This document discusses best practices for arts organization websites. It outlines the evolution of websites from online brochures to integrated sales channels. Next generation sites are strategic, integrated with business plans, and aim to maximize performance through the digital channel. Best practices include designing for users by prioritizing relevance, effectiveness and impact. Specific guidelines are provided, such as making important elements obvious, clear navigation, and consistent terminology. Sites should be innovative by serving unmet needs, improving conversion, and doing something new. The presentation concludes by having attendees evaluate sample arts websites based on these criteria.

1. POP Reel

2. Website Usability & Best Practices
CWAEN: Internet Marketing Learning Circle
November 13, 2008
Erin West, VP of Arts Marketing

3. Goals
• Review Best Practices
• Understand site evaluation factors
• Evaluate arts websites

4. The Evolution
First Generation (1996 ‐1998)
The online brochure
Second Generation (1999 ‐ 2001)
Selling tickets & membership via allocation or other methods
Third Generation (2002 ‐ present)
Integrated ticket sales, memberships, subscriptions, contributions,
gift certificates.
Next Generation (2007 and beyond)
Optimization of web channel to maximize revenues and reduce cost
of sales; expanding the digital channel to deepen connection with
patrons

5. The Next‐Generation Arts Website

6. Next Generation Philosophy
Approached from strategic perspective
Integrated with organization business plan
Recognized as important sales & communication
channel
Decentralized management of content
Driven by desire to maximize performance

7. Best Practices

8. Design for Your Users

11. And prioritize…

12. …Otherwise nothing becomes important

13. Don’t Make Me Think

14. Steve Krug’s Laws of Usability
1. Don’t Make Me Think
• Self‐evident. Obvious. Self‐Explanatory.
• We don’t read pages. We scan them.
• Create clear visual hierarchy.
2. It doesn’t matter how many clicks, as
long as each is a mindless choice.
3. Get rid of half the words on each page,
then get rid of half of what’s left.

15. Criteria for Discussing Online Design
• Relevance: Is it relevant to a visitor’s
needs?
• Effectiveness: Can a visitor accomplish
their goals?
• Impact: Will the visitor care?

16. Relevance
• Who are the intended visitors?
• What are their goals and needs?
• Do content and functionality address the
goals and needs?

20. Effectiveness
• Are most important things obvious?
• Are content areas organized clearly?
• Is navigation easy?
• Does the site use consistent
terminology?
• Can user seek help if lost or confused?
• Are the business goals being met?

24. Impact
• Is there something surprising?
• Is functionality compelling enough to
bring visitors back?
• Is the content memorable?
• How does the online experience
contribute to the total experience?
• Are users encouraged to share their
experience with others?

27. Innovation
• Relevance: Serving unmet needs
• Effectiveness: Better conversion
• Impact: Doing something totally new

28. Now It’s Your Turn!
Look at the websites on the wall, and think
about them in terms of:
• Relevance
• Effectiveness
• Impact
…And write your notes on the poster.

29. Q & A
Erin West
VP of Arts Marketing
erin.west@pop.us
www.popartsmarketing.com