Monetizing your Website

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Monetize Your Garden’s Website John Sallot, Desert Botanical Garden Ashley Panter, Desert Botanical Garden Brian Alig, Off Madison Ave+SpinSix Peter Vertes, Cleveland Botanical Garden Kevin Hourigan, Bayshore Solutions

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I Had This Idea For A Show

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Clarify Your Role As A Marketing Department Our job is to: Drive attendance Sell event tickets What happens to: Your mission statement Education Horticulture Research Exhibits Cultural Shift Not everyone will be on the home page We can still drive traffic to your pages You must provide fresh content A word about content…

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The Starting Line What you need to now before the architecture, design and coding: What’s Already Out There (Competitive Analysis) What Do You Have Out There (Website Audit) What Is Going On Out There (Analytics) How Do They Get Here (Search Traffic Analysis) NEW: What Are They Saying Out There (Listening Campaign)

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Competitive Analysis Purpose: To understand what others in the space with similar goals and purpose are doing to attract and convert traffic . Identify competitors Local National/International Industry Outside Industry Expand search to online references Yelp Travel Sites Find the Good, Bad and Ugly

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Competitive Analysis: Desert Botanical Garden Example

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Website Audit "As far as the customer is concerned, the interface is the product." - Jef Raskin Identify the user experiences that occur within your website and experience them for yourself. Think about the reasons things are the way they are on your website. Other Applications Operational Factors Politics Find the Good, Bad and Ugly

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Website Audit: Desert Botanical Garden Example

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Analytics Use facts to bolster or break your suspicions. Use Google Analytics (or some other analytics program) It’s Free It’s Easy It’s a Start If Analytics exist on the website, look at the data that it provides. Find out the following information: Where are users coming from What are they doing on the website Why are they leaving Find the Good, Bad and Ugly

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Analytics: Desert Botanical Garden Example International traffic did not account for enough visits to justify alternate language pages. Low search referral traffic indicated poor SEO content. High brand recognition accounts for high numbers of direct traffic. Hours, Admission, Events dominated user interest.

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Search Traffic Analysis What are the realities vs. the perception From analytics and search analysis you can see what terms or phrases users are actually using to get to your site. Are those terms or phrases the ones you want people to find you for? If not, there’s probably a content issue. Short-term solution would be PPC Long-term solution is good content Find the Good, Bad and Ugly

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Search Traffic Analysis: Desert Botanical Gardens Example Non-branded phrases must become higher priority to attract new traffic. A robots.txt file and XML sitemaps should be installed to ensure all search worthy content is found, and that other content, or old pages, are not. Opportunity exists to improve URL quality throughout the site, including better use of keyword phrases within the URL

It’s All About the Content:

It’s All About the Content Update content regularly for search engines Analytics from April 1 – 31, 2013

It’s All About the Content:

It’s All About the Content Engages the user Current and relevant April 1 – 31, 2013

Results:

Results *Website did not launch until August 10, 2010 and there was a gap in the analytics due to technical issues. Analytics began to be recorded on Sept. 6, 2010.

Post Launch Maintenance:

Post Launch Maintenance

Post Launch Maintenance:

Post Launch Maintenance Weekly Maintenance Easy way for staff to request updates Scheduled content updates/maintenance Quarterly Reviews

Tools:

Tools Meta Data Google Analytics - free Google Webmaster Tools - free

Results:

Results   Information Submitted with Proposal   Actuals   Actuals   (Aug. 2010-June 2011) *   (July 2011-July 2012) *   2009-2010 Revenue Projected Revenue** Projected Variance (%)   Revenue Variance from 2009-10 Revenue   Revenue Variance from 2010-11 Revenue Online event ticket sales 1 $ 1,064,850 $ 1,171,335 10%   $ 1,009,514 -5%   $ 909,546 -10% Online sales of Admission tickets 2 n/a $ 180,000 5%   $ 17,407 -90%   $ 22,043 27% Online retail sales 3 $ 2,332 $ 2,378 2%   $ 4,421 90%   $ 5,197 18% Online workshop/class registration 4 $ 234,774 $ 246,512 5%   $ 280,656 20%   $ 234,465 -16% Online donations 5 $ 26,891 $ 28,235 5%   $ 34,608 29%   $ 27,319 -21% Online memberships 6 $ 293,854 $ 328,814 12%   $ 419,683 43%   $ 567,775 35%                     Totals $ 1,622,701 $ 1,957,274 21%   $ 1,766,289 9%   $ 1,766,345 0%

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Targeting & Conversion Monetizing Cleveland Botanical Garden’s Website

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The Garden’s Previous Site

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A New Strategy Two primary objectives : Enhance the Garden’s brand image Increase earned and contributed revenue for the Garden Create a site business model that leverages the Garden’s target audience strategy:

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Objective I: Enhance the brand

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Objective I: Enhance the brand

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Objective I: Enhance the brand

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Objective II: Increase Revenue

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Objective II: Increase Revenue

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Objective II: Increase Revenue

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Objective II: Increase Revenue

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Objective II: Increase Revenue

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Objective II: Increase Revenue

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Objective II: Increase Revenue

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Objective II: Increase Revenue

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Bayshore Solutions Website Monetization Process Step 1: Examine and improve conversion rate Step 2: Drive more traffic Step 3: Ongoing analysis and adjusting to trends

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Objective II: Increase Revenue Ensure a search engine friendly website Well organized and user friendly Quality, keyword rich content Complete and optimized meta data Addition of structured data “ Indexable ,” error free, and fast

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Objective II: Increase Revenue Off Website Optimization Mobile website created External Link Building Campaign Integrated with social media presences

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Results Engagement – LOTS OF AWARDS Winner - Platinum Hermes Awards Winner - Platinum Ava Awards Winner - Bronze Interactive Awards Winner - Outstanding Website - Internet Advertising Competition Awards

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Results Comparing year-over-year | Oct. 2012–Mar. 2013 Overall site visits were up 34% Unique visitors were up 28% The number of pages viewed per visit was up 15% The average time visitors remained on the site per visit was up 17 % Search engines drove over half of all traffic 6,418 different search term variations brought visitors to the Garden’s website

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Results Site Sales, Donations & Leads | Oct. 2012–Mar. 2013 Memberships Sold: 642 Event Registrations: 743 Single Day Admissions: 85 Gift Memberships Sold: 126 Annual Fund Donations: 41 Wedding Info Form Completions: 178 (since Feb. 2013)

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Results Revenue | Sept. 2012–Mar. 2013 Ticket/Registration Revenue (NEW SITE): $ 42,731.50 Membership Revenue (NEW SITE): $56,095 Membership Revenue (OLD SITE): $26,643 % Difference: 110.5% increase over prior year Donation Revenue (NEW SITE): $13,492 Donation Revenue (OLD SITE): $11,934 % Difference: 13.1% increase over prior year

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Results Revenue | Sept. 2012–Mar. 2013 Ticket/Registration Revenue (NEW SITE): $ 42,731.50 Membership Revenue (NEW SITE): $56,095 Membership Revenue (OLD SITE): $26,643 % Difference: 110.5% increase over prior year Donation Revenue (NEW SITE): $13,492 Donation Revenue (OLD SITE): $11,934 % Difference: 13.1% increase over prior year

Top Ten Tips:

Top Ten Tips Know your user. Research what your user wants. Make it easy for your user to make a purchase. Regularly measure how well your site is performing. Focus on conversion rate first, increasing traffic second. Content is up to date and relevant to target audience. Use analytics to determine what content should be refreshed or changed. Perform regular site reviews frequently to refresh, add and update content. Optimization never stops. Continue optimization to increase conversion rate. Base site structure on user interests. Information should be easy to find. Group content by users interest rather than internal structure.

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No part of this presentation may be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without written permission of the American Public Gardens Association. Copyright © 2013 by the American Public Gardens Association. All rights reserved. The American Public Gardens Association Vision: A world where public gardens are indispensable APGA 2013 Garden Evolution Conference _______________________________________________

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