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Jessica Bybee-Dziedzic | Saffire
20 WAYS TO RUIN
FAIR WEBSITE
FFF Convention & IAFE Zone II Meeting - 20 Ways to Ruin a Fair Website
SOMETHING
BUT
WAS MISSING
We wanted to
FFF Convention & IAFE Zone II Meeting - 20 Ways to Ruin a Fair Website
FFF Convention & IAFE Zone II Meeting - 20 Ways to Ruin a Fair Website
FFF Convention & IAFE Zone II Meeting - 20 Ways to Ruin a Fair Website
FFF Convention & IAFE Zone II Meeting - 20 Ways to Ruin a Fair Website
FFF Convention & IAFE Zone II Meeting - 20 Ways to Ruin a Fair Website
FFF Convention & IAFE Zone II Meeting - 20 Ways to Ruin a Fair Website
FFF Convention & IAFE Zone II Meeting - 20 Ways to Ruin a Fair Website
FFF Convention & IAFE Zone II Meeting - 20 Ways to Ruin a Fair Website
FFF Convention & IAFE Zone II Meeting - 20 Ways to Ruin a Fair Website
FFF Convention & IAFE Zone II Meeting - 20 Ways to Ruin a Fair Website
FFF Convention & IAFE Zone II Meeting - 20 Ways to Ruin a Fair Website
CLIENT PORTFOLIO
OVER
CLIENTS!
WE’LL SEND THE SLIDES IF YOU LEAVE
YOUR BUSINESS CARD!
WHAT MAKES A GOOD WEBSITE?
MOBILE-FRIENDLY
FUN EASY TO NAVIGATE
INFORMATIVE
GOOD PHOTOS
QUICK-LOADING
WELL BRANDED
FFF Convention & IAFE Zone II Meeting - 20 Ways to Ruin a Fair Website
1. BUILD WITH OLD PROGRAMS
• Flash breaks on iPads and sometimes
computers too—ditch it!
• Programming languages change
• Social media outlets change
their plug-ins
SITE WIDTH & ALIGNMENT
SITE WIDTH & ALIGNMENT
DESKTOP MONITORS
1997 2016
2. HAVE A BAD HOST
• Some hosts don’t monitor for traffic spikes
• Some hosts don’t isolate your space from your neighbor’s
• With many hosting plans, someone else’s high traffic or improper usage can affect you
STAR WARS CRASH
Did anyone try to buy tickets for the new Star Wars movie when they went on sale?
WHAT HAPPENED?
• Massive traffic
• Server Overload (Like when you try to open 100 files on your computer at once)
• Sites slowed, eventually leading to crash
FFF Convention & IAFE Zone II Meeting - 20 Ways to Ruin a Fair Website
WHAT CAN YOU DO?
• Scale server capacity during peak times
• Buy more servers and split processes
• Invest in dedicated server space
(more expensive but fewer or more reliable neighbors)
• Make sure the platform your website is on is up to date
3. BE INVISIBLE TO GOOGLE
Most people that search for your fair name are going to find your website.
What about other things they type?
• What keywords are strong?
• How can you use keywords to get a better rankingon Google?
THE LONG TAIL
LONG TAIL WORDS
• More descriptive = fewer searches = more likely to find you
• More descriptive = more interest in you anyway!
• More descriptive = costs less if you advertise
• EX: Family fun, music festival, animal exhibits
www.google.com/trends
Type in any word, find out the trends and search
history of that term!
FFF Convention & IAFE Zone II Meeting - 20 Ways to Ruin a Fair Website
FFF Convention & IAFE Zone II Meeting - 20 Ways to Ruin a Fair Website
4. CREATIVE SITE NAVIGATION
• A place to watch “design over function”
• If there is a place to keep it simple, this is it!
• Your map to your content
FFF Convention & IAFE Zone II Meeting - 20 Ways to Ruin a Fair Website
JUST F IT.
5. FORGET THE FAVICON
Normal Day!
FAVICON IMPORTANCE
Users (especially a younger audience,
opening multiple pages in rapid-fire
succession as a way to remember the
items on those pages and revisit them
at a later time.
6. NEVER CHANGE YOUR CONTENT
1. Visit
2. Visit with same content
3. Never visit again
If you update your Facebook page
YOUR BRAND
YOUR LAND!
SERIOUS OFFENDER: NEWS & BLOG
• If you have them, keep them updated
• Pro tip: Don’t say how often you're going to publish.
A “once a month” newsletter is a surefire way to be behind.
SERIOUS OFFENDER: OLD EVENT DATES
7. FORGET ANY CALLS TO ACTION
What’s the action for someone visiting your site?
SMALL
• Listen to Music
• View Photos/Videos
BIG
• Sign up for your email list
• Buy tickets
IMPORTANCE OF WEB ACTIONS
OLD WEBSITES NEW WEBSITES
COPY FACEBOOK
TWITTER DID!
FFF Convention & IAFE Zone II Meeting - 20 Ways to Ruin a Fair Website
8. FORGET ABOUT ONLINE SALES
MULTIPLE BUY OPTIONS
BUY FROM ANY PAGE
CREATE CUSTOMER CONFIDENCE
9. DISREGARD MOBILE
If you:
• Send email (something people check on their phone!)
• Post Facebook ads (something people check on their phone!)
• Sell Online
• Have a website
YOU MUST BE MOBILE!
GOOGLE LOVES MOBILE
MOBILE STATS
10. FORGET ABOUT EMAIL SIGNUP
Not Cool:
Email seems lame compared to social media
Cool:
It’s the most successful tactic!
Most Cost-Effective
Top Revenue Generator
Fastest Results
YOU OWN THE DATA
EVERY PAGE!
11. HIDE CONTACT INFO
Very poor customer service to only have a contact us form on your website
• Utilize email aliases if you’re worried
about spam
• At least one phone number should always
be available
FFF Convention & IAFE Zone II Meeting - 20 Ways to Ruin a Fair Website
12. FEATURE TEXT INSTEAD OF PHOTOS
Engagement per follower is 58 times higher on Instagram than on Facebook.
DOES IT REALLY MATTER?
PHOTOS:
• Provide a personal connection to your event and your brand
• Evoke desire to “do what they’re doing”
• Allow visitors to virtually experience your event all year long
DOES IT REALLY MATTER?
Albums do even better than single photos, so don‘t forget those!
PHOTO ALBUMS
13. SHOW MORE LOVE TO ADS
THAN YOU DO YOURSELF
A lot of websites make the mistake of using their most important real estate for ads
instead of their content.
WOULD YOU RATHER YAHOO…
…OR GOOGLE SEARCH?
FFF Convention & IAFE Zone II Meeting - 20 Ways to Ruin a Fair Website
ROTATING ADS
14. DON’T EVEN THINK ABOUT VIDEO
Visitors will engage with your site if they’re watching videos or listening to music!
• Video brings an average of 3 times more visitors to your site per month
• Organic search traffic increases by 157%
• The average website visitor spends 88% longer on sites with video
APPEALS TO MILLENNIALS
4 BILLION videos are watched every DAY on YouTube
• 18 - 49 year olds watch more YouTube than any cable TV network.
• Use an eye catching thumbnail to encourage moreclicks
- Use what you just learned about photos!
• Film “behind-the-scenes” with performers, event organizers etc.
• Tour of the grounds videos can be fun and informative!
VIDEO TIPS
SHORT AND SWEET
Use what social media has taught us about video.
• Vine – 6 seconds
• Instagram Video 15 seconds – outperforms Vine
• On Facebook, videos can be any length but they automatically play as you scroll past, so first
few seconds must be compelling!
VIDEO REFERENCES IN EMAIL
Using the word “video” in an email subject line:
• BOOST open rates 19%
• INCREASE click-through rates by 65%
• REDUCES unsubscribes by 26%
15. BURY CONTENT IN .PDF
PDFs are the easiest way to keep customers from seeing your content!
• Poor SEO – Search engines can’t always read the content
• Your internal site search can’t read them
• Adds an extra click for your customers
• No exposure to photos/videos on your website
ESPECIALLY IMPORTANT FOR FORMS
16. DISMISS USER-GENERATED CONTENT
That’s what social media is right? We already know people love it!
• Allow customers to share photos, info
• Ask sponsors/guest writers to contribute to your blog
• Put customer YouTube videos on your website
• Share Vine, Instagram
• Integrate customer reviews
SHARE A PHOTO
17.FORGET WHAT MAKES YOU SPECIAL
Find your differentiators and sell the heck out of them!
• Scenery
• Attractions
• Special Events
• Culture/Tradition
• One-of-a-Kind Experiences
SCENERY
SCENERY
ATTRACTIONS
ATTRACTIONS
EVENTS
FFF Convention & IAFE Zone II Meeting - 20 Ways to Ruin a Fair Website
CULTURE
FFF Convention & IAFE Zone II Meeting - 20 Ways to Ruin a Fair Website
18. IGNORE CUSTOMER VIBE
If your people are talking about memes, include memes on your website.
• If snapchat is all the rage, use snapchat
• Current events can provide great content
• Not every option is good for every event
19. IGNORE YOUR ANALYTICS
What should you watch?
• Google Analytics
• Facebook post analytics
• Email opens & click-throughs
YOU’RE NOT
MARKETING!
If you’re
not measuring,
FACEBOOK ADS
EMAILS
• Test layouts and content
• (Almost) always include more than one topic.
• The things peoplecare about will shock you!
GOOGLE ANALYTICS - LOCATION
• What are you doing to make strong places strong? What could you do to increase areas you
wish were strong?
GOOGLE ANALYTICS - MOST VIEWED
• How can I make those pages serve me better?
FFF Convention & IAFE Zone II Meeting - 20 Ways to Ruin a Fair Website
20. DON’T ASK FOR ANY INPUT
Sometimes we are the softest critics of our own work and websites
• Ask your friends to buy a ticket from your website while you watch
• See how easy it is for them to get to important information
• The thing you’re missing may be the thing they catch!
FREE ONLINE MARKETING TIPS
Website
Facebook
Twitter
Instagram
Pinterest
YouTube
www.saffire.com
Team Saffire
@TeamSaffire
teamsaffire
teamsaffire
saffirestudio
Don’t forget to drop off
your business cards.
Jessica Bybee-Dziedzic
jessica@saffire.com
www.saffire.com

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FFF Convention & IAFE Zone II Meeting - 20 Ways to Ruin a Fair Website

  • 1. Jessica Bybee-Dziedzic | Saffire 20 WAYS TO RUIN FAIR WEBSITE
  • 17. WE’LL SEND THE SLIDES IF YOU LEAVE YOUR BUSINESS CARD!
  • 18. WHAT MAKES A GOOD WEBSITE?
  • 19. MOBILE-FRIENDLY FUN EASY TO NAVIGATE INFORMATIVE GOOD PHOTOS QUICK-LOADING WELL BRANDED
  • 21. 1. BUILD WITH OLD PROGRAMS • Flash breaks on iPads and sometimes computers too—ditch it! • Programming languages change • Social media outlets change their plug-ins
  • 22. SITE WIDTH & ALIGNMENT
  • 23. SITE WIDTH & ALIGNMENT
  • 25. 2. HAVE A BAD HOST • Some hosts don’t monitor for traffic spikes • Some hosts don’t isolate your space from your neighbor’s • With many hosting plans, someone else’s high traffic or improper usage can affect you
  • 26. STAR WARS CRASH Did anyone try to buy tickets for the new Star Wars movie when they went on sale?
  • 27. WHAT HAPPENED? • Massive traffic • Server Overload (Like when you try to open 100 files on your computer at once) • Sites slowed, eventually leading to crash
  • 29. WHAT CAN YOU DO? • Scale server capacity during peak times • Buy more servers and split processes • Invest in dedicated server space (more expensive but fewer or more reliable neighbors) • Make sure the platform your website is on is up to date
  • 30. 3. BE INVISIBLE TO GOOGLE Most people that search for your fair name are going to find your website. What about other things they type? • What keywords are strong? • How can you use keywords to get a better rankingon Google?
  • 32. LONG TAIL WORDS • More descriptive = fewer searches = more likely to find you • More descriptive = more interest in you anyway! • More descriptive = costs less if you advertise • EX: Family fun, music festival, animal exhibits
  • 33. www.google.com/trends Type in any word, find out the trends and search history of that term!
  • 36. 4. CREATIVE SITE NAVIGATION • A place to watch “design over function” • If there is a place to keep it simple, this is it! • Your map to your content
  • 39. 5. FORGET THE FAVICON Normal Day!
  • 40. FAVICON IMPORTANCE Users (especially a younger audience, opening multiple pages in rapid-fire succession as a way to remember the items on those pages and revisit them at a later time.
  • 41. 6. NEVER CHANGE YOUR CONTENT 1. Visit 2. Visit with same content 3. Never visit again
  • 42. If you update your Facebook page
  • 44. SERIOUS OFFENDER: NEWS & BLOG • If you have them, keep them updated • Pro tip: Don’t say how often you're going to publish. A “once a month” newsletter is a surefire way to be behind.
  • 45. SERIOUS OFFENDER: OLD EVENT DATES
  • 46. 7. FORGET ANY CALLS TO ACTION What’s the action for someone visiting your site? SMALL • Listen to Music • View Photos/Videos BIG • Sign up for your email list • Buy tickets
  • 47. IMPORTANCE OF WEB ACTIONS OLD WEBSITES NEW WEBSITES
  • 51. 8. FORGET ABOUT ONLINE SALES
  • 53. BUY FROM ANY PAGE
  • 55. 9. DISREGARD MOBILE If you: • Send email (something people check on their phone!) • Post Facebook ads (something people check on their phone!) • Sell Online • Have a website YOU MUST BE MOBILE!
  • 58. 10. FORGET ABOUT EMAIL SIGNUP Not Cool: Email seems lame compared to social media Cool: It’s the most successful tactic!
  • 59. Most Cost-Effective Top Revenue Generator Fastest Results
  • 60. YOU OWN THE DATA
  • 62. 11. HIDE CONTACT INFO Very poor customer service to only have a contact us form on your website • Utilize email aliases if you’re worried about spam • At least one phone number should always be available
  • 64. 12. FEATURE TEXT INSTEAD OF PHOTOS Engagement per follower is 58 times higher on Instagram than on Facebook.
  • 65. DOES IT REALLY MATTER? PHOTOS: • Provide a personal connection to your event and your brand • Evoke desire to “do what they’re doing” • Allow visitors to virtually experience your event all year long
  • 66. DOES IT REALLY MATTER? Albums do even better than single photos, so don‘t forget those!
  • 68. 13. SHOW MORE LOVE TO ADS THAN YOU DO YOURSELF A lot of websites make the mistake of using their most important real estate for ads instead of their content.
  • 69. WOULD YOU RATHER YAHOO…
  • 73. 14. DON’T EVEN THINK ABOUT VIDEO Visitors will engage with your site if they’re watching videos or listening to music! • Video brings an average of 3 times more visitors to your site per month • Organic search traffic increases by 157% • The average website visitor spends 88% longer on sites with video
  • 74. APPEALS TO MILLENNIALS 4 BILLION videos are watched every DAY on YouTube • 18 - 49 year olds watch more YouTube than any cable TV network.
  • 75. • Use an eye catching thumbnail to encourage moreclicks - Use what you just learned about photos! • Film “behind-the-scenes” with performers, event organizers etc. • Tour of the grounds videos can be fun and informative! VIDEO TIPS
  • 76. SHORT AND SWEET Use what social media has taught us about video. • Vine – 6 seconds • Instagram Video 15 seconds – outperforms Vine • On Facebook, videos can be any length but they automatically play as you scroll past, so first few seconds must be compelling!
  • 77. VIDEO REFERENCES IN EMAIL Using the word “video” in an email subject line: • BOOST open rates 19% • INCREASE click-through rates by 65% • REDUCES unsubscribes by 26%
  • 78. 15. BURY CONTENT IN .PDF PDFs are the easiest way to keep customers from seeing your content! • Poor SEO – Search engines can’t always read the content • Your internal site search can’t read them • Adds an extra click for your customers • No exposure to photos/videos on your website
  • 80. 16. DISMISS USER-GENERATED CONTENT That’s what social media is right? We already know people love it! • Allow customers to share photos, info • Ask sponsors/guest writers to contribute to your blog • Put customer YouTube videos on your website • Share Vine, Instagram • Integrate customer reviews
  • 82. 17.FORGET WHAT MAKES YOU SPECIAL Find your differentiators and sell the heck out of them! • Scenery • Attractions • Special Events • Culture/Tradition • One-of-a-Kind Experiences
  • 91. 18. IGNORE CUSTOMER VIBE If your people are talking about memes, include memes on your website. • If snapchat is all the rage, use snapchat • Current events can provide great content • Not every option is good for every event
  • 92. 19. IGNORE YOUR ANALYTICS What should you watch? • Google Analytics • Facebook post analytics • Email opens & click-throughs
  • 95. EMAILS • Test layouts and content • (Almost) always include more than one topic. • The things peoplecare about will shock you!
  • 96. GOOGLE ANALYTICS - LOCATION • What are you doing to make strong places strong? What could you do to increase areas you wish were strong?
  • 97. GOOGLE ANALYTICS - MOST VIEWED • How can I make those pages serve me better?
  • 99. 20. DON’T ASK FOR ANY INPUT Sometimes we are the softest critics of our own work and websites • Ask your friends to buy a ticket from your website while you watch • See how easy it is for them to get to important information • The thing you’re missing may be the thing they catch!
  • 100. FREE ONLINE MARKETING TIPS Website Facebook Twitter Instagram Pinterest YouTube www.saffire.com Team Saffire @TeamSaffire teamsaffire teamsaffire saffirestudio
  • 101. Don’t forget to drop off your business cards.