Double Your
Website’s Success
The little known secret....
Wednesday, December 1, 2010
or:
How I Learned to Stop
Worrying and Love the Web
Wednesday, December 1, 2010
Ross Johnson
Designer, CEO, Janitor, Blogger & Teacher
Wednesday, December 1, 2010
Movie Star
Wednesday, December 1, 2010
Jeff Daniels
Wednesday, December 1, 2010
Role as “Media Frenzy”
Wednesday, December 1, 2010
Super Sucker
(not a pornography)
Wednesday, December 1, 2010
BSE in 2002
Wednesday, December 1, 2010
Best Supporting Extra
Wednesday, December 1, 2010
Wednesday, December 1, 2010
Wednesday, December 1, 2010
Wednesday, December 1, 2010
3.7 DESIGNS
Established 2005
Wednesday, December 1, 2010
DESIGN & STRATEGY
Wednesday, December 1, 2010
AnnArbor.com
Wednesday, December 1, 2010
Wednesday, December 1, 2010
Wednesday, December 1, 2010
Results
Wednesday, December 1, 2010
And The Secret
Wednesday, December 1, 2010
(Not Snake Oil)
Wednesday, December 1, 2010
Who has helped
plan a website?
Show me those hands...
Wednesday, December 1, 2010
Lots of Decisions...
Wednesday, December 1, 2010
Content
Colors
Layout
Focus
Pages
Architecture
Messaging
Goals
Wednesday, December 1, 2010
How did you make
those decisions?
Any examples please?
Wednesday, December 1, 2010
Story time
An epic tale of conquest...
Wednesday, December 1, 2010
Company Z
needs a Website
Wednesday, December 1, 2010
They hire an awesome
web company to build it
(like 3.7DESIGNS, just sayin...)
Wednesday, December 1, 2010
Kick off Meeting
Wednesday, December 1, 2010
Brainstorming
Wednesday, December 1, 2010
Concepts!
ooh that is the fun part right?
Wednesday, December 1, 2010
Company Z & Web Company
Collaborate
Wednesday, December 1, 2010
New Ideas!
(In technology, new is better, just FYI)
Wednesday, December 1, 2010
Revise
Brainstorm
Collaborate
Revise
Wednesday, December 1, 2010
Wednesday, December 1, 2010
Wednesday, December 1, 2010
Wednesday, December 1, 2010
Wednesday, December 1, 2010
Wednesday, December 1, 2010
Wednesday, December 1, 2010
Wednesday, December 1, 2010
Wednesday, December 1, 2010
Wednesday, December 1, 2010
Wednesday, December 1, 2010
Pull in the...
Copy Writer
Wednesday, December 1, 2010
Kick off Meeting
Wednesday, December 1, 2010
Wednesday, December 1, 2010
Wednesday, December 1, 2010
Wednesday, December 1, 2010
Wednesday, December 1, 2010
Wednesday, December 1, 2010
Finish & Launch
Wednesday, December 1, 2010
Finish & Launch
Wednesday, December 1, 2010
Finish & Launch
Wednesday, December 1, 2010
Wednesday, December 1, 2010
Watch the Stats
People are coming, success!
Wednesday, December 1, 2010
Watch the Stats
People are coming, success!
Wednesday, December 1, 2010
Back to business...
Wednesday, December 1, 2010
What is wrong
with this picture?
...is there something wrong?
Wednesday, December 1, 2010
Something IS WRONG
with this picture.
but what?
Wednesday, December 1, 2010
Wednesday, December 1, 2010
Every detail was discussed!
Wednesday, December 1, 2010
Wednesday, December 1, 2010
Wednesday, December 1, 2010
Everyone gave their ideas!
Wednesday, December 1, 2010
Wednesday, December 1, 2010
Wednesday, December 1, 2010
Everyone gave feedback!
Wednesday, December 1, 2010
Wednesday, December 1, 2010
Wednesday, December 1, 2010
We had 20 smart people
putting their minds into it!
Wednesday, December 1, 2010
Wednesday, December 1, 2010
Wednesday, December 1, 2010
We hired an awesome
company with lots of
experience to build it!
Wednesday, December 1, 2010
Wednesday, December 1, 2010
no self promotion on this slide, your welcome!
Wednesday, December 1, 2010
Is the website 100% as
effective as possible?
Wednesday, December 1, 2010
Is the website 100% as
effective as possible?
Wednesday, December 1, 2010
Is the website 100% as
effective as possible?
Wednesday, December 1, 2010
Wednesday, December 1, 2010
Wednesday, December 1, 2010
You don’t know!
Wednesday, December 1, 2010
You don’t know!
?
Wednesday, December 1, 2010
?
Wednesday, December 1, 2010
Wednesday, December 1, 2010
Wednesday, December 1, 2010
99% of all websites
areplannedusingthe
B E S T
G U E S S
METHOD
Wednesday, December 1, 2010
We Guess
Wednesday, December 1, 2010
We Guess
COLOR
LAYOUT
C O P Y
IMAGES
will work best...
Wednesday, December 1, 2010
ULTIMATELY
Wednesday, December 1, 2010
You are NOT the user!
Can’t “put” yourself in the users shoes
Wednesday, December 1, 2010
Everything you think
you know about the
user is probably wrong.
Wednesday, December 1, 2010
The users aren’t who
you think they are.
Wednesday, December 1, 2010
If you think they are...
Wednesday, December 1, 2010
They are probably...
Wednesday, December 1, 2010
They do things differently
than you would think
Wednesday, December 1, 2010
They have different
reasons for needing
your product than
you think
Wednesday, December 1, 2010
Every...Demographic, Industry,
Situation, Season, Psychographic, etc...
...is different
(so you can’t use experience)
Wedn...
Is Planning This Way Crazy?
Yes!
but no one questions it!
Wednesday, December 1, 2010
We didn’t always
have a choice.
Wednesday, December 1, 2010
Traditional Media
Marketing is expensive and has very little
reporting on how successful it is.
Wednesday, December 1, 2010
TV
Print
Radio
Display
Direct Mail
Wednesday, December 1, 2010
Expensive to create, change and alter
Difficult to track the success
(estimated amount of impressions???)
Wednesday, Decem...
The Web
Easy to make changes
Very accurate reporting of success
This sounds like the exciting part!
Wednesday, December 1,...
So we can do...
TESTING!
Wednesday, December 1, 2010
Admit you don’t have the
perfect answer & FIND OUT
Wednesday, December 1, 2010
Wednesday, December 1, 2010
13% increase in conversion rate
Wednesday, December 1, 2010
Wednesday, December 1, 2010
204% improvement in conversion rate
Wednesday, December 1, 2010
Wednesday, December 1, 2010
50% improvement in conversion rate
Wednesday, December 1, 2010
Testing Online
(we will stick to A/B testing, simplest form)
Wednesday, December 1, 2010
Take an important page and
make a variant.
This could be:
•The Headline
•Graphics
•Colors
•Calls to Action
•Etc...
Wednesd...
Send 50% of your traffic to the original
page, and the rest to the new one.
Wednesday, December 1, 2010
See which performs better.
Adopt it and perform a new test.
Wednesday, December 1, 2010
Your site will continue to
improve over time.
Wednesday, December 1, 2010
How You Can Start Testing
Wednesday, December 1, 2010
Step 1.
Define a Goal
E-mail sign-ups, Leads, Sales, Trial Sign-ups, Downloads, Etc...
Wednesday, December 1, 2010
Step 2.
Decide what to test
Select: A page that is critical in the goal process.
(landing page, conversion page, etc...)
S...
Step 3.
Start Measuring
Through Google Analytics, phone tracking software, etc...
Wednesday, December 1, 2010
Step 4.
Send Traffic
Split the traffic equally (Google Website Optimizer)
Make sure it is a statistically significant amou...
Step 5.
Analyze & Repeat
Select the better performing page to be your baseline
Make another variant page and repeat.
Wedne...
You will find small
variations that create
big results.
Wednesday, December 1, 2010
Wednesday, December 1, 2010
41% increase in conversion rate
Wednesday, December 1, 2010
Wednesday, December 1, 2010
92.8% improvement
Wednesday, December 1, 2010
Wednesday, December 1, 2010
21.4% improvement
Wednesday, December 1, 2010
Take Aways
Wednesday, December 1, 2010
Use Experience
for a Baseline
Wednesday, December 1, 2010
But don’t over
think and analyze
Wednesday, December 1, 2010
Instead test, test test...
Wednesday, December 1, 2010
Take Your
Website Now!
Wednesday, December 1, 2010
Thank you!
Follow me on twitter @3pointRoss!
Wednesday, December 1, 2010
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Double Your Website’s Success

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The little known secret to increasing your websites performance and results. Large companies have been using this technique for decades yet most medium and small companies don't even know it exists!

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Double Your Website’s Success

  1. 1. Double Your Website’s Success The little known secret.... Wednesday, December 1, 2010
  2. 2. or: How I Learned to Stop Worrying and Love the Web Wednesday, December 1, 2010
  3. 3. Ross Johnson Designer, CEO, Janitor, Blogger & Teacher Wednesday, December 1, 2010
  4. 4. Movie Star Wednesday, December 1, 2010
  5. 5. Jeff Daniels Wednesday, December 1, 2010
  6. 6. Role as “Media Frenzy” Wednesday, December 1, 2010
  7. 7. Super Sucker (not a pornography) Wednesday, December 1, 2010
  8. 8. BSE in 2002 Wednesday, December 1, 2010
  9. 9. Best Supporting Extra Wednesday, December 1, 2010
  10. 10. Wednesday, December 1, 2010
  11. 11. Wednesday, December 1, 2010
  12. 12. Wednesday, December 1, 2010
  13. 13. 3.7 DESIGNS Established 2005 Wednesday, December 1, 2010
  14. 14. DESIGN & STRATEGY Wednesday, December 1, 2010
  15. 15. AnnArbor.com Wednesday, December 1, 2010
  16. 16. Wednesday, December 1, 2010
  17. 17. Wednesday, December 1, 2010
  18. 18. Results Wednesday, December 1, 2010
  19. 19. And The Secret Wednesday, December 1, 2010
  20. 20. (Not Snake Oil) Wednesday, December 1, 2010
  21. 21. Who has helped plan a website? Show me those hands... Wednesday, December 1, 2010
  22. 22. Lots of Decisions... Wednesday, December 1, 2010
  23. 23. Content Colors Layout Focus Pages Architecture Messaging Goals Wednesday, December 1, 2010
  24. 24. How did you make those decisions? Any examples please? Wednesday, December 1, 2010
  25. 25. Story time An epic tale of conquest... Wednesday, December 1, 2010
  26. 26. Company Z needs a Website Wednesday, December 1, 2010
  27. 27. They hire an awesome web company to build it (like 3.7DESIGNS, just sayin...) Wednesday, December 1, 2010
  28. 28. Kick off Meeting Wednesday, December 1, 2010
  29. 29. Brainstorming Wednesday, December 1, 2010
  30. 30. Concepts! ooh that is the fun part right? Wednesday, December 1, 2010
  31. 31. Company Z & Web Company Collaborate Wednesday, December 1, 2010
  32. 32. New Ideas! (In technology, new is better, just FYI) Wednesday, December 1, 2010
  33. 33. Revise Brainstorm Collaborate Revise Wednesday, December 1, 2010
  34. 34. Wednesday, December 1, 2010
  35. 35. Wednesday, December 1, 2010
  36. 36. Wednesday, December 1, 2010
  37. 37. Wednesday, December 1, 2010
  38. 38. Wednesday, December 1, 2010
  39. 39. Wednesday, December 1, 2010
  40. 40. Wednesday, December 1, 2010
  41. 41. Wednesday, December 1, 2010
  42. 42. Wednesday, December 1, 2010
  43. 43. Wednesday, December 1, 2010
  44. 44. Pull in the... Copy Writer Wednesday, December 1, 2010
  45. 45. Kick off Meeting Wednesday, December 1, 2010
  46. 46. Wednesday, December 1, 2010
  47. 47. Wednesday, December 1, 2010
  48. 48. Wednesday, December 1, 2010
  49. 49. Wednesday, December 1, 2010
  50. 50. Wednesday, December 1, 2010
  51. 51. Finish & Launch Wednesday, December 1, 2010
  52. 52. Finish & Launch Wednesday, December 1, 2010
  53. 53. Finish & Launch Wednesday, December 1, 2010
  54. 54. Wednesday, December 1, 2010
  55. 55. Watch the Stats People are coming, success! Wednesday, December 1, 2010
  56. 56. Watch the Stats People are coming, success! Wednesday, December 1, 2010
  57. 57. Back to business... Wednesday, December 1, 2010
  58. 58. What is wrong with this picture? ...is there something wrong? Wednesday, December 1, 2010
  59. 59. Something IS WRONG with this picture. but what? Wednesday, December 1, 2010
  60. 60. Wednesday, December 1, 2010
  61. 61. Every detail was discussed! Wednesday, December 1, 2010
  62. 62. Wednesday, December 1, 2010
  63. 63. Wednesday, December 1, 2010
  64. 64. Everyone gave their ideas! Wednesday, December 1, 2010
  65. 65. Wednesday, December 1, 2010
  66. 66. Wednesday, December 1, 2010
  67. 67. Everyone gave feedback! Wednesday, December 1, 2010
  68. 68. Wednesday, December 1, 2010
  69. 69. Wednesday, December 1, 2010
  70. 70. We had 20 smart people putting their minds into it! Wednesday, December 1, 2010
  71. 71. Wednesday, December 1, 2010
  72. 72. Wednesday, December 1, 2010
  73. 73. We hired an awesome company with lots of experience to build it! Wednesday, December 1, 2010
  74. 74. Wednesday, December 1, 2010
  75. 75. no self promotion on this slide, your welcome! Wednesday, December 1, 2010
  76. 76. Is the website 100% as effective as possible? Wednesday, December 1, 2010
  77. 77. Is the website 100% as effective as possible? Wednesday, December 1, 2010
  78. 78. Is the website 100% as effective as possible? Wednesday, December 1, 2010
  79. 79. Wednesday, December 1, 2010
  80. 80. Wednesday, December 1, 2010
  81. 81. You don’t know! Wednesday, December 1, 2010
  82. 82. You don’t know! ? Wednesday, December 1, 2010
  83. 83. ? Wednesday, December 1, 2010
  84. 84. Wednesday, December 1, 2010
  85. 85. Wednesday, December 1, 2010
  86. 86. 99% of all websites areplannedusingthe B E S T G U E S S METHOD Wednesday, December 1, 2010
  87. 87. We Guess Wednesday, December 1, 2010
  88. 88. We Guess COLOR LAYOUT C O P Y IMAGES will work best... Wednesday, December 1, 2010
  89. 89. ULTIMATELY Wednesday, December 1, 2010
  90. 90. You are NOT the user! Can’t “put” yourself in the users shoes Wednesday, December 1, 2010
  91. 91. Everything you think you know about the user is probably wrong. Wednesday, December 1, 2010
  92. 92. The users aren’t who you think they are. Wednesday, December 1, 2010
  93. 93. If you think they are... Wednesday, December 1, 2010
  94. 94. They are probably... Wednesday, December 1, 2010
  95. 95. They do things differently than you would think Wednesday, December 1, 2010
  96. 96. They have different reasons for needing your product than you think Wednesday, December 1, 2010
  97. 97. Every...Demographic, Industry, Situation, Season, Psychographic, etc... ...is different (so you can’t use experience) Wednesday, December 1, 2010
  98. 98. Is Planning This Way Crazy? Yes! but no one questions it! Wednesday, December 1, 2010
  99. 99. We didn’t always have a choice. Wednesday, December 1, 2010
  100. 100. Traditional Media Marketing is expensive and has very little reporting on how successful it is. Wednesday, December 1, 2010
  101. 101. TV Print Radio Display Direct Mail Wednesday, December 1, 2010
  102. 102. Expensive to create, change and alter Difficult to track the success (estimated amount of impressions???) Wednesday, December 1, 2010
  103. 103. The Web Easy to make changes Very accurate reporting of success This sounds like the exciting part! Wednesday, December 1, 2010
  104. 104. So we can do... TESTING! Wednesday, December 1, 2010
  105. 105. Admit you don’t have the perfect answer & FIND OUT Wednesday, December 1, 2010
  106. 106. Wednesday, December 1, 2010
  107. 107. 13% increase in conversion rate Wednesday, December 1, 2010
  108. 108. Wednesday, December 1, 2010
  109. 109. 204% improvement in conversion rate Wednesday, December 1, 2010
  110. 110. Wednesday, December 1, 2010
  111. 111. 50% improvement in conversion rate Wednesday, December 1, 2010
  112. 112. Testing Online (we will stick to A/B testing, simplest form) Wednesday, December 1, 2010
  113. 113. Take an important page and make a variant. This could be: •The Headline •Graphics •Colors •Calls to Action •Etc... Wednesday, December 1, 2010
  114. 114. Send 50% of your traffic to the original page, and the rest to the new one. Wednesday, December 1, 2010
  115. 115. See which performs better. Adopt it and perform a new test. Wednesday, December 1, 2010
  116. 116. Your site will continue to improve over time. Wednesday, December 1, 2010
  117. 117. How You Can Start Testing Wednesday, December 1, 2010
  118. 118. Step 1. Define a Goal E-mail sign-ups, Leads, Sales, Trial Sign-ups, Downloads, Etc... Wednesday, December 1, 2010
  119. 119. Step 2. Decide what to test Select: A page that is critical in the goal process. (landing page, conversion page, etc...) Select: What to alter. Images, headlines, colors, placement, layout, body text, buttons, traffic... anything really. Wednesday, December 1, 2010
  120. 120. Step 3. Start Measuring Through Google Analytics, phone tracking software, etc... Wednesday, December 1, 2010
  121. 121. Step 4. Send Traffic Split the traffic equally (Google Website Optimizer) Make sure it is a statistically significant amount Wednesday, December 1, 2010
  122. 122. Step 5. Analyze & Repeat Select the better performing page to be your baseline Make another variant page and repeat. Wednesday, December 1, 2010
  123. 123. You will find small variations that create big results. Wednesday, December 1, 2010
  124. 124. Wednesday, December 1, 2010
  125. 125. 41% increase in conversion rate Wednesday, December 1, 2010
  126. 126. Wednesday, December 1, 2010
  127. 127. 92.8% improvement Wednesday, December 1, 2010
  128. 128. Wednesday, December 1, 2010
  129. 129. 21.4% improvement Wednesday, December 1, 2010
  130. 130. Take Aways Wednesday, December 1, 2010
  131. 131. Use Experience for a Baseline Wednesday, December 1, 2010
  132. 132. But don’t over think and analyze Wednesday, December 1, 2010
  133. 133. Instead test, test test... Wednesday, December 1, 2010
  134. 134. Take Your Website Now! Wednesday, December 1, 2010
  135. 135. Thank you! Follow me on twitter @3pointRoss! Wednesday, December 1, 2010

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