1. The document discusses the importance of collaboration between design and marketing teams, noting that a lack of alignment between the teams can result in lost revenue. 2. It provides an example where a company lost $124,000 in potential sales revenue due to not optimizing their website for mobile users. 3. The document then outlines some ways to improve collaboration between design and marketing, including communicating performance goals, using visuals to explain strategies and plans, and educating one another on their respective specialties through activities like lunch and learns.

1. The importance of collaboration between
design and marketing teams.
#invisionwebinar

3. Hi…I’m Dan.
I’m a marketer.
Wayfair, HubSpot, VentureBeat.
@Crayon

5. Agenda:
1. How to lose $124,000
2. The Disconnect
3. The Fix
#invisionwebinar

6. Design without Marketing sucks.

7. Design without Marketing sucks.
Marketing without Design sucks.

8. 2015 holiday shopping estimates:
135,000,000
$882

10. • 3.93% desktop conversion * $8,820,000 =
$346,626 in sales
• 10,000 website visitors
• $882 average spend
= $8,820,000 revenue potential
2014 Scenario

11. 50% of traffic from mobile
Mobile conversion rates = 1.10%

12. • 3.93% * $4,410,000 = $173,313 in sales
• 1.10% * $4,410,000 = $48,510 in sales
$221,823 in total sales
• 5,000 desktop website visitors * $882 = $4,410,000
• 5,000 mobile website visitors * $882 = $4,410,000
= $8,820,000 revenue potential
2015 Scenario

13. $346,626 vs. $221,823
-36%
-$132,300-$124,803

14. • 7/10 of SMB websites
not mobile optimized

15. We corroborated
eMarketer’s findings…

16. Software Designs

17. Energy + WordPress + Home Page Designs

19. Teams that aren’t aligned properly lose.
Designers need Marketers.
Marketers need Designers.

20. Agenda:
1. How to lose $124,000
2. The Disconnect
3. The Fix
#invisionwebinar

21. Design Marketing

22. Marketers and Designers are supposed to work together to create amazing
experiences, so where’s the disconnect?

24. Twitter convo: 1/3

25. Twitter convo: 2/3

26. Marketers
1. Content/Copy
2. Conversions
3. Funnel
4. Brand tone
Designers
1. Hierarchy
2. Purpose
3. Emotion
4. Experience
A few of the “differences”

27. Twitter convo: 3/3

28. The disconnect is in collaboration.

29. Marketers care about goals.
Designers care about goals.

30. How do you fix the disconnect?

31. Agenda:
1. How to lose $124,000
2. The Disconnect
3. The Fix
#invisionwebinar

32. To fix the disconnect…
Marketers and Designers have the same goals.

33. Performance design
&
Performance marketing

34. 1. Communicate performance
2. Go visual
3. Educate

35. 1. Who is the client and what do they do?
2. What is the scope of the project?
3. Who is the target market?
4. Competition?
5. What is the tone?
6. What is the ultimate goal and how will it be measured?
7. What’s the budget/timing?
8. Approval process?
9. Are there previous designs or projects I should be aware of?
10. Should the mobile experience mimic desktop?
Go Further Than the “Creative Brief”

36. Page Type Goal Measureable Q1 testing
plan
Q2 testing
plan
Q3 testing
plan
Q4 testing
plan
Home Page
Landing Page
Pricing Page
Testimonial
Page
Jobs Page
Press Page

37. Page Type Goal Measureable Q1 testing plan Q2 testing plan Q3 testing plan Q4 testing plan
Home Page Bounce rate <40%
Landing Page 30% conversion
rate
Pricing Page 10% conversion
rate
Testimonial Page Add 8 new
customer
testimonials this
year
Jobs Page 25% application
conversion rate
Press Page Add 4 new press
logos this year

38. Page Type Goal Measureable Q1 testing plan Q2 testing plan Q3 testing plan Q4 testing plan
Home Page Bounce rate <40%
Landing Page 30% conversion
rate
Pricing Page 10% conversion
rate
Discount pricing
CTA
Testimonial Page Add 8 new
customer
testimonials this
year
Jobs Page 25% application
conversion rate
Press Page Add 4 new press
logos this year

39. Page Type Goal Measureable Q1 testing plan Q2 testing plan Q3 testing plan Q4 testing plan
Home Page Bounce rate <40%
Landing Page 30% conversion
rate
Pricing Page 10% conversion
rate
Discount pricing
CTA
Testimonial Page Add 8 new
customer
testimonials this
year
Reach out to 2
customers in Feb
Jobs Page 25% application
conversion rate
Press Page Add 4 new press
logos this year

40. Page Type Goal Measureable Q1 testing plan Q2 testing plan Q3 testing plan Q4 testing plan
Home Page Bounce rate <40%
Landing Page 30% conversion
rate
Pricing Page 10% conversion
rate
Discount pricing
CTA
Testimonial Page Add 8 new
customer
testimonials this
year
Reach out to 2
customers in Feb
Jobs Page 25% application
conversion rate
Add employee
video
Press Page Add 4 new press
logos this year

41. Both sides need to know what the future holds

42. 1. Communicate performance
2. Go visual
3. Educate

47. 1. Communicate performance
2. Go visual
3. Educate

48. Well educated teams stand out

50. Measurement of subject knowledge
Novice Beginner Competent Proficient
Expert

51. Host lunch and learns

52. Marketers
1. Content/Copy
2. Conversions
3. Funnel
4. Brand tone
Designers
1. Hierarchy
2. Purpose
3. Emotion
4. Experience
Share real data & ideas

56. Marketers need to explain their 2016
strategy, plan for working with Designers
and trends

57. Designers need to explain their 2016
strategy, plan for working with Marketers
and trends

58. Design + Marketing = Performance

59. Thank You! Questions?