[Elite Camp 2016] Karl Gilis - How to Make Sure Your New Website Won’t Be a Failure?
Transcript of [Elite Camp 2016] Karl Gilis - How to Make Sure Your New Website Won’t Be a Failure?
How to make sure your new website won't be a failure?
@agconsult
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Crappy or outdated technologyContent or structure are a disaster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!
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10 conversion tips that work on every website
15 cases from the real world
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That's it!
Thx
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