This past summer, we transitioned our website for the Greenbuild international conferences from Drupal 7 to Drupal 8. While this change on the back end didn’t have to mean change for our end users, we decided to leverage this opportunity to rebrand and refocus the site. Here are three key takeaways that we gathered from the process.
Create and maintain consistency in user experience.
Over time, it is easy for a website to develop minor inconsistencies in branding and presentation, and this is especially likely when multiple teams in an organization have a stake in the content. What starts out as a minor deviation to satisfy an immediate need can lead to a user experience down the line that feels less cohesive.
As always, it’s for the marketing team and brand managers to try to limit these deviations and keep the entire experience feeling unified and coherent. It helps every now and then to revisit an existing web property to clean up the inconsistencies. Scheduling regular revisits of websites, preferably in a staggered manner so that you can devote time to each one, can help you to avoid procrastinating on compounding branding problems.
One of the drivers of inconsistent branding can be a lack of adequate default options baked into the content management system. When analyzing the areas for improvement with our Drupal 7 site, we found that a lack of tools and templates meant that content managers were coming up with creative workarounds and solutions to common problems.
To combat this, we created a robust set of templates using the Paragraphs module in the Drupal 8 Core. The goal was to give content managers on the site an easy, standard set of options for adding and editing content, making brand consistency the default rather than the exception.
Achieve a sleek site with more images and less text.
Trimming text-heavy sites can be tough when every piece of information feels essential, but the truth is that nothing makes reading a site feel more like a grind than large blocks of text. Lightening the experience by removing unnecessary text and integrating photos and visual elements is a great way to keep users happy and on your site.
For the Greenbuild website, we decided to add visual appeal by separating text into colored sections, adding more decorative and illustrative images, and giving some pop to headers with colorful backgrounds. The result is a site that has more shape and texture with which the user can engage.
We added images, modular blocks of text and headers to the new Greenbuild international site.
Focus on what’s most important.
Of course, not all content can simply be trimmed or removed—a lot of it is important! However, being strategic in how you present this content to the user can make a big difference in how they interact with the site. While a piece of content may be important, it isn’t necessarily important to every user, every time they visit a site.
With the redesign of the Greenbuild site, we decided to rethink how we presented some of the content. For example, we took information that was common to each of our five international conferences and moved it to a separate homepage. We also took content that would be interesting to specific users, such as the schedules, and separated each piece out to its own page.
It’s a good strategy to allow your users find the content that they need, rather than making them sift through all of the content that you want to give them. The key balance to strike is making all of the information on your site easily found by those who need it, while keeping it out of the way of those who don’t.
The purpose of the Greenbuild site is first and foremost to drive attendance and engagement for the conference, and reworking the site gave us a chance to refocus on that purpose. By creating brand consistency, integrating more images and visual design, and focusing on content that promotes the key motivating factors for attending or sponsoring the events, we were able to better serve the website’s core purpose.
One of the greatest benefits of digital marketing is the ability to track the impact of online marketing tactics. By using UTM codes or parameters, digital content creators can append URLs with fields that provide transparency into a campaign’s web activity related to source, medium and name. Through this transparency, content creators can have better insight into what is working for their organization and what is not, allowing teams to make more informed decisions regarding marketing strategy and tactics.
At USGBC, we use custom URLs to track the activity generated on our websites through online articles, web content, email marketing, social media and online advertising. For marketing teams that use a number of channels or sources, this is a helpful way to gather stats for a campaign in one location. On Google Analytics, under Acquisition > Campaigns, we are able to view the users, sessions, transactions and revenue tied to each campaign, and then drill down further into the source and medium.
Here’s an example of a recent campaign to drive customers to our education course subscription package, with the custom URL we used to track the impact:
At the conclusion of the campaign, we noted that the web banner and email generated the most activity, with the email bringing in the most users and the banner bringing in the most revenue. This insight demonstrates the value of both channels in the promotion of sale opportunities, and as a result, we will continue to use these sources in future promotions.
Create a custom URL with Google’s campaign builder.