Download - Tel Aviv HUG Luke Summerfield
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WHO HERE HAS BEEN INVOLVED IN A WEBSITE REDESIGN?
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WHAT CHALLENGES DID YOU RUN INTO WHILE REDESIGNING?
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WHAT EMOTIONS DID YOU HAVE WHILE REDESIGNING?
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Based on a 2016 survey conducted by HubSpot
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Based on a 2016 survey conducted by HubSpot
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Based on a 2016 survey conducted by HubSpot
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FLICKR USER IMAGES MONEY
Observation One: Traditional web design is very risky.
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TRADITIONALWEB DESIGN
UpfrontCosts
Resources& Time
(out of scope, over budget, late)
RISKS
#GrowthDrivenDesign @SavvyLuke
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The website is live!
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HOW IMPORTANT IS YOUR WEBSITE TO YOUR BUSINESS?
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HOW IMPORTANT IS YOUR WEBSITE TO YOUR BUSINESS?
Based on a 2016 survey conducted by HubSpot
0 5 10Not Important Extremely Important
54%
13%
8%10%6%4%
2%2%
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HOW OFTEN DO YOU MAKE IMPACTFUL IMPROVEMENTS TO YOUR WEBSITE?
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2%
23%
33%
19%
23%
HOW OFTEN DO YOU MAKE IMPACTFUL IMPROVEMENTS TO YOUR WEBSITE?
Based on a 2016 survey conducted by HubSpot
- Sir Edmund HillaryOnly when we redesign
Yearly
Quarterly
Monthly
Weekly
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Traditional Web DesignIm
pact
Time
2 Years
3 MonthRedesign
SITE
2 Years
3 MonthRedesign
SITE
SITE
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Observation Two: Traditional web design produces poor results.
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RISKS
TRADITIONALWEB DESIGN
UpfrontCosts
Resources& Time
Based onAssumptions
Static for2 Years
(out of scope, over budget, late)
POOR RESULTS
#GrowthDrivenDesign @SavvyLuke
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THE TRADITIONAL WEB DESIGN PROCESS IS BROKEN.
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FLICKR USER LUIS SARABIA
Luke… What are we suppose to do?
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A SMARTER APPROACH TO WEB DESIGN THAT:
• REDUCE HEADACHES.
• MAXIMIZE RESULTS.
• INFORM OTHER DEPARTMENTS.
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STRATEGY
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STRATEGY
LAUNCH PAD WEBSITE
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PHASE 1: FOUNDATION 45 - 60 DAYS
LAUNCH PADWEBSITE
STRATEGY
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FLICKER USER NASAMARSHALL
Our launch pad website is live.
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STRATEGY
LAUNCH PAD WEBSITE
CONTINUOUS IMPROVEMENT
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FLICKER USER WADE MORGAN
Too many options with little direction.
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WEBSITE HIERARCHY A roadmap to follow for building a peak performing site.
• Provide focus
• Clear expectations
• Measure progress to goals
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GOAL: What we are trying to accomplish at that given step.
FOCUS METRIC: A single metric we are laser focused on.
LEADING INDICATORS: The “levers” you can pull that are highly correlated with increasing the focus metric.
AT EACH STEP:
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GOAL FOCUS METRIC
Visitors to bring visitors R.R..>1.0 + TimePromoters
Items so valuable, user would pay Qualified lead genAssets
Users keep coming back User return in X DaysStickiness
Intuitive & easy to use Task completionUsability
Audience Fresh flow of new visitors M/M Unique Visitors
Value Solves some point of pain How useful? 1-10
Personalization Customized for specific users (revisit others)
Conversion Rate Optimization No friction in funnels 1st - last step %
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UNSPLASH USER PIERRE ROUGIER
The Continuous Improvement Cycle
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Promoters
Assets
Personalization
Stickiness
Conversion Rate Optimization
Usability
Value
Audience
CONTINUOUS IMPROVEMENTPLAN
PLAN 1. Audit your performance.
2. Determine which hierarchy step you’re currently at.
3. What parts of the site have the most leverage at the current time.
Usability
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STAGE GOAL FOCUS METRIC
Usability Intuitive & Easy to Use Task CompletionHome -> Product
EXAMPLE: AREA OF FOCUS
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Question
PLAN
Home PageHome Product
Usability
FOCUS AND DISCOVERY
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Research
Question
PLAN
Usability
FOCUS AND DISCOVERY
Home PageHome Product
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EXAMPLE: RESEARCH
Static .jpg graphic on HubSpot’s home page showing some of HubSpot tools
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EXAMPLE: RESEARCH
Users were trying to click on each tool, but this was on a static .jpg
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ACTION ITEM 2
ACTION ITEM 3
ACTION ITEM 4
ACTION ITEM 5
…
ACTION ITEM 1
Brainstorm
Research
Question
PLAN
FOCUS METRIC (task completion)
USABILITY
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ACTION ITEM 2
ACTION ITEM 3
ACTION ITEM 4
ACTION ITEM 5
…
ACTION ITEM 1
HIGH IMPACT
MEDIUM IMPACT
LOW IMPACT
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EXAMPLE: DASHBOARD
Scope capacity for that sprint
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Promoters
Assets
Personalization
Stickiness
Conversion Rate Optimization
Usability
Value
Audience
CONTINUOUS IMPROVEMENTPLAN BUILD
ACTION ITEMS
HIGH IMPACT
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For [Marketing Mary] visiting the [Home Page], we believe changing
[funnel tool graphic] into a [interactive & linked graphic] will
[increase home -> product page visitor flow by 5%]
HIGH IMPACT - ACTION ITEM 1
We believe this to be true because [research or previous experiment]
Hypothesis Statement
Expected Impact + Effort Required + Experiment Design
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EXAMPLE: ACTION ITEM CARD
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BUILD Everyone on the team will pitch in
and work together to:
• Implement the high impact items
• Setup experiments to test impact
Promoters
Assets
Personalization
Stickiness
Conversion Rate Optimization
Usability
Value
Audience
CONTINUOUS IMPROVEMENTPLAN BUILD
ACTION ITEMS
HIGH IMPACT
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EXAMPLE: BUILD
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LEARN After running our experiments, your team will take a step back:
• Review results
• What did we learn?
• Publish findings
Promoters
Assets
Personalization
Stickiness
Conversion Rate Optimization
Usability
Value
Audience
CONTINUOUS IMPROVEMENTPLAN BUILD LEARN
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22% CTR Increase HubSpot.com to Product Pages 4,600 -> 5,600
40,000 Session Sample Size
EXAMPLE: LEARN
22% CTR increase from HubSpot.com to product pages
USER LEARNINGS: 1. Users like interactivity 2. Users are most interested in the CRM & analytics • Informs next cycle
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EXAMPLE: LEARNING - ACTION ITEM CARD
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Promoters
Assets
Personalization
Stickiness
Conversion Rate Optimization
Usability
Value
Audience
CONTINUOUS IMPROVEMENTPLAN BUILD LEARN TRANSFER
TRANSFER Collaborate between departments to:
• Share user learnings
• Create recommendations
• Ask questions
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22% CTR Increase HubSpot.com to Product Pages 4,600 -> 5,600
40,000 Session Sample Size
EXAMPLE: TRANSFER
USER LEARNINGS: 1. Users like interactive
elements and graphics • Interactive infographic
2. Users are most interested in the CRM & analytics
• CRM related offer forthe home page?
• Newsletters and blogs
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EXAMPLE: TRANSFER
Value & Features Social Validation Testimonial
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REPEAT THE CYCLE Optimize each stage of the GDD website hierarchy.
• Repeat cycle • Continue to build action items • Hit “focus metric” threshold • Move to next step in the hierarchy
Promoters
Assets
Personalization
Stickiness
Conversion Rate Optimization
Usability
Value
Audience
CONTINUOUS IMPROVEMENTPLAN BUILD LEARN TRANSFER
Usability
Conversion Rate Optimization
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STRATEGY
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STRATEGY
LAUNCH PAD WEBSITE
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STRATEGY
LAUNCH PAD WEBSITE
CONTINUOUS IMPROVEMENT
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STRATEGY
LAUNCH PAD WEBSITE
CONTINUOUS IMPROVEMENT
Audience
Value
Usability
Conversion Rate Optimization
Stickiness
Personalization
Assets
Promoters
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STRATEGY
LAUNCH PAD WEBSITE
CONTINUOUS IMPROVEMENTPLAN BUILD LEARN TRANSFER
Audience
Value
Usability
Conversion Rate Optimization
Stickiness
Personalization
Assets
Promoters
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Traditional Web DesignIm
pact
Time
2 Years
3 MonthRedesign
SITE
2 Years
3 MonthRedesign
SITE
SITE
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Traditional Web Design vs.
2 Years
3 MonthRedesign
SITE
SITE
2 Years
3 MonthRedesign
Impa
ct
Time
SITE
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2 Years
3 MonthRedesign
SITE
SITE
2 Years
3 MonthRedesign
Traditional Web Design vs.Im
pact
Time
SITE
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MARKETING & SALES
2 Years
3 MonthRedesign
SITE
SITE
2 Years
3 MonthRedesign
Traditional Web Design vs.Im
pact
Time
SITE
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TRADITIONALWEB DESIGN
GROWTH- DRIVEN DESIGN
Data BasedDecisions
ContinuousImprovement
SpreadOver Time
Launch Quick& Improve
(agile, on time & on budget)
UpfrontCosts
Resources& Time
Based onAssumptions
(out of scope, over budget, late)
RISKS RESULTS
Static for2 Years