double your website’s success
DESCRIPTION
The little known secret to increasing your websites performance and results. Large companies have been using this technique for decades yet most medium and small companies don't even know it exists!TRANSCRIPT
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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
Wednesday, December 1, 2010
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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!
?Wednesday, December 1, 2010
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?Wednesday, December 1, 2010
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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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Wednesday, December 1, 2010
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50% improvement in conversion rate
Wednesday, December 1, 2010
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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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Wednesday, December 1, 2010
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41% increase in conversion rate
Wednesday, December 1, 2010
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Wednesday, December 1, 2010
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92.8% improvement
Wednesday, December 1, 2010
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Wednesday, December 1, 2010
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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...
Wednesday, December 1, 2010
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Take Your Website Now!
Wednesday, December 1, 2010
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Thank you!Follow me on twitter @3pointRoss!
Wednesday, December 1, 2010