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

1. Cut the crap
WebExpo Prague 2012
Eirik Hafver Rønjum
21 September 2012
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6. Apply for kindergarten
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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?!?
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8. ... the dark
side of the
web
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9. 1 % of the content
3 millionmillion pagesnever
10 pages have
represents 99 % of the
been visited
page views
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10. Why less is more ...
... so deleting a little could
improve things a lot!
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21. ✓87 % fewer pages
✓4 000 pages became 500 pages
✓Conversion rate up 100 %
✓Emails to customer support fell 35 %
✓User satisfaction increased
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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 %
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24. The value of
your content ...
... it’s not about quality
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25. Content ✓ The text is
understandable
quality
✓ Scannable
✓ Unique selling points
✓ Prioritized
✓ Has calls to action
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26. – Hey Gordon, we need a website
– Make sure it has lots of scannable
content and bulleted lists, Bud!
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27. – This website idea of yours
better make us a shitload of
money, or I'm gonna tear your
eyeballs out and I'm gonna
suck your fucking skull!
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28. Business
User tasks
goals
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29. If the content doesn't
support a business goal
AND a user task, it is
USELESS!
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30. Well written
Useless Valuable
Irrelevant Relevant
Very useless Useless
Not well written
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31. Content analysis -
figure out the value of
your content
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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 quality
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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 10
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39. eirik@netliferesearch.com
Excel for
free :)
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42. Manage tasks,
not content
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44. Here’s the deal.
The moment you
launch a
website,
you’re a
publisher.
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48. Well written
Forget it Yes, please!
Irrelevant Relevant
Forget it Improve
Not well written
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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 Halvorson
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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 McGovern
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59. Homework
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60. Step 1
Define business goals
and user needs
Delete three pages every day and
celebrate the work with a cupcake
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61. Step 2
Figure out how to
measure value
Delete three pages daily during morning
coffee
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62. Step 3
Do a content analysis
Time to delete the whole website?
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63. Step 4
Make the content
visible
Delete three pages every day and be
proud of it
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64. Step 5
Tell managers what you
need to create value
Skip an unimportant meeting every day.
Instead, delete three pages
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65. Step 6
Create and govern
valuable content
Still pages to delete?
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66. Thank you!
eirik@netliferesearch.com
+ 47 92 40 31 65
@eirikhafver
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