Launching for the Web
Transcript of Launching for the Web
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Launching on the Web2015 Leading Change Summit, Washington, DC
September 15, 2015#15LCS
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BRETT MEYERDIRECTOR OF STRATEGY, THINKSHOUT@brett_meyer
KRISTIN JOHNSONTECHNICAL PROJECT MANAGER, RAD CAMPAIGN@KSuzJ
#15LCS
LAUNCHING ON THE WEB
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Launching on the Web
#15LCS
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A SampleLAUNCHING ON THE WEB
#15LCS
Launching your site mid-week.
Launching your site on Friday.
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CONTENT
LAUNCHING ON THE WEB
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Content PlanningLAUNCHING ON THE WEB
#15LCS
Planning your content in advance.
Writing all your content just before launch.
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Useful ContentLAUNCHING ON THE WEB
#15LCS
Include content that matches what your users want.
Upload 10 years worth of press statements.
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Page TitlesLAUNCHING ON THE WEB
#15LCS
Rewrite your page titles to be unique and optimized for search.Leave your page titles the same as your short navigation labels.
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Image RightsLAUNCHING ON THE WEB
#15LCS
Make sure you have the rights to the images you use.
Steal the images and leave the original name in the title field.
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USABILITY
LAUNCHING ON THE WEB
#15LCS
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SearchLAUNCHING ON THE WEB
#15LCS
Incorporate strong site search to help users find what they want.Assume users are going to use your amazing navigation.
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Error PagesLAUNCHING ON THE WEB
#15LCS
Personalize your search page to include a prominent search box.Use the out-of-the box 404 pages that looks like you’re giving your users a virus.
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User TestingLAUNCHING ON THE WEB
#15LCS
Include user testing throughout the development process.Assume the choices you’ve made will resonate with your target audiences.
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ACCESSIBILITY
LAUNCHING ON THE WEB
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Site AccessibilityLAUNCHING ON THE WEB
#15LCS
Make your site accessible for all users.
Think people will be willing to work around the roadblocks.
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LinksLAUNCHING ON THE WEB
#15LCS
Use natural language link text.
Use the phrase “click here”.
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Image LabelsLAUNCHING ON THE WEB
#15LCS
Ensure you have ALT text assigned to important images.
Leave vision-impaired users guessing what’s on the screen.
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WAVELAUNCHING ON THE WEB
#15LCS
Test accessibility with WAVE.
Assume your site is accessible because the developers said so.
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SEARCH ENGINE OPTIMIZATION (SEO)
LAUNCHING ON THE WEB
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RedirectsLAUNCHING ON THE WEB
#15LCS
Have 301 redirects set up for pages with new URLs.
Let old, high-trafficked pages fade into the ether.
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SitemapsLAUNCHING ON THE WEB
#15LCS
Create an HTML or XML sitemap.
Hope Google finds all your new pages because hey, it’s Google.
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DATA
LAUNCHING ON THE WEB
#15LCS
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MeasurementLAUNCHING ON THE WEB
#15LCS
Have a plan to measure the effectiveness of your site.
Create your measurement plan months after you launch.
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AnalyticsLAUNCHING ON THE WEB
#15LCS
Ensure you have the ability to track user behavior.
Assume you’ve built your site so well, there’s no room for improvement.
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AnalyticsLAUNCHING ON THE WEB
#15LCS
Maintain a consistent analytics account.
Switch to a new account with each site launch because you love using Excel.
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INTEGRATIONS
LAUNCHING ON THE WEB
#15LCS
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CRMLAUNCHING ON THE WEB
#15LCS
Ensure your CRM team knows how data will be sent their way.Hope that your CRM team is really, really good.
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Test, test, test.LAUNCHING ON THE WEB
#15LCS
Test every integration well before your launch date.
Tell yourself that you’re only responsible for the website.
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COLLATERAL
LAUNCHING ON THE WEB
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DesignLAUNCHING ON THE WEB
#15LCS
Update email and social media templates to match the site.
Explain to your superiors that variety is the spice of life.
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Social ListeningLAUNCHING ON THE WEB
#15LCS
Monitor feedback about your new site on social media.
Ehn, it’s social media. Nobody says anything important on Twitter.
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Social Media SharingLAUNCHING ON THE WEB
#15LCS
Check how your pages look when shared on social media.
Prepare to explain to your CEO how that distorted, cut-off logo on Facebook is a good thing.
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LAUNCH
LAUNCHING ON THE WEB
#15LCS
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Launch DatesLAUNCHING ON THE WEB
#15LCS
Build some flexibility into your launch date.
Plan your launch around your org’s biggest annual fundraising event.
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Testing ReduxLAUNCHING ON THE WEB
#15LCS
Test your website on multiple browsers and devices.
Rush to launch as soon as you can, because deadlines.
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Promoting the LaunchLAUNCHING ON THE WEB
#15LCS
Have a plan to promote your launch.
Tell everybody about your new site minutes after you flip the switch.
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Launch ChecklistLAUNCHING ON THE WEB
#15LCS
Rely on Bob in engineering to figure it out.
Prepare a launch checklist.
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Preparing for DisasterLAUNCHING ON THE WEB
#15LCS
Have a fall-back plan.
Just keep plugging away.
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Staff SupportLAUNCHING ON THE WEB
#15LCS
Celebrate!
Celebrate excessively.
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POST-LAUNCH
LAUNCHING ON THE WEB
#15LCS
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Continue to ImproveLAUNCHING ON THE WEB
#15LCS
Use your measurement plan.
Never test your website again.
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Change ManagementLAUNCHING ON THE WEB
#15LCS
Work with stakeholders to change their habits.
Hope that everybody just gets it.
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QUESTIONS?DISCOVER DISCOVERY
#15LCS
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Kristin Johnson@KSuzJ
Brett Meyer@brett_meyer