Double Your Website’s Success
The little known secret....
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or:
How I Learned to Stop Worrying and Love the Web
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Ross JohnsonDesigner, CEO, Janitor, Blogger & Teacher
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Movie Star
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Jeff Daniels
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Role as “Media Frenzy”
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Super Sucker(not a pornography)
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BSE in 2002
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Best Supporting Extra
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3.7 DESIGNSEstablished 2005
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DESIGN & STRATEGY
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AnnArbor.com
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Results
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And The Secret
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(Not Snake Oil)
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Who has helped plan a website?
Show me those hands...
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Lots of Decisions...
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ContentColorsLayoutFocusPagesArchitectureMessagingGoals
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How did you make those decisions?
Any examples please?
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Story timeAn epic tale of conquest...
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Company Z needs a Website
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They hire an awesome web company to build it
(like 3.7 DESIGNS, just sayin...)
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Kick off Meeting
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Brainstorming
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Concepts!ooh that is the fun part right?
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Company Z & Web Company Collaborate
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New Ideas!(In technology, new is better, just FYI)
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ReviseBrainstormCollaborateRevise
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Pull in the...
Copy Writer
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Kick off Meeting
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Finish & Launch
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Finish & Launch
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Finish & Launch
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Watch the StatsPeople are coming, success!
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Watch the StatsPeople are coming, success!
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Back to business...
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What is wrong with this picture?
...is there something wrong?
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Something IS WRONG with this picture.
but what?
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Every detail was discussed!
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Everyone gave their ideas!
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Everyone gave feedback!
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We had 20 smart people putting their minds into it!
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We hired an awesome company with lots of experience to build it!
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no self promotion on this slide, your welcome!
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Is the website 100% as effective as possible?
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Is the website 100% as effective as possible?
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Is the website 100% as effective as possible?
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You don’t know!
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You don’t know!
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99% of all websites are planned using the
B E S T G U E S S METHOD
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We G u e ss
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We G u e ss
COLORLAYOUTC O P YIMAGESwill work best...
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ULTIMATELY
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You are NOT the user!Can’t “put” yourself in the users shoes
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Everything you think you know about the user is probably wrong.
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The users aren’t who you think they are.
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If you think they are...
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They are probably...
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They do things differently than you would think
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They have different reasons for needing your product than you think
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Every... Demographic, Industry,
Situation, Season, Psychographic, etc...
...is different
(so you can’t use experience)
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Is Planning This Way Crazy?
Yes!but no one questions it!
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We didn’t always have a choice.
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Traditional MediaMarketing is expensive and has very little
reporting on how successful it is.
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TVPrintRadioDisplayDirect Mail
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Expensive to create, change and alter
Difficult to track the success (estimated amount of impressions???)
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The WebEasy to make changesVery accurate reporting of success
This sounds like the exciting part!
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So we can do...
TESTING!
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Admit you don’t have the perfect answer & FIND OUT
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13% increase in conversion rate
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204% improvement in conversion rate
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50% improvement in conversion rate
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Testing Online(we will stick to A/B testing, simplest form)
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Take an important page and make a variant.
This could be:
•The Headline•Graphics•Colors•Calls to Action•Etc...
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Send 50% of your traffic to the original page, and the rest to the new one.
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See which performs better.Adopt it and perform a new test.
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Your site will continue to improve over time.
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How You Can Start Testing
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Step 1.
Define a GoalE-mail sign-ups, Leads, Sales, Trial Sign-ups, Downloads, Etc...
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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.
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Step 3.
Start MeasuringThrough Google Analytics, phone tracking software, etc...
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Step 4.
Send TrafficSplit the traffic equally (Google Website Optimizer)Make sure it is a statistically significant amount
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Step 5.
Analyze & RepeatSelect the better performing page to be your baselineMake another variant page and repeat.
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You will find small variations that create big results.
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41% increase in conversion rate
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92.8% improvement
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21.4% improvement
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Take Aways
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Use Experience for a Baseline
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But don’t over think and analyze
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Instead test, test test...
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Take Your Website Now!
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Thank you!Follow me on twitter @3pointRoss!
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