Tips to Optimize your Website to Attract new eClub Members

Fishbowl Best Practices Webinar

Hosted by: Kate Frantz Online 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. What draws your attention?

2. Use any existing information about your customers

3. Construct a navigation path based upon #1 and #2

Avoid Clutter

Make 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?

• Easy to find

• High traffic area

• Frequent appearance

Homepage Locations – Upper Left Corner

WHY HERE?

It’s where your eye goes!

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!

Homepage Applications – Banner Ad

WHY?

•High visibility

•Creative flexibility

•Performance tracking

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Homepage Applications – Lightbox

WHY?

• Attention grabbing

• eClub Focus

• Call-to-Action

JOIN the eClub …Get

A Free 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

JOIN the

Bistro Club …Get A Free

Appetizer

Join the

Bistro Club

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?

– segmentation, triggers, personalization

2. How much information can you reasonably ask for?

– Start off small.

3. What should be required vs. optional fields?

TESTING

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

Questions?

Thanks for your time!