SWE.org

Not what we wanted to hear … but we needed to listen

Some choice findings from our initial member survey

“Make the material more user friendly and accessible. It's difficult to navigate the site right now, to find relevant information.”

“I find the site overall one of the most difficult to use that I have been to. I avoid it.”

“Entire website needs to be reorganized.

Things are too difficult to find!”

2

Focus on the needs of SWE members as the primary audience and external visitors as the secondary audience

FIRST AND FOREMOST!

3

Website Objectives

Improve member website experience (ease of use and ability to access key information quickly)

4

PLUS…

Website Objectives

Optimize mobile experience

Create expanded opportunities to offer digital advertising and sponsorship

Increase web site traffic (to attract new members and partners)

Update and streamline content (site had grown nearly 100% in page content over three prior to re-build years)

Then we developed a strategy to get the right content into their hands right away

A Content Strategy Made the Difference

5

First, we looked for what content was most important to our members

6

A Powerful Mix of Content Analysis Tools

Google Analytics Analysis

MemberSurvey

Member and Staff Interviews

Member and Staff Interviews

Card Sorting

Chalk Mark“Heat Map”User Testing

7

Content Issues and Findings

CONTENT DEPTH

The previous swe.org had:

842 pages 5 levels

Majority of content was was or more pages deep

Google Analytics showed that the majority of users never got that deep

We needed most information to be one or two clicks from the homepage

8

Site Traffic and Usage

EYE-OPENING STATS

High Bounce Rate:

49.93%New Visits:

57.18%

Site visitors Only Visited The Site Once:

57%Site Users Visited

Only One Page

50%

9

Content Summary and Strategy

NEW SITE GOAL:

2 levels40 “live” pages

APPROXIMATELY

10

SWE.org Navigation Comparison

Old Navigation New Navigation

A Look at the New Navigation

11

PRIMARY

FOOTER

SECONDARY

QUICKLINKS(VARIABLE BY PAGE)

TERTIARY

• Improve search functionality

• Modal audience identification to feature specific content for specific user-groups

• Single sign-in for users

• Integrate with other vendor systems (member database, career center, online store and LMS)

• Upgrade banner ads to be compatible with ad serving platforms

• Further integrate social media (increase capabilities to interact, share pages, etc.)

• Mobile version of site for key membership needs (e.g., join/renewal)

• Improve keyword content to enhance SEO results (site map)

Other Website Improvements

12

Results

13

Google Analytics data comparing 3/1/2012 - 12/27/2012 to the same time period the previous year show:

Total visits have increased by

14%

Unique visits have increased by too

14%

Page views have dramatically increased by

40

The average visit duration has increased by

32%

The bounce ratedecreased by 9%

SEO: swe.org consistently ranks in the top three positions (usually number one) in Google for women in engineering related search terms

Results

14

Google Analytics data for MOBILE comparing 3/1/2012 - 12/27/2012 to the same time period the previous year show:

Mobile Device Visits Increased By:

145%Pages Per VisitIncreased By:

21%

Bounce Rate Decreased By:

11%

NOT TO MENTION… we launched on time AND on budget!

Results

15