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Know Your Audience: Build It and They Will Come

Know Your Audience: Build It and They Will Come. January 19, 2011. This Session C overs. Defining your website’s purpose Identifying your audience Discovering their needs Determining focus. What is Your Purpose?. Why does your website exist? What are your main goals?

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Know Your Audience: Build It and They Will Come

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  1. Know Your Audience:Build It and They Will Come January 19, 2011

  2. This Session Covers Defining your website’s purpose Identifying your audience Discovering their needs Determining focus

  3. What is Your Purpose? Why does your website exist? What are your main goals? Why do people go to your website?

  4. CCAP Redesign Project February 2008 Sought objective guidance Three main activities Key considerations

  5. Why Do They Visit? Why do most users visit government websites? Pew Internet and American Life Project Results…

  6. They Visit To… Public policies or issues Find services Download government forms Research documents or statistics Renew license or registration Recreation or tourist information

  7. They Visit To… Get advice on health or safety issue Get information or apply for benefits Get information or apply for job Pay a fine Apply for recreational license

  8. Why Audience is Key? • Design for audience, not you • Just because one thinks it a great… • Smoother internal process

  9. Defining Characteristics… Physical demographics Cultural demographics Computer experience Computer equipment/location Frequency of visits Design expectations

  10. Type of Users Bob Beginner Penny Poweruser Sally Surfer

  11. Who Visits Your Site? Who is visiting? How did they find you? What do they look at? Did they find what they needed?

  12. Ways to Learn More… Traffic reports Focus groups User surveys Social media

  13. Traffic Reports Number of visitors New visitors Time spent Geographics Keywords Bounce rates

  14. Focus Groups Neutral facilitator Appropriate questions Participant selection

  15. Surveys Define goals Establish questions Do goals and questions connect… Select process Participants Analysis

  16. Questions CCAP Asked 11 questions Mixture of type Multiple choice Ranking items CCAP Other websites

  17. Discovering Their Needs Why are they coming to your site? How often are they visiting? Are they finding what they need? Can they find it quickly? Logins? How are that working? What else would they like to see?

  18. Defining the Focus? Benefits of objective third party Summary versus recommendations Identifying priorities

  19. Reference Resources All sources used in this presentation are on the notes page of this slide.

  20. Questions and Answers

  21. Next Webinar E-Services: How May We Help You? February 16, 20111:30 – 2:30 p.m.

  22. Thank You for Attending! • Kristin Hamilton GIS/Technology Research Director 717-526-1010 X 3325 khamilton@pacounties.org If you have questions, please feel free to call or e-mail:

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