The document discusses strategies for website redesign. It includes presentations from several speakers on their processes for gathering user data, determining redesign goals, and using testing to validate redesigns. Tactics discussed include using analytics, click tracking, user feedback, and A/B testing tools to inform redesign decisions. Goals like conversion rates and key metrics to track are also covered. The importance of testing all stages of the redesign process is emphasized.
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Opticon 2015-Website Redesign Strategies
1. #opticon2015
Website Redesign
Strategies
Tiffany Early
Director of Digital Branding,
Apperian
@tiffanyearly
tearly@apperian.com
Steve Petersen
Senior Website Marketing
Coordinator,
Western Governors University
steven.petersen@wgu.edu
Matt Vandewouwer
Marketing Manager,
j2 Global Communications
matthew.vandewouwer@j2.com
Ryan Garner
Co-Founder & EVP,
Clearhead
@ryanTgarner
ryan@clearhead.com
7. #opticon2015
WGU Website Redesign Goals
• Upgrade www.wgu.edu from Drupal 6 to 7
• Update years old design
• Incorporate Responsive Design
• Harness tall pages with scrolling
• Increase lead conversion rate
8. #opticon2015
WGU Website Redesign Optimizely Strategy
• Diverted live traffic to beta site
• Targeted specific audiences
• Kept forms on Drupal 6
• Monitored many metrics
• Tolerated unpolished user experience
9. #opticon2015
WGU Optimizely Advantages
• Built confidence of major redesign
• Helped identify issues to address
• Involved stakeholders in process
• Promoted iterative design process
• Eased shock of change
11. #opticon2015
CRO Lead for the Domestic Cloud
Connect Division at j2 Global
Agency SEM and CRO for 9 Years
I Love Data
12. What Is Your Research Process?
The data inputs that inform your new design.
13. #opticon2015
Gathering User Data
Analytics
Click
Tracking
User
Feedback
Vendors
Vendors such as Google
AdWords will provide site UX
videos of you and your
competitors.
Usertesting.com is a great
resource. Exit surveys can
provide insight on “what went
wrong” with your website.
Solutions such as
crazyegg.com (Optimizely
friendly) provide click maps
and scroll maps.
A Solid analytics Platform is
imperitive. Do you have
enough traffic to run a test?
Designing Your Test Plan & Establishing KPIs
14. #opticon2015
Direct &
Organic
eMail Paid (non-
brand)
Paid
(brand)
Gathering User Data
Using Channels & Attribution In Your Test Plan
Mix of brand and
non-brand traffic.
Potentially seen a
special offer.
Existing customer or a
user who has
downloaded a white
paper.
Wants a
straightforward
headline and CTA.
They know who you
are.
Potentially knows
who you are. Needs
more trust and value
to act.
15. #opticon2015
Google CPC
Mostly branded traffic. User
expects a free-trial of the named
service.
6% CR
Google GDN
Mix of brand and non-brand traffic.
User expects a free trial of the
service.
2% CR
Bing CPC
User has been presented a lower-
price offer that is not reflected on
the landing page. User bounces
and goes to a competitor.
.5% CR
Gathering User Data
Website Performance & User Fallout
16. #opticon2015
Gathering User Data
Website Performance & User Fallout
0
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5/1/2015 6/1/2015 7/1/2015
User enters the funnel here from
paid “free trial” offer. You are
seeing a high CTR to the next
step!
Funnel Step 1
User is presented with a credit
card barrier (billing). Most fallout
occurs here.
Funnel Step 2
User has completed the
transaction.
Funnel Step 3
Test Funnel
Control
17. #opticon2015
Gathering User Data
Website Performance & User Fallout
0
10
20
30
40
50
60
70
80
90
5/1/2015 6/1/2015 7/1/2015
User enters the funnel here from
paid “free trial” offer. You are
seeing a high CTR to the next
step!
Funnel Step 1
User is presented with a credit
card barrier (billing). Most fallout
occurs here.
Funnel Step 2
User has completed the
transaction.
Funnel Step 3
Test Funnel
Control
19. #opticon2015
• Biggest wins will be here
• Less is more (KISS)
• Remove distractions
• Site Navigation
• Phone Numbers
• Live Chat
Make sure that the headline and CTA’s state exactly
what the user is doing on each page
For most ecommerce sites,
this will be The Sales Funnel
User testing on the funnel pages works wonders.
What makes sense to you might not be apparent to
your customers.
Focus On The Pages With The Biggest Impact
20. #opticon2015
• Be Clear and Concise With Your Messaging
• Use high-quality words such as “premium” and ensure that the CTA matches the desired action.
• Try Testing Position
• I have found that, in general, when presenting multiple prices on a page: putting the price that I want the user to click on
the left results in higher CR%
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Focus On The Pages With The Biggest Impact
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21. #opticon2015
If you are a lead-gen business then this is your “bread
and butter”
• Make sure that the headline and CTA’s state exactly
what the user is supposed to do on each page
• Add Testimonials
• Add Risk Reversals
• Keep the “action” above the fold.
Landing Pages and Lead Gen
Focus On The Pages With The Biggest Impact
Source: Conversion Con 2015!
If your home page is your primary landing
page…
• Change this immediately
Home pages should be a table of contents for your
site. Take the learnings from your tests and apply
them to the home page, but remember that the
home page is not a destination for your users.
22. How Testing Can Help You:
Leading Up to the Redesign & After
23. #opticon2015
The Testing Process Validates Your Redesign
You should test your major changes before committing to a 100% swap to the new design
• Having a page-by-page spreadsheet with page design, CR%, previous tests and outcomes is
invaluable when referencing why a new design may not have performed as well as the control.
• Be sure to segment by channel
• Sometimes new and attractive designs simply do not convert as well as the “uglier” page, and it is
important to have a point of reference on where and why.
Have and Reference Your CR% Baseline
You can use negative test results
to build out a business case to
grant a timeline extension on site
rollouts, etc.
Does The New Design
Perform as Expected?
Ensure that your new pages
match the source/medium
messaging (across all channels),
and test optimizations before
applying them to the site.
Does Your New
Messaging Match?
Record all test outcomes (wins
and losses) and apply the
knowlege to new tests.
Maintain a Thorough Test
Plan
Ensure that new designs have
clear and consise direction on
each page. Double check your
analytics integration to ensure
site performance.
Are Your New Headlines
and CTAs Clear?
33. #opticon2015
Question #1
• How do you know if you should re-design?
• How have you made the decision and what
specific info did you use to transition from
iterative testing to redesign?
37. #opticon2015
Question #5
• We thought it would be helpful to cover a common
tactical concern: SEO. What are a couple of the most
important SEO considerations?
40. #opticon2015
Audience Q&A
Tiffany Early
Director of Digital Branding,
Apperian
@tiffanyearly
tearly@apperian.com
Steve Petersen
Senior Website Marketing
Coordinator,
Western Governors University
steven.petersen@wgu.edu
Matt Vandewouwer
Marketing Manager,
j2 Global Communications
matthew.vandewouwer@j2.com
Ryan Garner
Co-Founder & EVP,
Clearhead
@ryanTgarner
ryan@clearhead.com
41. #opticon2015
Thank you!
Tiffany Early
Director of Digital Branding,
Apperian
@tiffanyearly
tearly@apperian.com
Steve Petersen
Senior Website Marketing
Coordinator,
Western Governors University
steven.petersen@wgu.edu
Matt Vandewouwer
Marketing Manager,
j2 Global Communications
matthew.vandewouwer@j2.com
Ryan Garner
Co-Founder & EVP,
Clearhead
@ryanTgarner
ryan@clearhead.com