On Superbowl Sunday, 2016 we launched the brand new YMCA Greater Nashua website. After more than four months of research, design, and development, our project was coming to an end. But after launch, we didn’t just celebrate and let the website out into the world. We kept an eye on things to make sure the website was performing as best as it could for their 10,000 – 15,000 unique monthly visitors. Using tactics such as heatmapping and lead generation, we set up some systems that could teach us about the website users post launch.
With the data we collected, we were able to make impactful changes on the fly, and make sure the website users were having a great experience. Here are a few things we learned in the first two weeks post-launch.
1.) 57% of Engaged Users Were on a Mobile Device
When looking at the users that spent more than 10 seconds on the website, 57% of them were on a phone or a tablet. Knowing this, we had to make sure a mobile visitor could perform the same actions as a desktop user. One of the changes we made post-launch was to make sure the search bar was fully functional on a mobile device.
We also noticed that mobile visitors were more likely to stay on the website to register online instead of using their Daxko login to browse programs.
Looking at the scroll heatmaps, we found that mobile visitors were more apt to scroll than a desktop user would.
2.) Most Users Want to See Classes and Programs
The data we collected before the website build showed us that the majority of users were looking for programs or schedules. So we made sure these two menu items were extremely accessible from the homepage. Looking at the heatmaps after launch just reinforced what we already knew. Over 24% of clicks were to a program page, and about 20% went to the schedules page.
3.) People Still Love PDF Schedules
Being tech-minded, this was a little surprising to us. It turns out that a solid amount of people would rather download a full PDF schedule than use the mobile app feed on the website, or download the mobile app on their phone.
We still made sure to encourage members to download the YMCA App for Apple or Android. But sometimes we would even encounter users downloading the app and also the PDF schedule on their way out.
4.) Some YMCA Members Like to Browse Through Daxko
After day one of testing, immediately members would look for a way to log in to register for programs. The old website had a Register button at the top where people could log in directly to Daxko, and they were missing that feature after the new website was launched. Even though the programs were now feeding to the website pages, we saw that we needed to put this option back. With the update, members had the option to choose between logging into Daxko or staying on the new website.
5.) It’s Easy for Daxko Program Tags to Get Out of Control
After we linked the new website to Daxko using Program Connector, hundreds of defunct program tags were fed through. This made it easy for our clients to see that in order for this to work efficiently, they were going to need to do some spring cleaning. Our clients responded quickly and trimmed down the program tags from hundreds to 23 well organized tags for the program connector to pull in.
Now that Daxko information is being fed directly into the website, it’s also easy to discover where class titles, descriptions, times, fees or contact information were missing for each program. If information was missing or outdated, the assigned program director was reached so he or she could log into Daxko and make the right update.
6.) A Properly Functioning Search Bar Can Do Wonders
Accessing the search bar was an immediate behavior. It helped tremendously for new and especially for existing members to find information quickly. The search feature for mobile was brought to the forefront to make sure mobile visitor access to search for anything at all times. Since they didn’t have a search bar before the new website launched, we weren’t able to foresee the impact this feature could have. By testing the website post-launch we were able to understand that this is often the quickest and easiest way for users to find what they’re looking for.
7.) Capturing Leads is Easy
We set up a few forms on the new website to start collecting leads. One is a pop up form for a free 3-day-pass and the other is a form for members interested in scheduling a tour. This is the first time this YMCA has had anything set up for collecting leads, so our goal was a 1.5% conversion rate.
2 weeks later, we’re at a 3.1% conversion rate. That means that out of every 100 people that see a form, 3 of them fill it out. This is double what we had as our goal.
The welcome center directors get an email notification when a lead comes in, and they follow up by phone or email. All the information is fed into a MailChimp account, so if they want to change to a more automated approach in the future they can.
Seeing such a positive response to these forms opens up a lot of opportunities for inbound marketing tactics in the future–a lot of opportunities that we would not know about if we hadn’t kept track of these things post launch. We now know what a YMCA website is capable of and we are so excited to share it.
A website is not complete right after it’s launched. By paying attention to the users, you can make small changes over time that will have a huge impact on how people interact with your website. We never thought we would learn this much in just 2 weeks after launching nmymca.org, but we’re happy we did, and very excited to bring these lessons with us to any projects we have to follow.