Iterative Website Redesign - Micro Goals in Action

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Iterative Website Redesign - Micro Goals in Action

  1. 1. Iterative Web Redesign Nick DeNardis @nickdenardis #psuweb11
  2. 2. Who am I?Associate Director of Web CommunicationsWayne State Universityhttp://wayne.edu/Host of EDU Checkuphttp://educheckup.com/Writer for .eduGuruhttp://doteduguru.com/Curator of EDU Snippitshttp://edusnippits.com/
  3. 3. Why am I here? To sympathize
  4. 4. Why are you here? Let’s make the Web a better place
  5. 5. Agenda• Reality of a website• Why redesigns fail• A better alternative• Examples• Tools• Your turn
  6. 6. Websites are not “projects” completion dates don’t exist
  7. 7. Your website is a business
  8. 8. If you oversee one site You have no excuse
  9. 9. Web departments Just do your best
  10. 10. Your site is launched Now what?
  11. 11. Wait 2 years, repeat. Forming the committee now...
  12. 12. Or.. Start making changes in 2 weeks?While the committee is still busy announcing the launch
  13. 13. Micro Redesigns Definition:Taking small deliberate steps to reach a larger goal (which may be not 100% apparent at the time).
  14. 14. CraftsmanshipYour staff didn’t spend four years and $50,000 to do Kinko’s work
  15. 15. Some Examples
  16. 16. Wayne State StoriesGoal:  Increase story click-throughs
  17. 17. A measly 0.009 %of ~820,000 visitors per month= less than 100 click-throughs
  18. 18. • Drop the drawer down then up• Remove categories• Remove branding images
  19. 19. • Pros –Story displayed without the visitor clicking –Auto rotate if visitor is on page too long• Cons –Takes up additional height –Weird spacing in the menu –Hard to find images that wide
  20. 20. • Pros –Stories are front and center –Only some additional height needed –Easier to find images to fit –Auto rotate if visitor is on page too long• Cons –Less space for story headlines
  21. 21. New CTR: 0.8 %Now ~6,500 click-throughs per month 6400 % improvement
  22. 22. © 2011 Higher Ed Experts 22
  23. 23. © 2011 Higher Ed Experts 23
  24. 24. © 2011 Higher Ed Experts 24
  25. 25. © 2011 Higher Ed Experts 25
  26. 26. Let’s start the redesign process!
  27. 27. “When do we get tosee what it looks like?”
  28. 28. “Let’s start looking at websites we like”
  29. 29. “The tabs are going to be at the top right?”
  30. 30. Business objectives In the web world
  31. 31. 1. Offer something of value
  32. 32. 2. Treat every visitors as your last
  33. 33. 3.Your customer is always right Your visitor on the other hand, isn’t.
  34. 34. Define the businessobjective of your site
  35. 35. To generate requests for more informationTo encourage people to visit campusTo reflect positively on XYZ university andincrease it’s reputationThe increase the profile of XYZ and it’s faculty,students and alumni
  36. 36. Start now.Go ahead, yell one out.
  37. 37. How are you measuring? Go ahead, yell it out.
  38. 38. What did we learn?
  39. 39. Pick one objective and measure it
  40. 40. Start at the end
  41. 41. Privacy• Privacy policy is a must• Tracking via GA must be in it• Tracking via cookies can be disabled• Don’t know what third parties are doing
  42. 42. Tools of the trade• Google Analytics http://google.com/analytics• Google Website Optimizer http://www.google.com/websiteoptimizer• Crazy Egg http://crazyegg.com• Click Tale http://clicktale.com• Woopra http://woopra.com• Websort http://websort.net/
  43. 43. CrazyEgg
  44. 44. Woopra
  45. 45. Woopra
  46. 46. Websort
  47. 47. Google Analytics
  48. 48. Google Website Optimizer
  49. 49. Click Tale
  50. 50. Pick a timelineTwo weeks, One Month, One Semester, One Year
  51. 51. Take screenshots Way back machine isn’t reliable
  52. 52. One thing at a time
  53. 53. Faculty listing College of Education
  54. 54. Apply NowHomepage call to action http://j.mp/h8pwej
  55. 55. 100 days?What type of timeline is that?
  56. 56. The side effect “Giving” link
  57. 57. Setting up a test Visiting campus
  58. 58. Where can you start?
  59. 59. • Identify a small problem• Figure out a way to track it• Propose changes• Talk about it with some end users• Implement the most appropriate one• Review the results• Document and share
  60. 60. Documenting
  61. 61. Thank you! @nickdenardishttp://www.slideshare.net/nickdenardis

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