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Did you know?53% of website redesign projects aredone internally.The webinar will begin shortly.Twitter:• Hashtag #WebSci• Presenter @mvolpe

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Did you know?People now spend more time on socialmedia than in their email inbox.The webinar will begin shortly.Twitter:• Hashtag #WebSci• Presenter @mvolpe

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Did you know?68% of marketers did a websiteredesign in the last 12 months.The webinar will begin shortly.Twitter:• Hashtag #WebSci• Presenter @mvolpe

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Did you know?78% of internet users conduct productresearch online.The webinar will begin shortly.Twitter:• Hashtag #WebSci• Presenter @mvolpe

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Did you know?91% of people unsubscribe from emaillists.The webinar will begin shortly.Twitter:• Hashtag #WebSci• Presenter @mvolpe

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Did you know?86% of people skip over TV ads using aDVR.The webinar will begin shortly.Twitter:• Hashtag #WebSci• Presenter @mvolpe

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Did you know?76% of consumers want a website thatmakes it easy to nd what they want.The webinar will begin shortly.Twitter:• Hashtag #WebSci• Presenter @mvolpe

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Did you know?37% of marketers did not measure anymetrics for their last website redesign.The webinar will begin shortly.Twitter:• Hashtag #WebSci• Presenter @mvolpe

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Did you know?About 1/3 of marketers were not happywith their last website redesign.The webinar will begin shortly.Twitter:• Hashtag #WebSci• Presenter @mvolpe

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Did you know?Inbound marketing focused companieshave a 61% lower cost per lead.The webinar will begin shortly.Twitter:• Hashtag #WebSci• Presenter @mvolpe

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Did you know?Over 44% of direct mail is discardedbefore people even look at it.The webinar will begin shortly.Twitter:• Hashtag #WebSci• Presenter @mvolpe

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Did you know?There are over 200,000,000 people onthe US “do not call” list.The webinar will begin shortly.Twitter:• Hashtag #WebSci• Presenter @mvolpe

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Did you know?Only 49% of website redesign projects nish and launch on time.The webinar will begin shortly.Twitter:• Hashtag #WebSci• Presenter @mvolpe

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Did you know?The marketing team initiates 55% ofwebsite redesign projects.The webinar will begin shortly.Twitter:• Hashtag #WebSci• Presenter @mvolpe

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Did you know?Over 4,500 companies use HubSpot fortheir all-in-one marketing system.The webinar will begin shortly.Twitter:• Hashtag #WebSci• Presenter @mvolpe

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Did you know?Websites with blogs get 55% moretra c.The webinar will begin shortly.Twitter:• Hashtag #WebSci• Presenter @mvolpe

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Did you know?HubSpot customers have generatedover 5 million leads.The webinar will begin shortly.Twitter:• Hashtag #WebSci• Presenter @mvolpe

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Did you know?The average HubSpot customer growstheir lead generation 12% every month.The webinar will begin shortly.Twitter:• Hashtag #WebSci• Presenter @mvolpe

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Did you know?The average HubSpot customer gets 4times more leads after 5 months.The webinar will begin shortly.Twitter:• Hashtag #WebSci• Presenter @mvolpe

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Did you know?Companies who blog get 79% morefollowers on Twitter.The webinar will begin shortly.Twitter:• Hashtag #WebSci• Presenter @mvolpe

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Did you know?Both Google and Salesforce.com haveinvested $ in HubSpot.The webinar will begin shortly.Twitter:• Hashtag #WebSci• Presenter @mvolpe

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Are you ready?The webinar will begin in 2 minutes orless.

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Before We BeginQuestions? Use webinar interface, or Twitter#WebSciAfterparty! Use Twitter #WebSci after thewebinar, or Facebook.com/HubSpotWe will make a video recording and slidesavailable for download in ~24 hours

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The Science ofWebsite Redesign

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Today’s Presenter Mike Volpe Chief Marketing O cer HubSpot mvolpe@hubspot.com HubSpot.com/MikeVolpe Twitter.com/mvolpe LinkedIn.com/in/MikeVolpe Facebook.com/mvolpe MikeVolpe.com

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MethodologyThe data in this webinar came from:• Surveys of 100+ consumers, 100+ marketers, 100+ agencies• Interviews with marketers and consumers• User testing of homepage designs• 12 years of marketing experience

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Which website is better? • Website tra c has doubled • Lead ow has doubled -- Noel Huelsenbeck, CEO, Vocio

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Which website is better? • Website tra c has doubled • Lead ow has doubled -- Noel Huelsenbeck, CEO, Vocio

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1 WHEN How often should you do a website redesign? When is the right time to redesign your website?

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TAKEAWAY:Most people think youshould redesign yourwebsite every 1-2 years.Who cares what they think?#WebSci

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TAKEAWAY:Your website should be aliving, breathing,changing being. Edit andimprove constantly.#WebSci

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2 WHO Who does the work on website redesign projects? Who initiates website redesign projects?

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TAKEAWAY:Leverage an expert toimprove your website.You might be more of anexpert than you think.#WebSci

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3 WHY Why does your website exist? Why should you redesign your website?

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TAKEAWAY:Have a clear purpose foryour website, and a cleargoal for your websiteredesign project.#WebSci

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4 COST How much should a website redesign cost? How long should a website redesign take?

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Cost of Website Redesign Cost of Website Redesign in DollarsAverage $54,596Average (w/o $1m project) $38,572Median $10,000High $1,000,000Low $0Sample size 60

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Cost by Internal / External Cost of Website Redesign Project by Internal or External Project Internal Project External ProjectAverage $30,106 $69,586Median $10,000 $13,000Sample size 18 39

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TAKEAWAY:Spend as much or as littleon your website redesignas you like.#WebSci

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Time to Complete Time to Complete Website Redesign in MonthsAverage 5.1Median 4High 24Low 1Sample size 116

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TAKEAWAY:Expect a websiteredesign project to take4-5 months. Planaccordingly.#WebSci

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5 WHAT What should I focus on during a website redesign? What should my homepage look like?

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Consumers: “If you could o er advice to someone who is about to design a new website, what would be the ONE most important thing you would tell them?”

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TAKEAWAY:What consumers wantmost is a website that iseasy to use. Not ash,not design, not artwork.#WebSci

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CTA Buttons: One vs Two (test 1)Multiple call-to-action (CTA) buttons:• Less “stray” clicks• More clicks on CTA buttons

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CTA Buttons: One vs Two (test 2)Multiple call-to-action (CTA) buttons:• Slightly more clicks on CTA buttons?

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CTA Buttons: Right vs Left (test 1)Putting the call-to-action (CTA) button on the right:• More clicks on CTA

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CTA Buttons: Right vs Left (test 2)Putting the call-to-action (CTA) button on the left:• More clicks on CTA

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Usability Testing Tools• FiveSecondTest.com• FeedbackArmy.com• UserTesting.com• Loop11.com• Your friends & coworkers• Your customers• Craigslist

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Seth Godin on WebsiteRedesign “Im going to go out on a limb and beg you not to create an original design. There are more than a billion pages on the web. Surely theres one that you can start with?” “Your car isnt unique, and your house might not be either…” http://sethgodin.typepad.com/seths_blog/2007/10/how-to-create-a.html

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TAKEAWAY:Opinions about usabilityare useless. Watch yourusers as they completetasks on your website.#WebSci

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6 METRICS What are the best metrics to use for my website? Are metrics important to a website redesign project?

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TAKEAWAY:Measuring stats with awebsite redesign givesbetter results and you’remore likely to be happy.#WebSci

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Marketers and Agencies: “What statistics did you track before and after a website redesign? (list up to 5 metrics)”

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Good and Bad MetricsBetter Metrics Worse Metrics• Visitors • Bounce rate• Leads • Time on site• Sales • Page views• Conversion % • Pages / visit• All of the above, but by • “Hits” source • Google rank

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TAKEAWAY:If you measure stats, andthey improve, you’re happy.If they don’t improve, you’rejust not done yet.#WebSci

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7 HOW TO DO A WEBSITE REDESIGN (Driven by science)

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Before the Redesign• Know your website’s purpose• Get metrics in place• Set a goal for the redesign – have metrics for that goal• Benchmark vs. competitors• Audit your website assets to protect them

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Website Redesign Pitfalls• Removing valuable content• Losing value of inbound links• Losing SEO rankings• Losing social media mojo• Changing good conversion points

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Use HubSpot to Find Your Assets

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Use HubSpot to Find Your Assets

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Use HubSpot to Find Your Assets

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Measure Your Website w/HubSpot

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Measure Your Website w/HubSpot

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During the Redesign• Protect your marketing assets• Test usability with real users• Build the new website with tools to empower your team (CMS, LP, blog, analytics)

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Use HubSpot to Edit YourWebsite

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Use HubSpot to Blog

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Use HubSpot to Blog

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Track Conversions HubSpot

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Use HubSpot to Build Landing Pages

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HubSpot to Build LandingPages

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HubSpot to Build LandingPages

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After the Redesign• Continue to test and optimize• Measure against goals• Keep building your website –more content, more o ers, etc.

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Measure Marketing w/HubSpot

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Measure Marketing w/HubSpot Visitors Leads SalesSEOSocialMedia

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Website Redesign Cheat SheetBefore During After• Know your website’s • Protect your • Continue to test and purpose marketing assets optimize• Get metrics in place • Test usability with • Measure against• Set a goal for the real users goals redesign – have • Build the new • Keep building your metrics for that goal website with tools to website –more• Benchmark vs. empower your team content, more o ers, competitors (CMS, LP, blog, etc.• Audit website assets analytics) to protect them

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Thank You! Mike Volpe Chief Marketing O cer HubSpot mvolpe@hubspot.comYour Next Step:Free website assessmentwww.HubSpot.com/IMA