DATA-DRIVEN DECISIONS F O R A S M A R T E R R E D E S I G N
1
By: Brad Skeen & Wesley McChristian
WHY SHOULD I
REDESIGN?
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ACHIEVING GOALS
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Goals
• What is your site goal?
• Do you know if you’re achieving it?
• Baseline metrics, benchmarks, analytics
• Traffic Analysis/Engagement
• CTAs
MAINTAIN RELEVANCE
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Today’s Standards
• Content
• Search
• Navigation
• Social Networking
• Personalization
• Mobile
Are You Mobile?
HOW IS DATA USED?
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GOAL TYPES
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• Ecommerce – Sell Products or Services
• Lead Generation – Collect user information
• Content Publishing – Encourage Engagement
• Informational/Support – Enhance Customer Experience
• Branding – Awareness, Engagement, Loyalty
GENERAL GOAL FUNNEL
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• Build Awareness
• Acquire Interest
• Engage Potential Customers
• Drive Conversions (on/offline)
• Retain Customers (Loyalty)
• ROI
STATISTICS
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• Are you measuring?
• Are you measuring the right things?
• The process of Analysis
• A|B Testing
INDUSTRY TRENDS
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• Mobile first
• Shopping Trends
• Localization
• Web-to-Store
• Referral Influence
• Social Scope
WHAT FACTORS DO I NEED
TO CONSIDER?
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TOOLSET
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• Platform Standards
• Available Modules/Extensions
• Custom Modules
• Integrated Tools
• Partners
GRAPHIC DESIGN
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• You don’t like the way it looks
• Objective-based decisions
• User Interfaces
• User Experience
TECHNOLOGY
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• Historical Data
• Programming Language
• CMS
• Server Architecture/Hosting
• Site Search
• Social Tools
• Optimization
MOBILE
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• User Types
• Repetitive
• Bored
• Urgent
• Mobile Surpassing Desktop
• Google Study
• Shop on Mobile: 79%
• In-Store: 70%
SEO
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• Be careful! This isn’t the same site anymore
(and Google knows it!)
• 301 Redirects
• Canonical Tags
HOW CAN WE MAKE THIS
ACTIONABLE?
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WHAT YOU CAN DO
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• Need vs Want
• Current Site
• Proposed/Ideal
• Examine Goals – In which Archetype do You Belong? (Slide 3)
• A|B Testing Available?
WHAT WE CAN DO
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• Key Questions
• Pre-Planning
• Identity
• SWOT – Identify Opportunities
AMERICANEAGLE PROCESS
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• Strategy
• Web Audit, Analytics, Brand, Graphic, Technical, Content, More…
• Roadmap, Timeframe, Budget
• Migration Plan (Content, SEO)
• Implementation
• Announce
PROCESS CONT.
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