Cut the crap prague 2012

  • 2,188 views
Uploaded on

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

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

More in: Design , Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
2,188
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
13
Comments
0
Likes
5

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Cut the crap WebExpo Prague 2012 Eirik Hafver Rønjum 21 September 2012fredag 21. september 12
  • 2. fredag 21. september 12
  • 3. fredag 21. september 12
  • 4. fredag 21. september 12
  • 5. fredag 21. september 12
  • 6. Apply for kindergartenfredag 21. september 12
  • 7. 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
  • 8. ... the dark side of the webfredag 21. september 12
  • 9. 1 % of the content 3 millionmillion pagesnever 10 pages have represents 99 % of the been visited page viewsfredag 21. september 12
  • 10. Why less is more ... ... so deleting a little could improve things a lot!fredag 21. september 12
  • 11. fredag 21. september 12
  • 12. fredag 21. september 12
  • 13. fredag 21. september 12
  • 14. fredag 21. september 12
  • 15. fredag 21. september 12
  • 16. fredag 21. september 12
  • 17. fredag 21. september 12
  • 18. fredag 21. september 12
  • 19. fredag 21. september 12
  • 20. fredag 21. september 12
  • 21. ✓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
  • 22. fredag 21. september 12
  • 23. ✓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
  • 24. The value of your content ... ... it’s not about qualityfredag 21. september 12
  • 25. Content ✓ The text is understandable quality ✓ Scannable ✓ Unique selling points ✓ Prioritized ✓ Has calls to actionfredag 21. september 12
  • 26. – Hey Gordon, we need a website – Make sure it has lots of scannable content and bulleted lists, Bud!fredag 21. september 12
  • 27. – 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
  • 28. Business User tasks goalsfredag 21. september 12
  • 29. If the content doesnt support a business goal AND a user task, it is USELESS!fredag 21. september 12
  • 30. Well written Useless Valuable Irrelevant Relevant Very useless Useless Not well writtenfredag 21. september 12
  • 31. Content analysis - figure out the value of your contentfredag 21. september 12
  • 32. fredag 21. september 12
  • 33. fredag 21. september 12
  • 34. fredag 21. september 12
  • 35. fredag 21. september 12
  • 36. fredag 21. september 12
  • 37. 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
  • 38. 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
  • 39. eirik@netliferesearch.com Excel for free :)fredag 21. september 12
  • 40. fredag 21. september 12
  • 41. fredag 21. september 12
  • 42. Manage tasks, not contentfredag 21. september 12
  • 43. fredag 21. september 12
  • 44. Here’s the deal. The moment you launch a website, you’re a publisher.fredag 21. september 12
  • 45. fredag 21. september 12
  • 46. fredag 21. september 12
  • 47. fredag 21. september 12
  • 48. Well written Forget it Yes, please! Irrelevant Relevant Forget it Improve Not well writtenfredag 21. september 12
  • 49. fredag 21. september 12
  • 50. – 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
  • 51. fredag 21. september 12
  • 52. fredag 21. september 12
  • 53. fredag 21. september 12
  • 54. fredag 21. september 12
  • 55. fredag 21. september 12
  • 56. – 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
  • 57. fredag 21. september 12
  • 58. fredag 21. september 12
  • 59. Homeworkfredag 21. september 12
  • 60. Step 1 Define business goals and user needs Delete three pages every day and celebrate the work with a cupcakefredag 21. september 12
  • 61. Step 2 Figure out how to measure value Delete three pages daily during morning coffeefredag 21. september 12
  • 62. Step 3 Do a content analysis Time to delete the whole website?fredag 21. september 12
  • 63. Step 4 Make the content visible Delete three pages every day and be proud of itfredag 21. september 12
  • 64. Step 5 Tell managers what you need to create value Skip an unimportant meeting every day. Instead, delete three pagesfredag 21. september 12
  • 65. Step 6 Create and govern valuable content Still pages to delete?fredag 21. september 12
  • 66. Thank you! eirik@netliferesearch.com + 47 92 40 31 65 @eirikhafverfredag 21. september 12