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Adelaide HUG February 19


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Brand chemistry's Adelaide HUG slide deck

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Adelaide HUG February 19

  1. 1. March 2019 HUG Adelaide
  2. 2. What is a HUG?
  3. 3. 3
  4. 4. Hug verb ˈhəg The best thing you can do for yourself, and anyone else.
  5. 5. 5 ...So what is a HUG? Quarterly opportunity to: Network Learn Gather ideas Solve problems ...with free food!
  6. 6. This is a quarterly event, changing topics Feedback forms: contribute to your event Some theory, some practical examples Your event, so we’re here to help you succeed in inbound and on HubSpot. Created for you
  7. 7. Reinhard Kirchner Studio Lead and UX Specialist Brand chemistry Topic: How UX can be improved with Growth-Driven Design Zoe Palmer Managing Director Brand chemistry Topic: How HubSpot CMS can support your Growth-Driven Design Today’s Speakers
  8. 8. Great User Experience (UX) Leads to Conversion
  9. 9. Effort Money Website = Disappointment + +
  10. 10. What is UX Why do you need it How does it impact conversion User ExperienceA.k.a (UX)
  11. 11. What is UX? = UI
  12. 12. Source: The Panic Studio
  13. 13. Ease of use Accessibility Convenience Defined by criteria such as = Source: Arekibo It’s about how easily a website or product allows a user do what they want to do and also enjoy doing it.
  14. 14. In order for your Website to perform at its peak UX must be your biggest priority
  15. 15. But why? You know you need it before after
  16. 16. GOOD UX = CONVERSION = REVENUE = SUCCESS Good UX directly impacts the success of a company
  17. 17. Bad UX Destroys Conversion It’s a common problem in digital marketing. Fortunately this can be fixed.Conversion
  18. 18. Can’t find what you are looking for ● Too much happening on the page ● Eyes gets drawn in all directions
  19. 19. Confusing navigation ● Too many options to choose from ● Confusing labels
  20. 20. Overwhelming choices ● Too many focal points and options ● Can’t figure out where to go
  21. 21. Unresponsive website ● Content hidden ● Continuous scrolling in all directions
  22. 22. Page loading... Slow page load ● Wait for content to load ● Causes frustration ● Instant drop-off
  23. 23. = ● Not profiling your buyer personas ● Ignore user data ● Competitors research without validating it with user data ● Follow stakeholder agendas and opinions instead of data Terrible User Experience Poor conversion
  24. 24. High level analysis of your website’s UX - How do users feel? - Easy to use? - Portray clear picture of how you can help? - Easy to achieve intended goal? It’s a baseline for the type of UX you want to create based on the goals that needs to be achieved. Wondering how to improve User Experience on your website? Source: Blackbox Visual
  25. 25. Ta-da! Growth-Driven Design A.k.a (GDD) A smarter systematic approach of improving your website’s performance based on real user data.
  26. 26. Traditional Website Design is Broken ● High risk ● 3-6 month build time ● Budget spent upfront ● Built on assumptions ● Unpredictable results ● Often late & over budget ● Low risk ● 2-3 month build period ● Budget spent over time ● Built on data-driven decisions ● Optimization drives results ● Launch on-time & on-budget Frustrating / Slow / Expensive / Produces Poor Results GDD WebsiteTraditional Website
  27. 27. Growth-Driven Design allows you to 1. Launch quickly 2. Make impactful improvements month over month 3. Use real user data to reach intended goals 4. Spread your investment Source: JT Grauke for Focus Lab - Dribble
  28. 28. Strategy Successful website starts with a growth strategy Launch pad Build a website that is better than what you have today GDD = 3 Major stages Continuous improvement Optimal performance through constant data-driven optimisations.
  29. 29. 30 Strategy The Goal To understand your buyer persona’s needs and frustrations and decide how the website can solve problems along their user journey. ● Who are they? ● What challenges are they facing? ● What are their goals? ● Where does the website fit in as a part of that? Source: Ronald Rabideau - Dribbble
  30. 30. 31 1. Business goals 2. Website goals 3. Current challenges 4. Ideal customers 5. User journey 6. Brainstorm wish list Discovery - Deep dive into your business Source: Jason Fallas - Dribble
  31. 31. 32 1. Qualitative 2. Quantitative 3. Observational 4. Combination of all UX research - Understand your audience
  32. 32. 33 Website architecture 1. Content audit 2. Information grouping 3. Site map and outlines of the structure Source: Eric Miller - Dribble
  33. 33. Launch pad The Goal To quickly build a website that looks and performs better than what you have today, but isn’t a final product. ● It’s a foundation on which you build and optimise ● Launch quickly without sacrificing quality ● Collect data from real users interacting with the website ● Equipped to make better data driven decisions to improve your website. Source: Nevena Milivojevic - Dribbble
  34. 34. Designs Complete designs and start gathering feedback Breath life into your ideas! Wireframes/ Prototypes Plan structure based on user needs and objectives Develop & Test Build launchpad website and test extensively
  35. 35. Launch baby! Source: Faruk Aslan - Dribbble
  36. 36. Continuous Improvement The Goal To identify the most impactful ways to improve the website and drive better results at this moment in time. ● Launch Pad is live ● Collect real user data ● Start continuous improvement efforts ● Build high-impact items ● Gain momentum month over month First, Let’s get laser focused! Source: Marija Ristic - Dribbble
  37. 37. ● Set clear expectations with all stakeholders ● Measure specific focus metrics and report progress to goals Ensure you focus your time & effort on improving the most impactful areas Website Hierarchy
  38. 38. 1. AUDIENCE Generating a continuous flow of unique visitors to the website. 2. VALUE Ensuring that all the items on the site provide value to the user. 3. USABILITY Is the site intuitive and easy to use so users can unlock that value as quick as possible. 4. CONVERSION RATE OPTIMIZATION Reducing friction and steps in our conversion funnels on the site to ensure maximum conversion of a desired behavior. 5. STICKINESS Getting users to come back again and again to solve other problems along their journey. 6. PERSONALIZATION Do users get a highly contextualized experience to best fit their wants, needs and interests? 7. ASSETS Developing new tools, resources, sections of the website that users would be willing to pay money for, but you offer for free. 8. PROMOTERS After they experience the value, how do we get users to bring all their friends to experience it as well.
  39. 39. Plan Build Learn Transfer Repeat The Step-By-Step Process Once focus area has been determined its time to move through a step-by-step process to build items that will impact your focus area
  40. 40. Plan Identify what are the most impactful items to build or optimize at this point in time which will help drive you towards your goals.
  41. 41. Prioritize and identify the highest impact items that will boost performance in your focus area.
  42. 42. GDD Dashboard IMPACT vs EFFORT vs URGENCY
  43. 43. ● Working in sprint with a cross-functional team ● Run experiments Build It’s time to get things done and build out the action items that was prioritised in the previous planning step. illustration Source: FM ILLUSTRATION - Dribbble
  44. 44. Learn Review experiments you've run to extract learnings about your audience. ● It’s a critical step and often overlooked ● Gain a deep understanding of how to help audience Source: Oleg Shcherba - Behance
  45. 45. Transfer Share learnings with other parts of the company like marketing or sales. ● Make recommendations on how to improve ● Ask questions to pull insights and fill gaps in your research ● Collaboration opportunities Source: Jokūbas - Dribble
  46. 46. Repeat cycle Continually repeat all the previous steps and build momentum each time. ● Repeat cycle every two weeks ● Build new action items ● Hit “focus metric” goal ● Move to the next primary focus Source: Gal Shir - Dribble
  47. 47. Growth-Driven Design Your gateway to success! Start thinking differently about building websites.
  48. 48. Thank You The end
  49. 49. Hi Zoe, Welcome back. Here’s what we have for you today.
  50. 50. Source: Source: Louis Wes | Dribble
  51. 51. Source: Source: Blackbox Visual | Dribble
  52. 52. Can we actually trust a platform like this?
  53. 53. Source: Source: Alex Gorbunov | Dribble
  54. 54. Speed
  55. 55. Speed
  56. 56. Speed Content Delivery Network
  57. 57. Source: Source: |* Dribble Speed
  58. 58. Security Source: Source: Mantas Gr | Dribble
  59. 59. Reliability Reliability Guarantee 99.9%
  60. 60. Content Creation
  61. 61. Source: Source: Kirk! Wallace | Dribble
  62. 62. Content creation: templates
  63. 63. Content creation: templates
  64. 64. Content Optimisation
  65. 65. Content creation: SEO optimisation
  66. 66. Content creation: optimisation
  67. 67. Personalisation
  68. 68. Personalisation Source: Source: Joey | Dribble
  69. 69. You can personalise by: ● Country ● Device Type ● Referral source ● Preferred language ● Contact list membership ● Lifecycle stage
  70. 70. Forms, pop-up’s and CTA’s
  71. 71. Live chat and bots
  72. 72. HubSpot’s CRM
  73. 73. Questions?