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Margy Levine Young:
This is event 260.

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It's the workshop in the
UUs Get Social series,

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and this particular
one is on updating

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your web presence,
tools, and tips.

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So if that's not what
you meant to come to,

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this is your chance
to skedaddle.

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My name is Margy Levine
Young, and I'm actually

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the manager of the
web team at the UUA,

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part of the information
technology staff group.

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And this is Kasey Melski
Kruser who is on the team.

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She's our website manager.

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And along with the
rest of our team,

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Kasey and I do our best
to follow the advice

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that we're about
to offer you today

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as we work on the UUA.org
website and some other sites

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that the UUA runs.

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You don't have to worry
about taking a lot of notes

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because the whole presentation
is online, the PowerPoint

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and also a description.

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And you just go to UUA.org
slash communications, which

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is where there's all
kinds of communications,

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slash GA, which is where
there's presentations

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about communications, slash
social, which is this series.

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And we would welcome any
questions or comments

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afterward.

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You can always email us.

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Our contact
information is there.

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So I'm going to pass
the mic over to Kasey.

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Kasey Kruser: Hi.

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Thanks for coming.

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15 years ago we gave
a workshop every year

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to encourage congregations
to make websites.

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Now, 1,007 out of
1,040 more now, right?

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44-ish have websites.

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But are they timely,
fresh, and effective?

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It's worth checking
whether people

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can do what they need
to do on your site

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and that they're
getting the message you

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hope you're sending.

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There are two
bodies of tasks that

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are important to the
school, and we'll

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explore the elements
of each today.

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Make sure your that your
site follows best practices

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for content, accessibility,
usability, search engine

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optimization, or SEO, and
responsive mobile-ready design.

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And then evaluate your site.

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Identify your goals and
find out whether or not

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your site succeeds at those
with analytics and user testing.

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Best practices are general
principles that, when followed,

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make it much harder to mess up.

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Most of them are
systemic principles,

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meaning that once
you've established

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a style guide and a code base
and general rules about how

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to do things, they'll mostly
take care of themselves

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though vigilance
is still necessary,

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especially when it
comes to writing.

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Many in-depth guides to these
areas are available for free

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online including some guides for
beginners on UUA.org/websites.

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So we'll only skim over some
of the biggest points today.

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Thankfully, the core principles
are pretty straightforward.

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So it's not too hard
to keep them in mind

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as you work on each
new page or project.

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Most web best practices
boil down to this.

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Use most of your time
and energy to focus

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on making really clear, really
good, really helpful content.

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And then don't put roadblocks
to that content in your designs

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or navigation.

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Your content or message, the
information and inspiration

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that you have to share, is
the core of your website.

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Every other aspect-- design,
navigation, image choice--

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must support your content
and not the other way around.

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Be sure your content
supports your mission,

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helps your users
find what they need,

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and encourages web
visitors to engage.

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You have one chance to
make a first impression

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on every page of your website.

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When writing for the
web think about what

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your visitors want to
accomplish or learn.

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Keep your content
very task oriented.

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Use action words and omit fluff.

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Avoid anything that detracts
from getting to the point.

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Avoid insider language.

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Assume that your visitors
know nothing about you

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or how you operate.

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Consider what your words
mean to a person entirely out

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of context.

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Spell out acronyms the first
time you use them on each page.

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Don't overemphasize.

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Words that are bold,
italicized, or linked

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will stand out when
the page is scanned.

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So use that to your advantage,
but don't overdo it.

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Bolding and linking
large chunks of text

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reduces reading comprehension.

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Avoid instructions.

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Delete phrases like, To Use
This Site or Fill In The Form,

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Click The Link, or
The Links Below Will

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Give You More
Information, so forth.

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Make the users' task
clear and obvious.

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Make your content easy to scan.

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A web page has a
ridiculously short period

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of time to convince a reader
that what they're looking for

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can be found there.

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Scanability helps
accomplish that goal.

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Put the most
important ideas first.

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Get to the point.

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Include lots of white space.

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Bulleted lists and
short paragraphs

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help people quickly get an
idea for the content of a page.

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Use headings to separate the
page into topical sections.

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Headers help people jump
from one section to another.

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Links catch the eye,
or ear if someone's

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using a screen reader,
while scanning a page.

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Don't just repeat click
here, click here, click here.

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Links should be brief-- shoot
for fewer than eight words--

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but meaningful.

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Each should accurately
describe by itself

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what a person can expect
to find behind it.

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Once you've got
good content and you

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start working on
your design, make

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sure you're not creating
frustration or introducing

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impediments.

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Accessibility is not
just about making sure

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that people with disabilities
can use your site.

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It's about allowing a wide
variety of users and devices

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to have access to
everything you offer.

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In spite of our best intentions
and our commitment to justice,

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it can be easy to overlook
accessibility practices.

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Especially when
you personally know

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every person in your
current audience.

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And you know that none
of them are blind or deaf

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or have dyslexia or mobility
impairments or whatever.

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But even if you do
know every member

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of your current
audience, you don't

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know their extended circles.

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The people with whom they might
want to share your content.

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And you definitely don't
know what the future holds

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and how people's abilities
will change over time.

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Besides that, an
accessible site helps

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every person who uses your site.

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Not just the ones with specific
disabilities or special needs.

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For example, transcripts
for audio or video files

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help people who can't
play sound, perhaps

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due to their location.

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Maybe they're at work
or on a commuter train.

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They're good for people who
absorb information better

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by reading than by listening.

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They help information
be unambiguous and easy

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to quote or share.

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They allow that content to be
included in search results.

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They're useful to
people who wish

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to scan the content before
deciding whether to commit

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the time to watch or listen.

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And they're good for
users who can't or don't

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want to install the software
or allow the security

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settings that are required
to use multimedia files.

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And, of course,
transcripts or captions

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are critical for
the deaf or hard

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of hearing who otherwise
would be completely excluded.

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The easiest way to check the
broad strokes of accessibility

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in your site is to turn
off all styles and images

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and use your keyboard
to navigate the page.

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If your content is still
complete and sensibly arranged

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and you can get to
and use all of it

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without touching
your mouse, you're

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probably in pretty good shape.

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Though hardly
comprehensive, this list

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covers most of the big stuff.

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Don't use images to make text.

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And use Alt tags to describe
the content of images

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to someone who can't
see or download them.

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Provide alternate methods of
participation for anything

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that relies on sound or sight.

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Caption audio.

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Describe video.

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Make sure keyboard controls
work for everything.

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So that hand-eye coordination,
using a mouse, isn't required.

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Appropriate color contrast
helps not only people

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with poor eyesight, color
blindness, or dyslexia but also

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those trying to read a
screen in bright sunlight.

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Test your text and background
colors with a color contrast

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checker to make sure you've got
the right brightness and color

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contrast.

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Use complete and correct
markup for forms and tables.

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Identify table head cells.

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Include summaries.

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Make use of the label tag
to associate form fields

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with their labels.

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Cynthia Says is a
free website tool

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designed to identify
accessibility errors

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on your site.

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Usability principles
have a lot of crossover

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with accessibility principles
but from a slightly different

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perspective.

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Usability refers to the
ease with which people

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can use a website in order
to achieve their goal.

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Mostly, it boils
down to making sure

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that people don't have to learn
anything to use your site.

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If you find yourself
including instructional text,

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you're probably doing it wrong.

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We'll get into doing
usability testing later,

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but since there's nothing more
humbling than watching someone

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try and fail to
use your site, here

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are some best
practices that should

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help you avoid too
much embarrassment.

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Websites these days mostly
come in a few familiar layouts.

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And you can use that
to your advantage.

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If your web elements
look and behave

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like what folks are used to
seeing on other websites,

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they don't have to spend time
making new mental maps in order

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to use your site.

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Innovation can all too easily
be the enemy of usability.

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Be sure to test every
flash of brilliance

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against what actually
works for people.

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As boring as it may
seem, the single most

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looked at portion of any page
is the central content area.

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And plain old text catches
the eye better than buttons,

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better than fancy colors,
better than large formatting,

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and definitely better than
anything that looks like an ad.

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Don't Make Me
Think by Steve Krug

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is a great introductory book
about usability principles.

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A key element of usability
is sensible navigation

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or information
architecture, IA-- menus

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that make it easy for people
to find what's on the site.

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Use language and
groupings that are

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obvious to as many people
as possible and test it.

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We all tend to believe that our
way of thinking is universal.

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But letting a
whole lot of people

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show you how they think
about your content

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will clarify the best home
for each of your pages.

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Each time we run tests
on our navigation

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we encounter surprises
that lead to changes.

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For example, we learned
that the word Accessibility

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was an evil attractor
or dirty magnet.

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An ambiguous term that means too
many things to too many people.

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Lots of people
clicked on it looking

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for information
that wasn't there.

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In this case, we meant
people to find information

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about things like wheelchair
access and Braille hymnals.

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But people clicked on it looking
for the Welcoming Congregation

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Program, newcomer hospitality
tips, building rentals,

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financial aid, and more.

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Changing the menu item to
Disability and Accessibility

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cleared up all that
confusion and enabled people

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to successfully find
what was in that section

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and avoid wasting time and
building frustration looking

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for things that weren't there.

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Classic dirty magnets
include meaningless words

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like Resources, Tools, FAQ.

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Try to be specific
about what people

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00:12:25,830 --> 00:12:28,080
can expect behind each link.

252
00:12:28,080 --> 00:12:31,150
Topic or task-based labels
usually work better.

253
00:12:31,150 --> 00:12:33,380
For example, instead
of Resources,

254
00:12:33,380 --> 00:12:36,750
describe what those resources
will help people do.

255
00:12:36,750 --> 00:12:38,880
Though it certainly
lacks for flair,

256
00:12:38,880 --> 00:12:41,890
we found through testing that
Congregational Management was

257
00:12:41,890 --> 00:12:44,930
a much more helpful and
accurate label than Resources

258
00:12:44,930 --> 00:12:49,840
or its predecessor on
UUA.org, Leader's Library.

259
00:12:49,840 --> 00:12:52,420
In general, it's also better
to avoid insider language

260
00:12:52,420 --> 00:12:55,430
like GA, OWL, or Tapestry.

261
00:12:55,430 --> 00:12:58,760
But run some tests to confirm
what works and what doesn't.

262
00:12:58,760 --> 00:13:02,130
Sometimes a longer label which
includes both insider branding

263
00:13:02,130 --> 00:13:05,670
as well as generally known terms
will work, like Our Whole Lives

264
00:13:05,670 --> 00:13:08,960
Sexuality Education.

265
00:13:08,960 --> 00:13:12,070
Don't make menu items for
content you don't have.

266
00:13:12,070 --> 00:13:15,360
Often during conversations
about building your menus,

267
00:13:15,360 --> 00:13:18,050
people will say, "We should
have a section on blah."

268
00:13:18,050 --> 00:13:20,530
And that may be true,
but resist the urge

269
00:13:20,530 --> 00:13:23,450
to include it in your navigation
until someone's actually

270
00:13:23,450 --> 00:13:30,630
created the pages that
will live behind the label.

271
00:13:30,630 --> 00:13:34,340
In most cases, a topic-based
or task-based organization

272
00:13:34,340 --> 00:13:37,650
will serve people best as
that's most closely aligned

273
00:13:37,650 --> 00:13:41,140
with the way they are
thinking about their goals.

274
00:13:41,140 --> 00:13:43,660
An audience-based
navigation usually only

275
00:13:43,660 --> 00:13:46,630
works if the groups in question
are totally distinct from one

276
00:13:46,630 --> 00:13:50,560
another and if they're
tasks are totally different.

277
00:13:50,560 --> 00:13:54,380
We used to organize UUA.org by
visitors, members, and leaders.

278
00:13:54,380 --> 00:13:57,760
But many of us act in all
three roles at different times.

279
00:13:57,760 --> 00:14:01,140
And the result was no
one knew where to start.

280
00:14:01,140 --> 00:14:03,730
Format is also
usually not helpful,

281
00:14:03,730 --> 00:14:06,630
at least not at the top
level of navigation.

282
00:14:06,630 --> 00:14:09,410
Usually people don't want
to choose books or videos

283
00:14:09,410 --> 00:14:13,480
until they've narrowed
down on the topic.

284
00:14:13,480 --> 00:14:15,370
Sometimes an
alphabetical organization

285
00:14:15,370 --> 00:14:17,340
can work if the
items you're listing

286
00:14:17,340 --> 00:14:20,040
have universally agreed
upon names and spellings

287
00:14:20,040 --> 00:14:23,090
like the US states.

288
00:14:23,090 --> 00:14:26,490
Organizing by date can be
helpful for the recent past--

289
00:14:26,490 --> 00:14:30,320
recently added and updated-- or
for highly date-reliant items

290
00:14:30,320 --> 00:14:32,110
like news or events.

291
00:14:32,110 --> 00:14:34,360
It's less helpful for
materials that people

292
00:14:34,360 --> 00:14:35,980
will want to search
for later when

293
00:14:35,980 --> 00:14:39,000
the content of the article
our sermon is probably better

294
00:14:39,000 --> 00:14:41,730
remembered.

295
00:14:41,730 --> 00:14:44,210
Listing by importance
can also be handy.

296
00:14:44,210 --> 00:14:46,870
People will pay more attention
to the top of your text area

297
00:14:46,870 --> 00:14:48,860
than any place else on the page.

298
00:14:48,860 --> 00:14:51,900
So putting your most popular or
most important resources there

299
00:14:51,900 --> 00:14:54,510
is rarely a losing proposition.

300
00:14:54,510 --> 00:14:57,140
You can have more than
one kind of organization.

301
00:14:57,140 --> 00:14:59,730
You might use your sidebar
to organize things topically

302
00:14:59,730 --> 00:15:03,180
and your page area
to organize by task.

303
00:15:03,180 --> 00:15:05,020
Often data from your
site's analytics

304
00:15:05,020 --> 00:15:11,220
will support one
approach or another.

305
00:15:11,220 --> 00:15:13,500
If you're considering an
overhaul of your information

306
00:15:13,500 --> 00:15:15,630
architecture, you'll want
to start with some card

307
00:15:15,630 --> 00:15:18,390
sorting exercises followed
by some tree tests

308
00:15:18,390 --> 00:15:22,110
to confirm your groupings.

309
00:15:22,110 --> 00:15:24,720
Getting the website information
architecture right--

310
00:15:24,720 --> 00:15:27,419
how to structure your site
for optimal user experience--

311
00:15:27,419 --> 00:15:29,210
is an excellent
walk-through of the process

312
00:15:29,210 --> 00:15:35,390
and some of the available tools.

313
00:15:35,390 --> 00:15:37,220
The first thing to
do after performing

314
00:15:37,220 --> 00:15:40,530
an audit of your content is
to run some card sorting tests

315
00:15:40,530 --> 00:15:42,390
with sample pages.

316
00:15:42,390 --> 00:15:44,480
Let people sort those
samples of cards

317
00:15:44,480 --> 00:15:47,930
into piles and offer
labels for each grouping.

318
00:15:47,930 --> 00:15:52,240
This can be done in person with
actual index cards or online.

319
00:15:52,240 --> 00:15:54,710
On this screen you can
see the Optimal Sort tool

320
00:15:54,710 --> 00:15:58,580
that lets people drag items
into groups and then label them.

321
00:15:58,580 --> 00:16:01,710
You can start with open sorts
like this, where people make up

322
00:16:01,710 --> 00:16:04,490
their own group labels and
then refine the process

323
00:16:04,490 --> 00:16:07,340
by trying some closed sorts
where you offer some group

324
00:16:07,340 --> 00:16:10,520
labels and ask people
to sort cards into them.

325
00:16:10,520 --> 00:16:13,440
You could also try a
modified Delphi approach

326
00:16:13,440 --> 00:16:15,510
where each tester
adjusts the card sort

327
00:16:15,510 --> 00:16:19,360
the person before
them left behind.

328
00:16:19,360 --> 00:16:21,430
For more label ideas
and to make sure

329
00:16:21,430 --> 00:16:23,290
you're including all
your website's visitors

330
00:16:23,290 --> 00:16:25,580
and not just insiders
you might ask

331
00:16:25,580 --> 00:16:28,600
to help with the card
sorting, check your analytics

332
00:16:28,600 --> 00:16:31,340
to see what people
search for on your site.

333
00:16:31,340 --> 00:16:33,360
You'll get an idea about
the relative frequency

334
00:16:33,360 --> 00:16:35,050
of one term over another.

335
00:16:35,050 --> 00:16:38,070
For example, we learned that
people use the phrase Email

336
00:16:38,070 --> 00:16:41,465
Lists more often they use
the phrase List Serve.

337
00:16:41,465 --> 00:16:42,840
You'll also get
a clue about what

338
00:16:42,840 --> 00:16:44,700
things are searched for most.

339
00:16:44,700 --> 00:16:47,430
Those should probably move
up in your site's hierarchy

340
00:16:47,430 --> 00:16:54,060
so they require fewer
clicks to get to.

341
00:16:54,060 --> 00:16:58,290
Optimal Sort-- which is free, by
the way, for small sample tests

342
00:16:58,290 --> 00:17:01,860
and not terribly expensive
for larger tests-- offer

343
00:17:01,860 --> 00:17:05,040
some really impressive card
sort results analysis tools

344
00:17:05,040 --> 00:17:07,810
that help aggregate
different people's ideas.

345
00:17:07,810 --> 00:17:09,980
For example, the
similarity matrix

346
00:17:09,980 --> 00:17:11,800
shows the percentage
of participants

347
00:17:11,800 --> 00:17:14,250
who agree with
each card pairing.

348
00:17:14,250 --> 00:17:16,230
The dark blue color
shows where more people

349
00:17:16,230 --> 00:17:19,690
agreed that certain items
belong near each other.

350
00:17:19,690 --> 00:17:21,400
For example, people
tend to agree

351
00:17:21,400 --> 00:17:23,950
that youth, young adults,
parenting, and singles are

352
00:17:23,950 --> 00:17:26,119
related concepts,
at least in relation

353
00:17:26,119 --> 00:17:32,780
to the rest of the
resources on our site.

354
00:17:32,780 --> 00:17:34,970
A dendrogram can be
used to illustrate

355
00:17:34,970 --> 00:17:37,730
how much people agree
with certain groupings.

356
00:17:37,730 --> 00:17:41,360
The score across the top tells
you X percent of participants

357
00:17:41,360 --> 00:17:43,810
agree with parts
of this grouping.

358
00:17:43,810 --> 00:17:45,615
For example, there's
a vertical line there

359
00:17:45,615 --> 00:17:47,670
that indicates
that 2/3 of people

360
00:17:47,670 --> 00:17:50,300
more or less agree with
grouping these resources

361
00:17:50,300 --> 00:17:52,740
into these seven topic areas.

362
00:17:52,740 --> 00:17:55,260
You'll get 100% agreement
when each resource has

363
00:17:55,260 --> 00:17:58,360
its own category and 0%
agreement when they're all

364
00:17:58,360 --> 00:17:59,490
lumped together.

365
00:17:59,490 --> 00:18:06,540
The dendrogram can help
you find a happy medium.

366
00:18:06,540 --> 00:18:09,610
Once you have an IA that
seems plausible, test it.

367
00:18:09,610 --> 00:18:13,620
Make sure that your target
audiences can use your menus

368
00:18:13,620 --> 00:18:15,930
to find what
they're looking for.

369
00:18:15,930 --> 00:18:18,880
Your website is probably both
for members and for people

370
00:18:18,880 --> 00:18:21,500
who haven't decided yet
whether to participate

371
00:18:21,500 --> 00:18:22,710
in your community.

372
00:18:22,710 --> 00:18:26,080
So be sure to test your
menu against both groups.

373
00:18:26,080 --> 00:18:27,800
Ask non-leading questions.

374
00:18:27,800 --> 00:18:29,550
Don't use the same
words in your questions

375
00:18:29,550 --> 00:18:31,290
and in your navigation.

376
00:18:31,290 --> 00:18:32,930
Also don't ask
questions that don't

377
00:18:32,930 --> 00:18:34,790
have answers in your tree.

378
00:18:34,790 --> 00:18:36,970
Be sure that there's at
least one reasonable choice

379
00:18:36,970 --> 00:18:40,680
where people can say,
I'd find it here.

380
00:18:40,680 --> 00:18:45,180
Treejack-- same company
as Optimal Sort--

381
00:18:45,180 --> 00:18:47,790
is an online tool with
comprehensive results

382
00:18:47,790 --> 00:18:50,560
reporting, including
where people went awry

383
00:18:50,560 --> 00:18:53,290
and how quickly or directly
they make it through the menu.

384
00:18:53,290 --> 00:18:56,230
And, again, it's free
for small samples.

385
00:18:56,230 --> 00:18:58,700
This pie chart shows
that 80% of our testers

386
00:18:58,700 --> 00:19:01,350
went directly to
the right answer.

387
00:19:01,350 --> 00:19:05,350
17% took at least one wrong
turn before getting there and 3%

388
00:19:05,350 --> 00:19:08,440
never found the answer
we wanted them to.

389
00:19:08,440 --> 00:19:12,620
We aim to achieve success for a
minimum of 80% of our testers.

390
00:19:12,620 --> 00:19:16,380
When we can't make that work,
we simply do the best we can.

391
00:19:16,380 --> 00:19:18,030
Usually that means
cross referencing

392
00:19:18,030 --> 00:19:21,130
an item in a couple of places
and revisiting the question

393
00:19:21,130 --> 00:19:26,930
during a future round of tests.

394
00:19:26,930 --> 00:19:29,070
Retest your
navigation as you add

395
00:19:29,070 --> 00:19:32,740
or remove content and as
language evolves over time.

396
00:19:32,740 --> 00:19:35,100
Small tests where you
only check a level or two

397
00:19:35,100 --> 00:19:38,130
will also help you stay
on top of the issue.

398
00:19:38,130 --> 00:19:40,480
Usability tests can
also provide clues

399
00:19:40,480 --> 00:19:42,730
about where your menus
could use adjustments.

400
00:19:42,730 --> 00:19:45,340
And that kind of test will do
a better job of distinguishing

401
00:19:45,340 --> 00:19:49,070
whether a change in
labels is required

402
00:19:49,070 --> 00:19:51,210
or a change in the design.

403
00:19:51,210 --> 00:19:54,480
UsabilityHub allows
navigation flow testing

404
00:19:54,480 --> 00:20:01,730
which adds design
elements to the test.

405
00:20:01,730 --> 00:20:03,770
Another area of
web best practices

406
00:20:03,770 --> 00:20:05,430
and good usability
to keep in mind

407
00:20:05,430 --> 00:20:09,477
is search engine
optimization or SEO.

408
00:20:09,477 --> 00:20:11,560
This is about making sure
that your pages are well

409
00:20:11,560 --> 00:20:13,630
formed for the search
engines like Google,

410
00:20:13,630 --> 00:20:17,260
which index your pages, and
for the human beings who

411
00:20:17,260 --> 00:20:20,270
are going to look at a page
full of search results.

412
00:20:20,270 --> 00:20:22,240
Be sure to offer a
search box for your site

413
00:20:22,240 --> 00:20:23,370
on all your pages.

414
00:20:23,370 --> 00:20:26,000
SEO is just as good
for your custom search

415
00:20:26,000 --> 00:20:32,140
as it is for sites
like Google or Bing.

416
00:20:32,140 --> 00:20:36,230
Accurate, precise page
titles-- the title and H1 tags

417
00:20:36,230 --> 00:20:38,321
are critical to SEO.

418
00:20:38,321 --> 00:20:42,100
When people scan a page of
search results, or any page,

419
00:20:42,100 --> 00:20:43,780
they'll tend to
scan across the top

420
00:20:43,780 --> 00:20:47,200
and down the left-hand side
of the page in an F shape.

421
00:20:47,200 --> 00:20:50,500
Therefore, the first 11
characters of your page title,

422
00:20:50,500 --> 00:20:53,830
likely all that will be noticed
during this scanning pattern,

423
00:20:53,830 --> 00:20:57,900
ought to give a clue about
what's going to be on the page.

424
00:20:57,900 --> 00:20:59,300
Including keywords
in your titles

425
00:20:59,300 --> 00:21:01,330
help search engines
know when your page

426
00:21:01,330 --> 00:21:04,040
is relevant to a
person's question.

427
00:21:04,040 --> 00:21:05,950
And front-loading
those words help people

428
00:21:05,950 --> 00:21:07,810
home in on the
pages they think are

429
00:21:07,810 --> 00:21:10,820
most likely to answer
their question.

430
00:21:10,820 --> 00:21:14,180
While creative titling might
be great for Facebook posts

431
00:21:14,180 --> 00:21:17,030
or blog articles where you're
trying to interest people

432
00:21:17,030 --> 00:21:19,170
in something they
didn't know they needed,

433
00:21:19,170 --> 00:21:22,130
informational pages shouldn't
obscure their purpose

434
00:21:22,130 --> 00:21:25,260
behind titles that require
time to figure out.

435
00:21:25,260 --> 00:21:28,500
The title History of the
First UU Church of My Town

436
00:21:28,500 --> 00:21:31,900
is much more informative than
The Long Journey of Our Beloved

437
00:21:31,900 --> 00:21:36,920
Community.

438
00:21:36,920 --> 00:21:40,530
On commercial sites, keywords
usually means product features.

439
00:21:40,530 --> 00:21:43,470
For our purposes, keywords
refer to the words and phrases

440
00:21:43,470 --> 00:21:45,730
that people are
likely to search for.

441
00:21:45,730 --> 00:21:47,520
You can look in your
analytics to find out

442
00:21:47,520 --> 00:21:50,750
what people search for when
they arrive at your site.

443
00:21:50,750 --> 00:21:53,890
Even if a commonly used
term isn't correct,

444
00:21:53,890 --> 00:21:56,700
you'll want to at least
include it in the page text.

445
00:21:56,700 --> 00:21:59,940
For example, while we may
know that rather than holding

446
00:21:59,940 --> 00:22:03,200
Christian-style baptisms, most
UU congregations have child

447
00:22:03,200 --> 00:22:06,220
dedication ceremonies,
newcomers to our faith

448
00:22:06,220 --> 00:22:08,440
wouldn't have the first
idea that we might not

449
00:22:08,440 --> 00:22:10,030
use the word baptism.

450
00:22:10,030 --> 00:22:12,080
So that's what
they'll search for.

451
00:22:12,080 --> 00:22:14,660
You'll want to be sure that
a page on child dedications

452
00:22:14,660 --> 00:22:19,330
uses that word so that folks
get to the right place anyway.

453
00:22:19,330 --> 00:22:21,420
In this particular
example, the preponderance

454
00:22:21,420 --> 00:22:24,080
of searches on
UUA.org for baptism

455
00:22:24,080 --> 00:22:27,350
led us to front-load our
page title with that word.

456
00:22:27,350 --> 00:22:29,620
We want to immediately
confirm that searchers

457
00:22:29,620 --> 00:22:33,470
will find the answer they're
looking for on that page.

458
00:22:33,470 --> 00:22:36,050
It's also helpful to use
variations of your keywords--

459
00:22:36,050 --> 00:22:39,706
synonyms or related terms--
within the text of the page,

460
00:22:39,706 --> 00:22:40,830
especially in the subheads.

461
00:22:40,830 --> 00:22:47,060
The H2 and H3 tags.

462
00:22:47,060 --> 00:22:49,990
The URL structure of
your site helps, again,

463
00:22:49,990 --> 00:22:53,190
both people and search engines
understand the hierarchy

464
00:22:53,190 --> 00:22:54,930
of your content.

465
00:22:54,930 --> 00:22:58,090
It's helpful if your URLs use
human-friendly language that

466
00:22:58,090 --> 00:23:01,210
can be deconstructed to
get more information.

467
00:23:01,210 --> 00:23:03,120
For example, each
piece of the URL

468
00:23:03,120 --> 00:23:09,990
UUA.org/careers/ministers/becoming
 offers a clue about

469
00:23:09,990 --> 00:23:11,160
the content.

470
00:23:11,160 --> 00:23:13,590
It's easy to remember
and easy to say

471
00:23:13,590 --> 00:23:15,870
so you could share
that URL over the phone

472
00:23:15,870 --> 00:23:19,780
and expect someone to type
it in without difficulty.

473
00:23:19,780 --> 00:23:22,810
It also suggests that while
you might be in the Becoming

474
00:23:22,810 --> 00:23:25,290
section, you could
delete a part of the URL

475
00:23:25,290 --> 00:23:29,280
and find the Minister
section or a Career section.

476
00:23:29,280 --> 00:23:31,990
Search engines can also
accurately read that structure.

477
00:23:31,990 --> 00:23:34,224
And they use it to add
context and understanding

478
00:23:34,224 --> 00:23:36,640
to whether a page might be
relevant to a particular search

479
00:23:36,640 --> 00:23:38,150
query.

480
00:23:38,150 --> 00:23:41,410
A URL like UUA.org
slash question mark node

481
00:23:41,410 --> 00:23:44,100
equals three six six,
on the other hand,

482
00:23:44,100 --> 00:23:50,260
doesn't help anyone.

483
00:23:50,260 --> 00:23:52,550
In order for search
engines to find your page,

484
00:23:52,550 --> 00:23:55,990
it must have at least one
link to it from a site map,

485
00:23:55,990 --> 00:23:57,580
if nothing else.

486
00:23:57,580 --> 00:24:00,030
In general, all your
pages ought to be included

487
00:24:00,030 --> 00:24:02,040
in your regular
navigation tools.

488
00:24:02,040 --> 00:24:04,330
Either through your
site menus and/or

489
00:24:04,330 --> 00:24:07,160
through the use of categories,
tags, or publication dates

490
00:24:07,160 --> 00:24:10,230
like you might see on a blog.

491
00:24:10,230 --> 00:24:11,750
The number of links
to your page is

492
00:24:11,750 --> 00:24:14,750
one of the contributing factors
to its rank in search results.

493
00:24:14,750 --> 00:24:17,050
So if you hope to see one
of your pages rise up,

494
00:24:17,050 --> 00:24:18,850
you'll want more links to it.

495
00:24:18,850 --> 00:24:21,090
Don't do anything
hinky like hiding links

496
00:24:21,090 --> 00:24:23,210
in the backgrounds
of other pages.

497
00:24:23,210 --> 00:24:25,770
Instead, promote the
page on your home page,

498
00:24:25,770 --> 00:24:29,920
on your Facebook page, in your
newsletter, or your RSS feed.

499
00:24:29,920 --> 00:24:32,460
Encourage other sites
to link to your page.

500
00:24:32,460 --> 00:24:34,270
For example, a
local event calendar

501
00:24:34,270 --> 00:24:37,890
might let you post a link
to your Sunday services.

502
00:24:37,890 --> 00:24:39,460
The best way to
get more links is

503
00:24:39,460 --> 00:24:48,770
by having awesome content that
people are inspired to share.

504
00:24:48,770 --> 00:24:52,130
Arguably, the most important
design and usability

505
00:24:52,130 --> 00:24:55,760
consideration these days
is to be mobile ready.

506
00:24:55,760 --> 00:24:57,780
The number of people
using mobile devices--

507
00:24:57,780 --> 00:25:00,430
smartphones,
tablets-- is growing.

508
00:25:00,430 --> 00:25:03,850
Last month 29% of
visitors to UUA.org

509
00:25:03,850 --> 00:25:05,380
came on a mobile device.

510
00:25:05,380 --> 00:25:09,120
And that's about twice what
it was only two years ago.

511
00:25:09,120 --> 00:25:11,310
This trend is so evident
that search engines

512
00:25:11,310 --> 00:25:13,760
are starting to favor
mobile ready sites

513
00:25:13,760 --> 00:25:16,910
over desktop only sites.

514
00:25:16,910 --> 00:25:19,310
Make sure your site
works on mobile devices.

515
00:25:19,310 --> 00:25:21,890
Even if you don't have
a smartphone or tablet,

516
00:25:21,890 --> 00:25:23,710
you can test whether
your design is

517
00:25:23,710 --> 00:25:26,760
responsive by making
your browser window wider

518
00:25:26,760 --> 00:25:28,320
or narrower.

519
00:25:28,320 --> 00:25:30,450
The page elements
should grow, shrink,

520
00:25:30,450 --> 00:25:34,480
or relocate as the
available space changes.

521
00:25:34,480 --> 00:25:36,960
Make sure all the controls
work on touch screens.

522
00:25:36,960 --> 00:25:40,000
You can test this on a
desktop by using your keyboard

523
00:25:40,000 --> 00:25:41,570
and not your mouse.

524
00:25:41,570 --> 00:25:43,540
Remember that your
site's functionality

525
00:25:43,540 --> 00:25:47,120
can't rely on hover effects,
an event that only happens when

526
00:25:47,120 --> 00:25:49,780
you put the mouse cursor over
something without clicking

527
00:25:49,780 --> 00:25:50,720
on it.

528
00:25:50,720 --> 00:25:54,710
Touchscreens don't
have the hover effect.

529
00:25:54,710 --> 00:25:58,480
Offer all the same
content to all devices.

530
00:25:58,480 --> 00:26:01,130
Don't assume that just because
someone isn't at a desk

531
00:26:01,130 --> 00:26:03,360
that they don't
want full access.

532
00:26:03,360 --> 00:26:11,540
Offer people your entire site
no matter where they are.

533
00:26:11,540 --> 00:26:13,360
Responsive design
means that you also

534
00:26:13,360 --> 00:26:16,740
take advantage of today's larger
screens and retina displays,

535
00:26:16,740 --> 00:26:19,440
when people are at a desk or TV.

536
00:26:19,440 --> 00:26:23,390
Allegheny UU has a powerful and
impactful responsive design.

537
00:26:23,390 --> 00:26:28,928
Here's their homepage
at desktop size.

538
00:26:28,928 --> 00:26:31,250
And here's their homepage
on a mobile device.

539
00:26:31,250 --> 00:26:32,990
The text is large
enough to read.

540
00:26:32,990 --> 00:26:35,250
The menu is easy to
use with a fingertip.

541
00:26:35,250 --> 00:26:38,500
And the impact of the
site is just as strong.

542
00:26:38,500 --> 00:26:42,060
By contrast, you can see what a
turnoff the non-responsive IRS

543
00:26:42,060 --> 00:26:42,970
site is.

544
00:26:42,970 --> 00:26:45,500
It's just a mini version
of the desktop site.

545
00:26:45,500 --> 00:26:49,590
It's totally unreadable and the
links are too small to touch.

546
00:26:49,590 --> 00:26:52,390
A person on the go will likely
give up on a site like that.

547
00:26:52,390 --> 00:26:54,390
And they may or may not
bother to check it again

548
00:26:54,390 --> 00:26:57,220
when they have access
to a larger screen.

549
00:26:57,220 --> 00:26:58,730
The IRS probably
has an advantage

550
00:26:58,730 --> 00:27:02,060
over our congregations
on the whole motivation

551
00:27:02,060 --> 00:27:09,280
to check it again.

552
00:27:09,280 --> 00:27:11,830
Lots of content management
systems like Wordpress

553
00:27:11,830 --> 00:27:16,350
and Drupal and Joomla or hosted
websites like Weebly or Google

554
00:27:16,350 --> 00:27:19,370
Sites have free
responsive themes.

555
00:27:19,370 --> 00:27:21,270
If you do your
own code, projects

556
00:27:21,270 --> 00:27:23,810
like Twitter's Bootstrap
offer free scripts and styles

557
00:27:23,810 --> 00:27:26,680
that you can plug
into your own designs.

558
00:27:26,680 --> 00:27:30,170
You may not be ready to take
on a design overhaul just yet,

559
00:27:30,170 --> 00:27:32,580
but next time you do,
be sure that Responsive

560
00:27:32,580 --> 00:27:40,382
is your first criterion
when selecting a new look.

561
00:27:40,382 --> 00:27:41,840
Following those
best practices will

562
00:27:41,840 --> 00:27:43,797
do a lot to ensure
your site's success.

563
00:27:43,797 --> 00:27:45,380
But you'll want to
make sure that what

564
00:27:45,380 --> 00:27:47,710
you think your site
is doing matches

565
00:27:47,710 --> 00:27:50,275
how it's actually
working for people.

566
00:27:50,275 --> 00:27:52,650
There are probably some goals
that you have for your site

567
00:27:52,650 --> 00:27:53,220
as a whole.

568
00:27:53,220 --> 00:27:55,740
And those are likely tied to
your organization's mission

569
00:27:55,740 --> 00:27:56,940
and vision.

570
00:27:56,940 --> 00:28:00,050
Your site might need to
provide information to members,

571
00:28:00,050 --> 00:28:03,550
organize tools for leaders,
welcome newcomers, serve

572
00:28:03,550 --> 00:28:06,800
the community,
whatever you decide.

573
00:28:06,800 --> 00:28:10,070
You'll want to make sure every
page supports those goals

574
00:28:10,070 --> 00:28:16,400
or at least doesn't
get in the way of them.

575
00:28:16,400 --> 00:28:19,570
Not every visit to your site
will start on your home page.

576
00:28:19,570 --> 00:28:21,910
Many won't include it at all.

577
00:28:21,910 --> 00:28:23,990
Still, it probably
gets more traffic

578
00:28:23,990 --> 00:28:25,800
than any other
page in your site.

579
00:28:25,800 --> 00:28:27,860
And it's likely the
first place newcomers

580
00:28:27,860 --> 00:28:29,640
will look to get
more information.

581
00:28:29,640 --> 00:28:32,540
So it deserves some
special attention.

582
00:28:32,540 --> 00:28:34,090
It should answer
these questions.

583
00:28:34,090 --> 00:28:35,170
Who are you?

584
00:28:35,170 --> 00:28:36,440
What's your site about?

585
00:28:36,440 --> 00:28:39,650
How obvious is
your core message?

586
00:28:39,650 --> 00:28:40,510
What you do?

587
00:28:40,510 --> 00:28:42,060
Do you appear trustworthy?

588
00:28:42,060 --> 00:28:44,860
Does the design make
me feel comfortable?

589
00:28:44,860 --> 00:28:45,900
Why does it matter?

590
00:28:45,900 --> 00:28:47,460
Do I care?

591
00:28:47,460 --> 00:28:48,310
Am I interested?

592
00:28:48,310 --> 00:28:51,382
Does it speak to me?

593
00:28:51,382 --> 00:28:52,340
How does it involve me?

594
00:28:52,340 --> 00:28:53,850
How do I participate?

595
00:28:53,850 --> 00:28:55,750
What am I supposed to do first?

596
00:28:55,750 --> 00:28:58,690
Is the primary call to action
presented in a clear manner?

597
00:28:58,690 --> 00:29:01,570
Your service times perhaps?

598
00:29:01,570 --> 00:29:02,930
What do you offer?

599
00:29:02,930 --> 00:29:04,740
Will I want to share
this experience?

600
00:29:04,740 --> 00:29:07,050
Is sharing made easy?

601
00:29:07,050 --> 00:29:09,000
How can I find what I'm looking?

602
00:29:09,000 --> 00:29:12,420
Does the navigation
provide clear paths?

603
00:29:12,420 --> 00:29:15,220
When testing your site be sure
to assess your home page as

604
00:29:15,220 --> 00:29:22,610
well as a variety
of interior pages.

605
00:29:22,610 --> 00:29:24,560
You need to have
some ideas about what

606
00:29:24,560 --> 00:29:27,310
constitutes a
success or failure.

607
00:29:27,310 --> 00:29:29,730
These will help you choose
the metrics you'll look at

608
00:29:29,730 --> 00:29:32,450
and the tools
you'll use to do so.

609
00:29:32,450 --> 00:29:34,350
Especially in the
context of congregations

610
00:29:34,350 --> 00:29:36,210
and beyond, some
signs of success

611
00:29:36,210 --> 00:29:37,920
are going to be hard to measure.

612
00:29:37,920 --> 00:29:39,630
How you know if
one of your pages

613
00:29:39,630 --> 00:29:41,710
left someone with
a positive feeling

614
00:29:41,710 --> 00:29:44,030
if they don't make
contact or take an action

615
00:29:44,030 --> 00:29:45,780
that lets you now.

616
00:29:45,780 --> 00:29:49,100
Nevertheless, there are a lot
of indicators we can look at

617
00:29:49,100 --> 00:29:52,300
and tests we can run to find
out whether all our hard work is

618
00:29:52,300 --> 00:29:54,570
having the desired effect.

619
00:29:54,570 --> 00:29:56,540
Some of the things that
might define success

620
00:29:56,540 --> 00:29:58,460
is how many different
people visit it.

621
00:29:58,460 --> 00:30:00,930
Or how long they stay on
the page or on your site

622
00:30:00,930 --> 00:30:02,100
as a whole.

623
00:30:02,100 --> 00:30:04,860
Might be how many people
click on your call to action

624
00:30:04,860 --> 00:30:07,050
or share the page.

625
00:30:07,050 --> 00:30:11,950
Some things that might indicate
failure-- relative failure--

626
00:30:11,950 --> 00:30:14,170
is if someone looks
at a page where

627
00:30:14,170 --> 00:30:15,724
you think you've
answered a question

628
00:30:15,724 --> 00:30:17,140
and you can see
that they searched

629
00:30:17,140 --> 00:30:19,860
for something from that page
that shows that you didn't

630
00:30:19,860 --> 00:30:22,070
answer the question
you thought you did.

631
00:30:22,070 --> 00:30:24,200
Or maybe if they leave
the site entirely,

632
00:30:24,200 --> 00:30:26,660
you would count
that as a failure.

633
00:30:26,660 --> 00:30:28,660
You'll want to look at a
number of these metrics

634
00:30:28,660 --> 00:30:31,170
as they relate to
each other over time

635
00:30:31,170 --> 00:30:33,300
in order to build a
big picture about how

636
00:30:33,300 --> 00:30:35,430
people are using your site.

637
00:30:35,430 --> 00:30:38,120
In some cases, a visitor
or a new member survey

638
00:30:38,120 --> 00:30:40,310
with questions like,
how did you hear of us,

639
00:30:40,310 --> 00:30:44,012
may help fill in some of the
gaps left by online tools.

640
00:30:44,012 --> 00:30:46,960
To get started, choose
one page and name one

641
00:30:46,960 --> 00:30:50,010
or two major goals
for that page.

642
00:30:50,010 --> 00:30:52,647
What do you want people
to be able to do?

643
00:30:52,647 --> 00:30:54,230
Then formulate some
questions that you

644
00:30:54,230 --> 00:31:02,437
can answer by reviewing
data or running some tests.

645
00:31:02,437 --> 00:31:04,270
There are a lot of
services that will record

646
00:31:04,270 --> 00:31:06,940
anonymous information
about who visits your site

647
00:31:06,940 --> 00:31:08,620
and what they do
while they're there.

648
00:31:08,620 --> 00:31:11,090
You can discover things
about how many visitors

649
00:31:11,090 --> 00:31:12,870
you get, where they
come from, where

650
00:31:12,870 --> 00:31:16,787
they go, how long they stay,
what kind of device they used.

651
00:31:16,787 --> 00:31:18,120
And you can get search data too.

652
00:31:18,120 --> 00:31:19,960
What searches brought
people to your site?

653
00:31:19,960 --> 00:31:26,240
What searches did they
perform while they were there?

654
00:31:26,240 --> 00:31:28,650
Google Analytics is probably
the most widely used

655
00:31:28,650 --> 00:31:29,790
analytics program.

656
00:31:29,790 --> 00:31:30,590
It's free.

657
00:31:30,590 --> 00:31:34,100
Easy to install on most sites
though not always on sites

658
00:31:34,100 --> 00:31:36,430
hosted on third parties
like wordpress.com.

659
00:31:36,430 --> 00:31:40,250
Something to consider
when you choose hosting.

660
00:31:40,250 --> 00:31:42,320
And there are lots of
online guides to its use,

661
00:31:42,320 --> 00:31:46,770
including a UUA introduction
to Google Analytics.

662
00:31:46,770 --> 00:31:49,710
Google Analytics is
obviously what we use,

663
00:31:49,710 --> 00:31:52,500
though we haven't upgraded yet
to their universal analytics.

664
00:31:52,500 --> 00:31:54,540
We'll make that swap
when we switch over

665
00:31:54,540 --> 00:31:56,876
to Drupal later this year.

666
00:31:56,876 --> 00:31:58,500
The concepts we'll
discuss today though

667
00:31:58,500 --> 00:32:02,240
ought to be pretty similar
across any analytic service.

668
00:32:02,240 --> 00:32:04,470
If you don't already
have analytics installed

669
00:32:04,470 --> 00:32:08,182
in your site, we recommend that
you do so as soon as possible.

670
00:32:08,182 --> 00:32:10,390
Even if you don't get around
to reviewing the reports

671
00:32:10,390 --> 00:32:13,090
for some time, you'll
appreciate the history of data

672
00:32:13,090 --> 00:32:19,040
that you start
building right away.

673
00:32:19,040 --> 00:32:21,630
Learning to read Google
Analytics or analytics

674
00:32:21,630 --> 00:32:23,730
reports can seem
pretty daunting.

675
00:32:23,730 --> 00:32:26,880
But start with the UUA
guide and poke around a bit.

676
00:32:26,880 --> 00:32:28,310
It's actually
really cool what you

677
00:32:28,310 --> 00:32:34,310
can learn about how
people use your site.

678
00:32:34,310 --> 00:32:36,910
Here you can see UUA.org's
most viewed pages

679
00:32:36,910 --> 00:32:38,750
over the past month
with information

680
00:32:38,750 --> 00:32:41,750
about how many total views
they've gotten-- page views.

681
00:32:41,750 --> 00:32:45,050
How long people stayed
on them-- time on page.

682
00:32:45,050 --> 00:32:47,540
How often they serve as
the first page of a visit--

683
00:32:47,540 --> 00:32:48,740
entrances.

684
00:32:48,740 --> 00:32:50,960
And how often people
leave the site immediately

685
00:32:50,960 --> 00:32:56,550
after seeing them--
the bounce rate.

686
00:32:56,550 --> 00:32:59,300
You can set up goals to
measure specific behaviors

687
00:32:59,300 --> 00:33:00,580
across the site.

688
00:33:00,580 --> 00:33:02,860
For example, the
UUA measures visits

689
00:33:02,860 --> 00:33:06,020
which include the congregational
search results page,

690
00:33:06,020 --> 00:33:08,490
include a link on one
of our donate links,

691
00:33:08,490 --> 00:33:10,270
or last longer
than five minutes,

692
00:33:10,270 --> 00:33:15,880
or include more than five pages.

693
00:33:15,880 --> 00:33:17,850
Segments can let
you view reports

694
00:33:17,850 --> 00:33:21,690
according to a number of
premade or custom variables.

695
00:33:21,690 --> 00:33:25,240
For example, we can choose
to see website activity only

696
00:33:25,240 --> 00:33:28,565
for first time visits, which
also include a view of Tapestry

697
00:33:28,565 --> 00:33:32,640
of Faith pages and which arrived
at UUA.org by a major search

698
00:33:32,640 --> 00:33:37,820
engine.

699
00:33:37,820 --> 00:33:40,600
In addition to knowing
which pages people visit,

700
00:33:40,600 --> 00:33:42,950
it's useful to learn
where they click.

701
00:33:42,950 --> 00:33:46,130
A heat map uses warmer colors
to show where more people click

702
00:33:46,130 --> 00:33:48,840
and cooler colors
for fewer clicks.

703
00:33:48,840 --> 00:33:50,980
Google's In-Page
Analytics option

704
00:33:50,980 --> 00:33:53,130
will show you which
links on any given page

705
00:33:53,130 --> 00:33:54,966
are getting the most clicks.

706
00:33:54,966 --> 00:33:56,590
It used to be true
that Google couldn't

707
00:33:56,590 --> 00:33:59,260
tell the difference between
two links to the same location,

708
00:33:59,260 --> 00:34:02,900
so we've been using Crazy Egg
to get fine-tuned reporting.

709
00:34:02,900 --> 00:34:04,690
I think Google has
upgraded their service

710
00:34:04,690 --> 00:34:05,730
to be more refined.

711
00:34:05,730 --> 00:34:08,440
But we haven't tested it yet.

712
00:34:08,440 --> 00:34:10,679
Crazy Egg's default
heat map shows clicks

713
00:34:10,679 --> 00:34:13,460
on all the visible
elements on the page.

714
00:34:13,460 --> 00:34:15,810
On this example from one
of our older designs,

715
00:34:15,810 --> 00:34:18,620
I took Crazy Egg's data
to create a heat map which

716
00:34:18,620 --> 00:34:21,900
also includes clicks on
non-visible elements like drop

717
00:34:21,900 --> 00:34:23,300
down menu items.

718
00:34:23,300 --> 00:34:25,940
And I consolidated them
to show overall clicks

719
00:34:25,940 --> 00:34:27,830
on different
regions of the page.

720
00:34:27,830 --> 00:34:29,860
You can see that our
site navigation and site

721
00:34:29,860 --> 00:34:39,409
search collect almost half all
the clicks on our home page.

722
00:34:39,409 --> 00:34:41,460
Google's Content
Experiments let you

723
00:34:41,460 --> 00:34:44,659
compare two or more
versions of a page.

724
00:34:44,659 --> 00:34:47,699
Each visitor to your site
will randomly see only one

725
00:34:47,699 --> 00:34:48,719
of your versions.

726
00:34:48,719 --> 00:34:50,962
And their behavior
will be recorded.

727
00:34:50,962 --> 00:34:53,170
If you're wondering whether
one layout or design will

728
00:34:53,170 --> 00:34:56,540
work better than another,
you can find out.

729
00:34:56,540 --> 00:34:59,680
Before we added a Donate
Now button to UUA.org,

730
00:34:59,680 --> 00:35:01,900
we ran a content experiment.

731
00:35:01,900 --> 00:35:03,650
The folks from stewardship
and development

732
00:35:03,650 --> 00:35:05,540
presented compelling
evidence that

733
00:35:05,540 --> 00:35:08,140
including an ask
on nonprofit sites

734
00:35:08,140 --> 00:35:10,280
makes a big difference
to the bottom line.

735
00:35:10,280 --> 00:35:14,420
And it's reasonable to make it
ridiculously easy for people

736
00:35:14,420 --> 00:35:18,030
who already want to
give you money to do so.

737
00:35:18,030 --> 00:35:21,240
Still, we were worried
about what effect,

738
00:35:21,240 --> 00:35:25,830
if any, any perception of
greed might have on newcomers.

739
00:35:25,830 --> 00:35:29,450
So we tested every
metric we could think of.

740
00:35:29,450 --> 00:35:31,920
To our surprise, the presence
of the Donate Now link

741
00:35:31,920 --> 00:35:36,250
had no statistically significant
impact on our site at all.

742
00:35:36,250 --> 00:35:39,410
People were just as likely to,
for example, stay on the site,

743
00:35:39,410 --> 00:35:42,590
explore our pages, or
look for a congregation.

744
00:35:42,590 --> 00:35:45,810
In the surveys we ran, only a
very small percentage of people

745
00:35:45,810 --> 00:35:47,220
even mentioned the button.

746
00:35:47,220 --> 00:35:52,469
And most of those were only
commenting on the color of it.

747
00:35:52,469 --> 00:35:54,510
What you see here is the
result of another change

748
00:35:54,510 --> 00:35:56,280
we tested, this
time to the images

749
00:35:56,280 --> 00:35:58,170
and the text of our
home page carousel.

750
00:35:58,170 --> 00:36:00,310
As you can see, there was,
again, little difference

751
00:36:00,310 --> 00:36:05,380
to our outcome.

752
00:36:05,380 --> 00:36:07,770
A few cautions before
diving into the data.

753
00:36:07,770 --> 00:36:10,370
You'll want to check your
conclusions before turning them

754
00:36:10,370 --> 00:36:12,240
into action items.

755
00:36:12,240 --> 00:36:14,160
Averages can
confuse the answers.

756
00:36:14,160 --> 00:36:15,670
Are a lot of people
doing a little

757
00:36:15,670 --> 00:36:18,830
or are a few people doing a lot.

758
00:36:18,830 --> 00:36:20,260
Be aware of context.

759
00:36:20,260 --> 00:36:21,860
Take note of changes
to the site that

760
00:36:21,860 --> 00:36:25,920
might affect the data, other
campaigns, world events, and so

761
00:36:25,920 --> 00:36:27,620
on.

762
00:36:27,620 --> 00:36:29,340
Trends can affect your data.

763
00:36:29,340 --> 00:36:32,930
Take seasonal traffic and the
day of the week into account.

764
00:36:32,930 --> 00:36:35,600
A few slides ago you may
have noticed several General

765
00:36:35,600 --> 00:36:39,140
Assembly pages in our most
viewed list from last month.

766
00:36:39,140 --> 00:36:42,540
But that wouldn't be true if we
looked at our most viewed pages

767
00:36:42,540 --> 00:36:46,090
over the course
of an entire year.

768
00:36:46,090 --> 00:36:48,320
Remember that the numbers
collected are estimates.

769
00:36:48,320 --> 00:36:51,190
Expired cookies and variances
in people's behavior

770
00:36:51,190 --> 00:36:53,620
can affect the totals.

771
00:36:53,620 --> 00:36:55,720
Analytics can tell
us what happened,

772
00:36:55,720 --> 00:36:58,800
but we still have
to figure out why.

773
00:36:58,800 --> 00:37:01,220
Usability testing and
surveys can flush out

774
00:37:01,220 --> 00:37:03,560
what you learn from
analytics, answering

775
00:37:03,560 --> 00:37:09,157
some of those why questions.

776
00:37:09,157 --> 00:37:10,740
There is nothing
like watching someone

777
00:37:10,740 --> 00:37:13,020
try to accomplish a
task on your site.

778
00:37:13,020 --> 00:37:16,670
It is often a humbling
moment of truth.

779
00:37:16,670 --> 00:37:19,710
Thankfully, the reward of
identifying and removing

780
00:37:19,710 --> 00:37:23,050
roadblocks makes
it very worthwhile.

781
00:37:23,050 --> 00:37:24,890
Usability professionals
have the benefit

782
00:37:24,890 --> 00:37:26,640
of training and experience.

783
00:37:26,640 --> 00:37:29,250
They know the tricks of
setting up the right scenarios,

784
00:37:29,250 --> 00:37:31,080
writing clear
directions, recruiting

785
00:37:31,080 --> 00:37:34,070
the right kinds of testers,
avoiding judgmental feedback

786
00:37:34,070 --> 00:37:37,220
or leading questions, and
drawing the right conclusions.

787
00:37:37,220 --> 00:37:39,280
So if you can afford
to hire a professional,

788
00:37:39,280 --> 00:37:41,180
that's an excellent option.

789
00:37:41,180 --> 00:37:43,620
For those of us with
tighter budgets,

790
00:37:43,620 --> 00:37:46,000
it's definitely worth
getting past the mentality

791
00:37:46,000 --> 00:37:49,110
that you have to have or
become a professional in order

792
00:37:49,110 --> 00:37:51,590
to benefit from
some user testing.

793
00:37:51,590 --> 00:37:54,110
The paybacks for even a little
bit of do-it-yourself testing

794
00:37:54,110 --> 00:37:55,980
can be tremendous.

795
00:37:55,980 --> 00:37:58,480
Rocket Surgery Made Easy--
The Do-It-Yourself Guide

796
00:37:58,480 --> 00:38:01,260
to Finding and Fixing Usability
Problems by Steve Krug

797
00:38:01,260 --> 00:38:03,080
will help you
perform useful tests

798
00:38:03,080 --> 00:38:05,840
and avoid some of
the major pitfalls.

799
00:38:05,840 --> 00:38:07,960
Krug recommends
frequent usability tests

800
00:38:07,960 --> 00:38:10,080
which lead to
incremental changes.

801
00:38:10,080 --> 00:38:13,650
In fact, he says, "Focus
ruthlessly on a small number

802
00:38:13,650 --> 00:38:17,640
of the most important problems,"
and, "When fixing problems,

803
00:38:17,640 --> 00:38:21,720
always do the least you can do.
" By adjusting your goal from,

804
00:38:21,720 --> 00:38:23,450
have the perfect
website right away,

805
00:38:23,450 --> 00:38:26,440
to, make sure we're not making
things harder than they need

806
00:38:26,440 --> 00:38:29,890
to be-- one thing at a time--
the whole process becomes more

807
00:38:29,890 --> 00:38:32,090
approachable.

808
00:38:32,090 --> 00:38:35,330
In-person testing provides the
kind of hands-on eye opening

809
00:38:35,330 --> 00:38:37,750
feedback that really
solidifies the importance

810
00:38:37,750 --> 00:38:40,020
of checking your work.

811
00:38:40,020 --> 00:38:43,120
Online testing can support
qualitative responses

812
00:38:43,120 --> 00:38:49,140
by letting the masses speak.

813
00:38:49,140 --> 00:38:51,610
In-person testing
looks like this.

814
00:38:51,610 --> 00:38:55,560
Recruit three people to come sit
with you one after the other.

815
00:38:55,560 --> 00:38:58,180
Coach them to think out
loud as they use your site.

816
00:38:58,180 --> 00:39:00,480
And be clear that they
can't make mistakes.

817
00:39:00,480 --> 00:39:03,900
You're testing the
site, not them.

818
00:39:03,900 --> 00:39:08,010
Give them three to six realistic
tasks related to your goals.

819
00:39:08,010 --> 00:39:11,060
Avoid giving your testers
any hints or feedbacks.

820
00:39:11,060 --> 00:39:13,900
Your site has to
work without a tutor.

821
00:39:13,900 --> 00:39:16,349
Capture the screen and
audio for later review

822
00:39:16,349 --> 00:39:17,890
and so that you can
share the results

823
00:39:17,890 --> 00:39:20,280
with other stakeholders.

824
00:39:20,280 --> 00:39:23,470
Develop a thick skin
before asking for feedback.

825
00:39:23,470 --> 00:39:25,040
You've made mistakes
in your site.

826
00:39:25,040 --> 00:39:26,364
We all have.

827
00:39:26,364 --> 00:39:27,780
Take pride in the
fact that you're

828
00:39:27,780 --> 00:39:34,420
willing to discover
and fix those errors.

829
00:39:34,420 --> 00:39:37,270
I'm going to show you a clip
of a usability test of UUA.org

830
00:39:37,270 --> 00:39:38,950
from a couple of years ago.

831
00:39:38,950 --> 00:39:41,640
In this video we'll watch
someone try to use our site,

832
00:39:41,640 --> 00:39:43,830
confirming some best
practices, and showing us

833
00:39:43,830 --> 00:39:46,070
how we didn't get
them all quite right.

834
00:39:46,070 --> 00:39:48,830
For example, faces
catch the eye.

835
00:39:48,830 --> 00:39:52,040
Plain text, faces,
and private body parts

836
00:39:52,040 --> 00:39:55,840
are the most effective
at attracting eyeballs.

837
00:39:55,840 --> 00:39:57,997
In this case, that
worked against us

838
00:39:57,997 --> 00:40:00,330
since there was no obvious
reason for this person's face

839
00:40:00,330 --> 00:40:01,390
to be on the page.

840
00:40:01,390 --> 00:40:04,010
We wasted our tester's
time by making her look

841
00:40:04,010 --> 00:40:05,510
at something which
didn't contribute

842
00:40:05,510 --> 00:40:08,400
to her understanding
of the page.

843
00:40:08,400 --> 00:40:10,075
Flyout menus can get in the way.

844
00:40:10,075 --> 00:40:12,450
And remember, hover effects
don't work on mobile browsers

845
00:40:12,450 --> 00:40:14,060
anyway.

846
00:40:14,060 --> 00:40:15,940
People scan pages
in an F pattern,

847
00:40:15,940 --> 00:40:18,490
but most look at
the page body first.

848
00:40:18,490 --> 00:40:21,690
Our testers usually checked
the left-hand navigation column

849
00:40:21,690 --> 00:40:23,310
but often not
until they couldn't

850
00:40:23,310 --> 00:40:25,480
find what they were
looking for in the page.

851
00:40:25,480 --> 00:40:27,610
We can save people
time by putting links

852
00:40:27,610 --> 00:40:30,150
in both locations.

853
00:40:30,150 --> 00:40:32,320
Obvious things aren't.

854
00:40:32,320 --> 00:40:34,860
We thought everyone knows that
the logo's a link to a home

855
00:40:34,860 --> 00:40:35,570
page.

856
00:40:35,570 --> 00:40:37,110
But this person
wasn't the only one

857
00:40:37,110 --> 00:40:50,470
who struggled to find
a link back home.

858
00:41:21,580 --> 00:41:22,420
This is not the home page.

859
00:41:22,420 --> 00:41:24,040
This is one of the
pages within it.

860
00:41:24,040 --> 00:41:25,830
So here's the first task.

861
00:41:25,830 --> 00:41:28,630
Find some information about
how to handle a relay operator

862
00:41:28,630 --> 00:41:31,270
call for a person with
a hearing impairment.

863
00:41:31,270 --> 00:41:32,305
-Interesting.

865
00:41:32,305 --> 00:41:35,820
Who is this picture here.

866
00:41:35,820 --> 00:41:39,170
Is this-- this is
a, I don't know.

867
00:41:39,170 --> 00:41:41,850
There's a picture of a person
that doesn't say anything

868
00:41:41,850 --> 00:41:46,570
about who it is or what they're
doing there or anything.

869
00:41:46,570 --> 00:41:49,040
-Really good point.

870
00:41:49,040 --> 00:41:50,170
-Let's see.

871
00:41:50,170 --> 00:41:51,170
Hearing impairment.

872
00:41:51,170 --> 00:41:55,510
OK, there's-- we go down,
visual hearing mobility.

873
00:41:55,510 --> 00:41:58,220
So I would think hearing.

874
00:41:58,220 --> 00:41:58,720
Deafness.

875
00:41:58,720 --> 00:42:06,270
Hearing impairment.

876
00:42:06,270 --> 00:42:09,050
Ground rules.

877
00:42:09,050 --> 00:42:10,229
Listing.

878
00:42:10,229 --> 00:42:11,270
Hearing Loss Association.

879
00:42:11,270 --> 00:42:16,220
So am I supposed to be able
to find something-- Oh.

880
00:42:16,220 --> 00:42:20,040
Well, actually, you
know it's pretty obvious

881
00:42:20,040 --> 00:42:22,850
that if you click
on the Hearing there

882
00:42:22,850 --> 00:42:25,240
are the three choices here.

883
00:42:25,240 --> 00:42:27,610
And I went right
to the page rather

884
00:42:27,610 --> 00:42:29,850
than looking at what was there.

885
00:42:29,850 --> 00:42:33,600
-Not a problem.

886
00:42:33,600 --> 00:42:36,227
-So now here is a
nice description.

887
00:42:36,227 --> 00:42:38,060
-You feel like you've
accomplished the task.

888
00:42:38,060 --> 00:42:38,560
-Yes.

889
00:42:38,560 --> 00:42:42,860
-Yeah.

890
00:42:42,860 --> 00:42:43,360
All right.

891
00:42:43,360 --> 00:42:43,860
Cool.

892
00:42:43,860 --> 00:42:44,860
That's one out of seven.

893
00:42:44,860 --> 00:42:45,360
-OK.

894
00:42:45,360 --> 00:42:49,092
-So go to the home page.

895
00:42:49,092 --> 00:42:56,120
-Go to the home page.

896
00:42:56,120 --> 00:43:04,200
Well, I'm not seeing Home.

897
00:43:04,200 --> 00:43:05,180
About Us.

898
00:43:05,180 --> 00:43:10,680
The Directory.

899
00:43:10,680 --> 00:43:13,210
But I know when I
usually-- there's

900
00:43:13,210 --> 00:43:16,383
usually a button to
get home someplace.

901
00:43:16,383 --> 00:43:27,339
[END VIDEO PLAYBACK]

902
00:43:27,339 --> 00:43:31,470
Kasey Kruser: And we'll follow
up with fixes and more tests.

903
00:43:31,470 --> 00:43:35,370
Remember that three people is
hardly a representative number.

904
00:43:35,370 --> 00:43:37,040
But if they have
trouble completing

905
00:43:37,040 --> 00:43:39,930
tasks that are important
to your site's goals,

906
00:43:39,930 --> 00:43:43,980
it's worth making a change
to ease that frustration.

907
00:43:43,980 --> 00:43:46,110
Sometimes the testing
will raise flags

908
00:43:46,110 --> 00:43:49,100
that are worth exploring
further before taking action.

909
00:43:49,100 --> 00:43:51,390
For example, if your
testers comment negatively

910
00:43:51,390 --> 00:43:54,100
on the color of your site,
set up an online survey

911
00:43:54,100 --> 00:43:58,180
or a content experiment to get
a larger number of impressions.

912
00:43:58,180 --> 00:43:59,840
Aesthetic questions
are always tricky.

913
00:43:59,840 --> 00:44:02,210
But if you discover that
most people are responding

914
00:44:02,210 --> 00:44:04,760
negatively, it's
probably worth an attempt

915
00:44:04,760 --> 00:44:07,000
to improve those results.

916
00:44:07,000 --> 00:44:09,530
You'll want to run tests with
different types of people.

917
00:44:09,530 --> 00:44:12,050
Some with people who are already
members of your community

918
00:44:12,050 --> 00:44:19,700
and others with people
who are not members yet.

919
00:44:19,700 --> 00:44:21,900
Depending on the complexity
of what you're testing

920
00:44:21,900 --> 00:44:23,590
and the type of
feedback you need,

921
00:44:23,590 --> 00:44:27,570
there are a variety of useful
online tests you can run.

922
00:44:27,570 --> 00:44:30,870
For online testing you'll often
choose a single page or screen

923
00:44:30,870 --> 00:44:31,900
shot to share.

924
00:44:31,900 --> 00:44:34,480
And you'll want to keep your
tasks and questions relatively

925
00:44:34,480 --> 00:44:35,590
simple.

926
00:44:35,590 --> 00:44:38,250
Since people will have to take
time to perform your tasks

927
00:44:38,250 --> 00:44:40,240
and then remember what
they did or thought

928
00:44:40,240 --> 00:44:42,740
and then self-report
on their impressions,

929
00:44:42,740 --> 00:44:45,500
it's easy to go astray
with complexity.

930
00:44:45,500 --> 00:44:48,690
Tools that record what
people did help a lot.

931
00:44:48,690 --> 00:44:50,780
But you're still imposing
on your tester's time.

932
00:44:50,780 --> 00:44:52,820
So you'll want to
keep things quick.

933
00:44:52,820 --> 00:44:54,810
Ask no more than six questions.

934
00:44:54,810 --> 00:44:56,660
Fewer if they're time consuming.

935
00:44:56,660 --> 00:44:59,422
And let people know how
long the test will take.

936
00:44:59,422 --> 00:45:01,130
Think about what kind
of demographic data

937
00:45:01,130 --> 00:45:03,810
might be helpful to you
as you sort your results.

938
00:45:03,810 --> 00:45:05,350
Is the person's age important?

939
00:45:05,350 --> 00:45:07,200
Or religious background?

940
00:45:07,200 --> 00:45:09,110
Ask a few
non-identifying questions

941
00:45:09,110 --> 00:45:15,860
that will help put anonymous
answers into context.

942
00:45:15,860 --> 00:45:18,610
Feedback Army is a
relatively inexpensive way

943
00:45:18,610 --> 00:45:20,590
to put any set of
questions in front

944
00:45:20,590 --> 00:45:22,449
of a random group of strangers.

945
00:45:22,449 --> 00:45:24,490
It's a good place to get
impressions of your site

946
00:45:24,490 --> 00:45:27,130
from people outside
your community.

947
00:45:27,130 --> 00:45:29,630
SurveyMonkey is
a great free tool

948
00:45:29,630 --> 00:45:32,530
for posting series of questions.

949
00:45:32,530 --> 00:45:34,860
UsabilityHub lets you
run tests that are either

950
00:45:34,860 --> 00:45:37,130
private-- by invitations
that you send out--

951
00:45:37,130 --> 00:45:39,910
or public-- open
to random people.

952
00:45:39,910 --> 00:45:42,020
You can run a Five
Second Test where

953
00:45:42,020 --> 00:45:44,000
people see a screen
shot for five seconds

954
00:45:44,000 --> 00:45:46,690
and then answer questions
about what they saw,

955
00:45:46,690 --> 00:45:49,600
a Click Test where you give
people a simple instruction

956
00:45:49,600 --> 00:45:53,210
and see where they click, or
a Nav Flow Test where people

957
00:45:53,210 --> 00:45:55,110
click through a
series of screenshots

958
00:45:55,110 --> 00:45:59,930
to test how the design of
your navigation is working.

959
00:45:59,930 --> 00:46:02,670
Optimal Workshop
has card sorting.

960
00:46:02,670 --> 00:46:03,350
Optimal Sort.

961
00:46:03,350 --> 00:46:04,210
We saw that.

962
00:46:04,210 --> 00:46:05,760
Tree testing-- Treejack.

963
00:46:05,760 --> 00:46:09,380
And design impression tools with
excellent results reporting.

964
00:46:09,380 --> 00:46:12,710
And again that one's free for
small samples and pretty cheap

965
00:46:12,710 --> 00:46:15,310
for larger samples.

966
00:46:15,310 --> 00:46:18,870
ZURB offers a variety of free
and useful product design

967
00:46:18,870 --> 00:46:22,610
apps which help people offer and
share feedback on your designs.

968
00:46:22,610 --> 00:46:24,310
Bounce, for example,
let's people

969
00:46:24,310 --> 00:46:27,130
highlight a section of your
page and add a comment.

970
00:46:27,130 --> 00:46:29,980
So people can, without
being in the room with you,

971
00:46:29,980 --> 00:46:32,300
point to a section
of the page and say,

972
00:46:32,300 --> 00:46:34,890
this is what confused me or
I'd have expected the link

973
00:46:34,890 --> 00:46:40,190
to be here.

974
00:46:40,190 --> 00:46:44,220
Fixing or redoing your website
can feel pretty daunting.

975
00:46:44,220 --> 00:46:46,270
But take it one thing at a time.

976
00:46:46,270 --> 00:46:50,630
Every fix you make is
a frustration removed.

977
00:46:50,630 --> 00:46:52,470
Best practices
provide a lot of what

978
00:46:52,470 --> 00:46:54,740
we need to jump-start
into success.

979
00:46:54,740 --> 00:46:57,310
Thousands of people have
already tested the principles

980
00:46:57,310 --> 00:46:59,400
you'll find on sites like
the Nielsen Norman Group

981
00:46:59,400 --> 00:47:02,210
or usability.gov.

982
00:47:02,210 --> 00:47:04,340
Familiarize yourself
with the basic framework

983
00:47:04,340 --> 00:47:05,670
of best practices.

984
00:47:05,670 --> 00:47:08,550
Customize your content
based on your user's need.

985
00:47:08,550 --> 00:47:11,690
Have some fun with your design
and then put it to the people

986
00:47:11,690 --> 00:47:13,574
and find out if it works.

987
00:47:13,574 --> 00:47:15,240
Plenty of people are
willing to tell you

988
00:47:15,240 --> 00:47:16,930
what they think is wrong.

989
00:47:16,930 --> 00:47:18,810
But before making
changes, determine

990
00:47:18,810 --> 00:47:20,760
what the real problems are.

991
00:47:20,760 --> 00:47:22,800
We found information
from user testing

992
00:47:22,800 --> 00:47:26,820
to be amazingly valuable as we
make decisions about our sites.

993
00:47:26,820 --> 00:47:30,600
Specific tests, like card
sorts and tree tests for menus,

994
00:47:30,600 --> 00:47:33,440
and general tests where we
ask people to use the site

995
00:47:33,440 --> 00:47:36,440
and see how they do,
produce invaluable feedback

996
00:47:36,440 --> 00:47:39,980
and reduce the stress
that comes from guesswork.

997
00:47:39,980 --> 00:47:40,480
Test.

998
00:47:40,480 --> 00:47:41,110
Improve.

999
00:47:41,110 --> 00:47:42,780
Test and improve.

1000
00:47:42,780 --> 00:47:45,870
There's no need to wait for
a major redesign project

1001
00:47:45,870 --> 00:47:47,680
in order to fix
problems that people

1002
00:47:47,680 --> 00:47:48,930
are having with your site.

1003
00:47:48,930 --> 00:47:55,690
And, in fact, substantial
harm in failing to do so.

1004
00:47:55,690 --> 00:47:57,640
Thank you so much
for joining us today.

1005
00:47:57,640 --> 00:48:00,250
You have any
questions or comments?

1006
00:48:00,250 --> 00:48:03,220
[APPLAUSE]

1007
00:48:03,220 --> 00:48:05,050
Kasey Kruser: If
you would, come up

1008
00:48:05,050 --> 00:48:07,337
to the microphone with
questions, please.

1009
00:48:07,337 --> 00:48:09,170
Margy Levine Young: We
kept the presentation

1010
00:48:09,170 --> 00:48:11,790
quite short because we were
hoping that we'd get questions

1011
00:48:11,790 --> 00:48:15,320
because we know that a wide
variety of congregational

1012
00:48:15,320 --> 00:48:19,050
and other organizational sites--

1013
00:48:19,050 --> 00:48:21,490
Speaker 1: I was just
wondering if the slide

1014
00:48:21,490 --> 00:48:22,907
stock is available.

1015
00:48:22,907 --> 00:48:24,740
Margy Levine Young:
It'll be on the website.

1016
00:48:24,740 --> 00:48:25,688
It'll be on UUA.org.

1017
00:48:25,688 --> 00:48:26,896
Speaker 2: It's on there now.

1018
00:48:26,896 --> 00:48:29,378
Margy Levine Young: Yep.

1019
00:48:29,378 --> 00:48:31,280
Speaker 2: I had a
couple of questions.

1020
00:48:31,280 --> 00:48:34,300
One was-- well,
first of all I want

1021
00:48:34,300 --> 00:48:36,690
to say thank you very
much for all this stuff.

1022
00:48:36,690 --> 00:48:39,060
And thank you for having it
on the website right now.

1023
00:48:39,060 --> 00:48:41,760
I've already clicked
through on some links.

1024
00:48:41,760 --> 00:48:44,240
You mentioned
captioning early on.

1025
00:48:44,240 --> 00:48:47,440
And we've kind of looked
into that a little bit

1026
00:48:47,440 --> 00:48:51,850
and it seems to be quite
expensive if you try

1027
00:48:51,850 --> 00:48:53,770
and get it done as a service.

1028
00:48:53,770 --> 00:48:56,890
If you try and do it
yourself, then the software

1029
00:48:56,890 --> 00:48:59,870
is very expensive and there's
a pretty steep learning curve.

1030
00:48:59,870 --> 00:49:05,367
And given all the things
that could be done

1031
00:49:05,367 --> 00:49:07,450
I'm wondering how important
you would stress that.

1032
00:49:07,450 --> 00:49:09,110
That's sort of question one.

1033
00:49:09,110 --> 00:49:13,500
Question two is there's a huge
amount of information here.

1034
00:49:13,500 --> 00:49:16,830
There's a huge
amount of resources.

1035
00:49:16,830 --> 00:49:19,400
Most of our websites
are not going

1036
00:49:19,400 --> 00:49:21,800
to have 22,000 likes on them.

1037
00:49:21,800 --> 00:49:24,930
And we're not going to have the
IT staff that you guys have.

1038
00:49:24,930 --> 00:49:26,795
And it's probably
going to be a volunteer

1039
00:49:26,795 --> 00:49:28,650
or a team of volunteers.

1040
00:49:28,650 --> 00:49:31,470
And they're going to
want-- OK, this is great.

1041
00:49:31,470 --> 00:49:33,930
And what should
we work on first.

1042
00:49:33,930 --> 00:49:37,030
How are we going to eat this
elephant in bite size pieces.

1043
00:49:37,030 --> 00:49:39,800
So for that kind
of typical scenario

1044
00:49:39,800 --> 00:49:41,844
I'd be interested in
hearing your response.

1045
00:49:41,844 --> 00:49:43,510
Margy Levine Young:
Start with captions.

1046
00:49:43,510 --> 00:49:46,770
Well, for captions, let me
just tell you what the UUA does

1047
00:49:46,770 --> 00:49:49,100
and to confirm that
it's fairly expensive.

1048
00:49:49,100 --> 00:49:52,520
We try to caption as much of the
video that we have as possible.

1049
00:49:52,520 --> 00:49:55,870
Pretty much all
of the GA video we

1050
00:49:55,870 --> 00:49:59,700
send off to be captioned over
the next week as we post it.

1051
00:49:59,700 --> 00:50:05,540
But the outfit we use,
it costs $2.45 a minute.

1052
00:50:05,540 --> 00:50:07,800
So for little clips it's fine.

1053
00:50:07,800 --> 00:50:09,550
But, you know,
for this workshop,

1054
00:50:09,550 --> 00:50:11,630
if we caption the
entire thing, it's

1055
00:50:11,630 --> 00:50:12,880
going to be more than an hour.

1056
00:50:12,880 --> 00:50:16,610
It gets to be $120, $150.

1057
00:50:16,610 --> 00:50:17,930
And so it can be expensive.

1058
00:50:17,930 --> 00:50:24,800
Now, there's YouTube captioning
which can be pretty humorous.

1059
00:50:24,800 --> 00:50:27,250
And so you gotta
watch out for that.

1060
00:50:27,250 --> 00:50:29,460
I have not yet
tried, but I think

1061
00:50:29,460 --> 00:50:32,360
some of our regional
folks have tried

1062
00:50:32,360 --> 00:50:33,990
having them do the captions.

1063
00:50:33,990 --> 00:50:36,130
And then you can
edit it and fix it.

1064
00:50:36,130 --> 00:50:38,700
And I don't know whether
you've tried that.

1065
00:50:38,700 --> 00:50:41,090
But, so letting
YouTube do a first pass

1066
00:50:41,090 --> 00:50:45,170
and then editing the
YouTube captions.

1067
00:50:45,170 --> 00:50:46,780
So that might be an option.

1068
00:50:46,780 --> 00:50:51,290
What we've found is that it's
been-- for the service that

1069
00:50:51,290 --> 00:50:55,490
gives our captions which is
called 3Play-- the digit three.

1070
00:50:55,490 --> 00:50:56,542
3play.com.

1071
00:50:56,542 --> 00:50:57,500
It's really convenient.

1072
00:50:57,500 --> 00:51:00,529
You just upload the video
or they grab it from a URL.

1073
00:51:00,529 --> 00:51:02,070
And they give you
all kinds of stuff.

1074
00:51:02,070 --> 00:51:05,190
We get both the captions
and we get a transcript.

1075
00:51:05,190 --> 00:51:07,700
And so, you know, you're going
to be getting transcripts

1076
00:51:07,700 --> 00:51:12,470
of all of the business sessions
if you go to UUA.org/ga

1077
00:51:12,470 --> 00:51:14,040
in a couple of weeks.

1078
00:51:14,040 --> 00:51:17,740
And for even folks who don't
have any hearing issues at all,

1079
00:51:17,740 --> 00:51:20,460
the transcripts are fantastic
because you remember, wait

1080
00:51:20,460 --> 00:51:21,060
a minute.

1081
00:51:21,060 --> 00:51:23,770
Jim Key said something or
other that was interesting.

1082
00:51:23,770 --> 00:51:25,970
There was that right
relationship thing.

1083
00:51:25,970 --> 00:51:28,330
And, you know, you've
got your Google search.

1084
00:51:28,330 --> 00:51:30,530
You've got your
control F on the page.

1085
00:51:30,530 --> 00:51:31,809
And you can find it.

1086
00:51:31,809 --> 00:51:34,350
Or you can even say, oh, I was
like halfway through the video

1087
00:51:34,350 --> 00:51:37,599
so I can just start
halfway through.

1088
00:51:37,599 --> 00:51:39,640
Did you want to say anything
else about captions?

1089
00:51:39,640 --> 00:51:41,120
Kasey Kruser: Yeah.

1090
00:51:41,120 --> 00:51:44,170
So you asked the question
about the priority of captions.

1091
00:51:44,170 --> 00:51:48,840
And what I would say
is, is the material

1092
00:51:48,840 --> 00:51:51,330
that you have that
isn't captioned

1093
00:51:51,330 --> 00:51:53,140
central to your message?

1094
00:51:53,140 --> 00:51:57,370
And if so, then the
priority should be high.

1095
00:51:57,370 --> 00:52:00,660
So for a lot of us, or a lot
of congregational websites,

1096
00:52:00,660 --> 00:52:03,260
the things that I'm most
aware of being posted online

1097
00:52:03,260 --> 00:52:06,440
in podcast or video form
without captions or transcripts

1098
00:52:06,440 --> 00:52:07,500
are sermons.

1099
00:52:07,500 --> 00:52:08,740
Worship services.

1100
00:52:08,740 --> 00:52:13,440
And think about
for a moment some

1101
00:52:13,440 --> 00:52:16,060
of the content of your
awesome, amazing services.

1102
00:52:16,060 --> 00:52:18,900
And think about how
they vary in topic.

1103
00:52:18,900 --> 00:52:23,190
You know, around everything that
you can think of in the world.

1104
00:52:23,190 --> 00:52:25,740
And then think about having
the topic of those sermons

1105
00:52:25,740 --> 00:52:28,330
show up in search results for
people who maybe don't even

1106
00:52:28,330 --> 00:52:30,765
realize they're searching
for Unitarian Universalism.

1107
00:52:30,765 --> 00:52:32,390
But they search for
a keyword or phrase

1108
00:52:32,390 --> 00:52:35,300
that was mentioned in one of
the sermons or worship services.

1109
00:52:35,300 --> 00:52:37,690
And think about that and how
that can reach out to people

1110
00:52:37,690 --> 00:52:40,230
and attract people
to your message.

1111
00:52:40,230 --> 00:52:43,560
And, again, if that's the
biggest piece of content

1112
00:52:43,560 --> 00:52:45,880
that you offer on your site
aside from your members'

1113
00:52:45,880 --> 00:52:49,240
calendar and so on,
then I would put

1114
00:52:49,240 --> 00:52:50,974
a pretty high priority on it.

1115
00:52:50,974 --> 00:52:52,390
Margy Levine Young:
In some cases,

1116
00:52:52,390 --> 00:52:54,480
you may have a script
like your minister may

1117
00:52:54,480 --> 00:52:57,120
have written out the sermon.

1118
00:52:57,120 --> 00:52:59,770
Just not the same as captions
where the person can actually

1119
00:52:59,770 --> 00:53:01,550
see the captions on the video.

1120
00:53:01,550 --> 00:53:03,490
But at least they
can read the content

1121
00:53:03,490 --> 00:53:06,960
and that sort of depends upon
whether the minister writes out

1122
00:53:06,960 --> 00:53:08,050
their sermons.

1123
00:53:08,050 --> 00:53:08,987
Kasey Kruser: Yes.

1124
00:53:08,987 --> 00:53:10,570
And, in fact, that's
what we did today

1125
00:53:10,570 --> 00:53:13,190
so that everything up
till our Q and A session

1126
00:53:13,190 --> 00:53:14,740
is already on our website.

1127
00:53:14,740 --> 00:53:15,407
Speaker 2: Yeah.

1128
00:53:15,407 --> 00:53:16,739
And you mentioned transcription.

1129
00:53:16,739 --> 00:53:18,250
That's actually
fairly inexpensive.

1130
00:53:18,250 --> 00:53:19,180
You could send it off.

1131
00:53:19,180 --> 00:53:20,888
They'll get it turned
around in 48 hours.

1132
00:53:20,888 --> 00:53:22,200
And you've got all the content.

1133
00:53:22,200 --> 00:53:24,347
So then the other question
was where should people

1134
00:53:24,347 --> 00:53:25,430
get started with all this.

1135
00:53:25,430 --> 00:53:26,070
Margy Levine Young: Yeah.

1136
00:53:26,070 --> 00:53:27,790
I'm going to express
an opinion and Kasey

1137
00:53:27,790 --> 00:53:29,010
may have a different opinion.

1138
00:53:29,010 --> 00:53:32,330
If I were going to
start with one thing,

1139
00:53:32,330 --> 00:53:34,744
I would do that in-person
usability testing.

1140
00:53:34,744 --> 00:53:36,410
I mean, that was me
talking to my friend

1141
00:53:36,410 --> 00:53:38,500
Jean who couldn't
find the Home link.

1142
00:53:38,500 --> 00:53:40,760
And I was absolutely
hornswaggled.

1143
00:53:40,760 --> 00:53:45,540
I couldn't believe she didn't
know to click the logo.

1144
00:53:45,540 --> 00:53:46,890
I could've off of my chair.

1145
00:53:46,890 --> 00:53:48,760
And I thought, well, OK.

1146
00:53:48,760 --> 00:53:49,600
That's one.

1147
00:53:49,600 --> 00:53:51,790
And then the next day
my friend Molly came

1148
00:53:51,790 --> 00:53:53,500
and I did three testers.

1149
00:53:53,500 --> 00:53:54,740
Molly didn't know either.

1150
00:53:54,740 --> 00:53:57,070
And they're both intelligent.

1151
00:53:57,070 --> 00:53:58,480
They're both UUs.

1152
00:53:58,480 --> 00:53:59,710
They didn't know.

1153
00:53:59,710 --> 00:54:03,970
And so now we have a Home link
just because, clearly, they're

1154
00:54:03,970 --> 00:54:05,410
not the only two who don't know.

1155
00:54:05,410 --> 00:54:07,470
It was pretty easy to do.

1156
00:54:07,470 --> 00:54:11,050
I mean, I just had my
laptop, my kitchen table.

1157
00:54:11,050 --> 00:54:12,720
I invited a couple of friends.

1158
00:54:12,720 --> 00:54:15,330
And we decided to try it.

1159
00:54:15,330 --> 00:54:17,450
In this case, it
was a test with UUs.

1160
00:54:17,450 --> 00:54:20,900
I could have been testing
with my teenage kids' friends

1161
00:54:20,900 --> 00:54:22,320
if that was a demographic.

1162
00:54:22,320 --> 00:54:25,930
I could have gone for neighbors
if I was looking for non-UUs.

1163
00:54:25,930 --> 00:54:28,090
Pretty easy.

1164
00:54:28,090 --> 00:54:31,420
I installed-- I have a-- that
was on a Windows machine.

1165
00:54:31,420 --> 00:54:34,390
There's a free program
called CamStudio.

1166
00:54:34,390 --> 00:54:38,450
And you could see it
took the picture from off

1167
00:54:38,450 --> 00:54:42,284
of my screen but the
audio from the mic.

1168
00:54:42,284 --> 00:54:43,950
And I don't know if
you noticed, but you

1169
00:54:43,950 --> 00:54:45,658
could see where her
cursor was because it

1170
00:54:45,658 --> 00:54:47,004
was like a big yellow dot.

1171
00:54:47,004 --> 00:54:48,420
And that made it
easier to follow.

1172
00:54:48,420 --> 00:54:50,110
CamStudio is free.

1173
00:54:50,110 --> 00:54:52,110
There's a similar
thing for Macs.

1174
00:54:52,110 --> 00:54:54,190
And I think it's
probably on our site.

1175
00:54:54,190 --> 00:54:57,170
If not, we'll find one.

1176
00:54:57,170 --> 00:54:58,785
And so there was no expense.

1177
00:54:58,785 --> 00:55:01,070
It was just, do it.

1178
00:55:01,070 --> 00:55:07,910
And I think there's a lot of
anecdotal-- it's not lore,

1179
00:55:07,910 --> 00:55:11,280
but we look at our
website and people say,

1180
00:55:11,280 --> 00:55:13,110
oh, I couldn't find anything.

1181
00:55:13,110 --> 00:55:14,470
I couldn't find your map.

1182
00:55:14,470 --> 00:55:17,650
Or it just looks old.

1183
00:55:17,650 --> 00:55:19,940
Or I don't know.

1184
00:55:19,940 --> 00:55:22,960
The guys-- the other town
down the road's website

1185
00:55:22,960 --> 00:55:23,940
looks better.

1186
00:55:23,940 --> 00:55:26,590
And this is all so
impressionistic.

1187
00:55:26,590 --> 00:55:30,060
It's really worth saying, well,
let's sit three people down

1188
00:55:30,060 --> 00:55:33,830
and see if they can find
when our Sunday service is.

1189
00:55:33,830 --> 00:55:35,680
And see if they
can find the map.

1190
00:55:35,680 --> 00:55:37,830
And then you find out, all
right, maybe our website

1191
00:55:37,830 --> 00:55:38,450
isn't perfect.

1192
00:55:38,450 --> 00:55:40,408
But, actually, if we just
fix these two things,

1193
00:55:40,408 --> 00:55:42,930
it's doing the basics.

1194
00:55:42,930 --> 00:55:45,310
And that would be
what I would do first

1195
00:55:45,310 --> 00:55:49,764
because it's pretty easy and
it can be really eye-opening.

1196
00:55:49,764 --> 00:55:55,240
Kasey Kruser: I don't
disagree, but I might, well--

1197
00:55:55,240 --> 00:55:57,430
my first answer
would be, anything.

1198
00:55:57,430 --> 00:55:58,460
Pick anything.

1199
00:55:58,460 --> 00:56:01,170
Pick anything that speaks to
you in any way, shape, or form

1200
00:56:01,170 --> 00:56:03,580
and just do one thing at a time.

1201
00:56:03,580 --> 00:56:05,880
Like any other change that
you want to make your life,

1202
00:56:05,880 --> 00:56:08,185
like eating better or
exercising a little more

1203
00:56:08,185 --> 00:56:10,660
or getting plastic
out of your life.

1204
00:56:10,660 --> 00:56:13,090
Just pick anything
and start there.

1205
00:56:13,090 --> 00:56:17,110
And then pick the next thing
whenever you have time.

1206
00:56:17,110 --> 00:56:20,330
I probably agree with the
point about usability testing.

1207
00:56:20,330 --> 00:56:23,570
I probably would place
perhaps a higher emphasis

1208
00:56:23,570 --> 00:56:28,350
on seeing what tools are out
there that are free or cheap

1209
00:56:28,350 --> 00:56:32,290
and would, in one fell swoop,
accomplish a lot of goals.

1210
00:56:32,290 --> 00:56:35,060
For example, I was
mentioning Wordpress

1211
00:56:35,060 --> 00:56:36,810
and Joomla and Drupal.

1212
00:56:36,810 --> 00:56:38,630
And each of those
has pros and cons

1213
00:56:38,630 --> 00:56:42,550
and requires different
levels of startup.

1214
00:56:42,550 --> 00:56:46,580
But if you pick a responsive,
accessible theme to start with,

1215
00:56:46,580 --> 00:56:52,600
you've already accomplished
two of the major-est pieces.

1216
00:56:52,600 --> 00:56:57,702
So pick something.

1217
00:56:57,702 --> 00:57:01,315
Speaker 3: Can you talk
about metrics related

1218
00:57:01,315 --> 00:57:06,330
to whether or not you're
achieving goals related

1219
00:57:06,330 --> 00:57:12,530
to website-- the example for me
is in using Constant Contact.

1220
00:57:12,530 --> 00:57:18,140
I know that we are consistently
15% above the industry

1221
00:57:18,140 --> 00:57:18,700
standard.

1222
00:57:18,700 --> 00:57:21,820
But the industry
standard is so broad.

1223
00:57:21,820 --> 00:57:25,290
I'm wondering if you
know of resources where

1224
00:57:25,290 --> 00:57:29,230
we can relate to metrics
that are specifically

1225
00:57:29,230 --> 00:57:34,850
Unitarian Universalist website
metrics or metrics related

1226
00:57:34,850 --> 00:57:38,110
to religious organizations.

1227
00:57:38,110 --> 00:57:42,330
And so when we-- how
are we determining

1228
00:57:42,330 --> 00:57:45,690
when we are successful related
to website development.

1229
00:57:45,690 --> 00:57:46,840
Kasey Kruser: Yeah.

1230
00:57:46,840 --> 00:57:47,850
That's a tricky one.

1231
00:57:47,850 --> 00:57:51,990
We don't have a collection
of data from UU congregation

1232
00:57:51,990 --> 00:57:52,820
websites.

1233
00:57:52,820 --> 00:57:55,860
It's a cool idea to think about.

1234
00:57:55,860 --> 00:57:58,670
Google used to have something
called Benchmarking where

1235
00:57:58,670 --> 00:58:00,500
it would let you say,
how do we compare

1236
00:58:00,500 --> 00:58:04,840
with other non-profits who
have similar sized websites.

1237
00:58:04,840 --> 00:58:07,900
I haven't checked
that out in a while.

1238
00:58:07,900 --> 00:58:11,120
There are on the
UUA.org analytics guide,

1239
00:58:11,120 --> 00:58:16,780
UUA.org/websites/analytics--
I walked through some

1240
00:58:16,780 --> 00:58:19,900
of our staff members-- I
asked some of our staff groups

1241
00:58:19,900 --> 00:58:22,610
to give me some questions and
answers for specific pages.

1242
00:58:22,610 --> 00:58:25,599
Like, are we accomplishing
goal X with this page.

1243
00:58:25,599 --> 00:58:27,890
And I walked them through
some of the samples of things

1244
00:58:27,890 --> 00:58:30,610
you might look at and consider.

1245
00:58:30,610 --> 00:58:34,010
Unfortunately, it's tricky
just because the amount

1246
00:58:34,010 --> 00:58:36,320
of data that you can
get is overwhelming.

1247
00:58:36,320 --> 00:58:39,370
And trying to narrow
down and figure out

1248
00:58:39,370 --> 00:58:43,540
how a number is
meaningful to your context

1249
00:58:43,540 --> 00:58:45,000
can be a challenge.

1250
00:58:45,000 --> 00:58:46,950
For example, Sarah
Gibb Millspaugh and I

1251
00:58:46,950 --> 00:58:48,860
were talking recently
about a few pages

1252
00:58:48,860 --> 00:58:52,280
on UUA.org that get
like five visits a year.

1253
00:58:52,280 --> 00:58:55,600
And we were talking about
should we keep these pages.

1254
00:58:55,600 --> 00:58:57,890
They only get five
visits a year.

1255
00:58:57,890 --> 00:59:01,690
But if they're pages that
are specific to a particular,

1256
00:59:01,690 --> 00:59:05,890
I don't know, credentialing
something-- starting seminarian

1257
00:59:05,890 --> 00:59:08,280
student and we
only get about five

1258
00:59:08,280 --> 00:59:10,550
of those starting
students every year,

1259
00:59:10,550 --> 00:59:13,570
but those pages are
critically important to them,

1260
00:59:13,570 --> 00:59:15,550
then how do you--
then those pages may

1261
00:59:15,550 --> 00:59:22,554
have more value than the
plain number would indicate.

1262
00:59:22,554 --> 00:59:24,970
Margy Levine Young: I have an
answer that's not an answer.

1263
00:59:24,970 --> 00:59:26,760
Kasey Kruser:
That's what I gave.

1264
00:59:26,760 --> 00:59:27,843
Margy Levine Young: Right.

1265
00:59:27,843 --> 00:59:29,010
Exactly.

1266
00:59:29,010 --> 00:59:31,710
For one thing, I just want
to rewind for a minute

1267
00:59:31,710 --> 00:59:35,045
to say that Constant Contact is
an email newsletter tool that I

1268
00:59:35,045 --> 00:59:36,670
imagine probably a
lot of congregations

1269
00:59:36,670 --> 00:59:42,310
use-- Constant Contact-- or
maybe MailChimp to send out

1270
00:59:42,310 --> 00:59:43,540
their newsletters.

1271
00:59:43,540 --> 00:59:45,560
Because they allow
you to actually track

1272
00:59:45,560 --> 00:59:50,187
to see how many people open the
email and how many people click

1273
00:59:50,187 --> 00:59:51,770
and then what happens
with the clicks.

1274
00:59:51,770 --> 00:59:53,978
So I wanted to make sure
that people know about that.

1275
00:59:53,978 --> 00:59:57,240
We don't actually
do the newsletters.

1276
00:59:57,240 --> 00:59:59,950
I'm looking at Rachel
Walden who is sitting there

1277
00:59:59,950 --> 01:00:05,690
who is in the Information and
Public Witness area at UUA.org.

1278
01:00:05,690 --> 01:00:07,900
And they do send out
some newsletters.

1279
01:00:07,900 --> 01:00:13,020
And I don't know whether we have
click-through numbers on those.

1280
01:00:13,020 --> 01:00:16,790
What I'm thinking you might
want to do is to subscribe

1281
01:00:16,790 --> 01:00:19,670
to the Webster's-- actually,
this is the answer to a lot

1282
01:00:19,670 --> 01:00:20,540
of questions.

1283
01:00:20,540 --> 01:00:23,700
Subscribe to the Webster's
mailing list, which is

1284
01:00:23,700 --> 01:00:25,840
hosted on UUA.org.

1285
01:00:25,840 --> 01:00:29,860
If you go to lists.UUA.org,
scroll all the way

1286
01:00:29,860 --> 01:00:31,520
down to the Ws.

1287
01:00:31,520 --> 01:00:35,000
You'll find information about
the Webster's mailing list.

1288
01:00:35,000 --> 01:00:37,080
It's a mailing list
specifically for people

1289
01:00:37,080 --> 01:00:41,560
who maintain websites for UU
congregations and other UU

1290
01:00:41,560 --> 01:00:43,150
organizations.

1291
01:00:43,150 --> 01:00:46,240
And it might be interesting
to ask that question

1292
01:00:46,240 --> 01:00:48,650
on the Webster's
list to say, hey,

1293
01:00:48,650 --> 01:00:50,770
you guys that use Constant
Contact or MailChimp

1294
01:00:50,770 --> 01:00:53,420
or whatever, what kind
of rates are you getting?

1295
01:00:53,420 --> 01:00:56,060
So you could at least
get comparative numbers

1296
01:00:56,060 --> 01:00:57,600
with other congregations.

1297
01:00:57,600 --> 01:01:02,190
Another community of people
who maintain UU websites

1298
01:01:02,190 --> 01:01:04,400
is on Facebook.

1299
01:01:04,400 --> 01:01:07,870
There's a group-- there are
a bunch of groups on Facebook

1300
01:01:07,870 --> 01:01:10,070
that are called UU Labs.

1301
01:01:10,070 --> 01:01:17,060
And there's a UU Website Lab
and there's a UU Communications

1302
01:01:17,060 --> 01:01:17,560
Lab.

1303
01:01:17,560 --> 01:01:20,890
And it might be interesting
to join that Website Lab

1304
01:01:20,890 --> 01:01:23,230
and ask the same thing
or the Communications Lab

1305
01:01:23,230 --> 01:01:25,950
if it's about email to find out.

1306
01:01:25,950 --> 01:01:28,650
Because that's an answer
that we don't have.

1307
01:01:28,650 --> 01:01:30,200
Other questions?

1308
01:01:30,200 --> 01:01:31,210
Can you use the mic?

1309
01:01:31,210 --> 01:01:40,967
That'd be great.

1310
01:01:40,967 --> 01:01:44,900
Speaker 4: You mentioned
modifying the web page

1311
01:01:44,900 --> 01:01:47,320
for mobile devices.

1312
01:01:47,320 --> 01:01:48,850
How difficult is that?

1313
01:01:48,850 --> 01:01:50,950
We've been struggling
with that concept

1314
01:01:50,950 --> 01:01:53,290
where people say, oh
well, I can't read it

1315
01:01:53,290 --> 01:01:55,710
on my mobile device.

1316
01:01:55,710 --> 01:01:58,020
Technically, what
kinds of things

1317
01:01:58,020 --> 01:02:01,881
can be done to do it easily.

1318
01:02:01,881 --> 01:02:02,790
Kasey Kruser: Yeah.

1319
01:02:02,790 --> 01:02:05,790
It depends on the site and
it depends on your platform.

1320
01:02:05,790 --> 01:02:08,230
So, for example, if you're
already using something

1321
01:02:08,230 --> 01:02:11,044
like Wordpress it might mean
picking a different theme.

1322
01:02:11,044 --> 01:02:11,710
Speaker 4: Yeah.

1323
01:02:11,710 --> 01:02:12,668
We are using Wordpress.

1324
01:02:12,668 --> 01:02:13,470
Kasey Kruser: OK.

1325
01:02:13,470 --> 01:02:16,700
So it might be easier,
perhaps, than we imagined.

1326
01:02:16,700 --> 01:02:20,270
It might be as simple as doing
a search for Wordpress themes

1327
01:02:20,270 --> 01:02:23,400
that are already responsive
and flopping those in.

1328
01:02:23,400 --> 01:02:27,430
And now's probably a
good time to mention

1329
01:02:27,430 --> 01:02:32,770
Dan Flippo, our special guest
celebrity, recently revamped

1330
01:02:32,770 --> 01:02:37,390
a UU congregation
specific Wordpress theme,

1331
01:02:37,390 --> 01:02:41,630
which is not only
responsive but just achieved

1332
01:02:41,630 --> 01:02:45,380
a rare distinction of being
one of the very few themes

1333
01:02:45,380 --> 01:02:49,376
that has been approved by
Wordpress as being accessible.

1334
01:02:49,376 --> 01:02:53,633
[APPLAUSE]

1335
01:02:53,633 --> 01:02:55,860
Speaker 4: So I guess I was
sitting in the right row

1336
01:02:55,860 --> 01:02:58,230
then when I had the question.

1337
01:02:58,230 --> 01:03:00,420
Margy Levine Young:
And is it called--

1338
01:03:00,420 --> 01:03:02,870
if they just search for UU 2014?

1339
01:03:02,870 --> 01:03:03,720
Dan Flippo: Yeah.

1340
01:03:03,720 --> 01:03:08,237
UU and 2, 0, 1, 4
on Google and it'll

1341
01:03:08,237 --> 01:03:09,820
come up as one of
the early responses.

1342
01:03:09,820 --> 01:03:12,319
Margy Levine Young: So Wordpress
people probably know as one

1343
01:03:12,319 --> 01:03:14,890
of a number of content
management systems, which

1344
01:03:14,890 --> 01:03:18,490
are programs that make it easy
to not only make a website

1345
01:03:18,490 --> 01:03:19,950
but to maintain it.

1346
01:03:19,950 --> 01:03:23,730
So that you can make edits
to your website right

1347
01:03:23,730 --> 01:03:25,290
through a web browser.

1348
01:03:25,290 --> 01:03:28,400
You don't need to have a
special web editing program.

1349
01:03:28,400 --> 01:03:30,900
So these content management
systems, or CMSs,

1350
01:03:30,900 --> 01:03:33,000
there are a whole bunch of them.

1351
01:03:33,000 --> 01:03:35,830
And many of them are
free and an open source.

1352
01:03:35,830 --> 01:03:39,180
And the three that are
the most widely used

1353
01:03:39,180 --> 01:03:42,432
are Wordpress,
Joomla, and Drupal.

1354
01:03:42,432 --> 01:03:44,390
And I list them in that
order because Wordpress

1355
01:03:44,390 --> 01:03:46,530
is the easiest to use.

1356
01:03:46,530 --> 01:03:49,270
Probably the least
powerful but way,

1357
01:03:49,270 --> 01:03:52,180
way more powerful
than a UU congregation

1358
01:03:52,180 --> 01:03:53,680
would normally need.

1359
01:03:53,680 --> 01:03:55,650
So it's a really
excellent choice.

1360
01:03:55,650 --> 01:03:57,360
Joomla-- a little
bit more powerful.

1361
01:03:57,360 --> 01:03:58,970
Drupal-- top of the line.

1362
01:03:58,970 --> 01:04:01,500
It's what we're
using for UUA.org.

1363
01:04:01,500 --> 01:04:04,880
But, again, we've got,
what, 15,000/16,000 pages.

1364
01:04:04,880 --> 01:04:08,230
We also have UUworld.org,
the magazine.

1365
01:04:08,230 --> 01:04:10,880
So we need something that
slices and dices and makes

1366
01:04:10,880 --> 01:04:14,200
juice, which a congregation
might not need.

1367
01:04:14,200 --> 01:04:15,542
Speaker 5: I wish to clarify.

1368
01:04:15,542 --> 01:04:16,500
We're not using it yet.

1369
01:04:16,500 --> 01:04:17,560
Margy Levine Young:
We're not using it yet.

1370
01:04:17,560 --> 01:04:19,900
So our point's at
where-- Kasey and I are,

1371
01:04:19,900 --> 01:04:24,390
as soon as GA is over, we're
heads down into this thing

1372
01:04:24,390 --> 01:04:28,013
because we are in the midst
of converting the UUA.org

1373
01:04:28,013 --> 01:04:32,980
website and then the UUworld.org
website from the current system

1374
01:04:32,980 --> 01:04:33,920
to Drupal.

1375
01:04:33,920 --> 01:04:35,770
Which is the sort
of top of the line,

1376
01:04:35,770 --> 01:04:39,140
pretty complicated but
pretty amazing content

1377
01:04:39,140 --> 01:04:40,200
management system.

1378
01:04:40,200 --> 01:04:42,200
So you all would
probably be more

1379
01:04:42,200 --> 01:04:44,050
likely to be interested
in Wordpress.

1380
01:04:44,050 --> 01:04:46,750
A lot of congregations use it.

1381
01:04:46,750 --> 01:04:49,010
On the Webster's
Lists there are a lot

1382
01:04:49,010 --> 01:04:53,310
of people that use both
Wordpress and Joomla, I'd say.

1383
01:04:53,310 --> 01:04:55,886
So you can get advice.

1384
01:04:55,886 --> 01:04:58,160
Kasey Kruser: Just one
other note for people who

1385
01:04:58,160 --> 01:05:01,260
aren't using content
management systems, again,

1386
01:05:01,260 --> 01:05:04,370
UUA.org/websites, there's
a section on design.

1387
01:05:04,370 --> 01:05:07,120
And there's a page on
responsive design there.

1388
01:05:07,120 --> 01:05:10,340
And it includes
relatively simple script

1389
01:05:10,340 --> 01:05:16,012
that you can include and some
browser detection scripts.

1390
01:05:16,012 --> 01:05:17,720
I say relatively simple
because you still

1391
01:05:17,720 --> 01:05:20,690
have to write all the style
sheets that go with it.

1392
01:05:20,690 --> 01:05:23,810
But if you're not
already-- Yeah.

1393
01:05:23,810 --> 01:05:26,040
I personally would recommend
going with Wordpress

1394
01:05:26,040 --> 01:05:30,070
or something more
out of the box.

1395
01:05:30,070 --> 01:05:32,810
Speaker 6: We have a
rather old website.

1396
01:05:32,810 --> 01:05:35,620
It dates from 2002.

1397
01:05:35,620 --> 01:05:39,110
And it's entirely in HTML.

1398
01:05:39,110 --> 01:05:41,000
So I have two questions.

1399
01:05:41,000 --> 01:05:43,440
And the first one
is, how much longer

1400
01:05:43,440 --> 01:05:46,110
is HTML going to
be good, or do we

1401
01:05:46,110 --> 01:05:50,740
need to worry about turning it
into SHMTL or some other thing?

1402
01:05:50,740 --> 01:05:53,950
And the second
question is, is that

1403
01:05:53,950 --> 01:05:57,730
useful at all for people who
are using mobile devices?

1404
01:05:57,730 --> 01:05:58,550
Kasey Kruser: Yes.

1405
01:05:58,550 --> 01:06:03,760
In fact, plain, straight-up
HTML is probably--

1406
01:06:03,760 --> 01:06:08,070
assuming that you haven't done
weird, tabling things and funky

1407
01:06:08,070 --> 01:06:12,450
things with your design and,
yeah-- straight-up, plain text

1408
01:06:12,450 --> 01:06:15,530
is the most accessible,
most responsive

1409
01:06:15,530 --> 01:06:17,300
you can possibly get.

1410
01:06:17,300 --> 01:06:20,820
Web browsers by themselves
already do everything right.

1411
01:06:20,820 --> 01:06:24,740
If you just put a bunch
of text on a page,

1412
01:06:24,740 --> 01:06:27,790
you have made no mistakes as far
as accessibility or usability

1413
01:06:27,790 --> 01:06:30,470
have occurred yet.

1414
01:06:30,470 --> 01:06:33,550
Virtually, every problem that
people encounter with websites

1415
01:06:33,550 --> 01:06:37,096
are ones that we make because
we're trying to get fancy.

1416
01:06:37,096 --> 01:06:38,860
Margy Levine Young:
Now, HTML, which

1417
01:06:38,860 --> 01:06:41,690
was of course invented by
a Unitarian Universalist.

1418
01:06:41,690 --> 01:06:42,940
You all know that.

1419
01:06:42,940 --> 01:06:45,760
Tim Berners-Lee.

1420
01:06:45,760 --> 01:06:47,930
It's totally not going away.

1421
01:06:47,930 --> 01:06:49,430
I mean, we keep
having new versions.

1422
01:06:49,430 --> 01:06:51,350
But all these
other tools that we

1423
01:06:51,350 --> 01:06:53,490
talk about-- Drupal,
Joomla, whatever-- it all

1424
01:06:53,490 --> 01:06:56,100
comes down in the end to HTML.

1425
01:06:56,100 --> 01:06:57,560
So not going away.

1426
01:06:57,560 --> 01:06:59,280
The issue, I would
say, is if you

1427
01:06:59,280 --> 01:07:03,740
have a site that is just in
HTML, that probably means

1428
01:07:03,740 --> 01:07:08,150
to me that somebody has to
use an HTML editor to edit

1429
01:07:08,150 --> 01:07:09,550
those pages.

1430
01:07:09,550 --> 01:07:14,440
And so whoever it is making the
pages, they're making the edits

1431
01:07:14,440 --> 01:07:16,798
and then they're uploading
them to the site.

1432
01:07:16,798 --> 01:07:18,552
[INAUDIBLE]

1433
01:07:18,552 --> 01:07:19,510
Margy Levine Young: OK.

1434
01:07:19,510 --> 01:07:20,800
So if that's not
true, and they're

1435
01:07:20,800 --> 01:07:23,540
going right onto the site, which
is what she's saying and making

1436
01:07:23,540 --> 01:07:26,030
edits, then I think
you're probably good.

1437
01:07:26,030 --> 01:07:30,950
But the alternative to HTML
are fancy things like Flash.

1438
01:07:30,950 --> 01:07:33,375
And those are things where
you really run into trouble.

1439
01:07:33,375 --> 01:07:35,246
So--

1440
01:07:35,246 --> 01:07:37,780
Kasey Kruser: Good news
is that if and when

1441
01:07:37,780 --> 01:07:40,630
you are thinking
about transferring

1442
01:07:40,630 --> 01:07:44,620
from a hand-coded site to
a content management system

1443
01:07:44,620 --> 01:07:47,450
so that nontechnical people
can more easily contribute

1444
01:07:47,450 --> 01:07:50,290
to your content, there
are a lot of tools

1445
01:07:50,290 --> 01:07:52,570
that will scrape your website.

1446
01:07:52,570 --> 01:07:58,255
They'll scrape the content
and plug it in automatically.

1447
01:07:58,255 --> 01:08:03,430
Speaker 7: Yeah, I guess you
would call me an HTML dinosaur.

1448
01:08:03,430 --> 01:08:06,420
I had to redo our church
website about 10 years ago.

1449
01:08:06,420 --> 01:08:11,350
And I hated the idea
of Microsoft front page

1450
01:08:11,350 --> 01:08:13,420
which somebody had done it in.

1451
01:08:13,420 --> 01:08:17,310
Which all kinds of redundant
code and it was very slow.

1452
01:08:17,310 --> 01:08:21,460
So I came up with a
cascading style sheet in PHP.

1453
01:08:21,460 --> 01:08:23,180
Assembles the pages on the fly.

1454
01:08:23,180 --> 01:08:25,430
It bang, bang, bang--
it's very fast.

1455
01:08:25,430 --> 01:08:27,109
Four commands.

1456
01:08:27,109 --> 01:08:28,649
Assemble the page.

1457
01:08:28,649 --> 01:08:32,131
You can edit the-- and
it's very simple just--

1458
01:08:32,131 --> 01:08:35,520
[INAUDIBLE]

1459
01:08:35,520 --> 01:08:37,770
Margy Levine Young: The
question is, can your minister

1460
01:08:37,770 --> 01:08:38,080
change the page?

1461
01:08:38,080 --> 01:08:38,950
Speaker 7: Yeah.

1462
01:08:38,950 --> 01:08:40,616
One of the pages is
like the index page.

1463
01:08:40,616 --> 01:08:45,210
Index, text, HTML.

1464
01:08:45,210 --> 01:08:47,874
That one you just change
the content, post it,

1465
01:08:47,874 --> 01:08:50,109
and you're good
because you don't

1466
01:08:50,109 --> 01:08:51,560
have to mess with anything else.

1467
01:08:51,560 --> 01:08:51,830
It works.

1468
01:08:51,830 --> 01:08:53,746
Margy Levine Young: So
the method you're using

1469
01:08:53,746 --> 01:08:57,609
is actually what we were
using, what, two versions ago?

1470
01:08:57,609 --> 01:09:01,800
PHP and-- but the problem
is that you really

1471
01:09:01,800 --> 01:09:04,439
have to come up with sort
of methods or gimmicks

1472
01:09:04,439 --> 01:09:07,529
to allow your
minister or whoever

1473
01:09:07,529 --> 01:09:10,214
to be able to edit
specific pieces.

1474
01:09:10,214 --> 01:09:12,529
A content management
system like-- I mean,

1475
01:09:12,529 --> 01:09:16,290
Drupal, Joomla, and
Wordpress are all actually

1476
01:09:16,290 --> 01:09:18,240
also written in PHP.

1477
01:09:18,240 --> 01:09:20,620
Which is a dynamic-- it's
a programming language that

1478
01:09:20,620 --> 01:09:23,779
allows your web pages
to change on the fly.

1479
01:09:23,779 --> 01:09:28,100
But they are written to make it
easy for a non-technical person

1480
01:09:28,100 --> 01:09:30,430
to edit almost any page.

1481
01:09:30,430 --> 01:09:34,290
So it's like you're writing your
own content management system.

1482
01:09:34,290 --> 01:09:37,292
Which is cool except if you
feel like not doing it anymore.

1483
01:09:37,292 --> 01:09:38,250
Then it's going to be--

1484
01:09:38,250 --> 01:09:38,670
Speaker 7: Yeah.

1485
01:09:38,670 --> 01:09:39,229
I'm getting to that point.

1486
01:09:39,229 --> 01:09:39,720
Margy Levine Young: Yeah.

1487
01:09:39,720 --> 01:09:42,095
Well, at that point you're
probably going to want to say,

1488
01:09:42,095 --> 01:09:43,840
let's look at this
Wordpress thing.

1489
01:09:43,840 --> 01:09:45,970
And you'll be very
comfortable with that

1490
01:09:45,970 --> 01:09:47,470
because it's already PHP.

1491
01:09:47,470 --> 01:09:49,390
It's a technology
you're familiar with.

1492
01:09:49,390 --> 01:09:50,056
Speaker 7: Good.

1493
01:09:50,056 --> 01:09:52,820
Thank you.

1494
01:09:52,820 --> 01:09:53,819
Kasey Kruser: All right.

1495
01:09:53,819 --> 01:09:55,670
Not seeing any more
pending questions.

1496
01:09:55,670 --> 01:09:57,710
I'll take this
opportunity to not show

1497
01:09:57,710 --> 01:09:59,580
you the slide that
I had prepared,

1498
01:09:59,580 --> 01:10:01,870
which somehow got
completely messed up.

1499
01:10:01,870 --> 01:10:04,840
But I will mention
that this workshop

1500
01:10:04,840 --> 01:10:09,270
is part of a series,
UU's Get Social, designed

1501
01:10:09,270 --> 01:10:13,620
to help UU share insights and
bolster our online outreach.

1502
01:10:13,620 --> 01:10:15,760
Please consider
attending the next two.

1503
01:10:15,760 --> 01:10:19,130
This is the second and so
two have already happened.

1504
01:10:19,130 --> 01:10:21,490
Reaching Nuns, Activists,
and Spiritual Seekers

1505
01:10:21,490 --> 01:10:25,400
will take place in this
room on Friday At 10:15 AM.

1506
01:10:25,400 --> 01:10:27,960
And Digging Into Facebook,
Twitter, and Video

1507
01:10:27,960 --> 01:10:33,270
Making and Sharing will also be
Here On Saturday At 10:15 AM.

1508
01:10:33,270 --> 01:10:36,610
All of our workshop materials
will be published online

1509
01:10:36,610 --> 01:10:43,880
at
 UUA.org/communications/ga/social.

1510
01:10:43,880 --> 01:10:47,820
Be sure to grab a UU's Get
Social sticker to let people

1511
01:10:47,820 --> 01:10:50,270
know that you're getting social.

1512
01:10:50,270 --> 01:10:51,590
Thank you so much.

1513
01:10:51,590 --> 01:10:53,140
[APPLAUSE]

1514
01:10:53,140 --> 01:10:57,024