Did you know?53% of website redesign projects aredone internally.The webinar will begin shortly.Twitter:•  Hashtag #WebSci...
Did you know?People now spend more time on socialmedia than in their email inbox.The webinar will begin shortly.Twitter:• ...
Did you know?68% of marketers did a websiteredesign in the last 12 months.The webinar will begin shortly.Twitter:•  Hashta...
Did you know?78% of internet users conduct productresearch online.The webinar will begin shortly.Twitter:•  Hashtag #WebSc...
Did you know?91% of people unsubscribe from emaillists.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Present...
Did you know?86% of people skip over TV ads using aDVR.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Present...
Did you know?76% of consumers want a website thatmakes it easy to nd what they want.The webinar will begin shortly.Twitter...
Did you know?37% of marketers did not measure anymetrics for their last website redesign.The webinar will begin shortly.Tw...
Did you know?About 1/3 of marketers were not happywith their last website redesign.The webinar will begin shortly.Twitter:...
Did you know?Inbound marketing focused companieshave a 61% lower cost per lead.The webinar will begin shortly.Twitter:•  H...
Did you know?Over 44% of direct mail is discardedbefore people even look at it.The webinar will begin shortly.Twitter:•  H...
Did you know?There are over 200,000,000 people onthe US “do not call” list.The webinar will begin shortly.Twitter:•  Hasht...
Did you know?Only 49% of website redesign projects nish and launch on time.The webinar will begin shortly.Twitter:•  Hasht...
Did you know?The marketing team initiates 55% ofwebsite redesign projects.The webinar will begin shortly.Twitter:•  Hashta...
Did you know?Over 4,500 companies use HubSpot fortheir all-in-one marketing system.The webinar will begin shortly.Twitter:...
Did you know?Websites with blogs get 55% moretra c.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @...
Did you know?HubSpot customers have generatedover 5 million leads.The webinar will begin shortly.Twitter:•  Hashtag #WebSc...
Did you know?The average HubSpot customer growstheir lead generation 12% every month.The webinar will begin shortly.Twitte...
Did you know?The average HubSpot customer gets 4times more leads after 5 months.The webinar will begin shortly.Twitter:•  ...
Did you know?Companies who blog get 79% morefollowers on Twitter.The webinar will begin shortly.Twitter:•  Hashtag #WebSci...
Did you know?Both Google and Salesforce.com haveinvested $ in HubSpot.The webinar will begin shortly.Twitter:•  Hashtag #W...
Are you ready?The webinar will begin in 2 minutes orless.
Before We BeginQuestions? Use webinar interface, or Twitter#WebSciAfterparty! Use Twitter #WebSci after thewebinar, or Fac...
The Science ofWebsite Redesign
Today’s Presenter           Mike Volpe           Chief Marketing O cer           HubSpot           mvolpe@hubspot.com     ...
MethodologyThe data in this webinar came from:•  Surveys of 100+ consumers, 100+ marketers,   100+ agencies•  Interviews w...
Which website is better?   • Website tra c has doubled   • Lead ow has doubled   -- Noel Huelsenbeck, CEO, Vocio
Which website is better?   • Website tra c has doubled   • Lead ow has doubled   -- Noel Huelsenbeck, CEO, Vocio
1    WHEN    How often should you do    a website redesign?    When is the right time to    redesign your website?
TAKEAWAY:Most people think youshould redesign yourwebsite every 1-2 years.Who cares what they think?#WebSci
TAKEAWAY:Your website should be aliving, breathing,changing being. Edit andimprove constantly.#WebSci
2    WHO    Who does the work on website    redesign projects?    Who initiates website    redesign projects?
TAKEAWAY:Leverage an expert toimprove your website.You might be more of anexpert than you think.#WebSci
3    WHY    Why does your website exist?    Why should you redesign    your website?
TAKEAWAY:Have a clear purpose foryour website, and a cleargoal for your websiteredesign project.#WebSci
4    COST    How much should a    website redesign cost?    How long should a    website redesign take?
Cost of Website Redesign         Cost of Website Redesign in DollarsAverage                    $54,596Average (w/o $1m pro...
Cost by Internal / External          Cost of Website Redesign Project           by Internal or External Project           ...
TAKEAWAY:Spend as much or as littleon your website redesignas you like.#WebSci
Time to Complete     Time to Complete Website Redesign in MonthsAverage                   5.1Median                    4Hi...
TAKEAWAY:Expect a websiteredesign project to take4-5 months. Planaccordingly.#WebSci
5    WHAT    What should I focus on during    a website redesign?    What should my homepage    look like?
Consumers: “If you could o er advice to someone who is about to design a new website,        what would be the ONE most im...
TAKEAWAY:What consumers wantmost is a website that iseasy to use. Not ash,not design, not artwork.#WebSci
CTA Buttons: One vs Two (test 1)Multiple call-to-action (CTA) buttons:•  Less “stray” clicks•  More clicks on CTA buttons
CTA Buttons: One vs Two (test 2)Multiple call-to-action (CTA) buttons:•  Slightly more clicks on CTA buttons?
CTA Buttons: Right vs Left (test 1)Putting the call-to-action (CTA) button on the right:•  More clicks on CTA
CTA Buttons: Right vs Left (test 2)Putting the call-to-action (CTA) button on the left:•  More clicks on CTA
Usability Testing Tools•  FiveSecondTest.com•  FeedbackArmy.com•  UserTesting.com•  Loop11.com•  Your friends & coworkers•...
Seth Godin on WebsiteRedesign         “Im going to go out on a limb and beg you         not to create an original design. ...
TAKEAWAY:Opinions about usabilityare useless. Watch yourusers as they completetasks on your website.#WebSci
6    METRICS    What are the best metrics    to use for my website?    Are metrics important to a    website redesign proj...
TAKEAWAY:Measuring stats with awebsite redesign givesbetter results and you’remore likely to be happy.#WebSci
Marketers and Agencies: “What statistics did you track before    and after a website redesign? (list up to 5 metrics)”
Good and Bad MetricsBetter Metrics                Worse Metrics•  Visitors                   •  Bounce rate•  Leads       ...
TAKEAWAY:If you measure stats, andthey improve, you’re happy.If they don’t improve, you’rejust not done yet.#WebSci
7   HOW TO DO    A WEBSITE    REDESIGN    (Driven by science)
Before the Redesign•  Know your website’s purpose•  Get metrics in place•  Set a goal for the redesign – have metrics for ...
Website Redesign Pitfalls•  Removing valuable content•  Losing value of inbound links•  Losing SEO rankings•  Losing socia...
Use HubSpot to Find Your Assets
Use HubSpot to Find Your Assets
Use HubSpot to Find Your Assets
Measure Your Website w/HubSpot
Measure Your Website w/HubSpot
During the Redesign•  Protect your marketing assets•  Test usability with real users•  Build the new website with tools to...
Use HubSpot to Edit YourWebsite
Use HubSpot to Blog
Use HubSpot to Blog
Track Conversions HubSpot
Use HubSpot to Build Landing Pages
HubSpot to Build LandingPages
HubSpot to Build LandingPages
After the Redesign•  Continue to test and optimize•  Measure against goals•  Keep building your website –more content,   m...
Measure Marketing w/HubSpot
Measure Marketing w/HubSpot         Visitors   Leads   SalesSEOSocialMedia
Website Redesign Cheat SheetBefore                     During                   After•  Know your website’s     •  Protect...
Thank You!          Mike Volpe          Chief Marketing O cer          HubSpot          mvolpe@hubspot.comYour Next Step:F...
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
The Science of Website Redesign
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Transcript of "The Science of Website Redesign"

  1. 1. Did you know?53% of website redesign projects aredone internally.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @mvolpe
  2. 2. Did you know?People now spend more time on socialmedia than in their email inbox.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @mvolpe
  3. 3. Did you know?68% of marketers did a websiteredesign in the last 12 months.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @mvolpe
  4. 4. Did you know?78% of internet users conduct productresearch online.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @mvolpe
  5. 5. Did you know?91% of people unsubscribe from emaillists.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @mvolpe
  6. 6. Did you know?86% of people skip over TV ads using aDVR.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @mvolpe
  7. 7. Did you know?76% of consumers want a website thatmakes it easy to nd what they want.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @mvolpe
  8. 8. Did you know?37% of marketers did not measure anymetrics for their last website redesign.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @mvolpe
  9. 9. Did you know?About 1/3 of marketers were not happywith their last website redesign.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @mvolpe
  10. 10. Did you know?Inbound marketing focused companieshave a 61% lower cost per lead.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @mvolpe
  11. 11. Did you know?Over 44% of direct mail is discardedbefore people even look at it.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @mvolpe
  12. 12. Did you know?There are over 200,000,000 people onthe US “do not call” list.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @mvolpe
  13. 13. Did you know?Only 49% of website redesign projects nish and launch on time.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @mvolpe
  14. 14. Did you know?The marketing team initiates 55% ofwebsite redesign projects.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @mvolpe
  15. 15. Did you know?Over 4,500 companies use HubSpot fortheir all-in-one marketing system.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @mvolpe
  16. 16. Did you know?Websites with blogs get 55% moretra c.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @mvolpe
  17. 17. Did you know?HubSpot customers have generatedover 5 million leads.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @mvolpe
  18. 18. Did you know?The average HubSpot customer growstheir lead generation 12% every month.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @mvolpe
  19. 19. Did you know?The average HubSpot customer gets 4times more leads after 5 months.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @mvolpe
  20. 20. Did you know?Companies who blog get 79% morefollowers on Twitter.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @mvolpe
  21. 21. Did you know?Both Google and Salesforce.com haveinvested $ in HubSpot.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @mvolpe
  22. 22. Are you ready?The webinar will begin in 2 minutes orless.
  23. 23. Before We BeginQuestions? Use webinar interface, or Twitter#WebSciAfterparty! Use Twitter #WebSci after thewebinar, or Facebook.com/HubSpotWe will make a video recording and slidesavailable for download in ~24 hours
  24. 24. The Science ofWebsite Redesign
  25. 25. Today’s Presenter Mike Volpe Chief Marketing O cer HubSpot mvolpe@hubspot.com HubSpot.com/MikeVolpe Twitter.com/mvolpe LinkedIn.com/in/MikeVolpe Facebook.com/mvolpe MikeVolpe.com
  26. 26. MethodologyThe data in this webinar came from:•  Surveys of 100+ consumers, 100+ marketers, 100+ agencies•  Interviews with marketers and consumers•  User testing of homepage designs•  12 years of marketing experience
  27. 27. Which website is better? • Website tra c has doubled • Lead ow has doubled -- Noel Huelsenbeck, CEO, Vocio
  28. 28. Which website is better? • Website tra c has doubled • Lead ow has doubled -- Noel Huelsenbeck, CEO, Vocio
  29. 29. 1 WHEN How often should you do a website redesign? When is the right time to redesign your website?
  30. 30. TAKEAWAY:Most people think youshould redesign yourwebsite every 1-2 years.Who cares what they think?#WebSci
  31. 31. TAKEAWAY:Your website should be aliving, breathing,changing being. Edit andimprove constantly.#WebSci
  32. 32. 2 WHO Who does the work on website redesign projects? Who initiates website redesign projects?
  33. 33. TAKEAWAY:Leverage an expert toimprove your website.You might be more of anexpert than you think.#WebSci
  34. 34. 3 WHY Why does your website exist? Why should you redesign your website?
  35. 35. TAKEAWAY:Have a clear purpose foryour website, and a cleargoal for your websiteredesign project.#WebSci
  36. 36. 4 COST How much should a website redesign cost? How long should a website redesign take?
  37. 37. Cost of Website Redesign Cost of Website Redesign in DollarsAverage $54,596Average (w/o $1m project) $38,572Median $10,000High $1,000,000Low $0Sample size 60
  38. 38. Cost by Internal / External Cost of Website Redesign Project by Internal or External Project Internal Project External ProjectAverage $30,106 $69,586Median $10,000 $13,000Sample size 18 39
  39. 39. TAKEAWAY:Spend as much or as littleon your website redesignas you like.#WebSci
  40. 40. Time to Complete Time to Complete Website Redesign in MonthsAverage 5.1Median 4High 24Low 1Sample size 116
  41. 41. TAKEAWAY:Expect a websiteredesign project to take4-5 months. Planaccordingly.#WebSci
  42. 42. 5 WHAT What should I focus on during a website redesign? What should my homepage look like?
  43. 43. Consumers: “If you could o er advice to someone who is about to design a new website, what would be the ONE most important thing you would tell them?”
  44. 44. TAKEAWAY:What consumers wantmost is a website that iseasy to use. Not ash,not design, not artwork.#WebSci
  45. 45. CTA Buttons: One vs Two (test 1)Multiple call-to-action (CTA) buttons:•  Less “stray” clicks•  More clicks on CTA buttons
  46. 46. CTA Buttons: One vs Two (test 2)Multiple call-to-action (CTA) buttons:•  Slightly more clicks on CTA buttons?
  47. 47. CTA Buttons: Right vs Left (test 1)Putting the call-to-action (CTA) button on the right:•  More clicks on CTA
  48. 48. CTA Buttons: Right vs Left (test 2)Putting the call-to-action (CTA) button on the left:•  More clicks on CTA
  49. 49. Usability Testing Tools•  FiveSecondTest.com•  FeedbackArmy.com•  UserTesting.com•  Loop11.com•  Your friends & coworkers•  Your customers•  Craigslist
  50. 50. Seth Godin on WebsiteRedesign “Im going to go out on a limb and beg you not to create an original design. There are more than a billion pages on the web. Surely theres one that you can start with?” “Your car isnt unique, and your house might not be either…” http://sethgodin.typepad.com/seths_blog/2007/10/how-to-create-a.html
  51. 51. TAKEAWAY:Opinions about usabilityare useless. Watch yourusers as they completetasks on your website.#WebSci
  52. 52. 6 METRICS What are the best metrics to use for my website? Are metrics important to a website redesign project?
  53. 53. TAKEAWAY:Measuring stats with awebsite redesign givesbetter results and you’remore likely to be happy.#WebSci
  54. 54. Marketers and Agencies: “What statistics did you track before and after a website redesign? (list up to 5 metrics)”
  55. 55. Good and Bad MetricsBetter Metrics Worse Metrics•  Visitors •  Bounce rate•  Leads •  Time on site•  Sales •  Page views•  Conversion % •  Pages / visit•  All of the above, but by •  “Hits” source •  Google rank
  56. 56. TAKEAWAY:If you measure stats, andthey improve, you’re happy.If they don’t improve, you’rejust not done yet.#WebSci
  57. 57. 7 HOW TO DO A WEBSITE REDESIGN (Driven by science)
  58. 58. Before the Redesign•  Know your website’s purpose•  Get metrics in place•  Set a goal for the redesign – have metrics for that goal•  Benchmark vs. competitors•  Audit your website assets to protect them
  59. 59. Website Redesign Pitfalls•  Removing valuable content•  Losing value of inbound links•  Losing SEO rankings•  Losing social media mojo•  Changing good conversion points
  60. 60. Use HubSpot to Find Your Assets
  61. 61. Use HubSpot to Find Your Assets
  62. 62. Use HubSpot to Find Your Assets
  63. 63. Measure Your Website w/HubSpot
  64. 64. Measure Your Website w/HubSpot
  65. 65. During the Redesign•  Protect your marketing assets•  Test usability with real users•  Build the new website with tools to empower your team (CMS, LP, blog, analytics)
  66. 66. Use HubSpot to Edit YourWebsite
  67. 67. Use HubSpot to Blog
  68. 68. Use HubSpot to Blog
  69. 69. Track Conversions HubSpot
  70. 70. Use HubSpot to Build Landing Pages
  71. 71. HubSpot to Build LandingPages
  72. 72. HubSpot to Build LandingPages
  73. 73. After the Redesign•  Continue to test and optimize•  Measure against goals•  Keep building your website –more content, more o ers, etc.
  74. 74. Measure Marketing w/HubSpot
  75. 75. Measure Marketing w/HubSpot Visitors Leads SalesSEOSocialMedia
  76. 76. Website Redesign Cheat SheetBefore During After•  Know your website’s •  Protect your •  Continue to test and purpose marketing assets optimize•  Get metrics in place •  Test usability with •  Measure against•  Set a goal for the real users goals redesign – have •  Build the new •  Keep building your metrics for that goal website with tools to website –more•  Benchmark vs. empower your team content, more o ers, competitors (CMS, LP, blog, etc.•  Audit website assets analytics) to protect them
  77. 77. Thank You! Mike Volpe Chief Marketing O cer HubSpot mvolpe@hubspot.comYour Next Step:Free website assessmentwww.HubSpot.com/IMA
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