Double Your Website’s Success

Double Your Website’s Success

The little known secret....

Wednesday, December 1, 2010

or:

How I Learned to Stop Worrying and Love the Web


Ross JohnsonDesigner, CEO, Janitor, Blogger & Teacher


Movie Star


Jeff Daniels


Role as “Media Frenzy”


Super Sucker(not a pornography)


BSE in 2002


Best Supporting Extra


3.7 DESIGNSEstablished 2005


DESIGN & STRATEGY


AnnArbor.com


Results


And The Secret


(Not Snake Oil)


Who has helped plan a website?

Show me those hands...


Lots of Decisions...


ContentColorsLayoutFocusPagesArchitectureMessagingGoals


How did you make those decisions?

Any examples please?


Story timeAn epic tale of conquest...


Company Z needs a Website


They hire an awesome web company to build it

(like 3.7 DESIGNS, just sayin...)


Kick off Meeting


Brainstorming


Concepts!ooh that is the fun part right?


Company Z & Web Company Collaborate


New Ideas!(In technology, new is better, just FYI)


ReviseBrainstormCollaborateRevise


Pull in the...

Copy Writer


Kick off Meeting


Finish & Launch


Watch the StatsPeople are coming, success!


Back to business...


What is wrong with this picture?

...is there something wrong?


Something IS WRONG with this picture.

but what?


Every detail was discussed!


Everyone gave their ideas!


Everyone gave feedback!


We had 20 smart people putting their minds into it!


We hired an awesome company with lots of experience to build it!


no self promotion on this slide, your welcome!


Is the website 100% as effective as possible?


You don’t know!


You don’t know!

?Wednesday, December 1, 2010

?Wednesday, December 1, 2010

99% of all websites are planned using the

B E S T G U E S S METHOD


We G u e ss


We G u e ss

COLORLAYOUTC O P YIMAGESwill work best...


ULTIMATELY


You are NOT the user!Can’t “put” yourself in the users shoes


Everything you think you know about the user is probably wrong.


The users aren’t who you think they are.


If you think they are...


They are probably...


They do things differently than you would think


They have different reasons for needing your product than you think


Every... Demographic, Industry,

Situation, Season, Psychographic, etc...

...is different

(so you can’t use experience)


Is Planning This Way Crazy?

Yes!but no one questions it!


We didn’t always have a choice.


Traditional MediaMarketing is expensive and has very little

reporting on how successful it is.


TVPrintRadioDisplayDirect Mail


Expensive to create, change and alter

Difficult to track the success (estimated amount of impressions???)


The WebEasy to make changesVery accurate reporting of success

This sounds like the exciting part!


So we can do...

TESTING!


Admit you don’t have the perfect answer & FIND OUT


13% increase in conversion rate


204% improvement in conversion rate


50% improvement in conversion rate


Testing Online(we will stick to A/B testing, simplest form)


Take an important page and make a variant.

This could be:

•The Headline•Graphics•Colors•Calls to Action•Etc...


Send 50% of your traffic to the original page, and the rest to the new one.


See which performs better.Adopt it and perform a new test.


Your site will continue to improve over time.


How You Can Start Testing


Step 1.

Define a GoalE-mail sign-ups, Leads, Sales, Trial Sign-ups, Downloads, Etc...


Step 2.

Decide what to testSelect: A page that is critical in the goal process.

(landing page, conversion page, etc...)

Select: What to alter.

Images, headlines, colors, placement, layout, body text, buttons, traffic... anything really.


Step 3.

Start MeasuringThrough Google Analytics, phone tracking software, etc...


Step 4.

Send TrafficSplit the traffic equally (Google Website Optimizer)Make sure it is a statistically significant amount


Step 5.

Analyze & RepeatSelect the better performing page to be your baselineMake another variant page and repeat.


You will find small variations that create big results.


41% increase in conversion rate


92.8% improvement


21.4% improvement


Take Aways


Use Experience for a Baseline


But don’t over think and analyze


Instead test, test test...


Take Your Website Now!


Thank you!Follow me on twitter @3pointRoss!


Double Your Website’s Success

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