rebecca rae: effective web design
TRANSCRIPT
Effective Web Design Reason Digital
Rebecca Rae @RebeccaWho @ReasonDigital Strategy & Insight Lead [email protected]
I co-founded Reason Digital, an award winning social enterprise that works with charities to do
little good with digital.
www.reasondigital.com@reasondigital
RHN #technologymeans
Let’s be honest…
(Charities Aid Foundation, 2013)
13.5%ONLINE CHARIT Y
DONATIONS GREW
4.9%OVERALL CHARIT Y DONATIONS GREW
WHILST
(IoF Blackbaud, 2013)
£69.70WAS
AVERAGE ONLINE DONATION IN 2013
£52.87UP FROM
IN 2010
Maths & Spreadsheets
www.reasondigital.com@reasondigital
“But…Why?”
BEX. ALL OF THE TIME.
www.reasondigital.com@reasondigital
What do WE want?
= MONEYUNIQUE VISITORS x xCONVERSION RATE AVERAGE GIFT
= £200 RESULTING DONATIONS10,000 VISITORS x x1% CONVERSION RATE £20 AVERAGE GIFT
£2,000 IN DONATIONS
INCOME
People Decisions Amount
UNIQUE VISITS x CONVERSION RATE x AVERAGE GIFT
10,000 VISITS x 1 % CONVERSION RATE x £20 AVERAGE GIFT
People
Relationships
= MONEYPEOPLE x RELATIONSHIP
= Lifetime value
People
x
Conversion Rate
x
Average Gift
x
Number of Donations
DANGER ZONE
*Prescriptive brief - define problems not answers
*Not aligning reasons for a new website with objectives
AUDIENCE
AUDIENCES
MESSAGING FRAMEWORK
We know what they want and their emotional needs.
What will we offer them.
www.reasondigital.com@reasondigital
AIMS.
Defining your aims will help keep you on track.
It will also optimise your efforts
Social Aims should fit with digital aims, which fit with business aims
Will help you know what to measure and keep track of results.
DANGER ZONE
*NOT “Everyone”
*Designing with an internal perspective
*Making Assumptions
CONTENT
www.reasondigital.com@reasondigital
“Content is king” - Ancient Cliché
www.reasondigital.com@reasondigital
Initial content
www.reasondigital.com@reasondigital
“In 2011, a UK internet user visited 2,518 web pages across 81 domains and 53
sessions in just one month.”
AT TENTION GRABBING.
www.reasondigital.com@reasondigital
Don’t be boring
Interesting Useful
www.reasondigital.com@reasondigital
$1.14 $2.38 $1.43
Stats Story Both
Stats vs Stories
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Ongoing content
OVERCOMING BARRIERS
FUN ONE: EYE CONTACT
Images that lead the users eyel ine.
www.reasondigital.com@reasondigital
Calls to action
www.reasondigital.com@reasondigital
AIMS.
Defining your aims will help keep you on track.
It will also optimise your efforts
Social Aims should fit with digital aims, which fit with business aims
Will help you know what to measure and keep track of results.
DANGER ZONE
*Blog and news rather than considered placement
*Not thinking in advance
*Offline for online
YOUR WEB BUILD
The donor journey
www.reasondigital.com@reasondigital
JOIN IN ON TWITTER #ACAUSE
1. Get a responsive site
DANGER ZONE
*No monitoring and improvement
*Getting a mate’s dogs friend’s owner to make it
*Doing stuff cos you’ve seen everyone else do it (Carousels, images)
SUMMARY OF WHAT WE’VE COVERED
Do some maths
Design for your audience
Don’t get your old primary school teacher’s brother to do it
Measure and see what works
Do content properly
Use your own website
Think about the why
Any Questions?Rebecca Rae @RebeccaWho @ReasonDigital Strategy & Insight Lead [email protected]