Avoiding Disaster: What a Successful Website Redesign Looks Like
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Brian Massey, founder of Conversion Sciences (www.ConversionSciences.com), discusses the perils of doing a website redesign and how to end up with a site that performs better in the end. We explore case studies of redesigns that have soared and those who have crashed. You’ll leave with practical advice on how to assess your existing site to decide if a redesign is even needed. This webinar was hosted by UserTesting.com.
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Avoiding Disaster: What a Successful Website Redesign Looks Like
- 1. Avoiding Disaster: What a Successful Website Redesign Looks Like Webinars #UTwebinar Today’s Guest: Brian Massey Founder and Conversion Scientist Conversion Sciences
- 3. @bmassey
- 4. @bmassey
- 5. @bmassey
- 6. @bmassey
- 8. @bmassey Justifying the risk and effort of a redesign
- 9. @bmassey Use your existing site to reduce risks
- 10. @bmassey Apply a data-driven methods to avoid redesign pitfalls
- 11. A/B Testing Experts B2C and B2B Ecommerce Lead Generation SaaS Brian Massey @bmassey bmassey@conversionsciences.com www.ConversionSciences.com (512) 961-6604
- 12. 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
- 13. The things that decrease performance The things that increase performance All Website Changes
- 14. The things that decrease performance The things that increase performance All Website Changes “Give it more time.”
- 15. @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.
- 16. The things that decrease performance The things that increase performance All Website Changes “We’re geniuses!”
- 18. Repeat Visitors are Shocked @bmassey
- 19. Designed for Wrong Segments @bmassey
- 20. Your Audience Has Several Local Maxima @bmassey
- 21. Your Visitors Didn’t Go to the Same Design School. Half of your changes will decrease the site’s performance. @bmassey
- 22. Reliance on Best Practices @bmassey
- 24. Too Much Emphasis on Look and Feel @bmassey
- 25. Photo Credit: drinksmachine https://www.flickr.com/photos/95457978@N00/3732782275/ (cc)
- 26. 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
- 28. @bmassey Photo Credit: rkleine https://www.flickr.com/photos/47544801@N00/3566407243/ (cc)
- 29. @bmassey Photo Credit: the_steve_cox https://www.flickr.com/photos/35468147898@N01/6294412553/ (cc)
- 32. 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
- 34. @bmassey
- 35. 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
- 38. 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
- 39. 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.
- 40. 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
- 41. The things that increase performance +30% -5% The things that increase performance +30% -5% The things that increase performance +30% +5% RESEARCH IS A COLLECTION OF HYPOTHESES, NOT ANSWERS @bmassey
- 42. 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
- 45. UserTesting.com Data Four rounds, eight panelists: • Confusion about the product (a hardware device plus application) • Difficulty distinguishing between “features” and “apps.” • Difficulty distinguishing between “Automatic app” and “third party apps” @bmassey
- 49. 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 @bmassey
- 50. Returning Users Are probably in the Consideration Phase or Action Phase @bmassey
- 51. Lead Generation Did we make it harder for visitors to take action? @bmassey
- 52. Lead Quality @bmassey Lead Score Lead Pipeline Stage Lead Close Ratio
- 57. Conversion by Traffic Source @bmassey
- 59. @bmassey
- 61. Reasons for Redesign New Content Management System Increase Revenue Per Visit Better Search Engine Optimization Increase Mobile Revenue @bmassey
- 64. 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
- 65. December January March April July August November September The Process Consulted with Conversion Sciences on Best Practices
- 68. No Change in Conversion Rate @bmassey
- 69. No Change in Conversion Rate @bmassey
- 70. No Change in Average Order Value @bmassey
- 71. Is This a Problem? @bmassey
- 72. Returning Visitors @bmassey Returning Visitors All Visitors
- 74. Responsive Mobile Site @bmassey Significant decrease in Home Page load time
- 75. Testing has begun to increase conversion rate. @bmassey
- 76. @bmassey
- 77. Reasons for Redesign Increase Revenue @bmassey
- 78. @bmassey
- 82. No Change in Conversion Rate @bmassey
- 83. No Change in Average Order @bmassey
- 84. Things to Test on Current Site Value Proposition Language Calls to Action Risk Reversal Trust Builders Landing Pages Form Length @bmassey
- 85. @bmassey
- 86. Reasons for Redesign Increase Trials of Pro Services Increase Revenue Get Users to Try More Features @bmassey
- 90. Let the Visitor Tell You @bmassey
- 92. Results Positive Feedback From PRO Users Decision to hold off on new interface for free users. @bmassey
- 93. @bmassey
- 94. B2B Inventory and Asset Tracking Systems @bmassey
- 95. Reasons for Redesign Increase Live Demos Present a Better Brand Impression @bmassey
- 96. Test New Design and Calls to Action @bmassey Before After
- 97. After Test Demo Form Page @bmassey Before
- 98. New Design Influenced by Testing @bmassey Before After
- 100. Why This Crazy Approach? @bmassey
- 101. Constant Feedback to Designers @bmassey
- 102. Product 1 Start of Redesign Process Increase Leads During Redesign @bmassey Product 2 Product 3 All Offers
- 104. 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.
- 105. 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
- 106. "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
- 108. @bmassey
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- 111. We often redesign for the wrong reasons. @bmassey
- 112. Without data, redesigns are risky. @bmassey
- 113. Going All In is the most risky (and most common!) @bmassey
- 114. Collecting test data on the current site mitigates the risk. @bmassey
- 115. Testing assumptions on the current site further reduces risk. @bmassey
- 116. A side-by-side approach allows you to back out poor performing features. @bmassey
- 117. A stepwise approach eliminates risk while increasing performance immediately. @bmassey
- 118. Do you need a redesign or an optimization program? @bmassey
- 119. Free Site Evaluations -First Three- Tweet something nice using #UTWebinar @bmassey
- 120. CLICK TO EDIT PRESENTER TITLE Questions? Be sure to check out Conversion Sciences at: ConversionSciences.com Questions about UserTesting? Email adam@usertesting.com #UTwebinar
Editor's Notes
- We know this from struggling with our testing process on client after client.
- When the word to redesign comes from the top, it usually means more budgets and more interesting work than day-to-day marketing communications.
- The feeling is that we need a responsive site to support mobile devices. This a redesign is required.
- We know this from struggling with our testing process on client after client.
- Will they have to re-register??