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eTourism 2010 - Getting the Most Out of Web Site Redesigns
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eTourism 2010 - Getting the Most Out of Web Site Redesigns

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Stephen Landau, Co-Founder & Creative Director of Substance and Tim Schaden

Stephen Landau, Co-Founder & Creative Director of Substance and Tim Schaden
President & CEO of Fluency Media discuss strategy, design and development when considering a web site redesign.

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eTourism 2010 - Getting the Most Out of Web Site Redesigns eTourism 2010 - Getting the Most Out of Web Site Redesigns Presentation Transcript

  • Getting the most out of web site redesigns. By Stephen Landau, Substance & Tim Schaden, Fluency Media &
  • Stephen Landau Co-Founder & Creative Director of Substance / findsubstance.com twitter.com/substance or twitter.com/stlandau Tim Schaden President & CEO of Fluency Media / fluencymedia.com twitter.com/fluencymedia &
  • Question: How many of you have gone through a web site redesign? &
  • Question: Why did you go through a web site redesign? &
  • Where to Start Search data, surveys, usability testing & focus groups. &
  • In-Line Click Survey: • Easy one-click polling of email prospects • Consistently reveals that prospects want more communication – not less • Example: 66.5% of prospects wanted more than monthly communications &
  • User satisfaction surveys pinpoint pain points. &
  • Usability testing shows what people are doing, and why they’re doing it. &
  • Don’t just rely on what they do, listen to what they say. &
  • The Redesign The convergence of strategy, design, and development. &
  • The Redesign: Strategy What vs Why. &
  • What: A list of features and functions that may (or may not) be appropriate. &
  • Why: Your reason for existing. &
  • The Redesign: Strategy Use social media to prioritize redesign content. &
  • The Redesign: Strategy Creating content. &
  • Utilizing Existing Content from Flickr &
  • Visitor-Submitted Content &
  • Visitor-Submitted Content &
  • Different Content for Different Audiences &
  • The Redesign: Design A combination of brand, layout and interaction. &
  • The Redesign: Design Answering “why” with “what.” &
  • Solution for 2009 &
  • Solution for 2010 &
  • &
  • &
  • &
  • The Redesign: Design Testing key goals. &
  • PPC drove quick traffic to test new interstitial: 1,200% conversion increase. &
  • Search powered testing leads to 25% increase in conversions. +25% conversion rate (old): 2.4% conversion rate (new): 3.2% &
  • The Redesign: Development Answering “why” with “how.” &
  • The Redesign: Development Utilizing third party platforms. &
  • Utilizing third party widgets. &
  • The Redesign: Development APIs from Flickr, YouTube, Google Maps... &
  • Video entries uploaded to YouTube. &
  • Mapping via Google Maps API. &
  • The Redesign: Development Integrating social media. &
  • The Redesign: Development Building for different platforms. &
  • Building for desktop audiences... &
  • ...and mobile audiences. &
  • ...and mobile audiences. &
  • The Redesign: Development Managing content? HTML? Flash? &
  • The Redesign: After Launch Continual testing and improvement. &
  • The Redesign: After Launch Progressive deployment. &
  • The Redesign: What Else? Driving traffic to your newly redesigned web site. &
  • The Redesign: What Else? Working with an agency. &
  • What questions can we answer for you? &
  • Thank you. stephen@findsubstance.com tim@fluencymedia.com &