Session: Turning web traffic into foot traffic

Conversion

Visitor A  -----Customer B

Measure foot traffic

Click through rates from newsletter

Customer Journey map

Know the journey

What steps user needs to take

Where are they getting hung-up?

Work backwards

Web site what are they clicking on, then what, then at what point should they come to the library and what’s stopping them?

Foot traffic = why motivate them to come in

Place a hold – pick up a hold

Hours

Program

Visit                                                       Holds picked up

Holds                                                     Holds placed

Authenticate                                     Sign on click thru

Select                                                    place hold click thru

Search                                                  keyword results

Homepage                                          bounce rate

Direct                    Google                 refer google analytic

You can’t manage what you can’t measure

Advanced Class:

Dash,     Echo,     Fresh

                Hold – no funnel

Price does not equal Cost

Friction is costly

What would success look like?

2 strategies

1.       Reduce steps (shorten the funnel)

2.       Expand the top of funnel (reasons to visit library)

Reno NV (?)

Amazon -> shows library results???