How to make sure your new website won't be a failure?

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Some of our clients

Part 1Is a redesign always a bad idea?

No

Old site New site

8% less revenueInvestment: 150 million GBP

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Redesign without user research = gambling!

CRO & AB-testing without user research = gambling!

When a redesign is just a re-design, don't do it!

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Traditional redesign cycle is sh*t

The false hope of the redesign cycle

Reality (it bites)

Yes, I believe in continuous improvement

Summary3 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

Part 2When do you need a redesign?

new website?

1. You don't have a website

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2. Your site sucks donkey balls

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88.751pages

Crappy or outdated technologyContent or structure are a disaster

187navigation items

28levels of content @agconsult

Making a shitty website a bit less shitty:that's not our goal, is it?

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3. Your site has hit its local maximum

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This is what I really believe

Continuous improvement + redesign when needed

You can't build a strong buildingon a weak foundation

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Part 33 cases to illustrate this approach

Bounce rate halved35% more conversions

+1.300% more leads 135% more sales

Part 4How can you help your clients to make a website that doesn't #fail?

Our approach to CRO

Analyze data to find problem areas

User research to findout why it’s a problem

Find a solution& implement/test

Measure& refine

Our approach to IA

User research Strategy Structure Mock-ups

1. Always start with user research

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Not based on gut feelings

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Not based on what the HiPPO wants

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No f*cking opinions

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Henry Ford never said this. First mention of this 'quote' dates from2002, one year after an article from Jakob Nielsen.

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"First rule of usability? Don't listen to your users!"(Jakob Nielsen)

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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.

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Pay attention to what users do, not what they say.That's what user research is about.

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My favorite user research methods

Google Analytics User behaviour User testing Surveys

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?

no destination in mind43%

time frame in mind

51%78%

no fixed dates

type of vacation (sun, culture,…)84%

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

Stop selling the way you want to sell

Sell the way people want to buy

Karl Gilis - @agconsult

There are many more tools available.

But to connect the dots …

... you need to use the most important tool you have

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

3. From idea to final prototype

Structure Mock-ups Lots of user testing Maybe some AB-testing

Open card sorting Closed card sorting

1. Start with online card sorting

2. Test your tree / navigation structure

3. Create mock-ups. Make sure you use real copy.

4. Do some screenshot testing

5. Finally, some user testing to finetune your prototype

6. Sometimes we do some AB-testing to see what the results of our ideas would be.

Part 5You're almost there

If you follow this method, this will be the result of your redesign.

Unless your designer f*cks it up again!

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

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That's it!

Thx

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