did you know? 53% of website redesign projects are done ... · 53% of website redesign projects are...
TRANSCRIPT
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Did you know?
53% of website redesign projects are done internally. The webinar will begin shortly. Twitter: • Hashtag #WebSci • Presenter @mvolpe
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Did you know?
People now spend more time on social media than in their email inbox. The webinar will begin shortly. Twitter: • Hashtag #WebSci • Presenter @mvolpe
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Did you know?
68% of marketers did a website redesign in the last 12 months. The webinar will begin shortly. Twitter: • Hashtag #WebSci • Presenter @mvolpe
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Did you know?
78% of internet users conduct product research online. The webinar will begin shortly. Twitter: • Hashtag #WebSci • Presenter @mvolpe
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Did you know?
91% of people unsubscribe from email lists. The webinar will begin shortly. Twitter: • Hashtag #WebSci • Presenter @mvolpe
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Did you know?
86% of people skip over TV ads using a DVR. The webinar will begin shortly. Twitter: • Hashtag #WebSci • Presenter @mvolpe
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Did you know?
76% of consumers want a website that makes it easy to !nd what they want. The webinar will begin shortly. Twitter: • Hashtag #WebSci • Presenter @mvolpe
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Did you know?
37% of marketers did not measure any metrics for their last website redesign. The webinar will begin shortly. Twitter: • Hashtag #WebSci • Presenter @mvolpe
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Did you know?
About 1/3 of marketers were not happy with their last website redesign. The webinar will begin shortly. Twitter: • Hashtag #WebSci • Presenter @mvolpe
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Did you know?
Inbound marketing focused companies have a 61% lower cost per lead. The webinar will begin shortly. Twitter: • Hashtag #WebSci • Presenter @mvolpe
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Did you know?
Over 44% of direct mail is discarded before people even look at it. The webinar will begin shortly. Twitter: • Hashtag #WebSci • Presenter @mvolpe
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Did you know?
There are over 200,000,000 people on the US “do not call” list. The webinar will begin shortly. Twitter: • Hashtag #WebSci • Presenter @mvolpe
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Did you know?
Only 49% of website redesign projects !nish and launch on time. The webinar will begin shortly. Twitter: • Hashtag #WebSci • Presenter @mvolpe
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Did you know?
The marketing team initiates 55% of website redesign projects. The webinar will begin shortly. Twitter: • Hashtag #WebSci • Presenter @mvolpe
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Did you know?
Over 4,500 companies use HubSpot for their all-in-one marketing system. The webinar will begin shortly. Twitter: • Hashtag #WebSci • Presenter @mvolpe
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Did you know?
Websites with blogs get 55% more tra"c. The webinar will begin shortly. Twitter: • Hashtag #WebSci • Presenter @mvolpe
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Did you know?
HubSpot customers have generated over 5 million leads. The webinar will begin shortly. Twitter: • Hashtag #WebSci • Presenter @mvolpe
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Did you know?
The average HubSpot customer grows their lead generation 12% every month. The webinar will begin shortly. Twitter: • Hashtag #WebSci • Presenter @mvolpe
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Did you know?
The average HubSpot customer gets 4 times more leads after 5 months. The webinar will begin shortly. Twitter: • Hashtag #WebSci • Presenter @mvolpe
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Did you know?
Companies who blog get 79% more followers on Twitter. The webinar will begin shortly. Twitter: • Hashtag #WebSci • Presenter @mvolpe
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Did you know?
Both Google and Salesforce.com have invested $ in HubSpot. The webinar will begin shortly. Twitter: • Hashtag #WebSci • Presenter @mvolpe
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Are you ready? The webinar will begin in 2 minutes or less.
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Before We Begin Questions? Use webinar interface, or Twitter #WebSci Afterparty! Use Twitter #WebSci after the webinar, or Facebook.com/HubSpot We will make a video recording and slides available for download in ~24 hours
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The Science of Website Redesign
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Today’s Presenter Mike Volpe Chief Marketing O!cer HubSpot [email protected] HubSpot.com/MikeVolpe Twitter.com/mvolpe LinkedIn.com/in/MikeVolpe Facebook.com/mvolpe MikeVolpe.com
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Methodology The data in this webinar came from: • Surveys of 100+ consumers, 100+ marketers,
100+ agencies • Interviews with marketers and consumers • User testing of homepage designs • 12 years of marketing experience
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Which website is better?
• Website tra"c has doubled • Lead #ow has doubled
-- Noel Huelsenbeck, CEO, Vocio
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Which website is better?
• Website tra"c has doubled • Lead #ow has doubled
-- Noel Huelsenbeck, CEO, Vocio
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WHEN How often should you do a website redesign? When is the right time to redesign your website?
1
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TAKEAWAY:
Most people think you should redesign your website every 1-2 years. Who cares what they think?
#WebSci
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TAKEAWAY:
Your website should be a living, breathing, changing being. Edit and improve constantly.
#WebSci
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WHO Who does the work on website redesign projects? Who initiates website redesign projects?
2
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TAKEAWAY:
Leverage an expert to improve your website. You might be more of an expert than you think.
#WebSci
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WHY Why does your website exist? Why should you redesign your website?
3
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TAKEAWAY:
Have a clear purpose for your website, and a clear goal for your website redesign project.
#WebSci
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COST How much should a website redesign cost? How long should a website redesign take?
4
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Cost of Website Redesign
Cost of Website Redesign in Dollars Average $54,596 Average (w/o $1m project) $38,572 Median $10,000 High $1,000,000 Low $0 Sample size 60
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Cost by Internal / External
Cost of Website Redesign Project by Internal or External Project
Internal Project External Project Average $30,106 $69,586 Median $10,000 $13,000 Sample size 18 39
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TAKEAWAY:
Spend as much or as little on your website redesign as you like.
#WebSci
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Time to Complete
Time to Complete Website Redesign in Months Average 5.1 Median 4 High 24 Low 1 Sample size 116
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TAKEAWAY:
Expect a website redesign project to take 4-5 months. Plan accordingly.
#WebSci
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WHAT What should I focus on during a website redesign? What should my homepage look like?
5
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Consumers: “If you could o$er advice to someone who is about to design a new website, what would be the ONE most important thing you would tell them?”
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TAKEAWAY:
What consumers want most is a website that is easy to use. Not #ash, not design, not artwork.
#WebSci
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CTA Buttons: One vs Two (test 1)
Multiple call-to-action (CTA) buttons: • Less “stray” clicks • More clicks on CTA buttons
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CTA Buttons: One vs Two (test 2)
Multiple call-to-action (CTA) buttons: • Slightly more clicks on CTA buttons?
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CTA Buttons: Right vs Left (test 1)
Putting the call-to-action (CTA) button on the right: • More clicks on CTA
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CTA Buttons: Right vs Left (test 2)
Putting the call-to-action (CTA) button on the left: • More clicks on CTA
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Usability Testing Tools • FiveSecondTest.com • FeedbackArmy.com • UserTesting.com • Loop11.com • Your friends & coworkers • Your customers • Craigslist
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Seth Godin on Website Redesign
“I'm going to go out on a limb and beg you not to create an original design. There are more than a billion pages on the web. Surely there's one that you can start with?”
“Your car isn't unique, and your house might not be either…”
http://sethgodin.typepad.com/seths_blog/2007/10/how-to-create-a.html
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TAKEAWAY:
Opinions about usability are useless. Watch your users as they complete tasks on your website.
#WebSci
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METRICS What are the best metrics to use for my website? Are metrics important to a website redesign project?
6
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TAKEAWAY:
Measuring stats with a website redesign gives better results and you’re more likely to be happy.
#WebSci
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Marketers and Agencies: “What statistics did you track before and after a website redesign? (list up to 5 metrics)”
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Good and Bad Metrics Better Metrics • Visitors • Leads • Sales • Conversion % • All of the above, but by
source
Worse Metrics • Bounce rate • Time on site • Page views • Pages / visit • “Hits” • Google rank
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TAKEAWAY:
If you measure stats, and they improve, you’re happy. If they don’t improve, you’re just not done yet.
#WebSci
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HOW TO DO A WEBSITE REDESIGN
7
(Driven by science)
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Before the Redesign • Know your website’s purpose • Get metrics in place • Set a goal for the redesign – have metrics for
that goal • Benchmark vs. competitors • Audit your website assets to protect them
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Website Redesign Pitfalls • Removing valuable content • Losing value of inbound links • Losing SEO rankings • Losing social media mojo • Changing good conversion points
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Use HubSpot to Find Your Assets
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Use HubSpot to Find Your Assets
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Use HubSpot to Find Your Assets
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Measure Your Website w/HubSpot
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Measure Your Website w/HubSpot
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During the Redesign • Protect your marketing assets • Test usability with real users • Build the new website with tools to empower
your team (CMS, LP, blog, analytics)
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Use HubSpot to Edit Your Website
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Use HubSpot to Blog
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Use HubSpot to Blog
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Track Conversions HubSpot
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Use HubSpot to Build Landing Pages
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HubSpot to Build Landing Pages
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HubSpot to Build Landing Pages
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After the Redesign • Continue to test and optimize • Measure against goals • Keep building your website –more content,
more o$ers, etc.
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Measure Marketing w/HubSpot
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Measure Marketing w/HubSpot Visitors Leads Sales
SEO
Social Media
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Website Redesign Cheat Sheet After • Continue to test and
optimize • Measure against
goals • Keep building your
website –more content, more o$ers, etc.
During • Protect your
marketing assets • Test usability with
real users • Build the new
website with tools to empower your team (CMS, LP, blog, analytics)
Before • Know your website’s
purpose • Get metrics in place • Set a goal for the
redesign – have metrics for that goal
• Benchmark vs. competitors
• Audit website assets to protect them
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Thank You! Mike Volpe Chief Marketing O!cer HubSpot [email protected]
Your Next Step: Free website assessment www.HubSpot.com/IMA