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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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