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.

More in: Technology , Design
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  • 1. Getting the most out of web site redesigns. By Stephen Landau, Substance & Tim Schaden, Fluency Media &
  • 2. 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 &
  • 3. Question: How many of you have gone through a web site redesign? &
  • 4. Question: Why did you go through a web site redesign? &
  • 5. Where to Start Search data, surveys, usability testing & focus groups. &
  • 6. 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 &
  • 7. User satisfaction surveys pinpoint pain points. &
  • 8. Usability testing shows what people are doing, and why they’re doing it. &
  • 9. Don’t just rely on what they do, listen to what they say. &
  • 10. The Redesign The convergence of strategy, design, and development. &
  • 11. The Redesign: Strategy What vs Why. &
  • 12. What: A list of features and functions that may (or may not) be appropriate. &
  • 13. Why: Your reason for existing. &
  • 14. The Redesign: Strategy Use social media to prioritize redesign content. &
  • 15. The Redesign: Strategy Creating content. &
  • 16. Utilizing Existing Content from Flickr &
  • 17. Visitor-Submitted Content &
  • 18. Visitor-Submitted Content &
  • 19. Different Content for Different Audiences &
  • 20. The Redesign: Design A combination of brand, layout and interaction. &
  • 21. The Redesign: Design Answering “why” with “what.” &
  • 22. Solution for 2009 &
  • 23. Solution for 2010 &
  • 24. &
  • 25. &
  • 26. &
  • 27. The Redesign: Design Testing key goals. &
  • 28. PPC drove quick traffic to test new interstitial: 1,200% conversion increase. &
  • 29. Search powered testing leads to 25% increase in conversions. +25% conversion rate (old): 2.4% conversion rate (new): 3.2% &
  • 30. The Redesign: Development Answering “why” with “how.” &
  • 31. The Redesign: Development Utilizing third party platforms. &
  • 32. Utilizing third party widgets. &
  • 33. The Redesign: Development APIs from Flickr, YouTube, Google Maps... &
  • 34. Video entries uploaded to YouTube. &
  • 35. Mapping via Google Maps API. &
  • 36. The Redesign: Development Integrating social media. &
  • 37. The Redesign: Development Building for different platforms. &
  • 38. Building for desktop audiences... &
  • 39. ...and mobile audiences. &
  • 40. ...and mobile audiences. &
  • 41. The Redesign: Development Managing content? HTML? Flash? &
  • 42. The Redesign: After Launch Continual testing and improvement. &
  • 43. The Redesign: After Launch Progressive deployment. &
  • 44. The Redesign: What Else? Driving traffic to your newly redesigned web site. &
  • 45. The Redesign: What Else? Working with an agency. &
  • 46. What questions can we answer for you? &
  • 47. Thank you. stephen@findsubstance.com tim@fluencymedia.com &