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Kill The Website Launch

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Kill the Website Relaunch @Zack zack@pantheon.io


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Why website relaunches always turn into humongous shit shows


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My Background CEO, Co-Founder Partner Owner


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Three major website relaunches since 2009


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Relaunched 350+ client websites


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Over 100,000 website launches


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Website Relaunches


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Hey! I’m relaunching my company’s website! This is fun!


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More like


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Nobody has left the office in days


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That WordPress + SalesForce + Marketo form field integration feature that is a must have has taken 4 weeks, not 4 days


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You have 132 of the old site’s 11,124 articles imported


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HAHAHAHAHAHA! Where are we on cross-browser and mobile testing?


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What launch day is supposed to be like


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What launch day is really like


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What launch day is really like


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Why do website relaunches always turn into humungous shit shows?


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#1 Websites are inherently complex #2 The technology is always under-appreciated #3 The process requires buy-in by armies of stakeholders who mysteriously appear from the shadows of your organization to try and veto your forward progress, usually at the last minute.


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#1 Websites are inherently complex


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What is your website?


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Your website is Years upon years of writing effort by your content team


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Your website is Your website is Days and days of debate in your conference room about ‘what’s the most important thing we need to say’ on our homepage


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Your website is Thousands of hours of SEO tweaks, JavaScript embeds, and clever marketing hacks


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Your website is The bio of your company president that always needs updating


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Your website is Thousands, tens of thousands of lines of code (every one in which needs to load fast and be secure)


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Your website is Thousands, tens of thousands of lines of code (every one in which needs to load fast and be secure)


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Your website is The backlog of tickets, bugs, improvements, 
 and design comps stretching out for years


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Your website is A stack of technology a dozen layers thick Content Management System 24x7 On-Call Security High Performance High Availability Dev/Test/Live Workflow Version Control LAMP Operating System Hardware


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Your Website is ALL of these things


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When you contemplate a relaunch this is what you are staring down


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#2 The technology is always under appreciated


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Not built for professional marketers


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Website Technology for Professionals 35% 65%


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Website DevOps Requirements Website DevOps 24x7 On-Call Security High Performance High Availability Dev/Test/Live Workflow Version Control LAMP Operating System Hardware


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Software Engineering Skills Spectrum HTML, CSS Creatives Python, Ruby Software Engineers Website DevOps 24x7 On-Call Security High Performance High Availability Dev/Test/Live Workflow Version Control LAMP Operating System Hardware neering s Engi System C Low Level Engineers


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Day 28 Day 27 Day 26 Day 25 Day 24 Day 23 Day 22 Day 21 Day 20 Day 19 Day 18 Day 17 Day 16 Day 15 Day 14 Day 13 Day 12 Day 11 Day 10 Day 9 Day 8 Day 7 Day 6 Day 5 Day 4 Day 3 Day 2 Day 1 What you expect website traffic to look like 19 14.25 9.5 4.75


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Day 28 Day 27 Day 26 Day 25 Day 24 Day 23 Day 22 Day 21 Day 20 Day 19 Day 18 Day 17 Day 16 Day 15 Day 14 Day 13 Day 12 Day 11 Day 10 Day 9 I’m Fa Int m ern ou e s! t 150 Day 8 Day 7 Day 6 Day 5 Day 4 Day 3 Day 2 Day 1 What website traffic actually looks like 200 100 50 0


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#3 The process requires buy-in by armies of stakeholders who mysteriously appear from the shadows of your organization to try and veto your forward progress (usually at the last minute)


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Who cares about your website?


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Who cares about your website? CEO VP Sales Head of HR Intern Everyone at your company cares about your website


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Your website is your brand, online More money is invested in Websites ($130B) than all of Digital Advertising ($114B) 42


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Who are they comparing you to?


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But here is what nobody mentions Apple’s first website


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It took them years of iterative improvements:


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Why do website relaunches always turn into humungous shit shows?


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#1 Websites are inherently complex #2 The technology is always under-appreciated #3 The process requires buy-in by armies of stakeholders who mysteriously appear from the shadows of your organization to try and veto your forward progress, usually at the last minute.


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But what’s the alternative?


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Let’s take a step back


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What can website teams learn from software companies?


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Damn you and your phenomenal digital user experiences!


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Damn you and your phenomenal digital user experiences!


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What in the hell are we going to do about: ?


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Do you remember the days of crappy software?


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What happened? How did software get so good?


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How we used to make software


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I got some great great ideas for our next version of software!


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Hurray! Now I’ll go call my husband and tell him not expect to see me for two years.


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Five years later


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I can’t wait to install this sweet box of software I’m buying in a store!


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How Internet era companies ship software


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Agile Software Development


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Releases improvements twenty times a day on average


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Waterfall Relaunch Agile Teams Months or years long projects Work broken down into weeks (sprints) Big bang high stakes releases Continuous releases when features are ready Mid stream re-prioritization is death Re-prioritization is constant as you learn


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Applying the agile model your website team


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Who has an agile website team? Deploy substantive changes to their site twice a week on average


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How agile website teams work Company Julie Sam


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How agile website teams work Julie Sam Sam


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Five steps to an agile website team


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#1 Find out how often you release Hey Tony: Tell me, how often do we release new features
 to our website?


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#1 H Find out how often you release What’s your limiting step?


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H #2 Get the necessary tools Website DevOps 24x7 On-Call Security High Performance High Availability Dev/Test/Live Workflow Version Control LAMP Operating System Hardware Don’t DIY your DevOps Implement Dev/Test/Live workflow


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HURRAY Y OU LAUN Make launch day the best day CHED!


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#3 Manage your website in sprints Waterfall Week 8 Release 1 VS Agile Design – Build – Test – Release 4 Week 7 Week 6 Test Design – Build – Test – Release 3 Build Design – Build – Test – Release 2 Design Design – Build – Test – Release 1 Week 5 Week 4 Week 3 Week 2 Week 1


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#4 Train your stakeholders Hey Madeleine, Do you think we can get my request into the next website sprint?


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#5 Do retrospectives and apply what you learn At the end of each sprint, get everyone together to discuss: What worked well that we should continue doing? What did we learn? What one thing should we do differently next time?


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Five steps to an agile website team #1 Find out how often you currently release substantive changes to your website #2 Put in the place the necessary tooling (dev/test/live) #3 Manage releases in two week sprints #4 Train your stakeholders #5 Do retrospectives at the end of each sprint


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A special word to Agencies in the room


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Ok, so I need to make a few small changes: I’ve decided to put five bathrooms right here in the middle.. Websites aren’t houses


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Why website relaunches always turn into humongous shit shows


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#1 Websites are inherently complex #2 The technology is always under-appreciated #3 The process requires buy-in by armies of stakeholders who mysteriously appear from the shadows of your organization to try and veto your forward progress, usually at the last minute.


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Waterfall Relaunch Agile Teams Months or years long projects Work broken down into weeks (sprints) Big bang high stakes releases Continuous releases when features are ready Mid stream re-prioritization is death Re-prioritization is constant as you learn


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Five steps to an agile website team #1 Find out how often you currently release substantive changes to your website #2 Put in the place the necessary tooling (dev/test/live) #3 Manage releases in two week sprints #4 Train your stakeholders #5 Do retrospectives at the end of each sprint


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Why website relaunches always turn into humongous shit shows Thank you! @Zack zack@pantheon.io


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