Check out the latest adaptation of the Open Y User Manual, new features including updates for those on 2.0 as well as newly added paragraph types to the distribution.
Your Digital Experience Performance
Reporting & analysis: an introduction.
For example, you might identify that a specific channel of traffic is converting much better than others. By focusing more attention on that channel, you could increase the number of conversions for an important goal, such as donations, or memberships. Or, for example, you might discover in traffic that might point to an increase in spam traffic. You could then apply filters to block that spam traffic and keep the web data as clean and relevant as possible.
Analysis of your web data helps you to have a realistic idea of how the digital experience is performing. It provides you with insights into how you can optimize it to serve the organization’s overall goals. Reporting and analysis also help you communicate how effectively your digital experience is contributing to overall business strategies and objectives.
Reporting and analysis should take place regularly, and as frequently as needed. Depending on the size of your digital experience, the volume of traffic it receives, and the overall marketing budget, regular reporting typically involves some combination of weekly/monthly, and quarterly/annually reporting. If regular reporting is new to your organization, then a review or ‘audit’ is a great starting place.
- Is it growing?
- Is it converting?
- What are people doing on it?
Through the analysis of the web data, you’re going to be able to answer these questions and gather actionable insights that allow you to make data-backed decisions. The understanding and insight you learn can be almost unlimited.
Here are some common things you’ll learn about your digital experience:
- The number of people visiting your website for the first time. How many users are New Visitors vs. Returning Visitors?
- How people are coming to your digital experience — the channel, or source of the traffic. Is it through Google search, an email campaign, Facebook, or a referral from a partner website?
- What type of device they are using to engage with your content. Is it predominantly when they are on their mobile device?
- The content users are most interested in. Are users more keen on finding branch location hours?
- The areas, or geographic regions website visitors are located.
- How often users are completing actions you deem important — for example, this might be requesting a free guest pass.
- How the various marketing efforts (SEO, Facebook ads, email, etc) are doing at driving traffic to the site. You can also learn if that traffic is doing what you want it to do — for example, make a donation, or complete a membership application.
The learning and understanding you gain from reporting and analysis can be almost unlimited and it is directly tied to what is important to your organization. You should consider not only what is important to the marketing goals, but also sales, customer satisfaction, IT, operations, HR, etc. — after all, your efforts as applied to the digital experience are ultimately geared towards reaching the wider organizational goals.
To learn more about how we have been helping YMCA organizations like yours, and how we can help you with regular reporting and analysis please contact your ImageX account manager today.
Five Takeaways from the ImageX Brand Refresh
The redesign process was not without its ups and downs and we’ve pulled together some of the key lessons we learned along the way.
1. Prepare to Prepare
2. Understand Your Brand Landscape
In addition to the non-tangibles, it’s important to understand your brand assets - what physical things will you need to update with any new design? Printed or digital collateral? Office signage? Website & social channels? The earlier you know all of your brand touchpoints, the smoother the transition. Utilize your wider team in this endeavor, as often there will be assets used by other teams which you may not even be aware of. This is especially the case if it has been a number of years since a redesign and thus a number of employees are different from the previous effort.
3. Find a Balance
4. Be Open Minded
We advise to carry out testing with your stakeholders, internal and external. Your employees need to relate to the new design and ideally be excited by it. For your prospective customers and clients, the design needs to resonate with their experience working with your team and the brand. For instance, a non-profit organization would not connect well with a corporate design which used conservative colors. Instead, an approachable identity with softer colors would likely be better received.
With ImageX, when we were looking at logo options and color palettes, we tested variations, revised options and retested multiple times, narrowing down the options within every round. The testing itself can be quite simple. We used SurveyMonkey to create a series of surveys which never contained more than 3-5 questions regarding preference and reasoning.
5. Create an Internal Support System
Next Major Release Release: May 12th
- Technical Debt
- Accessibility bugs -Rose and Lily Theme
- Activity Finder Polish - Styling updates and changes to filter functionality
Release notes will be posted to https://community.openymca.org within 24 hours after the release has been made public. If you have any questions about the release contact your Project Manager to determine if it’s time to do an Open Y upgrade.
YMCA of Greater Houston:
YMCA of Western North Carolina:
Activity Finder implementation
Top Tip: Ensure your content is aligned ahead of a project kick off
That’s why, for content, it’s critical to start planning early, even before you begin a web project. Some things you may want to start preparing now include:
- Trying to find out how much content do you have right now. Many inventorying tools (such as Screaming Frog) can help you get this information and share it with your team.
- Identifying within the content you have right now, what the quality level of each page is and what content you are likely removing or archiving. Having a pretty good idea of the state of your content in advance will help you understand the work involved and, if you plan to work with a development partner, it will help them estimate the effort involved.
- Having a governance structure: identifying who needs to be involved in the process of editing, writing and approving. Perhaps there will be a core team, and SMEs you bring in for different sections (i.e., membership content).
- Identifying if you have someone on staff who has the skills and the time commitment to write this content. If you can, try to do a rough estimate of how many pages they may need to rewrite and estimate how many hours that may take them. This will help you as well with planning a full web project. If you don’t have this person, you may want to consider at least a temporary hire who can handle the writing or a development partner who can augment your team.
- Preparing as much user research as you can. Run user tests of your site, talk to customers about what content is important to them and why, review analytics, create user personas to help clarify key content goals. You may be surprised how much this helps clarify key messaging and priority of the content effort.
These are just a few things you can do to begin getting ready for full content migration. All of these things also help you if you’re not yet looking to do a full website redesign and are simply looking to manage content more effectively overall. As with most daunting tasks, the earlier you can plan, the better.If you would like further information on any of these posts, contact firstname.lastname@example.org or your project manager today.