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Double Your Website’s Success
Double Your Website’s Success
Double Your Website’s Success
Double Your Website’s Success
Double Your Website’s Success
Double Your Website’s Success
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Double Your Website’s Success
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Double Your Website’s Success

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The little known secret to increasing your websites performance and results. Large companies have been using this technique for decades yet most medium and small companies don't even know it exists!

The little known secret to increasing your websites performance and results. Large companies have been using this technique for decades yet most medium and small companies don't even know it exists!

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  • 1. Double Your Website’s Success The little known secret.... Wednesday, December 1, 2010
  • 2. or: How I Learned to Stop Worrying and Love the Web Wednesday, December 1, 2010
  • 3. Ross Johnson Designer, CEO, Janitor, Blogger & Teacher Wednesday, December 1, 2010
  • 4. Movie Star Wednesday, December 1, 2010
  • 5. Jeff Daniels Wednesday, December 1, 2010
  • 6. Role as “Media Frenzy” Wednesday, December 1, 2010
  • 7. Super Sucker (not a pornography) Wednesday, December 1, 2010
  • 8. BSE in 2002 Wednesday, December 1, 2010
  • 9. Best Supporting Extra Wednesday, December 1, 2010
  • 10. Wednesday, December 1, 2010
  • 11. Wednesday, December 1, 2010
  • 12. Wednesday, December 1, 2010
  • 13. 3.7 DESIGNS Established 2005 Wednesday, December 1, 2010
  • 14. DESIGN & STRATEGY Wednesday, December 1, 2010
  • 15. AnnArbor.com Wednesday, December 1, 2010
  • 16. Wednesday, December 1, 2010
  • 17. Wednesday, December 1, 2010
  • 18. Results Wednesday, December 1, 2010
  • 19. And The Secret Wednesday, December 1, 2010
  • 20. (Not Snake Oil) Wednesday, December 1, 2010
  • 21. Who has helped plan a website? Show me those hands... Wednesday, December 1, 2010
  • 22. Lots of Decisions... Wednesday, December 1, 2010
  • 23. Content Colors Layout Focus Pages Architecture Messaging Goals Wednesday, December 1, 2010
  • 24. How did you make those decisions? Any examples please? Wednesday, December 1, 2010
  • 25. Story time An epic tale of conquest... Wednesday, December 1, 2010
  • 26. Company Z needs a Website Wednesday, December 1, 2010
  • 27. They hire an awesome web company to build it (like 3.7DESIGNS, just sayin...) Wednesday, December 1, 2010
  • 28. Kick off Meeting Wednesday, December 1, 2010
  • 29. Brainstorming Wednesday, December 1, 2010
  • 30. Concepts! ooh that is the fun part right? Wednesday, December 1, 2010
  • 31. Company Z & Web Company Collaborate Wednesday, December 1, 2010
  • 32. New Ideas! (In technology, new is better, just FYI) Wednesday, December 1, 2010
  • 33. Revise Brainstorm Collaborate Revise Wednesday, December 1, 2010
  • 34. Wednesday, December 1, 2010
  • 35. Wednesday, December 1, 2010
  • 36. Wednesday, December 1, 2010
  • 37. Wednesday, December 1, 2010
  • 38. Wednesday, December 1, 2010
  • 39. Wednesday, December 1, 2010
  • 40. Wednesday, December 1, 2010
  • 41. Wednesday, December 1, 2010
  • 42. Wednesday, December 1, 2010
  • 43. Wednesday, December 1, 2010
  • 44. Pull in the... Copy Writer Wednesday, December 1, 2010
  • 45. Kick off Meeting Wednesday, December 1, 2010
  • 46. Wednesday, December 1, 2010
  • 47. Wednesday, December 1, 2010
  • 48. Wednesday, December 1, 2010
  • 49. Wednesday, December 1, 2010
  • 50. Wednesday, December 1, 2010
  • 51. Finish & Launch Wednesday, December 1, 2010
  • 52. Finish & Launch Wednesday, December 1, 2010
  • 53. Finish & Launch Wednesday, December 1, 2010
  • 54. Wednesday, December 1, 2010
  • 55. Watch the Stats People are coming, success! Wednesday, December 1, 2010
  • 56. Watch the Stats People are coming, success! Wednesday, December 1, 2010
  • 57. Back to business... Wednesday, December 1, 2010
  • 58. What is wrong with this picture? ...is there something wrong? Wednesday, December 1, 2010
  • 59. Something IS WRONG with this picture. but what? Wednesday, December 1, 2010
  • 60. Wednesday, December 1, 2010
  • 61. Every detail was discussed! Wednesday, December 1, 2010
  • 62. Wednesday, December 1, 2010
  • 63. Wednesday, December 1, 2010
  • 64. Everyone gave their ideas! Wednesday, December 1, 2010
  • 65. Wednesday, December 1, 2010
  • 66. Wednesday, December 1, 2010
  • 67. Everyone gave feedback! Wednesday, December 1, 2010
  • 68. Wednesday, December 1, 2010
  • 69. Wednesday, December 1, 2010
  • 70. We had 20 smart people putting their minds into it! Wednesday, December 1, 2010
  • 71. Wednesday, December 1, 2010
  • 72. Wednesday, December 1, 2010
  • 73. We hired an awesome company with lots of experience to build it! Wednesday, December 1, 2010
  • 74. Wednesday, December 1, 2010
  • 75. no self promotion on this slide, your welcome! Wednesday, December 1, 2010
  • 76. Is the website 100% as effective as possible? Wednesday, December 1, 2010
  • 77. Is the website 100% as effective as possible? Wednesday, December 1, 2010
  • 78. Is the website 100% as effective as possible? Wednesday, December 1, 2010
  • 79. Wednesday, December 1, 2010
  • 80. Wednesday, December 1, 2010
  • 81. You don’t know! Wednesday, December 1, 2010
  • 82. You don’t know! ? Wednesday, December 1, 2010
  • 83. ? Wednesday, December 1, 2010
  • 84. Wednesday, December 1, 2010
  • 85. Wednesday, December 1, 2010
  • 86. 99% of all websites areplannedusingthe B E S T G U E S S METHOD Wednesday, December 1, 2010
  • 87. We Guess Wednesday, December 1, 2010
  • 88. We Guess COLOR LAYOUT C O P Y IMAGES will work best... Wednesday, December 1, 2010
  • 89. ULTIMATELY Wednesday, December 1, 2010
  • 90. You are NOT the user! Can’t “put” yourself in the users shoes Wednesday, December 1, 2010
  • 91. Everything you think you know about the user is probably wrong. Wednesday, December 1, 2010
  • 92. The users aren’t who you think they are. Wednesday, December 1, 2010
  • 93. If you think they are... Wednesday, December 1, 2010
  • 94. They are probably... Wednesday, December 1, 2010
  • 95. They do things differently than you would think Wednesday, December 1, 2010
  • 96. They have different reasons for needing your product than you think Wednesday, December 1, 2010
  • 97. Every...Demographic, Industry, Situation, Season, Psychographic, etc... ...is different (so you can’t use experience) Wednesday, December 1, 2010
  • 98. Is Planning This Way Crazy? Yes! but no one questions it! Wednesday, December 1, 2010
  • 99. We didn’t always have a choice. Wednesday, December 1, 2010
  • 100. Traditional Media Marketing is expensive and has very little reporting on how successful it is. Wednesday, December 1, 2010
  • 101. TV Print Radio Display Direct Mail Wednesday, December 1, 2010
  • 102. Expensive to create, change and alter Difficult to track the success (estimated amount of impressions???) Wednesday, December 1, 2010
  • 103. The Web Easy to make changes Very accurate reporting of success This sounds like the exciting part! Wednesday, December 1, 2010
  • 104. So we can do... TESTING! Wednesday, December 1, 2010
  • 105. Admit you don’t have the perfect answer & FIND OUT Wednesday, December 1, 2010
  • 106. Wednesday, December 1, 2010
  • 107. 13% increase in conversion rate Wednesday, December 1, 2010
  • 108. Wednesday, December 1, 2010
  • 109. 204% improvement in conversion rate Wednesday, December 1, 2010
  • 110. Wednesday, December 1, 2010
  • 111. 50% improvement in conversion rate Wednesday, December 1, 2010
  • 112. Testing Online (we will stick to A/B testing, simplest form) Wednesday, December 1, 2010
  • 113. Take an important page and make a variant. This could be: •The Headline •Graphics •Colors •Calls to Action •Etc... Wednesday, December 1, 2010
  • 114. Send 50% of your traffic to the original page, and the rest to the new one. Wednesday, December 1, 2010
  • 115. See which performs better. Adopt it and perform a new test. Wednesday, December 1, 2010
  • 116. Your site will continue to improve over time. Wednesday, December 1, 2010
  • 117. How You Can Start Testing Wednesday, December 1, 2010
  • 118. Step 1. Define a Goal E-mail sign-ups, Leads, Sales, Trial Sign-ups, Downloads, Etc... Wednesday, December 1, 2010
  • 119. Step 2. Decide what to test Select: A page that is critical in the goal process. (landing page, conversion page, etc...) Select: What to alter. Images, headlines, colors, placement, layout, body text, buttons, traffic... anything really. Wednesday, December 1, 2010
  • 120. Step 3. Start Measuring Through Google Analytics, phone tracking software, etc... Wednesday, December 1, 2010
  • 121. Step 4. Send Traffic Split the traffic equally (Google Website Optimizer) Make sure it is a statistically significant amount Wednesday, December 1, 2010
  • 122. Step 5. Analyze & Repeat Select the better performing page to be your baseline Make another variant page and repeat. Wednesday, December 1, 2010
  • 123. You will find small variations that create big results. Wednesday, December 1, 2010
  • 124. Wednesday, December 1, 2010
  • 125. 41% increase in conversion rate Wednesday, December 1, 2010
  • 126. Wednesday, December 1, 2010
  • 127. 92.8% improvement Wednesday, December 1, 2010
  • 128. Wednesday, December 1, 2010
  • 129. 21.4% improvement Wednesday, December 1, 2010
  • 130. Take Aways Wednesday, December 1, 2010
  • 131. Use Experience for a Baseline Wednesday, December 1, 2010
  • 132. But don’t over think and analyze Wednesday, December 1, 2010
  • 133. Instead test, test test... Wednesday, December 1, 2010
  • 134. Take Your Website Now! Wednesday, December 1, 2010
  • 135. Thank you! Follow me on twitter @3pointRoss! Wednesday, December 1, 2010

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