Since 1997, Harris County – Houston Sports Authority (HCHSA) has provided oversight to world-class, professional sports venues and promoted the region for sports-related events, enhancing economic development and bringing better quality of life to the city’s residents.
HCHSA has assisted in overseeing monumental projects in Houston, helping bring to life Minute Maid Park, NRG Stadium (formerly Reliant), Toyota Center, and BBVA Compass Stadium.
The Houston Sports Authority recently upgraded to the latest mobile responsive version of Tendenci and relies on the feature-rich Tendenci Content Management System (CMS) to deliver a fresh modern look and an engaging interface for their business partners and all Houston-area sports fans.
Since 2013 we have worked with HCHSA to provide a streamlined and secure interface to site users. We are excited to help further enhance their user experience as they upgrade to our latest release of Tendenci version 11, also known as T11.
We are proud to partner with HCHSA as they achieve their vision to provide oversight to world-class, professional sports venues and promote the region for sports-related events, bringing better quality of life to residents. Go Houston!
As The Brooks Law Group went through the rebranding process last year, they relied on the feature-rich Tendenci Content Management System (CMS) to build a fresh modern look and an engaging interface that makes information readily accessible.
In addition to the fresh, mobile-responsive design, they are currently implementing Tendenci’s groups and newsletter mailing features to streamline the accessability to their legal and consulting services, as well as to disseminate information to individual subsets of clients.
We are proud to partner with The Brooks Law Group as they achieve their vision to provide aggressive representation and creative solutions for home healthcare and hospice providers throughout the country.
At Schipul, we are often working on “redesign” projects, where a client has an existing website and design that needs to be updated. We know that just because a website is “attractive” doesn’t necessarily mean it is successful.
Every day, we are looking at current Analytics data from tools like Google Analytics to shape the design of a new website. Analytics tell us when to change a site from desktop only to mobile ready. Analytics tell us if we did well in search optimization. Analytics tell us what content should be presented for visitors. We use Analytics to determine the success and failure of projects – and hope to share some tips for you to use that data as well!
Below are Aaron’s slides and some insight from his presentation on how we use insight from Analytics in our designs.
Traffic patterns tend to be highly correlated year after year after year. Online traffic should reflect what’s happening offline. If your busiest times are during Spring Break and Summer – your online traffic should reflect that pattern.
Incorporate These Traffic Patterns Into your Web Marketing Strategy:
Take advantage of peak times with seasonal content
Consider boosting low times with special offers or campaigns
Track your progress by looking at year over year data (if you measure your success comparing month to month, you may miss these seasonal shifts)
Plan in advance! Start your website redesign project early so you don’t miss out!
Tip: When comparing timelines in Google Analytics, choose “Compare to: Previous year” from the drop down to automatically select the same time frame last year.
2. Mobile Traffic Has Increased
Across the board, our clients are seeing increases in Mobile Traffic year over year. Our nonprofit clients saw an average 30% increase in mobile traffic from 2012 to 2013. Make sure you are accounting for mobile in your designs.
Don’t Ignore this Mobile Stat: According to Google, 57% of users say they won’t recommend a business with a poorly performing mobile website.
Make sure your site at a baseline “works” on a mobile device. Better yet – design it to be mobile and tablet optimized!
Use Analytics to Discover:
What percent of traffic comes from Mobile Devices
Filter down to the device level – does your audience primarily come from iPhone, Android, or Tablet?
Tip: In Google Analytics, navigate to Audience Tab > Mobile > Devices to see specific devices
Navigate to Audience Tab > Mobile > Operating System to view your traffic breakdown of Android vs. iOS
3. Consider Responsive Design
Responsive Design is the most modern and scalable way to handle mobile and tablet browsers – and a best practice as recommended by Google and other search engines. A site with a Responsive Design uses one style sheet and the content adjusts fluidly based on the width of any browser.
This means that a mobile, tablet, or desktop device serves up the same content on your website – which in turn means you only have to update content in one place to account for all devices.
Look at Analytics for top visited pages and navigation paths. Make sure you are making your most popular content easy to find.
Tip: Drill down into the Content Tab > All Pages and select your homepage. Click the “Navigation Summary” tab to see which pages people visit most after your homepage.
5. Discuss Content Improvements with Clients
It’s not all about the design – the website’s content has to support the design to really be successful. Educate clients on content best practices and how they can improve their content strategically.
For instance, Google’s recent Penguin and Panda algorithm updates punish low quality content and overoptimization. Discuss what “High Quality Content” means and ideas for creating that type of content.
6. Remember – You Can Pay Your Way
Search Engine Optimization takes time – it takes about three months for Google to fully index a new website. You can use online PPC advertising to drive traffic to your site immediately – but note that it can get expensive, especially in a crowded or competitive space.
Use tools like the Google Traffic Estimator to see estimates of how much your keywords might cost. Remember to target ads by geography to get the most for your money.
Use the data you have to look at what your audience is interested in. Where do they spend their time and money on your site? If you are getting most of your traffic through photos or revenue through events, make sure those items are easy to navigate and find on your site.
In this example, 21% of traffic and over $1 million in revenue comes through Events. It was an easy decision to make Event content (including content on upcoming events and photos and video from past events) easy to find on the site!
9. Tap Into the Three Motivations of People – Social, Material, Ideological
Social Motivations – Identity, relationships, a sense of belonging
Material Motivations – This is the most straight forward of the three, you give something (time, money, etc.) to get a material gain
Ideological Motivations – Identifying with a cause or higher purpose
Think about what really motivates your audience when designing. Your audience may initially be Socially Motivated to attend your events because their friends are involved before they know anything else about your organization – or they may be looking for Material discounts or special offers. Particularly for nonprofits – tap into Ideological motivations with storytelling focused photos and visuals to compel them to donate!
Set up Goals in Analytics and track them. This adds Conversion data to any report and allows you to see not just where traffic is coming from – but which keywords, sources, content, etc. are actually converting.
Note that you can only see retroactive Goal Tracking data in Analytics – so don’t wait to set up these Goals so you don’t miss any data!
Short video on setting up Goals in Analytics and tips for determining what your goals should be:
In Conclusion: Analytics are Powerful!
Website Analytics give us powerful insight into how an audience is engaging with a website. Use this data to shape how you think about any design work – even if it is as simple and reworking one piece of the website.
Make sure Analytics is installed and Goal Tracking set up now to start using this data to shape your design!
As sometimes happens when you have a talented and ambitious staff, three of our long time employees are moving on to new challenges as we close out 2011. All three have had a huge impact on the company and we wish them the best. These ladies have not only helped shape the face of Schipul, they also hold a special place in our hearts.
Jennifer Ulmer, Partner
Well, J hasn’t left us fully yet and is still helping us as a consultant. But after 12 years she has chosen to seek a new path in business. The good news is she has given us plenty of notice and is still around to answer questions and help with our long time clients.
Jennifer joined us 12 years ago as employee number 6. She spoke with candor then and speaks with candor now. Under Jennifer’s leadership Tendenci, our software product, has generated over 5 million in revenue over the last few years. Her work speaks for itself as it powers so many of our client sites.
Katie Laird, Communications Director
Katie has been the brand ambassador, evangelist, communications director, and PR goddess for Schipul. In her 6 years with Schipul, she has handled web design, client projects, operations, communications, PR, social media, public speaking, etc. etc. etc. And brought her own brand of quirkiness and joy to everything she does.
Katie is one of those people who sees a challenge, tackles it with full force, and does it with a smile. After 6 years, we will miss seeing her face every day. We are excited for her in her new position at blinds.com. She will continue to be a force of nature there as she was here.
Lyndia Makol, Senior Designer/Developer
Lyndia Makol is a power house. She is an expert web designer and developer who understands web marketing and always fights for what is best for each client. Lyndia is the person that you can trust to get things done, and get them done right. We will miss her dearly. BUT we are beyond happy for her as she takes on the biggest challenge of her life… motherhood!
Over the last 4 years, we have seen Lyndia learn and grow (and get married!) and now continue her journey to take care of her growing family.
We wish all three good times, personal growth and that they may continue on the path to seek meaning. As 2011 comes to a close, we look forward to 2012 with new adventures for each of them. And we miss them already.
Thank you more than we can say to Jennifer, Katie and Lyndia for not only your contributions to our company, but your contributions to the clients we are here to serve. We greatly appreciate your dedication and we miss all of you dearly.
The Schipul team recently released a new Web site design for Safety Vision, a global provider of mobile digital video solutions. It is a great example of the power of incorporating video clips to illustrate the core benefits of an organization’s products and services. The site includes actual examples of video captured by Safety Vision’s client cameras, including one case in which a parent gets on a school bus and (I suppose we should say allegedly, although it’s right there in the video) attacks one of the students.
Take a moment to take a look. It might give you some ideas about taking some existing video of your operations and posting them on your site.
A news account of the attack from CBS Evening News that also featured the Safety Vision video is below.