Food Shippers of America - Fall/Winter 2017 - 96

that will keep users engaged longer
and make your website a more
valuable resource without needing
to redesign.
6. Search data - What terms or
concepts are people searching for
the most within your website? Is it
something that is otherwise hard
to find? Is it even available through
your site?
Is Redesign the Right Answer?
Now that you have feedback and site
analytics, ask yourself: Can we easily
improve on any of the user complaints
without a redesign? Changes in colors,
fonts or text sizes are superficial
changes that can enhance the user
experience without the need for a
major overhaul. Are any links broken?
Are photos or graphics not loading
properly? Fix these issues before
considering a redesign. You might
find that usage and satisfaction with
your website increases with just a few
small tweaks.
What are people searching for on your
website? This is the one place where
your visitors are telling you EXACTLY
what they want. If it's something you
think is pretty visible, your customers
might disagree. Are people searching
for something not included in your
website content, expecting it to be
available? Consider adding that
extra content.
Are there online capabilities visitors
are asking for that can be added to
your existing website structure? For
example, it's easy to add commenting
capabilities or polls through widgets

in order to add more interactivity to
your website and open up additional
feedback loops.
Are there sections of your site
that you believe should be highly
trafficked, but aren't? Changing the
way to access those pages or adding
more quick links to those pages
can help by making the information
more visible.
Your staff should simultaneously
be comparing your site's usage with
your website goals. Garman, Klassen
and Stout recommend defining
goals and then identifying a few key
performance indicators (KPIs) specific
to each goal. Setting up custom
dashboards in Google Analytics to
give you visibility of your KPIs per goal
will immediately indicate what is not
working on your website and needs
improvement.
If redesigning your website is
necessary to meet the needs of your
company and your site visitors, timing
of that design is important to ensure
you keep disruptions at a minimum.
Website redesigns can become an
expensive and lengthy process that
also takes up a lot of time. Plan around
busy times and responsibilities that
already occupy a majority of time
during certain parts of the year.
Optimizing the website you already
have can go a long way toward
improving the visitor experience
without the time and monetary
expense of a whole redesign, while
also maintaining the benefit of

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96

Optimize Before Redesigning
A website redesign is sometimes
necessary. With changing technology
and trends in desired online
conveniences, redesigning your
website can give you an opportunity
to showcase those favorite resources
in a better way and make them more
easily accessible to the people who
use them most.
Optimizing your current website
is often a better use of your time
and funds. Examine your metrics,
encourage member feedback, and
once you find what does or does
not work well, you can know what
to improve upon. Make popular
resources more accessible with a
simple reorganization of menus and
links. Fix all broken download links
and images. Website visitors are your
guests - clean up for them!
If you ran your favorite grocery store,
this might equate to finding out that
frequent shoppers like knowing where
staples like bread, milk and medicines
are located, and either keeping
those items in their same location
or placing them even closer to the
checkouts than before (and letting
everyone know about this convenient
move). This would allow shoppers to
zip in and out for high-volume items
quickly, providing an overall pleasant
customer experience and encouraging
repeat visits.
Treat your website the way you want
your grocer to treat your favorite
grocery store. Make it easy to find
needed items quickly, keep the
appearance clean and unfettered
and respond to your customers with
care. When your website is optimized
for easy, enjoyable use, they'll keep
coming back! ■
Laura Taylor is the director of online
solutions for Naylor Association Solutions.
Email her at ltaylor@naylor.com.

Phone: 435-257-1939 * Fax: 435-257-2750 * Cell: 435-279-4060

849576_King.indd| FALL/WINTER
1
2017

member familiarity. Consider these
user experience factors and your
company's goals before making a
decision whether or not to redesign.

1/9/17 1:50 PM


http://www.kingfarmstrucking.com http://www.kingfarmstrucking.com

Table of Contents for the Digital Edition of Food Shippers of America - Fall/Winter 2017

President's Letter
Help Wanted
The Value in Orchestrating a Scheduled Transportation Plan
Building Better Supply Chains with Blockchain
Blockchains for Trucking
Truck Platooning
Regulatory Update
Rail Update
Evolution of Logistics: Developing Our Leaders of Tomorrow
Dinner at the Door
Industry Forecast
Retail Trends
Food and Beverage Industry Undergroing Transformation
Not My Tribe: Beyong Millennial Stereotypes
Where Did the Milk Go?! Or, Why You Should Optimize Your Website Before Redesigning It.
Burris Logistics
Vantix Logistics
FSA Members
Membership Application
Index of Advertisers
Food Shippers of America - Fall/Winter 2017 - Intro
Food Shippers of America - Fall/Winter 2017 - cover1
Food Shippers of America - Fall/Winter 2017 - cover2
Food Shippers of America - Fall/Winter 2017 - 3
Food Shippers of America - Fall/Winter 2017 - 4
Food Shippers of America - Fall/Winter 2017 - 5
Food Shippers of America - Fall/Winter 2017 - 6
Food Shippers of America - Fall/Winter 2017 - 7
Food Shippers of America - Fall/Winter 2017 - 8
Food Shippers of America - Fall/Winter 2017 - 9
Food Shippers of America - Fall/Winter 2017 - 10
Food Shippers of America - Fall/Winter 2017 - President's Letter
Food Shippers of America - Fall/Winter 2017 - 12
Food Shippers of America - Fall/Winter 2017 - 13
Food Shippers of America - Fall/Winter 2017 - Help Wanted
Food Shippers of America - Fall/Winter 2017 - 15
Food Shippers of America - Fall/Winter 2017 - 16
Food Shippers of America - Fall/Winter 2017 - 17
Food Shippers of America - Fall/Winter 2017 - 18
Food Shippers of America - Fall/Winter 2017 - 19
Food Shippers of America - Fall/Winter 2017 - 20
Food Shippers of America - Fall/Winter 2017 - The Value in Orchestrating a Scheduled Transportation Plan
Food Shippers of America - Fall/Winter 2017 - 22
Food Shippers of America - Fall/Winter 2017 - 23
Food Shippers of America - Fall/Winter 2017 - Building Better Supply Chains with Blockchain
Food Shippers of America - Fall/Winter 2017 - 25
Food Shippers of America - Fall/Winter 2017 - 26
Food Shippers of America - Fall/Winter 2017 - 27
Food Shippers of America - Fall/Winter 2017 - 28
Food Shippers of America - Fall/Winter 2017 - 29
Food Shippers of America - Fall/Winter 2017 - 30
Food Shippers of America - Fall/Winter 2017 - 31
Food Shippers of America - Fall/Winter 2017 - 32
Food Shippers of America - Fall/Winter 2017 - Blockchains for Trucking
Food Shippers of America - Fall/Winter 2017 - 34
Food Shippers of America - Fall/Winter 2017 - 35
Food Shippers of America - Fall/Winter 2017 - Truck Platooning
Food Shippers of America - Fall/Winter 2017 - 37
Food Shippers of America - Fall/Winter 2017 - 38
Food Shippers of America - Fall/Winter 2017 - 39
Food Shippers of America - Fall/Winter 2017 - 40
Food Shippers of America - Fall/Winter 2017 - Regulatory Update
Food Shippers of America - Fall/Winter 2017 - 42
Food Shippers of America - Fall/Winter 2017 - 43
Food Shippers of America - Fall/Winter 2017 - 44
Food Shippers of America - Fall/Winter 2017 - Rail Update
Food Shippers of America - Fall/Winter 2017 - 46
Food Shippers of America - Fall/Winter 2017 - 47
Food Shippers of America - Fall/Winter 2017 - 48
Food Shippers of America - Fall/Winter 2017 - Evolution of Logistics: Developing Our Leaders of Tomorrow
Food Shippers of America - Fall/Winter 2017 - 50
Food Shippers of America - Fall/Winter 2017 - 51
Food Shippers of America - Fall/Winter 2017 - 52
Food Shippers of America - Fall/Winter 2017 - 53
Food Shippers of America - Fall/Winter 2017 - 54
Food Shippers of America - Fall/Winter 2017 - 55
Food Shippers of America - Fall/Winter 2017 - 56
Food Shippers of America - Fall/Winter 2017 - 57
Food Shippers of America - Fall/Winter 2017 - 58
Food Shippers of America - Fall/Winter 2017 - 59
Food Shippers of America - Fall/Winter 2017 - 60
Food Shippers of America - Fall/Winter 2017 - 61
Food Shippers of America - Fall/Winter 2017 - Dinner at the Door
Food Shippers of America - Fall/Winter 2017 - 63
Food Shippers of America - Fall/Winter 2017 - 64
Food Shippers of America - Fall/Winter 2017 - 65
Food Shippers of America - Fall/Winter 2017 - 66
Food Shippers of America - Fall/Winter 2017 - 67
Food Shippers of America - Fall/Winter 2017 - 68
Food Shippers of America - Fall/Winter 2017 - 69
Food Shippers of America - Fall/Winter 2017 - 70
Food Shippers of America - Fall/Winter 2017 - 71
Food Shippers of America - Fall/Winter 2017 - 72
Food Shippers of America - Fall/Winter 2017 - 73
Food Shippers of America - Fall/Winter 2017 - 74
Food Shippers of America - Fall/Winter 2017 - Industry Forecast
Food Shippers of America - Fall/Winter 2017 - 76
Food Shippers of America - Fall/Winter 2017 - Retail Trends
Food Shippers of America - Fall/Winter 2017 - 78
Food Shippers of America - Fall/Winter 2017 - 79
Food Shippers of America - Fall/Winter 2017 - 80
Food Shippers of America - Fall/Winter 2017 - Food and Beverage Industry Undergroing Transformation
Food Shippers of America - Fall/Winter 2017 - 82
Food Shippers of America - Fall/Winter 2017 - 83
Food Shippers of America - Fall/Winter 2017 - 84
Food Shippers of America - Fall/Winter 2017 - 85
Food Shippers of America - Fall/Winter 2017 - 86
Food Shippers of America - Fall/Winter 2017 - 87
Food Shippers of America - Fall/Winter 2017 - 88
Food Shippers of America - Fall/Winter 2017 - 89
Food Shippers of America - Fall/Winter 2017 - 90
Food Shippers of America - Fall/Winter 2017 - Not My Tribe: Beyong Millennial Stereotypes
Food Shippers of America - Fall/Winter 2017 - 92
Food Shippers of America - Fall/Winter 2017 - 93
Food Shippers of America - Fall/Winter 2017 - Where Did the Milk Go?! Or, Why You Should Optimize Your Website Before Redesigning It.
Food Shippers of America - Fall/Winter 2017 - 95
Food Shippers of America - Fall/Winter 2017 - 96
Food Shippers of America - Fall/Winter 2017 - Burris Logistics
Food Shippers of America - Fall/Winter 2017 - Vantix Logistics
Food Shippers of America - Fall/Winter 2017 - 99
Food Shippers of America - Fall/Winter 2017 - 100
Food Shippers of America - Fall/Winter 2017 - FSA Members
Food Shippers of America - Fall/Winter 2017 - Membership Application
Food Shippers of America - Fall/Winter 2017 - Index of Advertisers
Food Shippers of America - Fall/Winter 2017 - 104
Food Shippers of America - Fall/Winter 2017 - 105
Food Shippers of America - Fall/Winter 2017 - 106
Food Shippers of America - Fall/Winter 2017 - cover3
Food Shippers of America - Fall/Winter 2017 - cover4
https://www.nxtbook.com/naylor/FUDB/FUDB0118
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https://www.nxtbook.com/naylor/FUDB/FUDB0215
https://www.nxtbook.com/naylor/FUDB/FUDB0115
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