redesign your website for leads and profit

Website Formulas

Lab Coat Lessons WebinarBrian MasseyJoel Harvey@bmassey

@bmasseyNovember, 18 2012http://www.internetretailer.com/2013/01/08/finish-line-loses-3-million-sales-its-new-web-site

@bmasseyNovember, 19 2012

@bmassey

November, 19 2012

@bmasseyNot a happy ending.

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@bmasseyNot a happy ending.

6

@bmasseyImportant InfoWhy redesigns fail

@bmasseyImportant InfoJustifying the risk and effort of a redesign

@bmasseyImportant InfoUse your existing site to reduce risks

@bmasseyImportant InfoApply a data-driven methods to avoid redesign pitfalls

Conversion SciencesA/B Testing ExpertsB2C and B2B EcommerceLead GenerationSaaS

Brian Massey@[email protected](512) 961-6604

@bmassey

@bmassey

What JJ Knows@bmassey

Know What to KeepandKnow What to Create@bmassey

The things that decrease performance

The things that increase performanceAll Website Changes


The things that increase performanceAll Website ChangesGive it more time.

@bmasseyThe 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/

More research would be needed for us to give a thorough UX opinion but our first thoughts are that its a positive redesign.-- ExperienceSolutionsSome customers have had difficulty registering on the siteThere were early reports of crashesCustomers apparently felt that there was too much videoCustomers couldnt find what they wanted-- Web Growth Consulting150 million redesign took two years.


The things that increase performanceAll Website ChangesWere geniuses!

@bmassey

http://dminc.com/case-study/african-wildlife-foundation/

WHY REDESIGNS FAIL

@bmassey

The things that increase performance+30%

-5%The things that increase performance+30%



+10%The things that increase performance+30%



-5%

Repeat Visitors are Shocked@bmassey

Designed for Wrong Segments@bmassey

Your Audience Has Several Local Maxima@bmassey

Your Visitors Didnt Go to the Same Design School.Half of your changes will decrease the sites performance.@bmassey

We know this from struggling with our testing process on client after client.24

Reliance on Best Practices@bmassey

More Choice is Better, Right?

Too Much Emphasis on Look and Feel@bmassey

Making the Case for a RedesignPhoto Credit:drinksmachinehttps://www.flickr.com/photos/95457978@N00/3732782275/(cc)

Typical Reasons to Redesign

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@bmasseyChange in Management Photo Credit:https://www.flickr.com/photos/64636204@N00/2373428173/ (cc)

When the word to redesign comes from the top, it usually means more budgets and more interesting work than day-to-day marketing communications.30

@bmasseyPoor PerformancePhoto Credit: rkleine https://www.flickr.com/photos/47544801@N00/3566407243/ (cc)

@bmasseyImprove Mobile ExperiencePhoto Credit:the_steve_coxhttps://www.flickr.com/photos/35468147898@N01/6294412553/(cc)

The feeling is that we need a responsive site to support mobile devices. This a redesign is required.32

@bmasseyWell, Just Look at It!Photo credit: https://www.flickr.com/photos/27904432@N00/6672288949/ (cc)

@bmasseyWe Need to be Unique*Photo Credit: https://www.flickr.com/photos/95572727@N00/2065282685/ (cc)

These sites will improve faster and more reliably with an optimization program.@bmassey

Good Reasons to Redesign

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@bmasseyPoor Content Management System Photo Credit: https://www.flickr.com/photos/108488366@N07/14359994013/ (cc)

@bmasseyRebranding or Repositioning*

STRATEGIES FOR REDESIGN

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@bmassey1Going All InPhoto Credit: https://www.flickr.com/photos/39804614253@N01/1761955352/ (cc)

@bmasseyTheres No Such Thing as a Best Practice, Only Best Bets.*Photo Credit: https://www.flickr.com/photos/19365001@N00/123811344/ (cc)

We know this from struggling with our testing process on client after client.41

BetsThe Right Value PropositionThe Right Calls to ActionThe Right Copy and ImagesThe Expected Look and FeelTrust BuildersProofRisk Reversal@bmassey

All Website ChangesThe things that increase performance+30%







-10%We see these changes as Bets.








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All Website ChangesEvery Audience is Different

WHAT TO WATCHMetrics that Matter in a Redesign

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The Kinds of Information We Use to Make Design Decisions

Informed IntuitionSelf-reported InputBest PracticesExperienceQualitative Behavioral DataQuantitative Behavioral Data

@bmassey

Returning Users

Are probably in the Consideration Phase or Action Phase@bmassey

Will they have to re-register??47

Lead Generation

Did we make it harder for visitors to take action?@bmassey

Lead Quality@bmasseyLead ScoreLead Pipeline Stage

Lead Close Ratio

Conversion Rate@bmassey

Average Order Value@bmassey

Lead Value@bmassey

Revenue per Visit@bmassey

Conversion by Traffic Source@bmassey

Compare

Before and AfterYear-over-year@bmassey

@bmassey

2Best Practices Bets

B2B Furniture Site@bmassey

Reasons for RedesignNew Content Management SystemIncrease Revenue Per VisitBetter Search Engine OptimizationIncrease Mobile Revenue@bmassey

DecemberJanuaryMarchAprilJulyAugustNovemberSeptemberThePlanBusy Season

DecemberJanuaryMarchAprilJulyAugustNovemberSeptember

TheResult

This is TypicalA Website is Software Not Page Design.

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-5%

DecemberJanuaryMarchAprilJulyAugustNovemberSeptember

TheProcess

Consulted with Conversion Sciences onBest Practices

@bmassey

BeforeAfter

@bmasseyBeforeAfter

No Change in Conversion Rate@bmassey

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No Change in Average Order Value@bmassey

Is This a Problem?@bmassey

Returning Visitors@bmassey

Returning Visitors

All Visitors

Mobile Conversion Rate Improved Substantially@bmassey

Responsive Mobile Site@bmassey

Significant decrease in Home Page load time

Testing has begun to increase conversion rate.@bmassey

@bmassey3Test on Current Site

Reasons for RedesignIncrease Revenue@bmassey

@bmasseyJanuary 1, 2014

Extreme Site AB TestStatisticallyidentical


No Change in Average Order@bmassey

Things You Should Test on Your Current Site Before a RedesignValue Proposition LanguageCalls to ActionRisk ReversalTrust BuildersLanding PagesForm Length@bmassey

@bmassey4The Simultaneous Launch

Reasons for RedesignIncrease Trials of Pro ServicesIncrease RevenueGet Users to Try More Features@bmassey

B2B Applications: MXToolbox@bmassey

New Look

BeforeAfter

@bmassey

New Application Interface

BeforeAfter

Let the Visitor Tell You@bmassey

New Features for Anonymous UsersBefore

After

ResultsPositive Feedback From PRO Users

Decision to hold off on new interface for anonymous users.

@bmassey

@bmassey5Stepwise Redesign

B2B Inventory and Asset Tracking Systems@bmassey

Reasons for RedesignIncrease Live DemosPresent a Better Brand Impression@bmassey

Test New Design and Calls to Action@bmassey

+48.7%Before

After

AfterTest Demo Form Page@bmassey

+50.0%Before

New Design Influenced by Testing@bmassey

Before

After+30.0%

@bmassey

Landing Page

Home Page

CategoryPages

FormPages

Were Still Not Done

Why This Crazy Approach?@bmassey

Constant Feedback to Designers@bmassey

Product 1Start of Redesign ProcessIncrease Leads During Redesign@bmassey

Product 2

Product 3

All Offers

DecemberJanuaryMarchAprilJulyAugustNovemberSeptemberTheResult$$$$$$$$$$$$

CaveatsWasp Barcode was an outlier. We dont typically triple leads in such a short time.

The intuition of the designers proved to be very good for this audience.

Be ready to go back

@bmassey








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"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

@bmasseyNovember, 18 2012http://www.internetretailer.com/2013/01/08/finish-line-loses-3-million-sales-its-new-web-site

@bmasseyNovember, 19 2012

@bmasseyDecember 6, 2012http://www.internetretailer.com/2013/01/08/finish-line-loses-3-million-sales-its-new-web-site

@bmasseyJune 2014

We often redesign for the wrong reasons.@bmassey

Without data, redesigns are risky.@bmassey

Going All In is the most risky (and most common!)@bmassey

Collecting test data on the current site mitigates the risk.@bmassey

Testing assumptions on the current site further reduces risk.@bmassey

A side-by-side approach allows you to back out poor performing features.@bmassey

A stepwise approach eliminates risk while increasing performance immediately.@bmassey

Do you need a redesign or an optimization program?@bmassey

Free Site Evaluations-First Three-Tweet something nice using #labcoatlessons@bmassey