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 Member Survey 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: % New Visits: % Site visitors Only Visited The Site Once: 57 % Site Users Visited Only One Page 50 %

9 Content Summary and Strategy NEW SITE GOAL: 2 levels 40 “live” pages APPROXIMATELY

10 SWE.org Navigation Comparison Old NavigationNew 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/ /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 rate decreased by 9%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/ /27/2012 to the same time period the previous year show: Mobile Device Visits Increased By: 145 % Pages Per Visit Increased By: 21 % Bounce Rate Decreased By: 11 %

NOT TO MENTION… we launched on time AND on budget! Results 15