I have always been a big advocate of websites that have a clear call to action based on their objectives. The most popular design I see is the “1-2-3” step concept. Example sites are: www.smartmoves.ca, www.mycanadaday.com, www.ready.gov. Can someone tell me what the disadvantages are of using this sort of strategy? I want to be able to play the devil’s advocate. As far as I see it, the 1-2-3 concept is fully measurable and helps address the short attention spans of today’s web surfers.
I often come across clients that dread the thought of having to do any sort of marketing research since they assume it requires hiring an expensive marketing research firm or using precious, overworked, internal resources. While this is true for a comprehensive in-depth analysis, a quick online survey is a different story. If you haven’t yet heard of services such as surveymonkey or the new Facebook Polls , then please join today and start saving taxpayer money!
Surveymonkey allows you to create and design your own online survey in minutes. Once you are done the design (numerous templates are available), you are provided with a link which can be sent to your list or posted on your website. What’s more, basic analysis is automatically done for you. For those wishing to do a more comprehensive analysis, the raw data can be downloaded and analyzed in a program of your choice (Excel, SPSS, SAS, etc…)
June 1st, 2007, Facebook Polls was launched. This product creates great value for marketers: this tool can be used to create brand awareness and gather critical information about your brand from Facebook community members.
Facebook Poll users create a question (with up to 5 answer choices) and are able to target the poll based on age, sex, location and even profile keywords. There is an initial $5 insertion fee, but the poll creator chooses the bid amount – the amount the user is willing to pay per response. Depending on the bid, and the anticipated results, Facebook estimates the wait time before results are received. Currently bids range from $.10 to $1.00 per response, according to TechCrunch.
The advantage of using Facebook Polls of course, is access to the more than 24 million active users, and over 100,000 new registrations per day since Jan. 2007. Not only is this a significant audience, it is segmented for you! You can target specific groups based on geographic areas, psychographic characteristics, age, etc…
After working with numerous government departments and coming across the same issue I have decided it is time to write something about it.
A recent client asked me why I wanted to get rid of their Site A, which had 1Million unique visits last year, and yet I wanted to keep Site B, which had 50K unique visits (they had to ged rid of one or the other). A simple answer: Stop looking at quantity, look at quality of your visits.
What is the purpose of your site? What are your objectives for the site? What do you want your target audience to accomplish?…Is it to :
- Sign up for a newsletter?
- Fill out a survey?
- Use the interactive application built into the site?
- Read something important?
- Download a pdf Guide?
All of the above can be measured and tracked via free analytics software (such as Google Analytics) .
In the case of Site A, none of its initial objectives were being met. Visitors were leaving after browsing a few insignificant pages (there was no clear call to action, but rather a storage room of information). Over 70% of the 1Million visitors were staying on the site for less than 5 seconds…meaning essentially that they stumbled upon the site accidentally or were immediately turned off.
In the case of Site B, nearly 50% of the website visitors were actively engaged in the site and reached essentially every goal set forth in the website strategy. Many were staying on the website for 15+ minutes each time and returning on numerous occasions.
Which one would you keep? One that delivers on its mandate or one that you can show senior management is getting a lot of “hits”? The sad truth is that many public servants choose the latter because they cannot show the ROI/ROE of their website effectively.
Here’s a hint:
- Assign a relative importance value to each conversion goal (objective) you assign to your website out of 10
- Set up your analytics software to track how you are doing on each conversion goal (assign a performance value out of 10)
- Multiply this value by the weight of that objective
- Add up the scores
- Take this number and divide it by an ideal score to give you a percentage.
- Use this percentage as a quantifiable indicator with which you can gauge ROI/ROE
Simple technique , yet too often it is overlooked or seen as something for the techies. It’s not.