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Avoiding Disaster: What a Successful Website Redesign Looks Like

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Brian Massey, founder of Conversion Sciences (www.ConversionSciences.com), discusses the perils of doing a website redesign and how to end up with a site that performs better in the end. We explore case studies of redesigns that have soared and those who have crashed. You’ll leave with practical advice on how to assess your existing site to decide if a redesign is even needed. This webinar was hosted by UserTesting.com.

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Avoiding Disaster: What a Successful Website Redesign Looks Like

  1. 1. Avoiding Disaster: What a Successful Website Redesign Looks Like Webinars #UTwebinar Today’s Guest: Brian Massey Founder and Conversion Scientist Conversion Sciences
  2. 2. @bmasseyhttp://www.internetretailer.com/2013/01/08/finish-line-loses-3-million-sales-its-new-web-site
  3. 3. @bmassey
  4. 4. @bmassey
  5. 5. @bmassey
  6. 6. @bmassey
  7. 7. @bmassey Why redesigns fail
  8. 8. @bmassey Justifying the risk and effort of a redesign
  9. 9. @bmassey Use your existing site to reduce risks
  10. 10. @bmassey Apply a data-driven methods to avoid redesign pitfalls
  11. 11. A/B Testing Experts B2C and B2B Ecommerce Lead Generation SaaS Brian Massey @bmassey bmassey@conversionsciences.com www.ConversionSciences.com (512) 961-6604
  12. 12. The things that increase performance +30% -5% The things that increase performance +30% -5% The things that increase performance +30% +5% WHY REDESIGNS FAIL @bmassey
  13. 13. The things that decrease performance The things that increase performance All Website Changes
  14. 14. The things that decrease performance The things that increase performance All Website Changes “Give it more time.”
  15. 15. @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/ £150 million redesign took two years.
  16. 16. The things that decrease performance The things that increase performance All Website Changes “We’re geniuses!”
  17. 17. @bmassey http://dminc.com/case-study/african-wildlife-foundation/
  18. 18. Repeat Visitors are Shocked @bmassey
  19. 19. Designed for Wrong Segments @bmassey
  20. 20. Your Audience Has Several Local Maxima @bmassey
  21. 21. Your Visitors Didn’t Go to the Same Design School. Half of your changes will decrease the site’s performance. @bmassey
  22. 22. Reliance on Best Practices @bmassey
  23. 23. More Choice is Better, Right?
  24. 24. Too Much Emphasis on Look and Feel @bmassey
  25. 25. Photo Credit: drinksmachine https://www.flickr.com/photos/95457978@N00/3732782275/ (cc)
  26. 26. The things that increase performance +30% -5% The things that increase performance +30% -5% The things that increase performance +30% +5% TYPICAL REASONS TO REDESIGN @bmassey
  27. 27. @bmassey Photo Credit: https://www.flickr.com/photos/64636204@N00/2373428173/ (cc)
  28. 28. @bmassey Photo Credit: rkleine https://www.flickr.com/photos/47544801@N00/3566407243/ (cc)
  29. 29. @bmassey Photo Credit: the_steve_cox https://www.flickr.com/photos/35468147898@N01/6294412553/ (cc)
  30. 30. @bmassey Photo credit: https://www.flickr.com/photos/27904432@N00/6672288949/ (cc)
  31. 31. @bmassey Photo Credit: https://www.flickr.com/photos/95572727@N00/2065282685/ (cc)
  32. 32. The things that increase performance +30% -5% The things that increase performance +30% -5% The things that increase performance +30% +5% GOOD REASONS TO REDESIGN @bmassey
  33. 33. @bmassey Photo Credit: https://www.flickr.com/photos/108488366@N07/14359994013/ (cc)
  34. 34. @bmassey
  35. 35. The things that increase performance +30% -5% The things that increase performance +30% -5% The things that increase performance +30% +5% STRATEGIES FOR REDESIGN @bmassey
  36. 36. @bmassey Photo Credit: https://www.flickr.com/photos/39804614253@N01/1761955352/ (cc)
  37. 37. @bmassey Photo Credit: https://www.flickr.com/photos/19365001@N00/123811344/ (cc)
  38. 38. 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
  39. 39. All Website Changes The things that increase performance +30% -5% The things that increase performance +30% -5% The things that increase performance +30% -20% The things that increase performance +30% +5% The things that increase performance +30% -10% We see these changes as Bets.
  40. 40. The things that increase performance +30% -5% The things that increase performance +30% -5% The things that increase performance +30% -20% The things that increase performance +30% +5% The things that increase performance +30% -10% All Website Changes
  41. 41. The things that increase performance +30% -5% The things that increase performance +30% -5% The things that increase performance +30% +5% RESEARCH IS A COLLECTION OF HYPOTHESES, NOT ANSWERS @bmassey
  42. 42. 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
  43. 43. Qualitative and Quantitative: Automatic.com @bmassey
  44. 44. @bmassey Original Home Page
  45. 45. UserTesting.com Data Four rounds, eight panelists: • Confusion about the product (a hardware device plus application) • Difficulty distinguishing between “features” and “apps.” • Difficulty distinguishing between “Automatic app” and “third party apps” @bmassey
  46. 46. Tested a Feature- oriented Home Page @bmassey
  47. 47. Tested a Feature- oriented Home Page @bmassey
  48. 48. http://conversci.com/udemyux
  49. 49. The things that increase performance +30% -5% The things that increase performance +30% -5% The things that increase performance +30% +5% WHAT TO WATCH Metrics that Matter @bmassey
  50. 50. Returning Users Are probably in the Consideration Phase or Action Phase @bmassey
  51. 51. Lead Generation Did we make it harder for visitors to take action? @bmassey
  52. 52. Lead Quality @bmassey Lead Score Lead Pipeline Stage Lead Close Ratio
  53. 53. Conversion Rate @bmassey
  54. 54. Average Order Value @bmassey
  55. 55. Lead Value @bmassey
  56. 56. Revenue per Visit @bmassey
  57. 57. Conversion by Traffic Source @bmassey
  58. 58. Compare Before and After Year-over-year @bmassey
  59. 59. @bmassey
  60. 60. B2B Furniture Site @bmassey
  61. 61. Reasons for Redesign New Content Management System Increase Revenue Per Visit Better Search Engine Optimization Increase Mobile Revenue @bmassey
  62. 62. December January March April July August November September The Plan Busy Season
  63. 63. December January March April July August November September The Result
  64. 64. The things that increase performance +30% -5% The things that increase performance +30% -5% The things that increase performance +30% +5% This is Typical A Website is Software Not Page Design. @bmassey
  65. 65. December January March April July August November September The Process Consulted with Conversion Sciences on Best Practices
  66. 66. @bmassey Before After
  67. 67. @bmassey Before After
  68. 68. No Change in Conversion Rate @bmassey
  69. 69. No Change in Conversion Rate @bmassey
  70. 70. No Change in Average Order Value @bmassey
  71. 71. Is This a Problem? @bmassey
  72. 72. Returning Visitors @bmassey Returning Visitors All Visitors
  73. 73. Mobile Conversion Rate @bmassey
  74. 74. Responsive Mobile Site @bmassey Significant decrease in Home Page load time
  75. 75. Testing has begun to increase conversion rate. @bmassey
  76. 76. @bmassey
  77. 77. Reasons for Redesign Increase Revenue @bmassey
  78. 78. @bmassey
  79. 79. Extreme Site Makeover
  80. 80. No Change in Conversion Rate @bmassey
  81. 81. No Change in Average Order @bmassey
  82. 82. Things to Test on Current Site Value Proposition Language Calls to Action Risk Reversal Trust Builders Landing Pages Form Length @bmassey
  83. 83. @bmassey
  84. 84. Reasons for Redesign Increase Trials of Pro Services Increase Revenue Get Users to Try More Features @bmassey
  85. 85. B2B Applications: MXToolbox @bmassey
  86. 86. New Look Before After
  87. 87. @bmassey “New Application Interface” Before After
  88. 88. Let the Visitor Tell You @bmassey
  89. 89. New Features Before After
  90. 90. Results Positive Feedback From PRO Users Decision to hold off on new interface for free users. @bmassey
  91. 91. @bmassey
  92. 92. B2B Inventory and Asset Tracking Systems @bmassey
  93. 93. Reasons for Redesign Increase Live Demos Present a Better Brand Impression @bmassey
  94. 94. Test New Design and Calls to Action @bmassey Before After
  95. 95. After Test Demo Form Page @bmassey Before
  96. 96. New Design Influenced by Testing @bmassey Before After
  97. 97. Landing Page Home Page Category Pages Form Pages
  98. 98. Why This Crazy Approach? @bmassey
  99. 99. Constant Feedback to Designers @bmassey
  100. 100. Product 1 Start of Redesign Process Increase Leads During Redesign @bmassey Product 2 Product 3 All Offers
  101. 101. December January March April July August November September The Result $ $ $ $ $ $ $ $ $ $ $ $
  102. 102. 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.
  103. 103. The things that increase performance +30% -5% The things that increase performance +30% -5% The things that increase performance +30% +5% BE READY TO GO BACK @bmassey
  104. 104. "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
  105. 105. @bmasseyhttp://www.internetretailer.com/2013/01/08/finish-line-loses-3-million-sales-its-new-web-site
  106. 106. @bmassey
  107. 107. @bmasseyhttp://www.internetretailer.com/2013/01/08/finish-line-loses-3-million-sales-its-new-web-site
  108. 108. @bmassey
  109. 109. We often redesign for the wrong reasons. @bmassey
  110. 110. Without data, redesigns are risky. @bmassey
  111. 111. Going All In is the most risky (and most common!) @bmassey
  112. 112. Collecting test data on the current site mitigates the risk. @bmassey
  113. 113. Testing assumptions on the current site further reduces risk. @bmassey
  114. 114. A side-by-side approach allows you to back out poor performing features. @bmassey
  115. 115. A stepwise approach eliminates risk while increasing performance immediately. @bmassey
  116. 116. Do you need a redesign or an optimization program? @bmassey
  117. 117. Free Site Evaluations -First Three- Tweet something nice using #UTWebinar @bmassey
  118. 118. CLICK TO EDIT PRESENTER TITLE Questions? Be sure to check out Conversion Sciences at: ConversionSciences.com Questions about UserTesting? Email adam@usertesting.com #UTwebinar

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