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Redesign Your Website for Leads and Profit

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Five examples of how to do website redesigns and how to avoid a redesign disaster using data.

Published in: Design, Business
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Redesign Your Website for Leads and Profit

  1. 1. Lab Coat Lessons Webinar Brian Massey Joel Harvey @bmassey
  2. 2. @bmasseyhttp://www.internetretailer.com/2013/01/08/finish-line-loses-3-million-sales-its-new-web-site
  3. 3. @bmassey
  4. 4. @bmassey
  5. 5. @bmassey
  6. 6. @bmassey
  7. 7. @bmassey Why redesigns fail
  8. 8. @bmassey Justifying the risk and effort of a redesign
  9. 9. @bmassey Use your existing site to reduce risks
  10. 10. @bmassey Apply a data-driven methods to avoid redesign pitfalls
  11. 11. A/B Testing Experts B2C and B2B Ecommerce Lead Generation SaaS Brian Massey @bmassey bmassey@conversionsciences.com www.ConversionScience.com (512) 961-6604
  12. 12. @bmassey@bmassey
  13. 13. What JJ Knows @bmassey
  14. 14. Know What to Keep and Know What to Create @bmassey
  15. 15. The things that decrease performance The things that increase performance All Website Changes
  16. 16. The things that decrease performance The things that increase performance All Website Changes “Give it more time.”
  17. 17. @bmassey “The redesign that was two years in the making started badly leading to an 8% decrease in online sales not to mention countless frustrated and irate customers.” http://www.digital-tonic.co.uk/digital-tonic-blog/went-wrong-marks-spencer-website-redesign-made-lose-sales/ £150 million redesign took two years.
  18. 18. The things that decrease performance The things that increase performance All Website Changes “We’re geniuses!”
  19. 19. @bmassey http://dminc.com/case-study/african-wildlife-foundation/
  20. 20. The things that increase performance +30% -5% The things that increase performance +30% -5% The things that increase performance +30% +5% WHY REDESIGNS FAIL @bmassey
  21. 21. Repeat Visitors are Shocked @bmassey
  22. 22. Designed for Wrong Segments @bmassey
  23. 23. Your Audience Has Several Local Maxima @bmassey
  24. 24. Your Visitors Didn’t Go to the Same Design School. Half of your changes will decrease the site’s performance. @bmassey
  25. 25. Reliance on Best Practices @bmassey
  26. 26. More Choice is Better, Right?
  27. 27. Too Much Emphasis on Look and Feel @bmassey
  28. 28. Photo Credit: drinksmachine https://www.flickr.com/photos/95457978@N00/3732782275/ (cc)
  29. 29. The things that increase performance +30% -5% The things that increase performance +30% -5% The things that increase performance +30% +5% TYPICAL REASONS TO REDESIGN @bmassey
  30. 30. @bmassey Photo Credit: https://www.flickr.com/photos/64636204@N00/2373428173/ (cc)
  31. 31. @bmassey Photo Credit: rkleine https://www.flickr.com/photos/47544801@N00/3566407243/ (cc)
  32. 32. @bmassey Photo Credit: the_steve_cox https://www.flickr.com/photos/35468147898@N01/6294412553/ (cc)
  33. 33. @bmassey Photo credit: https://www.flickr.com/photos/27904432@N00/6672288949/ (cc)
  34. 34. @bmassey Photo Credit: https://www.flickr.com/photos/95572727@N00/2065282685/ (cc)
  35. 35. These sites will improve faster and more reliably with an optimization program. @bmassey
  36. 36. The things that increase performance +30% -5% The things that increase performance +30% -5% The things that increase performance +30% +5% GOOD REASONS TO REDESIGN @bmassey
  37. 37. @bmassey Photo Credit: https://www.flickr.com/photos/108488366@N07/14359994013/ (cc)
  38. 38. @bmassey
  39. 39. The things that increase performance +30% -5% The things that increase performance +30% -5% The things that increase performance +30% +5% STRATEGIES FOR REDESIGN @bmassey
  40. 40. @bmassey Photo Credit: https://www.flickr.com/photos/39804614253@N01/1761955352/ (cc)
  41. 41. @bmassey Photo Credit: https://www.flickr.com/photos/19365001@N00/123811344/ (cc)
  42. 42. Bets The Right Value Proposition The Right Calls to Action The Right Copy and Images The Expected Look and Feel Trust Builders Proof Risk Reversal @bmassey
  43. 43. All Website Changes The things that increase performance +30% -5% The things that increase performance +30% -5% The things that increase performance +30% -20% The things that increase performance +30% +5% The things that increase performance +30% -10% We see these changes as Bets.
  44. 44. The things that increase performance +30% -5% The things that increase performance +30% -5% The things that increase performance +30% -20% The things that increase performance +30% +5% The things that increase performance +30% -10% All Website Changes
  45. 45. The things that increase performance +30% -5% The things that increase performance +30% -5% The things that increase performance +30% +5% WHAT TO WATCH Metrics that Matter in a Redesign @bmassey
  46. 46. The Kinds of Information We Use to Make Design Decisions Informed Intuition Self-reported Input Best Practices Experience Qualitative Behavioral Data Quantitative Behavioral Data @bmassey
  47. 47. Returning Users Are probably in the Consideration Phase or Action Phase @bmassey
  48. 48. Lead Generation Did we make it harder for visitors to take action? @bmassey
  49. 49. Lead Quality @bmassey Lead Score Lead Pipeline Stage Lead Close Ratio
  50. 50. Conversion Rate @bmassey
  51. 51. Average Order Value @bmassey
  52. 52. Lead Value @bmassey
  53. 53. Revenue per Visit @bmassey
  54. 54. Conversion by Traffic Source @bmassey
  55. 55. Compare Before and After Year-over-year @bmassey
  56. 56. @bmassey
  57. 57. B2B Furniture Site @bmassey
  58. 58. Reasons for Redesign New Content Management System Increase Revenue Per Visit Better Search Engine Optimization Increase Mobile Revenue @bmassey
  59. 59. December January March April July August November September The Plan Busy Season
  60. 60. December January March April July August November September The Result
  61. 61. The things that increase performance +30% -5% The things that increase performance +30% -5% The things that increase performance +30% +5% This is Typical A Website is Software Not Page Design. @bmassey
  62. 62. December January March April July August November September The Process Consulted with Conversion Sciences on Best Practices
  63. 63. @bmassey Before After
  64. 64. @bmassey Before After
  65. 65. No Change in Conversion Rate @bmassey
  66. 66. No Change in Conversion Rate @bmassey
  67. 67. No Change in Average Order Value @bmassey
  68. 68. Is This a Problem? @bmassey
  69. 69. Returning Visitors @bmassey Returning Visitors All Visitors
  70. 70. Mobile Conversion Rate Improved Substantially @bmassey
  71. 71. Responsive Mobile Site @bmassey Significant decrease in Home Page load time
  72. 72. Testing has begun to increase conversion rate. @bmassey
  73. 73. @bmassey
  74. 74. Reasons for Redesign Increase Revenue @bmassey
  75. 75. @bmassey
  76. 76. Extreme Site AB Test
  77. 77. No Change in Conversion Rate @bmassey
  78. 78. No Change in Average Order @bmassey
  79. 79. Things You Should Test on Your Current Site Before a Redesign Value Proposition Language Calls to Action Risk Reversal Trust Builders Landing Pages Form Length @bmassey
  80. 80. @bmassey
  81. 81. Reasons for Redesign Increase Trials of Pro Services Increase Revenue Get Users to Try More Features @bmassey
  82. 82. B2B Applications: MXToolbox @bmassey
  83. 83. New Look Before After
  84. 84. @bmassey “New Application Interface” Before After
  85. 85. Let the Visitor Tell You @bmassey
  86. 86. New Features for Anonymous Users Before After
  87. 87. Results Positive Feedback From PRO Users Decision to hold off on new interface for anonymous users. @bmassey
  88. 88. @bmassey
  89. 89. B2B Inventory and Asset Tracking Systems @bmassey
  90. 90. Reasons for Redesign Increase Live Demos Present a Better Brand Impression @bmassey
  91. 91. Test New Design and Calls to Action @bmassey Before After
  92. 92. After Test Demo Form Page @bmassey Before
  93. 93. New Design Influenced by Testing @bmassey Before After
  94. 94. @bmassey
  95. 95. Landing Page Home Page Category Pages Form Pages
  96. 96. Why This Crazy Approach? @bmassey
  97. 97. Constant Feedback to Designers @bmassey
  98. 98. Product 1 Start of Redesign Process Increase Leads During Redesign @bmassey Product 2 Product 3 All Offers
  99. 99. December January March April July August November September The Result $ $ $ $ $ $ $ $ $ $ $ $
  100. 100. Caveats Wasp Barcode was an outlier. We don’t typically triple leads in such a short time. The intuition of the designers proved to be very good for this audience.
  101. 101. The things that increase performance +30% -5% The things that increase performance +30% -5% The things that increase performance +30% +5% BE READY TO GO BACK @bmassey
  102. 102. "We made a strategic decision on December 6 to transition back to our previous site, given the importance of the selling season. As part of our contingency plan, we had kept our previous platform up and running, parallel to the new site, so we were able to swiftly engineer a smooth return to the original site.” @bmassey
  103. 103. @bmasseyhttp://www.internetretailer.com/2013/01/08/finish-line-loses-3-million-sales-its-new-web-site
  104. 104. @bmassey
  105. 105. @bmasseyhttp://www.internetretailer.com/2013/01/08/finish-line-loses-3-million-sales-its-new-web-site
  106. 106. @bmassey
  107. 107. We often redesign for the wrong reasons. @bmassey
  108. 108. Without data, redesigns are risky. @bmassey
  109. 109. Going All In is the most risky (and most common!) @bmassey
  110. 110. Collecting test data on the current site mitigates the risk. @bmassey
  111. 111. Testing assumptions on the current site further reduces risk. @bmassey
  112. 112. A side-by-side approach allows you to back out poor performing features. @bmassey
  113. 113. A stepwise approach eliminates risk while increasing performance immediately. @bmassey
  114. 114. Do you need a redesign or an optimization program? @bmassey
  115. 115. Free Site Evaluations -First Three- Tweet something nice using #labcoatlessons @bmassey

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