Getting the most out of web site redesigns. The document discusses how to effectively redesign a website through research, strategy, design, development, and post-launch testing and improvement. It recommends starting with search data, surveys, usability testing and focus groups to understand user needs and pain points. The redesign process involves determining strategic goals and priorities, designing the new site to address these goals, and developing the technical implementation while considering different platforms and audiences. Continuous A/B testing and progressive deployment are suggested to refine the new site after launch.

1. Getting the most
out of web site
redesigns.
By Stephen Landau, Substance & Tim Schaden, Fluency Media
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2. Stephen LandauCo-Founder & Creative Director of Substance / findsubstance.com
twitter.com/substance or twitter.com/stlandau
Tim SchadenPresident & CEO of Fluency Media / fluencymedia.com
twitter.com/fluencymedia
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3. Question:
How many of
you have gone
through a web
site redesign?
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4. Question:
Why did you go
through a web
site redesign?
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5. Where to Start
Search data,
surveys, usability
testing & focus
groups.
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6. In-Line Click Survey:
• Easy one-click polling of
email prospects
• Consistently reveals that
prospects want more
communication – not less
• Example: 66.5% of
prospects wanted more
than monthly
communications
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7. User satisfaction surveys
pinpoint pain points.
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8. Usability testing shows what people
are doing, and why they’re doing it.
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9. Don’t just rely on what they do,
listen to what they say.
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10. The Redesign
The convergence
of strategy, design,
and development.
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11. The Redesign: Strategy
What vs Why.
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12. What:
A list of features
and functions that
may (or may not)
be appropriate.
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13. Why:
Your reason
for existing.
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14. The Redesign: Strategy
Use social media to
prioritize redesign
content.
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15. The Redesign: Strategy
Creating content.
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16. Utilizing Existing Content from Flickr
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17. Visitor-Submitted Content
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18. Visitor-Submitted Content
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19. Different Content for Different Audiences
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20. The Redesign: Design
A combination of
brand, layout and
interaction.
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21. The Redesign: Design
Answering “why”
with “what.”
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Solution for 2009

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Solution for 2010

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27. The Redesign: Design
Testing key goals.
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28. PPC drove quick traffic to test new
interstitial: 1,200% conversion increase.
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29. Search powered testing leads to
25% increase in conversions.
+25%
conversion rate (old): 2.4% conversion rate (new): 3.2%
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30. The Redesign: Development
Answering “why”
with “how.”
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31. The Redesign: Development
Utilizing third party
platforms.
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32. Utilizing third party widgets.
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33. The Redesign: Development
APIs from Flickr,
YouTube, Google
Maps...
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Video entries uploaded to YouTube.

35. Mapping via Google Maps API.
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36. The Redesign: Development
Integrating
social media.
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37. The Redesign: Development
Building for
different platforms.
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38. Building for desktop audiences...
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39. ...and mobile audiences.
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40. ...and mobile audiences.
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41. The Redesign: Development
Managing content?
HTML? Flash?
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42. The Redesign: After Launch
Continual testing
and improvement.
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43. The Redesign: After Launch
Progressive
deployment.
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44. The Redesign: What Else?
Driving traffic to your
newly redesigned
web site.
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45. The Redesign: What Else?
Working with
an agency.
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46. What questions
can we answer
for you?
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47. Thank you.
stephen@findsubstance.com
tim@fluencymedia.com
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