The Science of Website Redesign

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The Science of Website Redesign

The Science of Website Redesign

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  • 1. Did you know?53% of website redesign projects aredone internally.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @mvolpe
  • 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. 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. Did you know?78% of internet users conduct productresearch online.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @mvolpe
  • 5. Did you know?91% of people unsubscribe from emaillists.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @mvolpe
  • 6. Did you know?86% of people skip over TV ads using aDVR.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @mvolpe
  • 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. 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. 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. Did you know?Inbound marketing focused companieshave a 61% lower cost per lead.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @mvolpe
  • 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. 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. 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. Did you know?The marketing team initiates 55% ofwebsite redesign projects.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @mvolpe
  • 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. Did you know?Websites with blogs get 55% moretra c.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @mvolpe
  • 17. Did you know?HubSpot customers have generatedover 5 million leads.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @mvolpe
  • 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. 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. Did you know?Companies who blog get 79% morefollowers on Twitter.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @mvolpe
  • 21. Did you know?Both Google and Salesforce.com haveinvested $ in HubSpot.The webinar will begin shortly.Twitter:•  Hashtag #WebSci•  Presenter @mvolpe
  • 22. Are you ready?The webinar will begin in 2 minutes orless.
  • 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. The Science ofWebsite Redesign
  • 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. 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. Which website is better? • Website tra c has doubled • Lead ow has doubled -- Noel Huelsenbeck, CEO, Vocio
  • 28. Which website is better? • Website tra c has doubled • Lead ow has doubled -- Noel Huelsenbeck, CEO, Vocio
  • 29. 1 WHEN How often should you do a website redesign? When is the right time to redesign your website?
  • 30. TAKEAWAY:Most people think youshould redesign yourwebsite every 1-2 years.Who cares what they think?#WebSci
  • 31. TAKEAWAY:Your website should be aliving, breathing,changing being. Edit andimprove constantly.#WebSci
  • 32. 2 WHO Who does the work on website redesign projects? Who initiates website redesign projects?
  • 33. TAKEAWAY:Leverage an expert toimprove your website.You might be more of anexpert than you think.#WebSci
  • 34. 3 WHY Why does your website exist? Why should you redesign your website?
  • 35. TAKEAWAY:Have a clear purpose foryour website, and a cleargoal for your websiteredesign project.#WebSci
  • 36. 4 COST How much should a website redesign cost? How long should a website redesign take?
  • 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. 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. TAKEAWAY:Spend as much or as littleon your website redesignas you like.#WebSci
  • 40. Time to Complete Time to Complete Website Redesign in MonthsAverage 5.1Median 4High 24Low 1Sample size 116
  • 41. TAKEAWAY:Expect a websiteredesign project to take4-5 months. Planaccordingly.#WebSci
  • 42. 5 WHAT What should I focus on during a website redesign? What should my homepage look like?
  • 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. TAKEAWAY:What consumers wantmost is a website that iseasy to use. Not ash,not design, not artwork.#WebSci
  • 45. CTA Buttons: One vs Two (test 1)Multiple call-to-action (CTA) buttons:•  Less “stray” clicks•  More clicks on CTA buttons
  • 46. CTA Buttons: One vs Two (test 2)Multiple call-to-action (CTA) buttons:•  Slightly more clicks on CTA buttons?
  • 47. CTA Buttons: Right vs Left (test 1)Putting the call-to-action (CTA) button on the right:•  More clicks on CTA
  • 48. CTA Buttons: Right vs Left (test 2)Putting the call-to-action (CTA) button on the left:•  More clicks on CTA
  • 49. Usability Testing Tools•  FiveSecondTest.com•  FeedbackArmy.com•  UserTesting.com•  Loop11.com•  Your friends & coworkers•  Your customers•  Craigslist
  • 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. TAKEAWAY:Opinions about usabilityare useless. Watch yourusers as they completetasks on your website.#WebSci
  • 52. 6 METRICS What are the best metrics to use for my website? Are metrics important to a website redesign project?
  • 53. TAKEAWAY:Measuring stats with awebsite redesign givesbetter results and you’remore likely to be happy.#WebSci
  • 54. Marketers and Agencies: “What statistics did you track before and after a website redesign? (list up to 5 metrics)”
  • 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. TAKEAWAY:If you measure stats, andthey improve, you’re happy.If they don’t improve, you’rejust not done yet.#WebSci
  • 57. 7 HOW TO DO A WEBSITE REDESIGN (Driven by science)
  • 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. Website Redesign Pitfalls•  Removing valuable content•  Losing value of inbound links•  Losing SEO rankings•  Losing social media mojo•  Changing good conversion points
  • 60. Use HubSpot to Find Your Assets
  • 61. Use HubSpot to Find Your Assets
  • 62. Use HubSpot to Find Your Assets
  • 63. Measure Your Website w/HubSpot
  • 64. Measure Your Website w/HubSpot
  • 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. Use HubSpot to Edit YourWebsite
  • 67. Use HubSpot to Blog
  • 68. Use HubSpot to Blog
  • 69. Track Conversions HubSpot
  • 70. Use HubSpot to Build Landing Pages
  • 71. HubSpot to Build LandingPages
  • 72. HubSpot to Build LandingPages
  • 73. After the Redesign•  Continue to test and optimize•  Measure against goals•  Keep building your website –more content, more o ers, etc.
  • 74. Measure Marketing w/HubSpot
  • 75. Measure Marketing w/HubSpot Visitors Leads SalesSEOSocialMedia
  • 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. Thank You! Mike Volpe Chief Marketing O cer HubSpot mvolpe@hubspot.comYour Next Step:Free website assessmentwww.HubSpot.com/IMA