The Online Journey Supporting Dog Owners

Transcription

1 The Online Journey Supporting Dog Owners Presented by Jacquie Easton Executive, Registration & System Services Simon Webb Senior Web developer

2 Online Timeline In 2002 Find A Puppy was launched as the first KC web enabled service Online Litters in 2006 followed by Online Transfers in 2008 Since 2006 we have continually developed online services based on our customer needs and feedback In 2011 we launched Mate Select our online health toolbox Now have a total of 14 online services within the KC website

3 Online Traffic million visits on the KC website 9.3 million pages were viewed 1.7 unique visitors on the website 1.3 unique users accessed Online Services

4

5 Puppy Seekers Find A Puppy Web Searches ,500,000 4,000,000 3,500,000 3,000,000 2,500,000 2,000,000 1,500,000 1,000, ,

6 Assured Breeder Assured Breeder Scheme Web Searches ,000 70,000 60,000 50,000 40,000 30,000 20,000 10,000 0

7 Assured Breeder (Breeds) German Shepherd Dog, Beagle, 7246 Retriever Golden, Pug, 6097 Retriever Labrador, Spaniel Cocker, Minature Schnauzer, Border Terrier, WHWT, CKCS, 30059

8 Breed Information Centre Searches , , , , , ,000 80,000 60,000 40,000 20,000 0

9 Breed Information Centre (Breeds) Staffordshire Bull Terrier, Spaniel English Springer, Labrador Retriever, Pug, WHWT, English Toy Terrier, CKCS, Border Terrier, Bichon Frise, Cocker Spaniel, 33899

10 Find A Club Searches Nov 2010 to Oct Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11

11 Find A Club Type Web Searches Nov 2010 to Oct ,000 16,000 14,000 12,000 10,000 8,000 6,000 4,000 Training Region Activity Coun ty Seminar Breed 2,000 0 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct -11

12 On-Line Account Volumes 2007 to

13 On-Line Registrations Usage % Online Usage for Litters & Transfers 2008 to % 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% % Litters % Transfers

14 Mate Select Mate Select Web Searches - Launched May ,000 20,000 Hypothetical Mating 15,000 Individual Dog 10,000 5,000 0 May June July Aug Sept Oct

15 Health Tests Results Finder Searches ,000 45,000 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0

16 Health - Supporting Dog Owners Web has created an awareness of canine health issues There is a demand for factual and comprehensive information We need to collectively supply a rich source of Breed Specific Information online We need to adopt some shared principles on what to include and use methods that support visitors to the sites. We have a minimum standard of what its available, that s its maintained and easy to access to support the puppy seeker, inexperienced and experienced dog owners and breeders

17 Health -Working Together KC actively promotes clubs throughout its online environment which receive a significant amount o visitors every Also through the call centre where we receive around 15,000 calls per month KC will offer base line health information & advice Breed Clubs to deliver the detail

18 How do people use web pages? They do not read the whole page from top to bottom They scan the page looking for the part of the page that is relevant to them They will usually click on the first link they think is relevant

19 Web Content - DO Look to acquire new readers & retain existing ones by having new and up to date content Support all dogs & their owners Deliver clear, consistent & simple messaging. Write your text once and then cut it in half. As a rule of thumb, write in short paragraphs of no more than 3 sentences Where possible summarise information into bullet points Organise content into a logical hierarchy with a page title and sub headings Think about and select an appropriate tone for your content. Apply this consistently throughout your site.

20 Web Content Don t Put people off your content by presenting it in one big chunk. Most will simply give up. Avoid jargon and slang Avoid an overly casual or emotive tone. What you understand as friendly others may misinterpret as insincere or unprofessional.

21 Web Design - DO Test your site with different people of differing skill levels and see if they can use it effectively Select a limited palette of no more than three colours and stick to it Ensure there is sufficient contrast between any text and it s background Use a simple (Sans Serif) font that looks consistent across all browsers and operating systems Consider people with special requirements when selecting your design and layout, e.g. People who are colour blind Create buttons that are easy to read and look like buttons Ensure your navigation is clear and obvious. Use words that are short and meaningful to everyone. Separate the page into clearly defined areas

22 Web Design Don t You are not trying to entertain visitors. Everything on the page should have meaning and purpose. Avoid complicated patterns or pictures as a background. They make text harder to read. Break visual web conventions by making an element look like something it isn t ALL CAPS, centred text and excessive use of bold is hard to read. Do not use flashing/blinking text or animated GIFs. Visitors do not appreciate them.

23 Golden Rules Less is more Always be consistent Not everyone thinks the same way

24 Recommended Reading Don t Make Me Think Steve Krug Letting Go of the Words Janice (Ginny) Redish Google Search dos and donts web design

25 The Kennel Club on the web Currently have a two person web team. Handling most development inhouse. Resulted in reduced costs and made it easier for us to standardise across all our services. We run an ASP.Net C# environment for custom application development. All new websites utilise the Umbraco Content Management system. Some major sites, e.g. Crufts, Crufts TV and Discover Dogs are externally hosted. Last year we recognised difficulties users were having with our current website. We began work on devising a new common interface for all Kennel Club activities on the web. Started with Mate Select and after positive feedback are to roll out across most of the Kennel Club sites. The website has been reviewed from top to bottom. Reduction of heavy text and replaced with key points with the ability to drill down. New website launches at the same time as MyKC shortly after Crufts next year.

26 Simple & easy to use Lifelong relationship which starts before the puppy has arrived home Brings all KC services together Support for future & current Breeders Open to ALL dogs & owners