Double Your Website’s Success

Double Your
Website’s Success
The little known secret....
Wednesday, December 1, 2010

or:
How I Learned to Stop
Worrying and Love the Web

Ross Johnson
Designer, 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 DESIGNS
Established 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...

Content
Colors
Layout
Focus
Pages
Architecture
Messaging
Goals

How did you make
those decisions?
Any examples please?

Story time
An epic tale of conquest...

Company Z
needs a Website

They hire an awesome
web company to build it
(like 3.7DESIGNS, 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)

Revise
Brainstorm
Collaborate
Revise

Pull in the...
Copy Writer

Finish & Launch

Watch the Stats
People 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!

You don’t know!
?

99% of all websites
areplannedusingthe
B E S T
G U E S S
METHOD

We Guess

We Guess
COLOR
LAYOUT
C O P Y
IMAGES
will 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 Media
Marketing is expensive and has very little
reporting on how successful it is.

TV
Print
Radio
Display
Direct Mail

Expensive to create, change and alter
Difficult to track the success
(estimated amount of impressions???)

The Web
Easy to make changes
Very 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 Goal
E-mail sign-ups, Leads, Sales, Trial Sign-ups, Downloads, Etc...

Step 2.
Decide what to test
Select: 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 Measuring
Through Google Analytics, phone tracking software, etc...

Step 4.
Send Traffic
Split the traffic equally (Google Website Optimizer)
Make sure it is a statistically significant amount

Step 5.
Analyze & Repeat
Select the better performing page to be your baseline
Make 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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