Our NetSquared Wellington meet-up on 14 June 2015 came in two parts: a framework for refining your organisation’s web presence from Bill Dashfield and a real-life example from Helen Brasting, from Film for Change Aotearoa.
Delivering value online: The What? Why? And So what? of your web presence
Purpose → Audience → Task → Outcome → Measures
“A website is not a fixed structure like a bridge, but a garden that gets tended as things change.”
Start with your website mission statement.
‘Who’, ‘What’ and ‘How’. This is a sketch of your audiences that could be extended into personas. Think about the tasks they’ll want to perform and language they’ll use. Use a clear navigation structure, as people may arrive at any page on the website.
Users have to trust your website (web “hygiene”). How will a user know? See if you can include the voice of the customer e.g. case study, story, video. Update stories regularly—even if they’re not groundbreaking, they show that you’re delivering.
Review and testing
You may want to test concepts with your end users to make better use of their interaction time on your website. It may help to have test users talk out loud to you as they are doing their testing.
You need to show that measurements correlate to a decision that you have made about your website. This needs to be directly related to the tasks you want people to do.
There are very few websites that are truly accessible to people with disabilities. Surveys can be used to track people over time but this only works with repeat users.
Not everyone is online. Sometimes you can’t reach people directly, but you can reach these audiences through opinion leaders and informers.
To deliver value your content must be relevant, discoverable and usable.
Film for Change – website refinement, in three takes
Do not hire someone who is inexperienced to redesign your website. You need to use people who understand how to build and design websites. You don’t want to end up with a user interface or back-end architecture that is not fit-for-purpose.
Film for Change used a software developer and UX developer to help redevelop their website.
You need to plan your website. Who is your primary user? What do you want them to do? Film for Change decided that their primary user was a potential customer and that they wanted potential customers to ‘Contact Us’.
Therefore, website users needed to be tempted with was an example to communicate the value. Testimonials were also used.
Measurement – what has been the impact?
Film for Change used a comparison of:
- Drop-offs (homepage)
- Organic search
- ‘Home’ to ‘Contact’ page traffic
- Mobile traffic
- Average Session Duration
- Contacts from new clients.
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Download User Testing Template (Word Doc)
View Delivering value online – Created with Haiku Deck, presentation software that inspires.