Cut the crap prague 2012

Cut the crap

WebExpo Prague 2012

Eirik Hafver Rønjum21 September 2012

fredag 21. september 12





Apply for kindergarten


What is a kindergarten?

Kindergarten is an educational activity designed for children under school age.

Kindergartens are approved according to guidelines in the law relating to kindergartens,

Act of 1 January 2006

Co je mateřská školka?!?


... the dark side of the web


10 million pages3 million pages have never been visited

1 % of the content represents 99 % of the

page views


Why less is more ...

... so deleting a little could

improve things a lot!












✓87 % fewer pages

✓4 000 pages became 500 pages

✓Conversion rate up 100 %

✓Emails to customer support fell 35 %

✓User satisfaction increased



✓Redesigned the frontpage for the most important user tasks

✓Deleted almost every piece of content that wasn’t relevant product information

✓The use of the Loan Calculator increased by 236 %

✓The traffic to important product and service information increased by 520 %


The value of your content ...

... it’s not about quality


✓ The text is understandable

✓ Scannable

✓ Unique selling points

✓ Prioritized

✓ Has calls to action

Content quality


– Hey Gordon, we need a website– Make sure it has lots of scannable content and bulleted lists, Bud!


– This website idea of yours better make us a shitload of money, or I'm gonna tear your eyeballs out and I'm gonna suck your fucking skull!


Business goals

User tasks


If the content doesn't support a business goal AND a user task, it is

USELESS!


Well written

Not well written

Irrelevant Relevant

Valuable

UselessVery useless

Useless


Content analysis -

figure out the value of your content







-10

-8

-6

-4

-2

0

2

4

6

8

10

-10 -8 -6 -4 -2 0 2 4 6 8 10

High quality

Low quality

Low relevance High relevance


Reason No

Links to relevant information/files 8

Enough information 2

Well written 6

Good title 4

Easy to read 4

Relevant pictures 6

Most important stuff first 3

Total 10

0

2

4

6

8

10

12


Excel for free :)

[email protected]


mailto:[email protected]




Manage tasks, not content



Here’s the deal. The moment you launch a website, you’re a publisher.





Well written

Not well written

Irrelevant Relevant

Yes, please!

ImproveForget it

Forget it



– As soon as you’ve decided that your website needs a piece of content, prepare for how to create, improve, and delete it.Paraphrasing Kristina Halvorson







– The theory was: buy the tool, train people to use it, and watch them go.

– If ever there was a disastrous non-strategy, it is distributed publishing.Gerry McGovern




Homework


Step 1

Define business goals and user needs

Delete three pages every day and

celebrate the work with a cupcake


Step 2

Figure out how to measure value

Delete three pages daily during morning

coffee


Step 3

Do a content analysis

Time to delete the whole website?


Step 4

Make the content visible

Delete three pages every day and be

proud of it


Step 5

Tell managers what you need to create value

Skip an unimportant meeting every day.

Instead, delete three pages


Step 6

Create and govern valuable content

Still pages to delete?


Thank you!

[email protected]

+ 47 92 40 31 65

@eirikhafver




Design

Cut the crap prague 2012