Matt Rideout, from iBec creative, doesn't want you to redesign your website. Instead he wants you to fix all the things that are underperforming, as you learn about your customer's likes and dislikes until you end up with a fresh site that is working at it's highest potential. Think high impact + low investment. Sound like a fresh, awesome and really effective strategy for web design? We think so too. Iterative Design This information packed Pub Talk begins with some good old common sense advice, and some compelling stats on how to reorient your web design efforts from the high risk launch and fail model of the past, to a more comfortable, and effective, iterative design model. Matt shares lots of great examples of how some small changes added up to big impact. 3 Step process Matt breaks the iBec iterative design process down into parts. This straight forward approach shows you how to target your problem areas, develop a hypothesis about what's wrong, and then test it. He shares some real world examples that show how they uncovered areas that could be improved, then walks you through how they tackled the problem, and finally shares the results. Online testing tools you will use Did I mention that most of the tools they use are either free or very inexpensive? Matt shared tools for funnel visualization, heat mapping, scroll tracking, and getting feedback from visitors. He also explained how they used those tools to answer some important questions about why customers where abandoning the checkout, bouncing on the homepage and generally not understanding the offer. Test, Test, Test Always be testing—that's the mantra. By understanding where the roadblocks or bottlenecks are, measuring the changes and then refining the site, Matt and his team have been able to dial up some serious improvements in their client's e-commerce sites. This was a terrific class with lots of actionable advice and some really cool tools.

1. www.ibeccreative.com
Learn How To Improve Your
Web Customer Experience
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2. Web Design &
Digital Marketing
In Portland, Maine
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Founded in 2006 | Google Partners
www.ibeccreative.com
Matt Rideout - Digital Marketing Manager

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High Impact + Low Investment
Greatest Value
Amazon Link
Today
● How And Where To Focus Website Improvements
● Latest And Most Important Website Experience Trends
● Why Measure Qualitative Behaviors
● How It Translates To Website Updates That Make An Impact
● Affordable Tools You Should Be Using
● Examples of low investment tactics that deliver high impact
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Going Past The Analytics Numbers...
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Looking At Visitor Behavior

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Stop Throwing Away Money On Useless Updates
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39%of E-
Commerce Sites
Report Reduced
Conversion Rate
After Redesign
Forrester Research, Inc. 2012

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Money Drainer
Driving Traffic To A Site That Can’t Convert
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Organic Search Traffic
Paid Advertising & Traditional Advertising
Social Media
Referral Traffic / Networking
Public Relations / Earned Media
Search Engine Marketing
Your Website Performance
Directly Impacts The Cost
Effectiveness Of These
Channels.

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Design is your first impression
Cut bounce rate in ½, Doubled Time on Site, SAME RESORT!
5 Year Difference
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… A lot has changed since 2012
The Problem
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2007 2012

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5 Years…
Even 2 Years
Is too long to
wait to make
improvements
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So Many Variables
A complete refresh is like the WORSTmultivariate test ever
Each variable impacts your conversion rate and performance, it is NOT
POSSIBLE to address all of them at once with a complete redesign.
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Key Messages &
Content
Images / Photos
User Flow
Design Elements
Tone / Language
Navigation
X
Call-To-Actions
UI / Layouts
Offer / Pricing
100Different Pages

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Consider a redesign if...
● Updates are costly and difficult
● Underlying platform is obsolete or poorly supported
● Not conducive to ongoing iterative improvements
Your new site should be focused on improving your
ability to improve it,easily and affordably.
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Reasons For A Redesign Ancient Architecture

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Reasons For A Redesign
“Responsive conversions” are usually not worth the cost. Do a mobile first redesign.
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Site Not Responsive
Desktop First Design /
Responsive Conversion Mobile First Design (best)
● Design will be overly complex
● Will be forced to cram your desktop experience
into smaller formats
● More expensive to code desktop first responsive
● Site will inherently be heavier / slower
● Design will focus on key messaging and most
important features
● Inherently simpler, lightweight, optimized
● Mobile layouts will easily transfer simple,
elegant and beautiful to desktop layouts where
you can add elements as appropriate
● Easier to implement a LEAN strategy with this
(see next slides)
● Forced to think more about planning user
experiences up front
Read More About This
https://codemyviews.com/blog/mobilefirst

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Mobile First
Prototyping &
Design
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This Is Real… iBec Client Device Stats
2016
Started
Mobile
Dominant

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Separate Mobile & Desktop Sites?
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Just Say No
Responsive Is The Way To Go
Day’s Jewelers had visits from over 500 different screen resolutionsin February 2016
One screen resolution can potentially be several actual size dimensions in real life. Pixels are not all the same physical size.
Your site has to look good everywhere. Mobile -> Tablet -> Desktop oversimplifies the situation.

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So.. Many.. Devices..
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Device Apple iPad Pro
Tablet?
Yes
iOS operating system detected
Desktop?
Yes
Same screen resolution as a desktop
Touch? Maybe
Bluetooth mouse compatible
Example:
Your menu needs to work on
desktop size touch screens.
No More Hover State

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</mobile-rant>Mobile is really, really important
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Website Timeline Comparisons
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1 Year Strategy - 100% Spec'd Project with Large Investment, All Features Launched at Once
time
Large Investment, High-Risk Development Launch Fail
Learn
Doing
Better
Add
Complexity
LearnDoing BetterChangeLearnFail
time
Launch
1 Year of Rapid Iterative Changes
Small
Investment
Traditional Timeline
Lean Timeline (Preferred)

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Choose Iterative Design
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V1
Bounce Rate: 47%
Conversion Rate: 5%
V2
Bounce Rate: 39%
Conversion Rate: 6.95%
V3
Bounce Rate: 34%
Conversion Rate: 8.18%
Basic iBec 30-day Website
6 Month Timeline, 63% Improvement

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Where Do We Start?
Trust Data, Not Lore.
If you're making decisions with bad data
You're making bad decisions
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% Of Visitors Submitting Contact Form
% Of Visitors Clicking Email Links
% of Visitors Donating % of Visitors Calling
Website Goals: Impact Business Outcomes
% Of Visitors Making Purchases
% Of Visitors Subscribing to Email% Of Visitors Bouncing
% of Visitors Using Live Chat

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Step 1 - Measure Everything
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Tag Manager Tutorial

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Why Don’t They Do What You Want?
1. Start at the bottom of your funnel
2. Find the bottleneck to make the greatest impact
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% Of
Visitors
Completing
Checkout
% Of
Visitors
Checking
Out
% of
Visitors
Viewing
Products
% of Visitors
Adding to
Cart
Bounce
Rate
Develop a Hypothesis You Can Test
Good Good
Bad
Okay
Good

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Google Analytics Goal Funnels
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Google Analytics New Data Available
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Goal flow report

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Google Analytics New Data Available
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Funnel
Visualization

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Hotjar Funnel Tracking
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Funnel Visualization
www.HotJar.com
Lots of features for free
Pro is only $9 / month

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Why Don’t They Convert?
Bounce - Visitor leaves website without taking any action
Why People Bounce
● Site immediately unappealing
● Doesn’t line up with what they’re wanting
● Don’t see what they are looking for
● Could be traffic source related
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Bounce Rate

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sugarloaf

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Don’t Take My Word For It!
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www.VWO.com $49 / mo

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Super Easy Visual Editing - Automatic A/B Test
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http://exisweb.net/menu-eats-hamburger
MENU Performs 20% Better

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Don’t take
my word
for it
If you could easily prove that one simple change
increased calls by just 1% - wouldn’t you do it?

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Month-Month Comparisons Don’t Cut It
VWO splits your traffic in real time.
Even if your whole site’s conversion rate drops during a month, you can still
identify a winning variation that did the least bad.

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ALWAYS BE TESTING
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Any time you’re not testing, you’re forgoing
opportunity for increased performance.

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People Fly Through Competitor Websites Like It’s Tinder
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“Travelers Visit 38 Sites Before Booking a Vacation”
Skift.com 2013

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Don’t Make Your Visitors Think - They Are Dumb
“My credit is too bad”
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How Do You Know What To Improve?
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“Not sure if this is the
best price”
“Having Trouble
Viewing Different
Offers”
“Can’t Find
Cancellation Policy”
“Is there air
conditioning?”

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Screen Recordings
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Screen Recordings - Identify Issues You Can Fix
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Don’t blame seasonality or the weather - it’s probably something you can fix!

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Screen Recordings - Identify Issues You Can Fix
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Don’t blame seasonality or the weather - it’s probably something you can fix!

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Heatmaps
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Scroll Tracking
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Long scrolling pages are popular..
But do they scroll?
Can a simple arrow
make sure people
see the packages
just below the fold?

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Heatmaps & Grabbing Attention
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Package Click Rate
No Tiles 20.88%
With Tiles 41.97%
Heatmap data led us to create visual package
graphics that doubled click through to individual
package categories compared to menu links
alone.

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Iterative Design Updates
Vs. Last Year
17%improved bounce rate
18.66%increase in duration
46%increase in pages / visit
7.15%conversion rate lift
(this year, last year we didn’t have this metric)

50. UX and Impact
● Same content, presented in a
more engaging format
● Same call-to-actions, presented
in a more intuitive way
● All Desirable Actions 100%
Measurable
○ Open Account Online
○ Live Chat
○ Call Customer Service
○ Email Customer Service
Time on Page: 50% Improvement
Conversion Rate: 300% Improvement
Version 1 Version 3

51. Version 1 Verson 2
Restyled Quote Form
Form Conversion Rate: 5.11% Improvement
Lead Growth: 2 Additional Customers Per Month, not counting calls

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Web Design &
Digital Marketing
In Portland, Maine
www.ibeccreative.com
?Question Time