Double Your Website’s Success

The little known secret....

Wednesday, December 1, 2010

How I Learned to Stop Worrying and Love the Web

Ross JohnsonDesigner, CEO, Janitor, Blogger & Teacher

Movie Star

Jeff Daniels

Role as “Media Frenzy”

Super Sucker(not a pornography)

BSE in 2002

Best Supporting Extra

3.7 DESIGNSEstablished 2005

DESIGN & STRATEGY

AnnArbor.com

Results

And The Secret

(Not Snake Oil)

Who has helped plan a website?

Show me those hands...

Lots of Decisions...

ContentColorsLayoutFocusPagesArchitectureMessagingGoals

How did you make those decisions?

Any examples please?

Story timeAn epic tale of conquest...

Company Z needs a Website

They hire an awesome web company to build it

(like 3.7 DESIGNS, just sayin...)

Kick off Meeting

Brainstorming

Concepts!ooh that is the fun part right?

Company Z & Web Company Collaborate

New Ideas!(In technology, new is better, just FYI)

ReviseBrainstormCollaborateRevise

Pull in the...

Copy Writer

Kick off Meeting

Finish & Launch

Watch the StatsPeople are coming, success!

Back to business...

What is wrong with this picture?

...is there something wrong?

Something IS WRONG with this picture.

but what?

Every detail was discussed!

Everyone gave their ideas!

Everyone gave feedback!

We had 20 smart people putting their minds into it!

We hired an awesome company with lots of experience to build it!

no self promotion on this slide, your welcome!

Is the website 100% as effective as possible?

You don’t know!

?Wednesday, December 1, 2010

99% of all websites are planned using the

B E S T G U E S S METHOD

We G u e ss

COLORLAYOUTC O P YIMAGESwill work best...

ULTIMATELY

You are NOT the user!Can’t “put” yourself in the users shoes

Everything you think you know about the user is probably wrong.

The users aren’t who you think they are.

If you think they are...

They are probably...

They do things differently than you would think

They have different reasons for needing your product than you think

Every... Demographic, Industry,

Situation, Season, Psychographic, etc...

...is different

(so you can’t use experience)

Is Planning This Way Crazy?

Yes!but no one questions it!

We didn’t always have a choice.

Traditional MediaMarketing is expensive and has very little

reporting on how successful it is.

TVPrintRadioDisplayDirect Mail

Expensive to create, change and alter

Difficult to track the success (estimated amount of impressions???)

The WebEasy to make changesVery accurate reporting of success

This sounds like the exciting part!

So we can do...

TESTING!

Admit you don’t have the perfect answer & FIND OUT

13% increase in conversion rate

204% improvement in conversion rate

50% improvement in conversion rate

Testing Online(we will stick to A/B testing, simplest form)

Take an important page and make a variant.

This could be:

•The Headline•Graphics•Colors•Calls to Action•Etc...

Send 50% of your traffic to the original page, and the rest to the new one.

See which performs better.Adopt it and perform a new test.

Your site will continue to improve over time.

How You Can Start Testing

Step 1.

Define a GoalE-mail sign-ups, Leads, Sales, Trial Sign-ups, Downloads, Etc...

Step 2.

Decide what to testSelect: A page that is critical in the goal process.

(landing page, conversion page, etc...)

Select: What to alter.

Images, headlines, colors, placement, layout, body text, buttons, traffic... anything really.

Step 3.

Start MeasuringThrough Google Analytics, phone tracking software, etc...

Step 4.

Send TrafficSplit the traffic equally (Google Website Optimizer)Make sure it is a statistically significant amount

Step 5.

Analyze & RepeatSelect the better performing page to be your baselineMake another variant page and repeat.

You will find small variations that create big results.

41% increase in conversion rate

92.8% improvement

21.4% improvement

Take Aways

Use Experience for a Baseline

But don’t over think and analyze

Instead test, test test...

Take Your Website Now!

Thank you!Follow me on twitter @3pointRoss!

Double Your Website’s Success

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