Metrics-Driven Design for Progressive Organizations
Session leaders will present 10 concrete tips for significantly improving measurable engagement on destination websites and social networking profiles. Our focus will be on how to interpret and generalize rich data (including "click heatmaps," user flow habits and demographic breakdowns) in order to improve design and interface usability. The goal will be to provide attendees with at least three design suggestions they can apply immediately in order to bulletproof their web presence, as well as at least five key improvements they can implement over a longer, three-month period of online testing and iteration. Throughout this session, we will lean on a fresh 2010 case study of an advocacy website that almost doubled its site traffic is less than three months.
Nikki Serapio is the Manager of New Media Strategies at Advocates for Youth. Previously, he worked for Involver, a Facebook marketing startup. He is also the Director of Americans Against the Darfur Genocide, a Sudan advocacy organization. He has a B.A. in Political Science from Stanford University.
Will Neville serves as Director of Strategy Communications at Advocates for Youth, working to expand the scope of Advocates' communications, new media, and mobilization strategies. He works closely with program, policy, and communications staff to develop and implement a wide variety of advocacy campaigns and marketing strategies in various media, including print, online, and video. Will received a bachelor's degree in Theatre from Davidson College before spending a year in the United Kingdom and Europe on a postgraduate fellowship from the Thomas J. Watson Foundation, and recently completed a Master's degree in Political Management from the George Washington University
