While sitting in the second row of seats looking at heat and confetti maps of sample websites, I was reminded of the number one reason I love attending the National Arts Marketing Project Conference (NAMPC): all these smart people are sharing information that I get to go home and use, and everyone else will think I’m a genius.
OK, maybe not that last part, but how lucky can we get with colleagues who are willing to help us out like this? I’m as much of an internet nerd as the next new media manager, but it seems that there’s a new resource or tool every week that promises to track, update, monitor, and help you do something with your website, and I can’t be the only one who doesn’t have oodles of extra time to be cruising the internet testing new tools.
In the measuring and improving your ROI session, Caleb Custer and Dan Leatherman presented a metrics-driven and scientific method-inspired “try, learn, think” cycle for testing and implementing changes to an organization’s website.
By using tools they introduced as well as now old standards like Google Analytics, they urged us to “prove the user’s expectations right and they will feel more in control” (paraphrased from Jakob Nielson) and therefore happier with their experience with your site.
Plunk, Clue, Crazy Egg, and others were offered as options for testing user interface, and there were resources for tracking links, segmenting visitors, optimizing landing pages, and then even more about email layout and design, A/B testing…and so on, and so on…and more. Read the rest of this entry »