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Iterative Website Redesign: Micro Goals in Action - CASEV 2011
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Iterative Website Redesign: Micro Goals in Action - CASEV 2011

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Complete website redesigns are a thing of the past, it's time to think beyond the launch it and leave it mentality. Learn how to discover the pain points of your website and successfully correct them. …

Complete website redesigns are a thing of the past, it's time to think beyond the launch it and leave it mentality. Learn how to discover the pain points of your website and successfully correct them. This interactive talk will walk you through your site as an end user. Learn about A/B and multivariate testing mechanisms, how to create effective tests, and how to publish results to build credibility and authority. This talk will leave you with the ability to take away a process to build upon.

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  • 1. Iterative Website Redesign: Micro Goals in Action
  • 2. Nick DeNardis@nickdenardis Associate Director of Web Communications Wayne State University http://wayne.edu/ Host of EDU Checkup http://educheckup.com/ Writer for .eduGuru http://doteduguru.com/ Curator of EDU Snippits http://edusnippits.com/
  • 3. Higher ed web work is hard
  • 4. aka conferences..
  • 5. Today’s Topics• Motivations behind full redesigns• The “non full redesign” option• Creating effective feedback loops• Communicating changes
  • 6. Your site is launched Now what?
  • 7. Wait 2 years, repeat. Forming the committee now...
  • 8. Or.. Start making changes in 2 weeks?While the committee is still busy announcing the launch
  • 9. Churn and Burn
  • 10. The Redesign Truths• Everyone strives for “something different”• Your users are not sick of your site• Large focus on visual appearance• Old and new websites have completely incomparable experiences
  • 11. Reasons to Redesign• Users goals not being met• Bring the site into a central identity• Institution or department has new goals/ initiatives• Reaction to a change in the marketplace
  • 12. Micro Redesigns Definition:Taking small deliberate steps to reach a larger goal (which may be not 100% apparent at the time).
  • 13. Encourage CraftsmanshipLet designers design, writers write, developers program.
  • 14. Micro Ideas• Reduce redundancy• Clearer calls to action• Reduce path length• Remove a silo• Integrate external information
  • 15. Micro Changes• Grouping content• Visual style tweaks• Combining CSS/JS/Image files• Menu item label changes• Microcopy changes
  • 16. Homepage Stories
  • 17. 0.009 % CTRLess than 100 click-throughs per month
  • 18. Trial and Error
  • 19. 0.01 % CTRLess than 150 click-throughs per month
  • 20. New CTR: 0.8 %Now ~6,500 click-throughs per month 6400 % improvement!
  • 21. Campus Tour
  • 22. A/B TestGoogle Website Optimizer
  • 23. Option 1 Option 2 Goal
  • 24. A/B Test
  • 25. Goal Conversion
  • 26. Faculty Profiles
  • 27. Apply NowHomepage call to action http://j.mp/h8pwej
  • 28. 100 days?What type of timeline is that?
  • 29. Side Effects Be on the lookout
  • 30. An Evolution wayne.edu
  • 31. 37 Signals Evolution
  • 32. OpportunitiesEveryone has an eye for challenges
  • 33. Feedback Loops
  • 34. • Interacting with the actual users• Can be subjective• Solution may not be perfect for everyone• Needs to be documented• Think of the scientific method
  • 35. Communicating Changes Building support
  • 36. Blogging is story telling
  • 37. 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/
  • 38. CrazyEgg
  • 39. Woopra
  • 40. Woopra
  • 41. Websort
  • 42. Google Analytics
  • 43. Google Website Optimizer
  • 44. Click Tale
  • 45. Dream Big Think Small
  • 46. Thank youhttp://slideshare.net/nickdenardis http://blogs.wayne.edu/web/
  • 47. Photo Credits• http://www.flickr.com/photos/cayusa/1198663035/• http://www.flickr.com/photos/usfwsnortheast/ 5473321885/• http://www.flickr.com/photos/wynnie/6393444439/• http://www.flickr.com/photos/drift-words/ 10434156/• http://www.flickr.com/photos/bjornmeansbear/ 5081930704/