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Did you know?
53% of website redesign projects are
done internally.
The webinar will begin shortly.

Twitter:
•  Hashtag #WebSci
•  Presenter @mvolpe
Did you know?
People now spend more time on social
media than in their email inbox.
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Twitter:
•  Hashtag #WebSci
•  Presenter @mvolpe
Did you know?
68% of marketers did a website
redesign in the last 12 months.
The webinar will begin shortly.

Twitter:
•  Hashtag #WebSci
•  Presenter @mvolpe
Did you know?
78% of internet users conduct product
research online.
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Twitter:
•  Hashtag #WebSci
•  Presenter @mvolpe
Did you know?
91% of people unsubscribe from email
lists.
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Twitter:
•  Hashtag #WebSci
•  Presenter @mvolpe
Did you know?
86% of people skip over TV ads using a
DVR.
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Twitter:
•  Hashtag #WebSci
•  Presenter @mvolpe
Did you know?
76% of consumers want a website that
makes it easy to nd what they want.
The webinar will begin shortly.

Twitter:
•  Hashtag #WebSci
•  Presenter @mvolpe
Did you know?
37% of marketers did not measure any
metrics for their last website redesign.
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Twitter:
•  Hashtag #WebSci
•  Presenter @mvolpe
Did you know?
About 1/3 of marketers were not happy
with their last website redesign.
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Twitter:
•  Hashtag #WebSci
•  Presenter @mvolpe
Did you know?
Inbound marketing focused companies
have a 61% lower cost per lead.
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Twitter:
•  Hashtag #WebSci
•  Presenter @mvolpe
Did you know?
Over 44% of direct mail is discarded
before people even look at it.
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Twitter:
•  Hashtag #WebSci
•  Presenter @mvolpe
Did you know?
There are over 200,000,000 people on
the US “do not call” list.
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Twitter:
•  Hashtag #WebSci
•  Presenter @mvolpe
Did you know?
Only 49% of website redesign projects
 nish and launch on time.
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Twitter:
•  Hashtag #WebSci
•  Presenter @mvolpe
Did you know?
The marketing team initiates 55% of
website redesign projects.
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Twitter:
•  Hashtag #WebSci
•  Presenter @mvolpe
Did you know?
Over 4,500 companies use HubSpot for
their all-in-one marketing system.
The webinar will begin shortly.

Twitter:
•  Hashtag #WebSci
•  Presenter @mvolpe
Did you know?
Websites with blogs get 55% more
tra c.
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Twitter:
•  Hashtag #WebSci
•  Presenter @mvolpe
Did you know?
HubSpot customers have generated
over 5 million leads.
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Twitter:
•  Hashtag #WebSci
•  Presenter @mvolpe
Did you know?
The average HubSpot customer grows
their lead generation 12% every month.
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Twitter:
•  Hashtag #WebSci
•  Presenter @mvolpe
Did you know?
The average HubSpot customer gets 4
times more leads after 5 months.
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Twitter:
•  Hashtag #WebSci
•  Presenter @mvolpe
Did you know?
Companies who blog get 79% more
followers on Twitter.
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Twitter:
•  Hashtag #WebSci
•  Presenter @mvolpe
Did you know?
Both Google and Salesforce.com have
invested $ in HubSpot.
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Twitter:
•  Hashtag #WebSci
•  Presenter @mvolpe
Are you ready?



The webinar will begin in 2 minutes or
less.
Before We Begin
Questions? Use webinar interface, or Twitter
#WebSci

Afterparty! Use Twitter #WebSci after the
webinar, or Facebook.com/HubSpot

We will make a video recording and slides
available for download in ~24 hours
The Science of
Website Redesign
Today’s Presenter
           Mike Volpe
           Chief Marketing O cer
           HubSpot

           mvolpe@hubspot.com
           HubSpot.com/MikeVolpe
           Twitter.com/mvolpe
           LinkedIn.com/in/MikeVolpe
           Facebook.com/mvolpe
           MikeVolpe.com
Methodology
The data in this webinar came from:
•  Surveys of 100+ consumers, 100+ marketers,
   100+ agencies
•  Interviews with marketers and consumers
•  User testing of homepage designs
•  12 years of marketing experience
Which website is better?




   • Website tra c has doubled
   • Lead ow has doubled
   -- Noel Huelsenbeck, CEO, Vocio
Which website is better?




   • Website tra c has doubled
   • Lead ow has doubled
   -- Noel Huelsenbeck, CEO, Vocio
1
    WHEN
    How often should you do
    a website redesign?

    When is the right time to
    redesign your website?
TAKEAWAY:
Most people think you
should redesign your
website every 1-2 years.
Who cares what they think?

#WebSci
TAKEAWAY:
Your website should be a
living, breathing,
changing being. Edit and
improve constantly.

#WebSci
2
    WHO
    Who does the work on website
    redesign projects?

    Who initiates website
    redesign projects?
TAKEAWAY:
Leverage an expert to
improve your website.
You might be more of an
expert than you think.

#WebSci
3
    WHY
    Why does your website exist?

    Why should you redesign
    your website?
TAKEAWAY:
Have a clear purpose for
your website, and a clear
goal for your website
redesign project.

#WebSci
4
    COST
    How much should a
    website redesign cost?

    How long should a
    website redesign take?
Cost of Website Redesign
         Cost of Website Redesign in Dollars
Average                    $54,596
Average (w/o $1m project)  $38,572
Median                     $10,000
High                       $1,000,000
Low                        $0
Sample size                60
Cost by Internal / External
          Cost of Website Redesign Project
           by Internal or External Project
                   Internal Project   External Project
Average                $30,106           $69,586
Median                 $10,000           $13,000
Sample size              18                 39
TAKEAWAY:
Spend as much or as little
on your website redesign
as you like.


#WebSci
Time to Complete
     Time to Complete Website Redesign in Months
Average                   5.1
Median                    4
High                      24
Low                       1
Sample size               116
TAKEAWAY:
Expect a website
redesign project to take
4-5 months. Plan
accordingly.

#WebSci
5
    WHAT
    What should I focus on during
    a website redesign?

    What should my homepage
    look like?
Consumers: “If you could o er advice to someone who is about to design a new website,
        what would be the ONE most important thing you would tell them?”
TAKEAWAY:
What consumers want
most is a website that is
easy to use. Not ash,
not design, not artwork.

#WebSci
CTA Buttons: One vs Two (test 1)




Multiple call-to-action (CTA) buttons:
•  Less “stray” clicks
•  More clicks on CTA buttons
CTA Buttons: One vs Two (test 2)




Multiple call-to-action (CTA) buttons:
•  Slightly more clicks on CTA buttons?
CTA Buttons: Right vs Left (test 1)




Putting the call-to-action (CTA) button on the right:
•  More clicks on CTA
CTA Buttons: Right vs Left (test 2)




Putting the call-to-action (CTA) button on the left:
•  More clicks on CTA
Usability Testing Tools
•  FiveSecondTest.com
•  FeedbackArmy.com
•  UserTesting.com
•  Loop11.com
•  Your friends & coworkers
•  Your customers
•  Craigslist
Seth Godin on Website
Redesign
         “I'm going to go out on a limb and beg you
         not to create an original design. There are
         more than a billion pages on the web.
         Surely there's one that you can start with?”

         “Your car isn't unique, and your house
         might not be either…”
     http://sethgodin.typepad.com/seths_blog/2007/10/how-to-create-a.html
TAKEAWAY:
Opinions about usability
are useless. Watch your
users as they complete
tasks on your website.

#WebSci
6
    METRICS
    What are the best metrics
    to use for my website?

    Are metrics important to a
    website redesign project?
TAKEAWAY:
Measuring stats with a
website redesign gives
better results and you’re
more likely to be happy.

#WebSci
Marketers and Agencies: “What statistics did you track before
    and after a website redesign? (list up to 5 metrics)”
Good and Bad Metrics
Better Metrics                Worse Metrics
•  Visitors                   •  Bounce rate
•  Leads                      •  Time on site
•  Sales                      •  Page views
•  Conversion %               •  Pages / visit
•  All of the above, but by   •  “Hits”
   source                     •  Google rank
TAKEAWAY:
If you measure stats, and
they improve, you’re happy.
If they don’t improve, you’re
just not done yet.

#WebSci
7   HOW TO DO
    A WEBSITE
    REDESIGN
    (Driven by science)
Before the Redesign
•  Know your website’s purpose
•  Get metrics in place
•  Set a goal for the redesign – have metrics for
   that goal
•  Benchmark vs. competitors
•  Audit your website assets to protect them
Website Redesign Pitfalls
•  Removing valuable content
•  Losing value of inbound links
•  Losing SEO rankings
•  Losing social media mojo
•  Changing good conversion points
Use HubSpot to Find Your Assets
Use HubSpot to Find Your Assets
Use HubSpot to Find Your Assets
Measure Your Website w/HubSpot
Measure Your Website w/HubSpot
During the Redesign
•  Protect your marketing assets
•  Test usability with real users
•  Build the new website with tools to empower
   your team (CMS, LP, blog, analytics)
Use HubSpot to Edit Your
Website
Use HubSpot to Blog
Use HubSpot to Blog
Track Conversions HubSpot
Use HubSpot to Build Landing Pages
HubSpot to Build Landing
Pages
HubSpot to Build Landing
Pages
After the Redesign
•  Continue to test and optimize
•  Measure against goals
•  Keep building your website –more content,
   more o ers, etc.
Measure Marketing w/HubSpot
Measure Marketing w/HubSpot
         Visitors   Leads   Sales

SEO


Social
Media
Website Redesign Cheat Sheet
Before                     During                   After
•  Know your website’s     •  Protect your          •  Continue to test and
   purpose                    marketing assets         optimize
•  Get metrics in place    •  Test usability with   •  Measure against
•  Set a goal for the         real users               goals
   redesign – have         •  Build the new         •  Keep building your
   metrics for that goal      website with tools to    website –more
•  Benchmark vs.              empower your team        content, more o ers,
   competitors                (CMS, LP, blog,          etc.
•  Audit website assets       analytics)
   to protect them
Thank You!
          Mike Volpe
          Chief Marketing O cer
          HubSpot
          mvolpe@hubspot.com




Your Next Step:

Free website assessment
www.HubSpot.com/IMA

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The Science of Website Redesign

  • 1. Did you know? 53% of website redesign projects are done internally. The webinar will begin shortly. Twitter: •  Hashtag #WebSci •  Presenter @mvolpe
  • 2. Did you know? People now spend more time on social media than in their email inbox. The webinar will begin shortly. Twitter: •  Hashtag #WebSci •  Presenter @mvolpe
  • 3. Did you know? 68% of marketers did a website redesign in the last 12 months. The webinar will begin shortly. Twitter: •  Hashtag #WebSci •  Presenter @mvolpe
  • 4. Did you know? 78% of internet users conduct product research online. The webinar will begin shortly. Twitter: •  Hashtag #WebSci •  Presenter @mvolpe
  • 5. Did you know? 91% of people unsubscribe from email lists. The webinar will begin shortly. Twitter: •  Hashtag #WebSci •  Presenter @mvolpe
  • 6. Did you know? 86% of people skip over TV ads using a DVR. The webinar will begin shortly. Twitter: •  Hashtag #WebSci •  Presenter @mvolpe
  • 7. Did you know? 76% of consumers want a website that makes it easy to nd what they want. The webinar will begin shortly. Twitter: •  Hashtag #WebSci •  Presenter @mvolpe
  • 8. Did you know? 37% of marketers did not measure any metrics for their last website redesign. The webinar will begin shortly. Twitter: •  Hashtag #WebSci •  Presenter @mvolpe
  • 9. Did you know? About 1/3 of marketers were not happy with their last website redesign. The webinar will begin shortly. Twitter: •  Hashtag #WebSci •  Presenter @mvolpe
  • 10. Did you know? Inbound marketing focused companies have a 61% lower cost per lead. The webinar will begin shortly. Twitter: •  Hashtag #WebSci •  Presenter @mvolpe
  • 11. Did you know? Over 44% of direct mail is discarded before people even look at it. The webinar will begin shortly. Twitter: •  Hashtag #WebSci •  Presenter @mvolpe
  • 12. Did you know? There are over 200,000,000 people on the US “do not call” list. The webinar will begin shortly. Twitter: •  Hashtag #WebSci •  Presenter @mvolpe
  • 13. Did you know? Only 49% of website redesign projects nish and launch on time. The webinar will begin shortly. Twitter: •  Hashtag #WebSci •  Presenter @mvolpe
  • 14. Did you know? The marketing team initiates 55% of website redesign projects. The webinar will begin shortly. Twitter: •  Hashtag #WebSci •  Presenter @mvolpe
  • 15. Did you know? Over 4,500 companies use HubSpot for their all-in-one marketing system. The webinar will begin shortly. Twitter: •  Hashtag #WebSci •  Presenter @mvolpe
  • 16. Did you know? Websites with blogs get 55% more tra c. The webinar will begin shortly. Twitter: •  Hashtag #WebSci •  Presenter @mvolpe
  • 17. Did you know? HubSpot customers have generated over 5 million leads. The webinar will begin shortly. Twitter: •  Hashtag #WebSci •  Presenter @mvolpe
  • 18. Did you know? The average HubSpot customer grows their lead generation 12% every month. The webinar will begin shortly. Twitter: •  Hashtag #WebSci •  Presenter @mvolpe
  • 19. Did you know? The average HubSpot customer gets 4 times more leads after 5 months. The webinar will begin shortly. Twitter: •  Hashtag #WebSci •  Presenter @mvolpe
  • 20. Did you know? Companies who blog get 79% more followers on Twitter. The webinar will begin shortly. Twitter: •  Hashtag #WebSci •  Presenter @mvolpe
  • 21. Did you know? Both Google and Salesforce.com have invested $ in HubSpot. The webinar will begin shortly. Twitter: •  Hashtag #WebSci •  Presenter @mvolpe
  • 22. Are you ready? The webinar will begin in 2 minutes or less.
  • 23. Before We Begin Questions? Use webinar interface, or Twitter #WebSci Afterparty! Use Twitter #WebSci after the webinar, or Facebook.com/HubSpot We will make a video recording and slides available for download in ~24 hours
  • 25. Today’s Presenter Mike Volpe Chief Marketing O cer HubSpot mvolpe@hubspot.com HubSpot.com/MikeVolpe Twitter.com/mvolpe LinkedIn.com/in/MikeVolpe Facebook.com/mvolpe MikeVolpe.com
  • 26. Methodology The data in this webinar came from: •  Surveys of 100+ consumers, 100+ marketers, 100+ agencies •  Interviews with marketers and consumers •  User testing of homepage designs •  12 years of marketing experience
  • 27. Which website is better? • Website tra c has doubled • Lead ow has doubled -- Noel Huelsenbeck, CEO, Vocio
  • 28. Which website is better? • Website tra c has doubled • Lead ow has doubled -- Noel Huelsenbeck, CEO, Vocio
  • 29.
  • 30.
  • 31. 1 WHEN How often should you do a website redesign? When is the right time to redesign your website?
  • 32.
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  • 34.
  • 35. TAKEAWAY: Most people think you should redesign your website every 1-2 years. Who cares what they think? #WebSci
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  • 38.
  • 39.
  • 40.
  • 41. TAKEAWAY: Your website should be a living, breathing, changing being. Edit and improve constantly. #WebSci
  • 42. 2 WHO Who does the work on website redesign projects? Who initiates website redesign projects?
  • 43.
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  • 45.
  • 46.
  • 47.
  • 48.
  • 49.
  • 50. TAKEAWAY: Leverage an expert to improve your website. You might be more of an expert than you think. #WebSci
  • 51. 3 WHY Why does your website exist? Why should you redesign your website?
  • 52.
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  • 60. TAKEAWAY: Have a clear purpose for your website, and a clear goal for your website redesign project. #WebSci
  • 61. 4 COST How much should a website redesign cost? How long should a website redesign take?
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  • 64. Cost of Website Redesign Cost of Website Redesign in Dollars Average $54,596 Average (w/o $1m project) $38,572 Median $10,000 High $1,000,000 Low $0 Sample size 60
  • 65. Cost by Internal / External Cost of Website Redesign Project by Internal or External Project Internal Project External Project Average $30,106 $69,586 Median $10,000 $13,000 Sample size 18 39
  • 66. TAKEAWAY: Spend as much or as little on your website redesign as you like. #WebSci
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  • 69. Time to Complete Time to Complete Website Redesign in Months Average 5.1 Median 4 High 24 Low 1 Sample size 116
  • 70. TAKEAWAY: Expect a website redesign project to take 4-5 months. Plan accordingly. #WebSci
  • 71. 5 WHAT What should I focus on during a website redesign? What should my homepage look like?
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  • 73. Consumers: “If you could o er advice to someone who is about to design a new website, what would be the ONE most important thing you would tell them?”
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  • 75. TAKEAWAY: What consumers want most is a website that is easy to use. Not ash, not design, not artwork. #WebSci
  • 76. CTA Buttons: One vs Two (test 1) Multiple call-to-action (CTA) buttons: •  Less “stray” clicks •  More clicks on CTA buttons
  • 77. CTA Buttons: One vs Two (test 2) Multiple call-to-action (CTA) buttons: •  Slightly more clicks on CTA buttons?
  • 78. CTA Buttons: Right vs Left (test 1) Putting the call-to-action (CTA) button on the right: •  More clicks on CTA
  • 79. CTA Buttons: Right vs Left (test 2) Putting the call-to-action (CTA) button on the left: •  More clicks on CTA
  • 80. Usability Testing Tools •  FiveSecondTest.com •  FeedbackArmy.com •  UserTesting.com •  Loop11.com •  Your friends & coworkers •  Your customers •  Craigslist
  • 81. Seth Godin on Website Redesign “I'm going to go out on a limb and beg you not to create an original design. There are more than a billion pages on the web. Surely there's one that you can start with?” “Your car isn't unique, and your house might not be either…” http://sethgodin.typepad.com/seths_blog/2007/10/how-to-create-a.html
  • 82. TAKEAWAY: Opinions about usability are useless. Watch your users as they complete tasks on your website. #WebSci
  • 83. 6 METRICS What are the best metrics to use for my website? Are metrics important to a website redesign project?
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  • 91. TAKEAWAY: Measuring stats with a website redesign gives better results and you’re more likely to be happy. #WebSci
  • 92. Marketers and Agencies: “What statistics did you track before and after a website redesign? (list up to 5 metrics)”
  • 93. Good and Bad Metrics Better Metrics Worse Metrics •  Visitors •  Bounce rate •  Leads •  Time on site •  Sales •  Page views •  Conversion % •  Pages / visit •  All of the above, but by •  “Hits” source •  Google rank
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  • 99. TAKEAWAY: If you measure stats, and they improve, you’re happy. If they don’t improve, you’re just not done yet. #WebSci
  • 100. 7 HOW TO DO A WEBSITE REDESIGN (Driven by science)
  • 101. Before the Redesign •  Know your website’s purpose •  Get metrics in place •  Set a goal for the redesign – have metrics for that goal •  Benchmark vs. competitors •  Audit your website assets to protect them
  • 102. Website Redesign Pitfalls •  Removing valuable content •  Losing value of inbound links •  Losing SEO rankings •  Losing social media mojo •  Changing good conversion points
  • 103. Use HubSpot to Find Your Assets
  • 104. Use HubSpot to Find Your Assets
  • 105. Use HubSpot to Find Your Assets
  • 106. Measure Your Website w/HubSpot
  • 107. Measure Your Website w/HubSpot
  • 108. During the Redesign •  Protect your marketing assets •  Test usability with real users •  Build the new website with tools to empower your team (CMS, LP, blog, analytics)
  • 109. Use HubSpot to Edit Your Website
  • 110. Use HubSpot to Blog
  • 111. Use HubSpot to Blog
  • 113. Use HubSpot to Build Landing Pages
  • 114. HubSpot to Build Landing Pages
  • 115. HubSpot to Build Landing Pages
  • 116. After the Redesign •  Continue to test and optimize •  Measure against goals •  Keep building your website –more content, more o ers, etc.
  • 118. Measure Marketing w/HubSpot Visitors Leads Sales SEO Social Media
  • 119. Website Redesign Cheat Sheet Before During After •  Know your website’s •  Protect your •  Continue to test and purpose marketing assets optimize •  Get metrics in place •  Test usability with •  Measure against •  Set a goal for the real users goals redesign – have •  Build the new •  Keep building your metrics for that goal website with tools to website –more •  Benchmark vs. empower your team content, more o ers, competitors (CMS, LP, blog, etc. •  Audit website assets analytics) to protect them
  • 120. Thank You! Mike Volpe Chief Marketing O cer HubSpot mvolpe@hubspot.com Your Next Step: Free website assessment www.HubSpot.com/IMA