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Creating a Superior User Experience

SWE.org. Creating a Superior User Experience. Not what we wanted to hear …. Some choice findings from our initial member survey. “Entire website needs to be reorganized. Things are too difficult to find!”.

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Creating a Superior User Experience

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  1. SWE.org Creating a Superior User Experience

  2. Not what we wanted to hear … Some choice findings from our initial member survey “Entire website needs to be reorganized. Things are too difficult to find!” “Make the material more user friendly and accessible. It's difficult to navigate the site right now, to find relevant information.” “I find the site overall one of the most difficult to use that I have been to. I avoid it.” 2

  3. … but we needed to listen swe.org is the main communication vehicle for the Society—because of our previous site we were: Miscommunicating Misdirecting And missing opportunities to connect with our members and other visitors in a positive and productive way 3

  4. Website Objectives First and Foremost! Focus on the needs of SWE members as the primary audience and external visitors as the secondary audience Improve member website experience (ease of use and ability to access key information quickly) 4

  5. Website Objectives PLUS… Create expanded opportunities to offer digital advertising and sponsorship Increase web site traffic (to attract new members and partners) Update and streamline content (site had grown nearly 100% in page content over three prior to re-build years) Optimize mobile experience 5

  6. A Content Strategy Made the Difference Then we developed a strategy to get the right content into their hands right away First, we looked for what content was most important to our members 6

  7. A Powerful Mix of Content Analysis Tools Google Analytics Analysis Member Survey Member and Staff Interviews Card Sorting Member and Staff Interviews Chalk Mark “Heat Map” User Testing 7

  8. Content Issues and Findings Content Depth Majority of content was was or more pages deep Google Analytics showed that the majority of users never got that deep We needed most information to be one or two clicks from the homepage The previous swe.org had: • 842 • 5 pages levels 8

  9. Site Traffic and Usage Eye-opening stats High Bounce Rate: New Visits: 57.18% 49.93% Site visitors Only Visited The Site Once: Site Users Visited Only One Page 57% 50% 9

  10. Content Summary and Strategy New site goal: Approximately • 2 • 40 “live” pages levels 10

  11. SWE.org Navigation Comparison Old Navigation New Navigation 11

  12. A Look at the New Navigation TERTIARY PRIMARY SECONDARY FOOTER QUICKLINKS(VARIABLE BY PAGE) 12

  13. Other Website Improvements • Improve search functionality • Modal audience identification to feature specific content for specific user-groups • Single sign-in for users • Integrate with other vendor systems (member database, career center, online store and LMS) • Upgrade banner ads to be compatible with ad serving platforms • Further integrate social media (increase capabilities to interact, share pages, etc.) • Mobile version of site for key membership needs (e.g., join/renewal) • Improve keyword content to enhance SEO results (site map) 13

  14. Results Google Analytics data comparing 3/1/2012 - 12/27/2012 to the same time period the previous year show: 14% Total visits have increased by 14% Unique visits have increased by too The average visit duration has increased by Page views have dramatically increased by The bounce rate decreased by 40 32% 9% SEO: swe.org consistently ranks in the top three positions (usually number one) in Google for women in engineering related search terms 14

  15. Results Google Analytics data for MOBILE comparing 3/1/2012 - 12/27/2012 to the same time period the previous year show: Mobile Device Visits Increased By: Pages Per VisitIncreased By: 145% 21% Bounce Rate Decreased By: 11% 15

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