive action.<br />Gerry McGovern<br />author of The Web Content Style Guide<br /> 13. Designing a Home Page<br />Jared Spool, User Experience expert, says there are two important functions for a home page:<br />Deliver the content that the user is seeking<br />2. Provide a strong scent to pages that contain the content the user seeks<br /> 14. Analyzing Our Home Page<br />Google Analytics Overlay Mode<br />Percentage of clicks to a given page<br />(not from a given link)<br /> 15. Home Page A/B Testing<br />Google Website Optimizer<br /></p> <ul><li> Shows 1 of 2 versions</li></ul> <p> of a page<br /></p> <ul><li> Keeps track of conversions</li></ul> <p>50% more click-thrus to the donation page<br /> 16. Online Donations<br />Jakob Nielson<br />Online Usability Researcher<br />Non-profits would collect much more from their websites if only they'd clearly state what they are about and how they use donations<br />That is: What are you trying to achieve, and how will you spend my money?<br /> 17. eNewsletters<br />More from Jakob Nielsen<br />Email newsletters are the best way to maintain customer relationships on the Internet.<br />Tracking eye movements <br />the average time allocated to a newsletter after opening it was only 51 seconds. <br /> 18. Email takes a lot of thought<br />CAN-SPAM act<br />Spam-blocking<br />Many different email reader programs<br />Hard to get peoples attention<br />EmailOverload<br /> 19. Online is Informal<br />Email is all about relationships/loyalty/trust/respect/friendship<br />Email style should be:<br />Personal<br />Breezy<br />Connect with readers<br />Have a From Name and/or signature<br />Write in active voice<br />First person<br /> 20. More from Jakon Neilson<br />"Reading" is not even the right word, since participants fully read only 19% of newsletters. <br />The predominant user behavior was scanning.<br /> Often, users didn't even scan the entire newsletter: 35% of the time, participants only skimmed a small part of the newsletter or glanced at the content. <br />People were highly inclined to skip the introductory blah-blah textin newsletters.Although this text was only three lines long on average, 67% of users had zero [eye] fixations within newsletter introductions. <br /> 21. Just because <br />we write it,<br />doesnt mean <br />theyll read it.<br /> 22. Measuring Success and Iterating<br />Email statistics<br />Opens, clicks, forwards, unsubscribes<br />Web statistics<br />Pageviews, Visits, Visitors<br />Interactions: online donations, membership signups, emails &amp; contact form submissions<br />Bounces, exit pages<br />AnalyzeChangeTestReview<br /> 23. Its all about empathy<br />Who are we talking to?<br />What do they care about?<br />Why should they listen to us?<br />How do they know who we are?<br />Is what we have to say worth their time?<br />Are we fulfilling their needs?<br /> 24. AnyQuestions?<br /></p>