Cut the crap prague 2012

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Why we fail with webcontent, and how to fix it.

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Cut the crap prague 2012

  1. 1. Cut the crap WebExpo Prague 2012 Eirik Hafver Rønjum 21 September 2012fredag 21. september 12
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  6. 6. Apply for kindergartenfredag 21. september 12
  7. 7. What is a kindergarten? Kindergarten is an educational activity designed for children under school age. Kindergartens are approved according to guidelines in the law relating to kindergartens, Act of 1 January 2006 Co je mateřská školka?!?fredag 21. september 12
  8. 8. ... the dark side of the webfredag 21. september 12
  9. 9. 1 % of the content 3 millionmillion pagesnever 10 pages have represents 99 % of the been visited page viewsfredag 21. september 12
  10. 10. Why less is more ... ... so deleting a little could improve things a lot!fredag 21. september 12
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  21. 21. ✓87 % fewer pages ✓4 000 pages became 500 pages ✓Conversion rate up 100 % ✓Emails to customer support fell 35 % ✓User satisfaction increasedfredag 21. september 12
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  23. 23. ✓Redesigned the frontpage for the most important user tasks ✓Deleted almost every piece of content that wasn’t relevant product information ✓The use of the Loan Calculator increased by 236 % ✓The traffic to important product and service information increased by 520 %fredag 21. september 12
  24. 24. The value of your content ... ... it’s not about qualityfredag 21. september 12
  25. 25. Content ✓ The text is understandable quality ✓ Scannable ✓ Unique selling points ✓ Prioritized ✓ Has calls to actionfredag 21. september 12
  26. 26. – Hey Gordon, we need a website – Make sure it has lots of scannable content and bulleted lists, Bud!fredag 21. september 12
  27. 27. – This website idea of yours better make us a shitload of money, or Im gonna tear your eyeballs out and Im gonna suck your fucking skull!fredag 21. september 12
  28. 28. Business User tasks goalsfredag 21. september 12
  29. 29. If the content doesnt support a business goal AND a user task, it is USELESS!fredag 21. september 12
  30. 30. Well written Useless Valuable Irrelevant Relevant Very useless Useless Not well writtenfredag 21. september 12
  31. 31. Content analysis - figure out the value of your contentfredag 21. september 12
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  37. 37. High quality 10 8 6 4 2 Low relevance 0 High relevance -10 -8 -6 -4 -2 0 2 4 6 8 10 -2 -4 -6 -8 -10 Low qualityfredag 21. september 12
  38. 38. Reason No 12 Links to relevant information/files 8 10 Enough information 2 8 Well written 6 6 Good title 4 4 Easy to read 4 2 Relevant pictures 6 0 Most important stuff first 3 Total 10fredag 21. september 12
  39. 39. eirik@netliferesearch.com Excel for free :)fredag 21. september 12
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  42. 42. Manage tasks, not contentfredag 21. september 12
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  44. 44. Here’s the deal. The moment you launch a website, you’re a publisher.fredag 21. september 12
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  48. 48. Well written Forget it Yes, please! Irrelevant Relevant Forget it Improve Not well writtenfredag 21. september 12
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  50. 50. – As soon as you’ve decided that your website needs a piece of content, prepare for how to create, improve, and delete it. Paraphrasing Kristina Halvorsonfredag 21. september 12
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  56. 56. – The theory was: buy the tool, train people to use it, and watch them go. – If ever there was a disastrous non-strategy, it is distributed publishing. Gerry McGovernfredag 21. september 12
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  59. 59. Homeworkfredag 21. september 12
  60. 60. Step 1 Define business goals and user needs Delete three pages every day and celebrate the work with a cupcakefredag 21. september 12
  61. 61. Step 2 Figure out how to measure value Delete three pages daily during morning coffeefredag 21. september 12
  62. 62. Step 3 Do a content analysis Time to delete the whole website?fredag 21. september 12
  63. 63. Step 4 Make the content visible Delete three pages every day and be proud of itfredag 21. september 12
  64. 64. Step 5 Tell managers what you need to create value Skip an unimportant meeting every day. Instead, delete three pagesfredag 21. september 12
  65. 65. Step 6 Create and govern valuable content Still pages to delete?fredag 21. september 12
  66. 66. Thank you! eirik@netliferesearch.com + 47 92 40 31 65 @eirikhafverfredag 21. september 12

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