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.
Avoiding Disaster: What a Successful Website Redesign Looks Like
1. Avoiding Disaster: What a Successful
Website Redesign Looks Like
Webinars
#UTwebinar
Today’s Guest:
Brian Massey
Founder and Conversion Scientist
Conversion Sciences
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. 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
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.
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
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
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
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. 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. 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. 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. 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
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
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
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
104. 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.
105. 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
106. "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
120. CLICK TO EDIT PRESENTER TITLE
Questions?
Be sure to check out Conversion Sciences at:
ConversionSciences.com
Questions about UserTesting?
Email adam@usertesting.com
#UTwebinar
Hinweis der Redaktion
We know this from struggling with our testing process on client after client.
When the word to redesign comes from the top, it usually means more budgets and more interesting work than day-to-day marketing communications.
The feeling is that we need a responsive site to support mobile devices. This a redesign is required.
We know this from struggling with our testing process on client after client.