Cut the crap                          WebExpo Prague 2012                                         Eirik Hafver Rønjum     ...
fredag 21. september 12
fredag 21. september 12
fredag 21. september 12
fredag 21. september 12
Apply for kindergartenfredag 21. september 12
What is a kindergarten?                                 Kindergarten is an educational activity                           ...
... the dark                          side of the                          webfredag 21. september 12
1 % of the content        3 millionmillion pagesnever              10  pages have           represents 99 % of the        ...
Why less is more ...                          ... so deleting a little could                          improve things a lot...
fredag 21. september 12
fredag 21. september 12
fredag 21. september 12
fredag 21. september 12
fredag 21. september 12
fredag 21. september 12
fredag 21. september 12
fredag 21. september 12
fredag 21. september 12
fredag 21. september 12
✓87 % fewer pages         ✓4 000 pages became 500 pages         ✓Conversion rate up 100 %         ✓Emails to customer supp...
fredag 21. september 12
✓Redesigned the frontpage for the most               important user tasks         ✓Deleted almost every piece of content t...
The value of                          your content ...                          ... it’s not about qualityfredag 21. septe...
Content   ✓ The text is                                       understandable                          quality             ...
– Hey Gordon, we need a website         – Make sure it has lots of scannable         content and bulleted lists, Bud!freda...
–          This website idea of yours                          better make us a shitload of                          money...
Business                                     User tasks                           goalsfredag 21. september 12
If the content doesnt                          support a business goal                          AND a user task, it is    ...
Well written                                     Useless        Valuable                      Irrelevant                  ...
Content analysis -                          figure out the value of                          your contentfredag 21. septem...
fredag 21. september 12
fredag 21. september 12
fredag 21. september 12
fredag 21. september 12
fredag 21. september 12
High quality                                                                      10                                      ...
Reason                       No                                                          12               Links to relevan...
eirik@netliferesearch.com                          Excel for                          free :)fredag 21. september 12
fredag 21. september 12
fredag 21. september 12
Manage tasks,                          not contentfredag 21. september 12
fredag 21. september 12
Here’s the deal.       The moment you       launch a       website,       you’re a       publisher.fredag 21. september 12
fredag 21. september 12
fredag 21. september 12
fredag 21. september 12
Well written                                   Forget it     Yes, please!                      Irrelevant                 ...
fredag 21. september 12
–               As soon as you’ve decided that                          your website needs a piece of                     ...
fredag 21. september 12
fredag 21. september 12
fredag 21. september 12
fredag 21. september 12
fredag 21. september 12
–        The theory was: buy the tool,                          train people to use it, and                          watch...
fredag 21. september 12
fredag 21. september 12
Homeworkfredag 21. september 12
Step 1                          Define business goals                          and user needs                          Del...
Step 2                          Figure out how to                          measure value                          Delete t...
Step 3                          Do a content analysis                          Time to delete the whole website?fredag 21....
Step 4                          Make the content                          visible                          Delete three pa...
Step 5                          Tell managers what you                          need to create value                      ...
Step 6                          Create and govern                          valuable content                          Still...
Thank you!                          eirik@netliferesearch.com                          + 47 92 40 31 65                   ...
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Cut the crap prague 2012

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

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Cut the crap prague 2012

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