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[Elite Camp 2016] Karl Gilis - How to Make Sure Your New Website Won’t Be a Failure?


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Most optimizers aren’t big fans of the traditional redesign cycle. They promote a continuous optimizing process. And that’s fine. But sometimes websites just suck donkey balls. And a new website is a must. Also: new companies need new websites too. So how can we stop those clients from making shitty websites? Which research methods and tools can you use in which stage of the development cycle? And how do you this?

Published in: Marketing

[Elite Camp 2016] Karl Gilis - How to Make Sure Your New Website Won’t Be a Failure?

  1. 1. How to make sure your new website won't be a failure? @agconsult
  2. 2. Some of our clients
  3. 3. Part 1 Is a redesign always a bad idea?
  4. 4. No
  5. 5. Old site New site 8% less revenue Investment: 150 million GBP
  6. 6. @agconsult
  7. 7. Redesign without user research = gambling!
  8. 8. CRO & AB-testing without user research = gambling!
  9. 9. When a redesign is just a re-design, don't do it! @agconsult
  10. 10. Traditional redesign cycle is sh*t
  11. 11. The false hope of the redesign cycle
  12. 12. Reality (it bites)
  13. 13. Yes, I believe in continuous improvement
  14. 14. Summary 3 reasons why redesigns fail • Not based on user research and facts • When the redesign is just a re-design • Part of a traditional redesign cycle @agconsult
  15. 15. Part 2 When do you need a redesign? new website?
  16. 16. 1. You don't have a website  @agconsult
  17. 17. 2. Your site sucks donkey balls @agconsult
  18. 18. 88.751 pages Crappy or outdated technologyContent or structure are a disaster 187 navigation items 28 levels of content @agconsult
  19. 19. Making a shitty website a bit less shitty: that's not our goal, is it? @agconsult
  20. 20. 3. Your site has hit its local maximum @agconsult
  21. 21. This is what I really believe Continuous improvement + redesign when needed
  22. 22. You can't build a strong building on a weak foundation @agconsult
  23. 23. Part 3 3 cases to illustrate this approach
  24. 24. Bounce rate halved 35% more conversions
  25. 25. +1.300% more leads 135% more sales
  26. 26. Part 4 How can you help your clients to make a website that doesn't #fail?
  27. 27. Our approach to CRO Analyze data to find problem areas User research to find out why it’s a problem Find a solution & implement/test Measure & refine
  28. 28. Our approach to IA User research Strategy Structure Mock-ups
  29. 29. 1. Always start with user research @agconsult
  30. 30. Not based on gut feelings @agconsult
  31. 31. Not based on what the HiPPO wants @agconsult
  32. 32. No f*cking opinions @agconsult
  33. 33. @agconsult
  34. 34. Henry Ford never said this. First mention of this 'quote' dates from 2002, one year after an article from Jakob Nielsen. @agconsult
  35. 35. "First rule of usability? Don't listen to your users!" (Jakob Nielsen) @agconsult
  36. 36. @agconsult
  37. 37. Yes, Steve Jobs really said this. And he's right. But the conclusion that Apple doesn't do user research is wrong. Apple doesn't believe in market research. It does a lot of user research. @agconsult
  38. 38. Pay attention to what users do, not what they say. That's what user research is about. @agconsult
  39. 39. My favorite user research methods Google Analytics User behaviour User testing Surveys
  40. 40. Some of my favorite questions • On the website • What is the purpose of your visit to our website today? • What's holding you back from completing your purchase today? • What’s keeping you from buying this (product name) right now? • Do you have any questions that remain unanswered? Yes/ no… • What convinced you the most to decide to ask a quote? • Was there something that nearly stopped you from buying from us? Yes / no … • Existing clients • What would you miss most if your X broke down / if we took away X • What do you like the most about X? • What's the most important thing X helped you to achieve?
  41. 41. no destination in mind 43% time frame in mind 51% 78% no fixed dates type of vacation (sun, culture,…) 84%
  42. 42. What convinced you the most to decide to ask a quote? Was there something that made you hesitate? If so, what? 77,1% more requests for quote
  43. 43. Stop selling the way you want to sell Sell the way people want to buy Karl Gilis - @agconsult
  44. 44. There are many more tools available.
  45. 45. But to connect the dots …
  46. 46. ... you need to use the most important tool you have
  47. 47. 2. Strategy & Roadmap • What should be on the website? • What shouldn’t be? • Role of the web site as a • Marketing & communication tool • Business tool • How to get there (without big bangs if possible) Strategy Roadmap
  48. 48. 3. From idea to final prototype Structure Mock-ups Lots of user testing Maybe some AB-testing
  49. 49. Open card sorting Closed card sorting
  50. 50. 1. Start with online card sorting
  51. 51. 2. Test your tree / navigation structure
  52. 52. 3. Create mock-ups. Make sure you use real copy.
  53. 53. 4. Do some screenshot testing
  54. 54. 5. Finally, some user testing to finetune your prototype
  55. 55. 6. Sometimes we do some AB-testing to see what the results of our ideas would be.
  56. 56. Part 5 You're almost there
  57. 57. If you follow this method, this will be the result of your redesign.
  58. 58. Unless your designer f*cks it up again!
  59. 59. Get my free ebook now  10 conversion tips that work on every website  15 cases from the real world  6 best practices from leading websites   Already more than 6.865 downloads
  60. 60. That's it! Thx @agconsult