Lab Coat Lessons Webinar Brian Massey Joel Harvey

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Lab Coat Lessons Webinar Brian Massey Joel Harvey @bmassey

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

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@bmassey November, 19 2012

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@bmassey November, 19 2012

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@bmassey Not a happy ending.

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@bmassey Not a happy ending.

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@bmassey Important Info Why redesigns fail

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@bmassey Important Info Justifying the risk and effort of a redesign

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@bmassey Important Info Use your existing site to reduce risks

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@bmassey Important Info Apply a data-driven methods to avoid redesign pitfalls

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Conversion Sciences A/B Testing Experts B2C and B2B Ecommerce Lead Generation SaaS Brian Massey @bmassey bmassey@conversionsciences.com www.ConversionScience.com (512) 961-6604

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What JJ Knows @bmassey

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Know What to Keep and Know What to Create @bmassey

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The things that decrease performance The things that increase performance All Website Changes

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The things that decrease performance The things that increase performance All Website Changes “Give it more time.”

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@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/ More research would be needed for us to give a thorough UX opinion but our first thoughts are that it’s a positive redesign. -- ExperienceSolutions Some customers have had difficulty registering on the site There were early reports of crashes Customers apparently felt that there was too much video Customers couldn’t find what they wanted -- Web Growth Consulting ?150 million redesign took two years.

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The things that decrease performance The things that increase performance All Website Changes “We’re geniuses!”

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

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Repeat Visitors are Shocked @bmassey

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Designed for Wrong Segments @bmassey

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Your Audience Has Several Local Maxima @bmassey

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Your Visitors Didn’t Go to the Same Design School. Half of your changes will decrease the site’s performance. @bmassey

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Reliance on Best Practices @bmassey

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More Choice is Better, Right?

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Too Much Emphasis on Look and Feel @bmassey

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Making the Case for a Redesign Photo Credit: drinksmachine https://www.flickr.com/photos/95457978@N00/3732782275/ (cc)

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Typical Reasons to Redesign @bmassey

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

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@bmassey Poor Performance Photo Credit: rkleine https://www.flickr.com/photos/47544801@N00/3566407243/ (cc)

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@bmassey Improve Mobile Experience Photo Credit: the_steve_cox https://www.flickr.com/photos/35468147898@N01/6294412553/  (cc)

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

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

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

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Good Reasons to Redesign @bmassey

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

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@bmassey Rebranding or Repositioning *

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@bmassey 1 Going All In Photo Credit: https://www.flickr.com/photos/39804614253@N01/1761955352/ (cc)

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

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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

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All Website Changes We see these changes as Bets.

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All Website Changes Every Audience is Different

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WHAT TO WATCH Metrics that Matter in a Redesign @bmassey

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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

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Returning Users Are probably in the Consideration Phase or Action Phase @bmassey

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

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Lead Quality @bmassey Lead Score Lead Pipeline Stage Lead Close Ratio

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Conversion Rate @bmassey

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Average Order Value @bmassey

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Lead Value @bmassey

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Revenue per Visit @bmassey

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Conversion by Traffic Source @bmassey

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Compare Before and After Year-over-year @bmassey

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@bmassey 2 Best Practices Bets

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B2B Furniture Site @bmassey

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Reasons for Redesign New Content Management System Increase Revenue Per Visit Better Search Engine Optimization Increase Mobile Revenue @bmassey

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The Plan Busy Season

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December January March April July August November September The Result

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This is Typical A Website is Software Not Page Design. @bmassey

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December January March April July August November September The Process Consulted with Conversion Sciences on Best Practices

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@bmassey Before After

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@bmassey Before After

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No Change in Conversion Rate @bmassey

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No Change in Conversion Rate @bmassey

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No Change in Average Order Value @bmassey

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Is This a Problem? @bmassey

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Returning Visitors @bmassey Returning Visitors All Visitors

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Mobile Conversion Rate Improved Substantially @bmassey

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Responsive Mobile Site @bmassey Significant decrease in Home Page load time

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Testing has begun to increase conversion rate. @bmassey

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@bmassey 3 Test on Current Site

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Reasons for Redesign Increase Revenue @bmassey

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@bmassey January 1, 2014

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Extreme Site AB Test Statistically identical

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No Change in Conversion Rate @bmassey

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No Change in Average Order @bmassey

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Things You Should Test on Your Current Site Before a Redesign Value Proposition Language Calls to Action Risk Reversal Trust Builders Landing Pages Form Length @bmassey

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@bmassey 4 The Simultaneous Launch

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Reasons for Redesign Increase Trials of Pro Services Increase Revenue Get Users to Try More Features @bmassey

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B2B Applications: MXToolbox @bmassey

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New Look Before After

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@bmassey “New Application Interface” Before After

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Let the Visitor Tell You @bmassey

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New Features for Anonymous Users Before

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Results Positive Feedback From PRO Users Decision to hold off on new interface for anonymous users. @bmassey

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@bmassey 5 Stepwise Redesign

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B2B Inventory and Asset Tracking Systems @bmassey

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Reasons for Redesign Increase Live Demos Present a Better Brand Impression @bmassey

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Test New Design and Calls to Action @bmassey +48.7% Before

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Test Demo Form Page @bmassey +50.0% Before

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New Design Influenced by Testing @bmassey Before +30.0%

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We’re Still Not Done

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Why This Crazy Approach? @bmassey

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Constant Feedback to Designers @bmassey

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Increase Leads During Redesign @bmassey

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The Result $ $ $ $ $ $ $ $ $ $ $ $

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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.

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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

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

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@bmassey November, 19 2012

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

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@bmassey June 2014

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We often redesign for the wrong reasons. @bmassey

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Without data, redesigns are risky. @bmassey

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

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

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

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

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

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

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