tips to optimize your website to attract new eclub members€¦ · maximizing website real estate ....
TRANSCRIPT
![Page 1: Tips to Optimize your Website to Attract new eClub Members€¦ · MAXIMIZING WEBSITE REAL ESTATE . Guiding principles for designing and updating your website 1. What draws your attention?](https://reader033.vdocument.in/reader033/viewer/2022042303/5ecded503782cf14d07d788c/html5/thumbnails/1.jpg)
Tips to Optimize your Website to Attract new eClub Members
![Page 2: Tips to Optimize your Website to Attract new eClub Members€¦ · MAXIMIZING WEBSITE REAL ESTATE . Guiding principles for designing and updating your website 1. What draws your attention?](https://reader033.vdocument.in/reader033/viewer/2022042303/5ecded503782cf14d07d788c/html5/thumbnails/2.jpg)
Fishbowl Best Practices Webinar
Hosted by: Kate Frantz Online Marketing Specialist
![Page 3: Tips to Optimize your Website to Attract new eClub Members€¦ · MAXIMIZING WEBSITE REAL ESTATE . Guiding principles for designing and updating your website 1. What draws your attention?](https://reader033.vdocument.in/reader033/viewer/2022042303/5ecded503782cf14d07d788c/html5/thumbnails/3.jpg)
AGENDA
• How website optimization drives results
• Maximizing website real estate
• Moving beyond the click to a new member
• Testing performance
![Page 4: Tips to Optimize your Website to Attract new eClub Members€¦ · MAXIMIZING WEBSITE REAL ESTATE . Guiding principles for designing and updating your website 1. What draws your attention?](https://reader033.vdocument.in/reader033/viewer/2022042303/5ecded503782cf14d07d788c/html5/thumbnails/4.jpg)
HOW WEBSITE OPTIMIZATION DRIVES RESULTS
![Page 5: Tips to Optimize your Website to Attract new eClub Members€¦ · MAXIMIZING WEBSITE REAL ESTATE . Guiding principles for designing and updating your website 1. What draws your attention?](https://reader033.vdocument.in/reader033/viewer/2022042303/5ecded503782cf14d07d788c/html5/thumbnails/5.jpg)
Positive Impact on the Bottom Line
Greater Program Awareness
Higher Likelihood to Join
More Members
Bigger ROI
![Page 6: Tips to Optimize your Website to Attract new eClub Members€¦ · MAXIMIZING WEBSITE REAL ESTATE . Guiding principles for designing and updating your website 1. What draws your attention?](https://reader033.vdocument.in/reader033/viewer/2022042303/5ecded503782cf14d07d788c/html5/thumbnails/6.jpg)
Have you tried our pick up or delivery
service?
Bring the Whole Family! We just
added a kids menu.
Click Here to Make Reservations
About Us Catering Facebook Store Locations Contact Us Menu eClub Restaurant News YouTube Pintrest Twitter Reservations
![Page 7: Tips to Optimize your Website to Attract new eClub Members€¦ · MAXIMIZING WEBSITE REAL ESTATE . Guiding principles for designing and updating your website 1. What draws your attention?](https://reader033.vdocument.in/reader033/viewer/2022042303/5ecded503782cf14d07d788c/html5/thumbnails/7.jpg)
MAXIMIZING WEBSITE REAL ESTATE
![Page 8: Tips to Optimize your Website to Attract new eClub Members€¦ · MAXIMIZING WEBSITE REAL ESTATE . Guiding principles for designing and updating your website 1. What draws your attention?](https://reader033.vdocument.in/reader033/viewer/2022042303/5ecded503782cf14d07d788c/html5/thumbnails/8.jpg)
Guiding principles for designing and updating your website
1. What draws your attention?
2. Use any existing information about your customers
3. Construct a navigation path based upon #1 and #2
![Page 9: Tips to Optimize your Website to Attract new eClub Members€¦ · MAXIMIZING WEBSITE REAL ESTATE . Guiding principles for designing and updating your website 1. What draws your attention?](https://reader033.vdocument.in/reader033/viewer/2022042303/5ecded503782cf14d07d788c/html5/thumbnails/9.jpg)
Avoid Clutter
Make Your eClub Invitation Stand Out
![Page 10: Tips to Optimize your Website to Attract new eClub Members€¦ · MAXIMIZING WEBSITE REAL ESTATE . Guiding principles for designing and updating your website 1. What draws your attention?](https://reader033.vdocument.in/reader033/viewer/2022042303/5ecded503782cf14d07d788c/html5/thumbnails/10.jpg)
Best Design Practices for promoting eClub Awareness
Take advantage of prime locations to promote eClub links & information
• Homepage
• Contact us page
• On the menu page (Especially if your welcome offer includes a FREE or discounted menu item)
![Page 11: Tips to Optimize your Website to Attract new eClub Members€¦ · MAXIMIZING WEBSITE REAL ESTATE . Guiding principles for designing and updating your website 1. What draws your attention?](https://reader033.vdocument.in/reader033/viewer/2022042303/5ecded503782cf14d07d788c/html5/thumbnails/11.jpg)
Homepage Locations – Navigation Bar
WHY HERE?
• Easy to find
• High traffic area
• Frequent appearance
![Page 12: Tips to Optimize your Website to Attract new eClub Members€¦ · MAXIMIZING WEBSITE REAL ESTATE . Guiding principles for designing and updating your website 1. What draws your attention?](https://reader033.vdocument.in/reader033/viewer/2022042303/5ecded503782cf14d07d788c/html5/thumbnails/12.jpg)
Homepage Locations – Upper Left Corner
WHY HERE?
It’s where your eye goes!
![Page 13: Tips to Optimize your Website to Attract new eClub Members€¦ · MAXIMIZING WEBSITE REAL ESTATE . Guiding principles for designing and updating your website 1. What draws your attention?](https://reader033.vdocument.in/reader033/viewer/2022042303/5ecded503782cf14d07d788c/html5/thumbnails/13.jpg)
Homepage Locations – Grouped with Social Media Links
WHY HERE?
• Growing trend on websites
• High user engagement area
• Positions eClub as an engagement opportunity
Click here to join the e-club
and receive great offers!
![Page 14: Tips to Optimize your Website to Attract new eClub Members€¦ · MAXIMIZING WEBSITE REAL ESTATE . Guiding principles for designing and updating your website 1. What draws your attention?](https://reader033.vdocument.in/reader033/viewer/2022042303/5ecded503782cf14d07d788c/html5/thumbnails/14.jpg)
Homepage Applications – Banner Ad
WHY?
•High visibility
•Creative flexibility
•Performance tracking
Join our e-Club and get 50% off your next pizza!
Get the Sweet Scoop
Join the ice cream lover’s club for the latest news, offers
and events.
![Page 15: Tips to Optimize your Website to Attract new eClub Members€¦ · MAXIMIZING WEBSITE REAL ESTATE . Guiding principles for designing and updating your website 1. What draws your attention?](https://reader033.vdocument.in/reader033/viewer/2022042303/5ecded503782cf14d07d788c/html5/thumbnails/15.jpg)
Homepage Applications – Lightbox
WHY?
• Attention grabbing
• eClub Focus
• Call-to-Action
JOIN the eClub …Get
A Free Appetizer
![Page 16: Tips to Optimize your Website to Attract new eClub Members€¦ · MAXIMIZING WEBSITE REAL ESTATE . Guiding principles for designing and updating your website 1. What draws your attention?](https://reader033.vdocument.in/reader033/viewer/2022042303/5ecded503782cf14d07d788c/html5/thumbnails/16.jpg)
MOVING BEYOND THE CLICK, TO A NEW MEMBER
![Page 17: Tips to Optimize your Website to Attract new eClub Members€¦ · MAXIMIZING WEBSITE REAL ESTATE . Guiding principles for designing and updating your website 1. What draws your attention?](https://reader033.vdocument.in/reader033/viewer/2022042303/5ecded503782cf14d07d788c/html5/thumbnails/17.jpg)
BDPs for moving the viewer to the join form
Promote the Benefits of the Club
• Make it enticing (visually appealing, interactive, etc.)
• Tell them what they get for joining
JOIN the
Bistro Club …Get A Free
Appetizer
Join the
Bistro Club
![Page 18: Tips to Optimize your Website to Attract new eClub Members€¦ · MAXIMIZING WEBSITE REAL ESTATE . Guiding principles for designing and updating your website 1. What draws your attention?](https://reader033.vdocument.in/reader033/viewer/2022042303/5ecded503782cf14d07d788c/html5/thumbnails/18.jpg)
Make the Most of Your Sign-Up Page Design
• Continue to share the eClub benefits on the sign-up form
• Match look and feel of the brand and the website
• Match language and look of other sign-up opportunities
– Advertisements with QR codes
– Sign up slips
– Facebook messaging
![Page 19: Tips to Optimize your Website to Attract new eClub Members€¦ · MAXIMIZING WEBSITE REAL ESTATE . Guiding principles for designing and updating your website 1. What draws your attention?](https://reader033.vdocument.in/reader033/viewer/2022042303/5ecded503782cf14d07d788c/html5/thumbnails/19.jpg)
Collecting Member Information
There are many options for collecting new member information
• Full sign up form
• Email address only
• Email address and zip code
Consider more than one join option to attract a larger crowd
Join the eClub for news and offers!
Email Address Go >
![Page 20: Tips to Optimize your Website to Attract new eClub Members€¦ · MAXIMIZING WEBSITE REAL ESTATE . Guiding principles for designing and updating your website 1. What draws your attention?](https://reader033.vdocument.in/reader033/viewer/2022042303/5ecded503782cf14d07d788c/html5/thumbnails/20.jpg)
Things to Consider When Asking for Information
1. How are you going to use the data?
– segmentation, triggers, personalization
2. How much information can you reasonably ask for?
– Start off small.
3. What should be required vs. optional fields?
![Page 21: Tips to Optimize your Website to Attract new eClub Members€¦ · MAXIMIZING WEBSITE REAL ESTATE . Guiding principles for designing and updating your website 1. What draws your attention?](https://reader033.vdocument.in/reader033/viewer/2022042303/5ecded503782cf14d07d788c/html5/thumbnails/21.jpg)
TESTING
![Page 22: Tips to Optimize your Website to Attract new eClub Members€¦ · MAXIMIZING WEBSITE REAL ESTATE . Guiding principles for designing and updating your website 1. What draws your attention?](https://reader033.vdocument.in/reader033/viewer/2022042303/5ecded503782cf14d07d788c/html5/thumbnails/22.jpg)
Testing
• Assemble your own focus group
– Ask 10+ people
– Tally the results
• Assign unique input source codes
• Compare pre/post-optimization results
– View net member growth
– Measure and make adjustments as necessary on-going
![Page 23: Tips to Optimize your Website to Attract new eClub Members€¦ · MAXIMIZING WEBSITE REAL ESTATE . Guiding principles for designing and updating your website 1. What draws your attention?](https://reader033.vdocument.in/reader033/viewer/2022042303/5ecded503782cf14d07d788c/html5/thumbnails/23.jpg)
Questions?
Thanks for your time!