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Lab Coat Lessons WebinarBrian MasseyJoel Harvey@bmassey
@bmasseyNovember, 18 2012http://www.internetretailer.com/2013/01/08/finish-line-loses-3-million-sales-its-new-web-site
@bmasseyNovember, 19 2012
@bmassey
November, 19 2012
@bmasseyNot a happy ending.
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@bmasseyNot a happy ending.
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@bmasseyImportant InfoWhy redesigns fail
@bmasseyImportant InfoJustifying the risk and effort of a redesign
@bmasseyImportant InfoUse your existing site to reduce risks
@bmasseyImportant InfoApply a data-driven methods to avoid redesign pitfalls
Conversion SciencesA/B Testing ExpertsB2C and B2B EcommerceLead GenerationSaaS
Brian Massey@[email protected](512) 961-6604
@bmassey
@bmassey
What JJ Knows@bmassey
Know What to KeepandKnow What to Create@bmassey
The things that decrease performance
The things that increase performanceAll Website Changes
The things that decrease performance
The things that increase performanceAll Website ChangesGive it more time.
@bmasseyThe 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/
More research would be needed for us to give a thorough UX opinion but our first thoughts are that its a positive redesign.-- ExperienceSolutionsSome customers have had difficulty registering on the siteThere were early reports of crashesCustomers apparently felt that there was too much videoCustomers couldnt find what they wanted-- Web Growth Consulting150 million redesign took two years.
The things that decrease performance
The things that increase performanceAll Website ChangesWere geniuses!
@bmassey
http://dminc.com/case-study/african-wildlife-foundation/
WHY REDESIGNS FAIL
@bmassey
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Repeat Visitors are Shocked@bmassey
Designed for Wrong Segments@bmassey
Your Audience Has Several Local Maxima@bmassey
Your Visitors Didnt Go to the Same Design School.Half of your changes will decrease the sites performance.@bmassey
We know this from struggling with our testing process on client after client.24
Reliance on Best Practices@bmassey
More Choice is Better, Right?
Too Much Emphasis on Look and Feel@bmassey
Making the Case for a RedesignPhoto Credit:drinksmachinehttps://www.flickr.com/photos/95457978@N00/3732782275/(cc)
Typical Reasons to Redesign
@bmassey
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@bmasseyChange in Management Photo Credit:https://www.flickr.com/photos/64636204@N00/2373428173/ (cc)
When the word to redesign comes from the top, it usually means more budgets and more interesting work than day-to-day marketing communications.30
@bmasseyPoor PerformancePhoto Credit: rkleine https://www.flickr.com/photos/47544801@N00/3566407243/ (cc)
@bmasseyImprove Mobile ExperiencePhoto Credit:the_steve_coxhttps://www.flickr.com/photos/35468147898@N01/6294412553/(cc)
The feeling is that we need a responsive site to support mobile devices. This a redesign is required.32
@bmasseyWell, Just Look at It!Photo credit: https://www.flickr.com/photos/27904432@N00/6672288949/ (cc)
@bmasseyWe Need to be Unique*Photo Credit: https://www.flickr.com/photos/95572727@N00/2065282685/ (cc)
These sites will improve faster and more reliably with an optimization program.@bmassey
Good Reasons to Redesign
@bmassey
The things that increase performance+30%
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@bmasseyPoor Content Management System Photo Credit: https://www.flickr.com/photos/108488366@N07/14359994013/ (cc)
@bmasseyRebranding or Repositioning*
STRATEGIES FOR REDESIGN
@bmassey
The things that increase performance+30%
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@bmassey1Going All InPhoto Credit: https://www.flickr.com/photos/39804614253@N01/1761955352/ (cc)
@bmasseyTheres No Such Thing as a Best Practice, Only Best Bets.*Photo Credit: https://www.flickr.com/photos/19365001@N00/123811344/ (cc)
We know this from struggling with our testing process on client after client.41
BetsThe Right Value PropositionThe Right Calls to ActionThe Right Copy and ImagesThe Expected Look and FeelTrust BuildersProofRisk Reversal@bmassey
All Website ChangesThe things that increase performance+30%
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-10%We see these changes as Bets.
The things that increase performance+30%
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All Website ChangesEvery Audience is Different
WHAT TO WATCHMetrics that Matter in a Redesign
@bmassey
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The Kinds of Information We Use to Make Design Decisions
Informed IntuitionSelf-reported InputBest PracticesExperienceQualitative Behavioral DataQuantitative Behavioral Data
@bmassey
Returning Users
Are probably in the Consideration Phase or Action Phase@bmassey
Will they have to re-register??47
Lead Generation
Did we make it harder for visitors to take action?@bmassey
Lead Quality@bmasseyLead ScoreLead Pipeline Stage
Lead Close Ratio
Conversion Rate@bmassey
Average Order Value@bmassey
Lead Value@bmassey
Revenue per Visit@bmassey
Conversion by Traffic Source@bmassey
Compare
Before and AfterYear-over-year@bmassey
@bmassey
2Best Practices Bets
B2B Furniture Site@bmassey
Reasons for RedesignNew Content Management SystemIncrease Revenue Per VisitBetter Search Engine OptimizationIncrease Mobile Revenue@bmassey
DecemberJanuaryMarchAprilJulyAugustNovemberSeptemberThePlanBusy Season
DecemberJanuaryMarchAprilJulyAugustNovemberSeptember
TheResult
This is TypicalA Website is Software Not Page Design.
@bmassey
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DecemberJanuaryMarchAprilJulyAugustNovemberSeptember
TheProcess
Consulted with Conversion Sciences onBest Practices
@bmassey
BeforeAfter
@bmasseyBeforeAfter
No Change in Conversion Rate@bmassey
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No Change in Conversion Rate@bmassey
No Change in Average Order Value@bmassey
Is This a Problem?@bmassey
Returning Visitors@bmassey
Returning Visitors
All Visitors
Mobile Conversion Rate Improved Substantially@bmassey
Responsive Mobile Site@bmassey
Significant decrease in Home Page load time
Testing has begun to increase conversion rate.@bmassey
@bmassey3Test on Current Site
Reasons for RedesignIncrease Revenue@bmassey
@bmasseyJanuary 1, 2014
Extreme Site AB TestStatisticallyidentical
No Change in Conversion Rate@bmassey
No Change in Average Order@bmassey
Things You Should Test on Your Current Site Before a RedesignValue Proposition LanguageCalls to ActionRisk ReversalTrust BuildersLanding PagesForm Length@bmassey
@bmassey4The Simultaneous Launch
Reasons for RedesignIncrease Trials of Pro ServicesIncrease RevenueGet Users to Try More Features@bmassey
B2B Applications: MXToolbox@bmassey
New Look
BeforeAfter
@bmassey
New Application Interface
BeforeAfter
Let the Visitor Tell You@bmassey
New Features for Anonymous UsersBefore
After
ResultsPositive Feedback From PRO Users
Decision to hold off on new interface for anonymous users.
@bmassey
@bmassey5Stepwise Redesign
B2B Inventory and Asset Tracking Systems@bmassey
Reasons for RedesignIncrease Live DemosPresent a Better Brand Impression@bmassey
Test New Design and Calls to Action@bmassey
+48.7%Before
After
AfterTest Demo Form Page@bmassey
+50.0%Before
New Design Influenced by Testing@bmassey
Before
After+30.0%
@bmassey
Landing Page
Home Page
CategoryPages
FormPages
Were Still Not Done
Why This Crazy Approach?@bmassey
Constant Feedback to Designers@bmassey
Product 1Start of Redesign ProcessIncrease Leads During Redesign@bmassey
Product 2
Product 3
All Offers
DecemberJanuaryMarchAprilJulyAugustNovemberSeptemberTheResult$$$$$$$$$$$$
CaveatsWasp Barcode was an outlier. We dont typically triple leads in such a short time.
The intuition of the designers proved to be very good for this audience.
Be ready to go back
@bmassey
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"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
@bmasseyNovember, 18 2012http://www.internetretailer.com/2013/01/08/finish-line-loses-3-million-sales-its-new-web-site
@bmasseyNovember, 19 2012
@bmasseyDecember 6, 2012http://www.internetretailer.com/2013/01/08/finish-line-loses-3-million-sales-its-new-web-site
@bmasseyJune 2014
We often redesign for the wrong reasons.@bmassey
Without data, redesigns are risky.@bmassey
Going All In is the most risky (and most common!)@bmassey
Collecting test data on the current site mitigates the risk.@bmassey
Testing assumptions on the current site further reduces risk.@bmassey
A side-by-side approach allows you to back out poor performing features.@bmassey
A stepwise approach eliminates risk while increasing performance immediately.@bmassey
Do you need a redesign or an optimization program?@bmassey
Free Site Evaluations-First Three-Tweet something nice using #labcoatlessons@bmassey