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Tel Aviv HUG Luke Summerfield
- 2. WHO HERE HAS BEEN INVOLVED IN A WEBSITE REDESIGN?
- 3. WHAT CHALLENGES DID YOU RUN INTO WHILE REDESIGNING?
- 4. UNSPLASH USER TRISTAN COLANGELO On Time? On Budget?
- 5. WHAT EMOTIONS DID YOU HAVE WHILE REDESIGNING?
- 6. Based on a 2016 survey conducted by HubSpot
- 7. Based on a 2016 survey conducted by HubSpot
- 8. Based on a 2016 survey conducted by HubSpot
- 9. FLICKR USER IMAGES MONEY Observation One: Traditional web design is very risky.
- 10. TRADITIONAL WEB DESIGN Upfront Costs Resources & Time (out of scope, over budget, late) RISKS #GrowthDrivenDesign @SavvyLuke
- 11. The website is live!
- 12. HOW IMPORTANT IS YOUR WEBSITE TO YOUR BUSINESS?
- 13. HOW IMPORTANT IS YOUR WEBSITE TO YOUR BUSINESS? Based on a 2016 survey conducted by HubSpot 0 5 10Not Important Extremely Important 54% 13% 8% 10%6%4% 2%2%
- 14. HOW OFTEN DO YOU MAKE IMPACTFUL IMPROVEMENTS TO YOUR WEBSITE?
- 15. 2% 23% 33% 19% 23% HOW OFTEN DO YOU MAKE IMPACTFUL IMPROVEMENTS TO YOUR WEBSITE? Based on a 2016 survey conducted by HubSpot - Sir Edmund Hillary Only when we redesign Yearly Quarterly Monthly Weekly
- 16. Traditional Web DesignImpact Time 2 Years 3 Month Redesign SITE 2 Years 3 Month Redesign SITE SITE
- 17. Observation Two: Traditional web design produces poor results.
- 18. RISKS TRADITIONAL WEB DESIGN Upfront Costs Resources & Time Based on Assumptions Static for 2 Years (out of scope, over budget, late) POOR RESULTS #GrowthDrivenDesign @SavvyLuke
- 19. THE TRADITIONAL WEB DESIGN PROCESS IS BROKEN.
- 20. FLICKR USER LUIS SARABIA Luke… What are we suppose to do?
- 21. A SMARTER APPROACH TO WEB DESIGN THAT: • REDUCE HEADACHES. • MAXIMIZE RESULTS. • INFORM OTHER DEPARTMENTS.
- 22. STRATEGY
- 24. PHASE 1: FOUNDATION 45 - 60 DAYS LAUNCH PAD WEBSITE STRATEGY
- 25. FLICKER USER NASAMARSHALL Our launch pad website is live.
- 26. STRATEGY LAUNCH PAD WEBSITE CONTINUOUS IMPROVEMENT
- 27. FLICKER USER WADE MORGAN Too many options with little direction.
- 28. WEBSITE HIERARCHY A roadmap to follow for building a peak performing site. • Provide focus • Clear expectations • Measure progress to goals
- 29. GOAL: What we are trying to accomplish at that given step. FOCUS METRIC: A single metric we are laser focused on. LEADING INDICATORS: The “levers” you can pull that are highly correlated with increasing the focus metric. AT EACH STEP:
- 30. GOAL FOCUS METRIC Visitors to bring visitors R.R..>1.0 + TimePromoters Items so valuable, user would pay Qualified lead genAssets Users keep coming back User return in X Days Stickiness Intuitive & easy to use Task completionUsability Audience Fresh flow of new visitors M/M Unique Visitors Value Solves some point of pain How useful? 1-10 Personalization Customized for specific users (revisit others) Conversion Rate Optimization No friction in funnels 1st - last step %
- 31. UNSPLASH USER PIERRE ROUGIER The Continuous Improvement Cycle
- 32. Promoters Assets Personalization Stickiness Conversion Rate Optimization Usability Value Audience CONTINUOUS IMPROVEMENT PLAN PLAN 1. Audit your performance. 2. Determine which hierarchy step you’re currently at. 3. What parts of the site have the most leverage at the current time. Usability
- 33. STAGE GOAL FOCUS METRIC Usability Intuitive & Easy to Use Task Completion Home -> Product EXAMPLE: AREA OF FOCUS
- 34. Question PLAN Home Page Home Product Usability FOCUS AND DISCOVERY
- 35. Research Question PLAN Usability FOCUS AND DISCOVERY Home Page Home Product
- 36. EXAMPLE: RESEARCH Static .jpg graphic on HubSpot’s home page showing some of HubSpot tools
- 37. EXAMPLE: RESEARCH Users were trying to click on each tool, but this was on a static .jpg
- 38. ACTION ITEM 2 ACTION ITEM 3 ACTION ITEM 4 ACTION ITEM 5 … ACTION ITEM 1 Brainstorm Research Question PLAN FOCUS METRIC (task completion) USABILITY
- 39. ACTION ITEM 2 ACTION ITEM 3 ACTION ITEM 4 ACTION ITEM 5 … ACTION ITEM 1 HIGH IMPACT MEDIUM IMPACT LOW IMPACT
- 40. EXAMPLE: DASHBOARD Scope capacity for that sprint
- 41. Promoters Assets Personalization Stickiness Conversion Rate Optimization Usability Value Audience CONTINUOUS IMPROVEMENT PLAN BUILD ACTION ITEMS HIGH IMPACT
- 42. For [Marketing Mary] visiting the [Home Page], we believe changing [funnel tool graphic] into a [interactive & linked graphic] will [increase home -> product page visitor flow by 5%] HIGH IMPACT - ACTION ITEM 1 We believe this to be true because [research or previous experiment] Hypothesis Statement Expected Impact + Effort Required + Experiment Design
- 43. EXAMPLE: ACTION ITEM CARD
- 44. BUILD Everyone on the team will pitch in and work together to: • Implement the high impact items • Setup experiments to test impact Promoters Assets Personalization Stickiness Conversion Rate Optimization Usability Value Audience CONTINUOUS IMPROVEMENT PLAN BUILD ACTION ITEMS HIGH IMPACT
- 45. EXAMPLE: BUILD
- 46. LEARN After running our experiments, your team will take a step back: • Review results • What did we learn? • Publish findings Promoters Assets Personalization Stickiness Conversion Rate Optimization Usability Value Audience CONTINUOUS IMPROVEMENT PLAN BUILD LEARN
- 47. 22% CTR Increase HubSpot.com to Product Pages EXAMPLE: LEARN 22% CTR increase from HubSpot.com to product pages USER LEARNINGS: 1. Users like interactivity 2. Users are most interested in the CRM & analytics • Informs next cycle
- 48. EXAMPLE: LEARNING - ACTION ITEM CARD
- 49. Promoters Assets Personalization Stickiness Conversion Rate Optimization Usability Value Audience CONTINUOUS IMPROVEMENT PLAN BUILD LEARN TRANSFER TRANSFER Collaborate between departments to: • Share user learnings • Create recommendations • Ask questions
- 50. 22% CTR Increase HubSpot.com to Product Pages EXAMPLE: TRANSFER USER LEARNINGS: 1. Users like interactive elements and graphics • Interactive infographic 2. Users are most interested in the CRM & analytics • CRM related offer for the home page? • Newsletters and blogs
- 51. EXAMPLE: TRANSFER Value & Features Social Validation Testimonial
- 52. REPEAT THE CYCLE Optimize each stage of the GDD website hierarchy. • Repeat cycle • Continue to build action items • Hit “focus metric” threshold • Move to next step in the hierarchy Promoters Assets Personalization Stickiness Conversion Rate Optimization Usability Value Audience CONTINUOUS IMPROVEMENT PLAN BUILD LEARN TRANSFER Usability Conversion Rate Optimization
- 53. STRATEGY
- 55. STRATEGY LAUNCH PAD WEBSITE CONTINUOUS IMPROVEMENT
- 56. STRATEGY LAUNCH PAD WEBSITE CONTINUOUS IMPROVEMENT Audience Value Usability Conversion Rate Optimization Stickiness Personalization Assets Promoters
- 57. STRATEGY LAUNCH PAD WEBSITE CONTINUOUS IMPROVEMENT PLAN BUILD LEARN TRANSFER Audience Value Usability Conversion Rate Optimization Stickiness Personalization Assets Promoters
- 58. Traditional Web DesignImpact Time 2 Years 3 Month Redesign SITE 2 Years 3 Month Redesign SITE SITE
- 59. Traditional Web Design vs. 2 Years 3 Month Redesign SITE SITE 2 Years 3 Month Redesign Impact Time SITE
- 60. 2 Years 3 Month Redesign SITE SITE 2 Years 3 Month Redesign Traditional Web Design vs.Impact Time SITE
- 61. M ARKETING & SALES 2 Years 3 Month Redesign SITE SITE 2 Years 3 Month Redesign Traditional Web Design vs.Impact Time SITE
- 62. TRADITIONAL WEB DESIGN GROWTH- DRIVEN DESIGN Data Based Decisions Continuous Improvement Spread Over Time Launch Quick & Improve (agile, on time & on budget) Upfront Costs Resources & Time Based on Assumptions (out of scope, over budget, late) RISKS RESULTS Static for 2 Years
- 63. GROWTHDRIVENDESIGN.COM VISIT (get the slides and presentation recording) - Luke@GrowthDrivenDesign.com