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Cut the crap   prague 2012
 

Cut the crap prague 2012

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Why we fail with webcontent, and how to fix it.

Why we fail with webcontent, and how to fix it.

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    Cut the crap   prague 2012 Cut the crap prague 2012 Presentation Transcript

    • Cut the crap WebExpo Prague 2012 Eirik Hafver Rønjum 21 September 2012fredag 21. september 12
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    • Apply for kindergartenfredag 21. september 12
    • What is a kindergarten? Kindergarten is an educational activity designed for children under school age. Kindergartens are approved according to guidelines in the law relating to kindergartens, Act of 1 January 2006 Co je mateřská školka?!?fredag 21. september 12
    • ... the dark side of the webfredag 21. september 12
    • 1 % of the content 3 millionmillion pagesnever 10 pages have represents 99 % of the been visited page viewsfredag 21. september 12
    • Why less is more ... ... so deleting a little could improve things a lot!fredag 21. september 12
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    • ✓87 % fewer pages ✓4 000 pages became 500 pages ✓Conversion rate up 100 % ✓Emails to customer support fell 35 % ✓User satisfaction increasedfredag 21. september 12
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    • ✓Redesigned the frontpage for the most important user tasks ✓Deleted almost every piece of content that wasn’t relevant product information ✓The use of the Loan Calculator increased by 236 % ✓The traffic to important product and service information increased by 520 %fredag 21. september 12
    • The value of your content ... ... it’s not about qualityfredag 21. september 12
    • Content ✓ The text is understandable quality ✓ Scannable ✓ Unique selling points ✓ Prioritized ✓ Has calls to actionfredag 21. september 12
    • – Hey Gordon, we need a website – Make sure it has lots of scannable content and bulleted lists, Bud!fredag 21. september 12
    • – This website idea of yours better make us a shitload of money, or Im gonna tear your eyeballs out and Im gonna suck your fucking skull!fredag 21. september 12
    • Business User tasks goalsfredag 21. september 12
    • If the content doesnt support a business goal AND a user task, it is USELESS!fredag 21. september 12
    • Well written Useless Valuable Irrelevant Relevant Very useless Useless Not well writtenfredag 21. september 12
    • Content analysis - figure out the value of your contentfredag 21. september 12
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    • High quality 10 8 6 4 2 Low relevance 0 High relevance -10 -8 -6 -4 -2 0 2 4 6 8 10 -2 -4 -6 -8 -10 Low qualityfredag 21. september 12
    • Reason No 12 Links to relevant information/files 8 10 Enough information 2 8 Well written 6 6 Good title 4 4 Easy to read 4 2 Relevant pictures 6 0 Most important stuff first 3 Total 10fredag 21. september 12
    • eirik@netliferesearch.com Excel for free :)fredag 21. september 12
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    • Manage tasks, not contentfredag 21. september 12
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    • Here’s the deal. The moment you launch a website, you’re a publisher.fredag 21. september 12
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    • Well written Forget it Yes, please! Irrelevant Relevant Forget it Improve Not well writtenfredag 21. september 12
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    • – As soon as you’ve decided that your website needs a piece of content, prepare for how to create, improve, and delete it. Paraphrasing Kristina Halvorsonfredag 21. september 12
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    • – The theory was: buy the tool, train people to use it, and watch them go. – If ever there was a disastrous non-strategy, it is distributed publishing. Gerry McGovernfredag 21. september 12
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    • Homeworkfredag 21. september 12
    • Step 1 Define business goals and user needs Delete three pages every day and celebrate the work with a cupcakefredag 21. september 12
    • Step 2 Figure out how to measure value Delete three pages daily during morning coffeefredag 21. september 12
    • Step 3 Do a content analysis Time to delete the whole website?fredag 21. september 12
    • Step 4 Make the content visible Delete three pages every day and be proud of itfredag 21. september 12
    • Step 5 Tell managers what you need to create value Skip an unimportant meeting every day. Instead, delete three pagesfredag 21. september 12
    • Step 6 Create and govern valuable content Still pages to delete?fredag 21. september 12
    • Thank you! eirik@netliferesearch.com + 47 92 40 31 65 @eirikhafverfredag 21. september 12