Most optimizers aren’t big fans of the traditional redesign cycle. They promote a continuous optimizing process. And that’s fine. But sometimes websites just suck donkey balls. And a new website is a must. Also: new companies need new websites too. So how can we stop those clients from making shitty websites? Which research methods and tools can you use in which stage of the development cycle? And how do you this?
14. Summary
3 reasons why redesigns fail
• Not based on user research and facts
• When the redesign is just a re-design
• Part of a traditional redesign cycle @agconsult
31. Part 4
How can you help your clients to make
a website that doesn't #fail?
32. Our approach to CRO
Analyze data to
find problem areas
User research to find
out why it’s a problem
Find a solution
& implement/test
Measure
& refine
33. Our approach to IA
User research Strategy Structure Mock-ups
42. Yes, Steve Jobs really said this. And he's right.
But the conclusion that Apple doesn't do user research is wrong.
Apple doesn't believe in market research.
It does a lot of user research.
@agconsult
43. Pay attention to what users do, not what they say.
That's what user research is about.
@agconsult
44. My favorite user research methods
Google Analytics User behaviour User testing Surveys
45. Some of my favorite questions
• On the website
• What is the purpose of your visit to our website today?
• What's holding you back from completing your purchase today?
• What’s keeping you from buying this (product name) right now?
• Do you have any questions that remain unanswered? Yes/ no…
• What convinced you the most to decide to ask a quote?
• Was there something that nearly stopped you from buying from us? Yes / no …
• Existing clients
• What would you miss most if your X broke down / if we took away X
• What do you like the most about X?
• What's the most important thing X helped you to achieve?
46.
47.
48. no destination in mind
43%
time frame in mind
51%
78%
no fixed dates
type of vacation (sun, culture,…)
84%
49.
50. What convinced you the most to decide to ask a
quote?
Was there something that made you hesitate?
If so, what?
77,1% more requests for quote
51. Stop selling the way you want to sell
Sell the way people want to buy
Karl Gilis - @agconsult
54. ... you need to use the most important tool you have
55. 2. Strategy & Roadmap
• What should be on the website?
• What shouldn’t be?
• Role of the web site as a
• Marketing & communication tool
• Business tool
• How to get there (without big
bangs if possible)
Strategy Roadmap
56. 3. From idea to final prototype
Structure Mock-ups Lots of user testing Maybe some AB-testing
74. Get my free ebook now
10 conversion tips that work on every website
15 cases from the real world
6 best practices from leading websites
www.agconsult.com/ebook.html
www.slideshare.net/agconsult
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