No One Cares About Your Website Slider

This post originally appeared on ArtsHacker.com. Head over there for lots of great information for arts administrators.

I’m sorry but it’s true.

Most arts organizations have some sort of slider feature (also called a carousel) on their website.  You probably do right now.  Well, the cold hard truth is that very few people are actually seeing that slider content.

How do I know this?  DATA. (No, not this Data.  I’m talking about real facts that have been collected and analyzed over time.)

I think it makes us (meaning arts marketers and arts administrators) feel better to have a slider of some sort on our website but that doesn’t mean that it is effective.

A couple of years ago, the folks at Notre Dame did a study on this and here’s what they found. Only about 1% of people click on a slider feature on websites.   Of these clicks, 84% were on the first slider feature.

Ok, let’s take a second for that to sink in…

So, now that we’ve accepted the fact that no one is even looking at let alone clicking on our slider features, what do we do about it?  We’ve got some awesome things going on that we want to feature there to make sure people see them.  What do we do?!?!?!?

Let’s totally rethink the point of the slider for a second.  The information there is related to very important shows/programs/information, right?  Let’s figure out a better way to get people to do what we want them to do upon getting to our website.

1. Switch to a hero image with a clear and prominent CTA.

A couple of seasons ago at Palm Beach Opera*, I moved to this design from a more traditional slider and the number of clicks on the CTA button improved dramatically.  This option is probably the easiest to implement on your website (especially if it is running on WordPress).

PBO

When I thought about it, the point of that slider for me was to get people to see all of our events.  That large CTA button linked to a page with all of those events listed (with an image) in chronological order.  (Yes, it was a bit scary to make this switch but, luckily, my General Director was incredibly supportive of us trying something new.)

Here are some other non-arts samples of this approach:

prezi

SS2

2. Run a slideshow or video behind the content

This approach enables you to still feature all of that great production photography you have but still keep the same copy and CTA to ensure people see what you want.  My favorite nonprofit example of this is from the Nashville Zoo.  Here’s a screenshot but you’ve really got to go to their website to see it for yourself.

NZ

It is clear from this homepage that they have three main actions they want people to take: plan a visit, become a member, and to purchase tickets.  They are so clear right when the page loads and remain throughout the slideshow behind.

Squarespace also does this same sort of thing using video (albeit with just one CTA):

SS

3. Go totally custom

Recently, The Metropolitan Opera redesigned their website and, whilst initially it featured large hero videos, at some point in the past few months, they switched over to a modified sprite carousel.  This is a custom option but it is so effective because the background images automatically switch out when you start to scroll so you can’t help but see all of them.

met

I challenge you to broaden your thinking on how you can better facilitate clicks on your homepage.  I’d love to know how it turns out!

(PS – If you’re looking for ways to definitively see how people are really interacting with your website, I highly recommend this and this.)

*NOTE: I was the Director of Communications at Palm Beach Opera until the end of December 2015.

Adding heatmapping to your website

If you know me even just a little, you know that I love data.  Especially in the field of arts marketing because we tend to have our own preconceived notions as arts marketers on what “our people” like, what they want, and how they behave.  Good data can either back that up or contradict it and put you on the right path.

This is so true with websites.  In my travels, I find that most arts organizations are very concerned with how their website looks which is understandable because we are so visual.  However, what if that visually stunning website actually hurts your conversion rate or is hard for people to navigate?

I hope that everyone reading this has Google Analytics installed on their site and that you regularly look at the data.  If you don’t, install it IMMEDIATELY.  If you do, go and look at the data right now.  RIGHT NOW.  If you aren’t sure how to read the data, Google has lots of free resources to help you.

Another way to see how people are interacting with your site is through heatmapping.  I’ve had heatmapping installed on the Palm Beach Opera website for the past few years and, I’ve got to say, that I love it.  It gives you a different take on the data because you can see not just what content people are viewing, but where they are looking on each page of your site.

Here’s a sample heatmap:

CrazyEgg Landing Page

 

You don’t have to be some sort of tech genius to see that the Buy Tickets button is performing pretty well here.

You can set up any number of what they call “snapshots” which are really just pages for them to track.  Let them fun for a few weeks to see what people are looking at most, or what might be more useful, what people aren’t looking at.

They offer a nonprofit rate and I end up paying about $100 for the entire year which is affordable for even a small nonprofit.