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 Iterative Website Redesign - Micro Goals in Action
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Iterative Website Redesign - Micro Goals in Action

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  • 1. Iterative Web Redesign Nick DeNardis @nickdenardis #psuweb11
  • 2. Who am I?Associate Director of Web CommunicationsWayne State Universityhttp://wayne.edu/Host of EDU Checkuphttp://educheckup.com/Writer for .eduGuruhttp://doteduguru.com/Curator of EDU Snippitshttp://edusnippits.com/
  • 3. Why am I here? To sympathize
  • 4. Why are you here? Let’s make the Web a better place
  • 5. Agenda• Reality of a website• Why redesigns fail• A better alternative• Examples• Tools• Your turn
  • 6. Websites are not “projects” completion dates don’t exist
  • 7. Your website is a business
  • 8. If you oversee one site You have no excuse
  • 9. Web departments Just do your best
  • 10. Your site is launched Now what?
  • 11. Wait 2 years, repeat. Forming the committee now...
  • 12. Or.. Start making changes in 2 weeks?While the committee is still busy announcing the launch
  • 13. Micro Redesigns Definition:Taking small deliberate steps to reach a larger goal (which may be not 100% apparent at the time).
  • 14. CraftsmanshipYour staff didn’t spend four years and $50,000 to do Kinko’s work
  • 15. Some Examples
  • 16. Wayne State StoriesGoal:  Increase story click-throughs
  • 17. A measly 0.009 %of ~820,000 visitors per month= less than 100 click-throughs
  • 18. • Drop the drawer down then up• Remove categories• Remove branding images
  • 19. • Pros –Story displayed without the visitor clicking –Auto rotate if visitor is on page too long• Cons –Takes up additional height –Weird spacing in the menu –Hard to find images that wide
  • 20. • Pros –Stories are front and center –Only some additional height needed –Easier to find images to fit –Auto rotate if visitor is on page too long• Cons –Less space for story headlines
  • 21. New CTR: 0.8 %Now ~6,500 click-throughs per month 6400 % improvement
  • 22. © 2011 Higher Ed Experts 22
  • 23. © 2011 Higher Ed Experts 23
  • 24. © 2011 Higher Ed Experts 24
  • 25. © 2011 Higher Ed Experts 25
  • 26. Let’s start the redesign process!
  • 27. “When do we get tosee what it looks like?”
  • 28. “Let’s start looking at websites we like”
  • 29. “The tabs are going to be at the top right?”
  • 30. Business objectives In the web world
  • 31. 1. Offer something of value
  • 32. 2. Treat every visitors as your last
  • 33. 3.Your customer is always right Your visitor on the other hand, isn’t.
  • 34. Define the businessobjective of your site
  • 35. To generate requests for more informationTo encourage people to visit campusTo reflect positively on XYZ university andincrease it’s reputationThe increase the profile of XYZ and it’s faculty,students and alumni
  • 36. Start now.Go ahead, yell one out.
  • 37. How are you measuring? Go ahead, yell it out.
  • 38. What did we learn?
  • 39. Pick one objective and measure it
  • 40. Start at the end
  • 41. Privacy• Privacy policy is a must• Tracking via GA must be in it• Tracking via cookies can be disabled• Don’t know what third parties are doing
  • 42. Tools of the trade• Google Analytics http://google.com/analytics• Google Website Optimizer http://www.google.com/websiteoptimizer• Crazy Egg http://crazyegg.com• Click Tale http://clicktale.com• Woopra http://woopra.com• Websort http://websort.net/
  • 43. CrazyEgg
  • 44. Woopra
  • 45. Woopra
  • 46. Websort
  • 47. Google Analytics
  • 48. Google Website Optimizer
  • 49. Click Tale
  • 50. Pick a timelineTwo weeks, One Month, One Semester, One Year
  • 51. Take screenshots Way back machine isn’t reliable
  • 52. One thing at a time
  • 53. Faculty listing College of Education
  • 54. Apply NowHomepage call to action http://j.mp/h8pwej
  • 55. 100 days?What type of timeline is that?
  • 56. The side effect “Giving” link
  • 57. Setting up a test Visiting campus
  • 58. Where can you start?
  • 59. • Identify a small problem• Figure out a way to track it• Propose changes• Talk about it with some end users• Implement the most appropriate one• Review the results• Document and share
  • 60. Documenting
  • 61. Thank you! @nickdenardishttp://www.slideshare.net/nickdenardis