Tips to Optimize your Website to Attract new eClub Members

Fishbowl Best Practices Webinar

Hosted by:

Kate FrantzOnline Marketing Specialist

AGENDA

• How website optimization drives results

• Maximizing website real estate

• Moving beyond the click to a new member

• Testing performance

HOW WEBSITE OPTIMIZATION DRIVES RESULTS

Positive Impact on the Bottom Line

Greater Program Awareness

Higher Likelihood to Join

More Members

Bigger ROI

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MAXIMIZING WEBSITE REAL ESTATE

Guiding principles for designing and updating your website

1. Think about those things that draw your attention when navigating a website (regardless of what the site is promoting)

2. Take into account any information you’ve collected about how your customers engage with your website today – Why they come to the website – How much time do they usually spend on the site – What areas of the site receive the most activity

3. Construct a navigation path based upon your findings

Avoid ClutterMake Your eClub Invitation Stand Out

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)

Homepage Locations – Navigation Bar

WHY HERE?

• Top of the page is usually where viewing begins

• Easy to find

• High user engagement area (identifies main sections of the website)

• Usually is persistent on multiple pages within the site

Homepage Locations – Upper Left Corner

WHY HERE?

The human eye is trained to look first at the top left corner because it orients the viewer to the webpage

–This location is the first place you look for logos

–Upper left is where navigation bars begin

Homepage Locations – Grouped with Social Media Links

WHY HERE?

•Growing trend on websites

•High user engagement area

•Positions eClub as an engagement opportunity

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offers!

Homepage Applications – Banner Ad

WHY?

•Banner Ad design allows for a larger advertisement for the eClub

•Creative flexibility - can include graphics and even animation

•Usually seen along the right side or below main center section

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Homepage Applications – Lightbox

WHY?

• Pop-up functionality grabs visitor’s attention

• Places the focus on the eClub

• Visitors must take action - join the eClub by clicking on the lightbox or choosing to exit in top corner

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Appetizer

MOVING BEYOND THE CLICK, TO A NEW MEMBER

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

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Free Appetizer

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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

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

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Things to Consider When Asking for Information

1. How are you going to use the data?

– Common uses include segmentation,

triggered messages, email personalization

2. How much information can you reasonably ask for?

– Start off small. Additional data can be collected throughout the relationship with the customer

3. What should be required vs. optional fields?

– Minimally, we suggest email address, preferred location and first name

TESTING

Testing

• Ask 10 people from outside your department and/or company to time how long it takes to find the eClub invitation on your website

– Tally the results. If the average is more than 10 seconds, you may need to make some adjustments

• Assign unique input source codes to join opportunities located in different places throughout the website - compare how each performs

• After optimizing your website, compare pre/post-optimization results

– View net member growth

– Measure and make adjustments as necessary on-going

Questions?

Thanks for your time!

Upcoming Fishbowl Webinars

November 29th: Effective Integration of Loyalty Programs and eClubs

Resources

For information on Fishbowl’s creative and strategic Professional Services offerings:

Enterprise Clients: Please contact your Account Director

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