[Elite Camp 2016] Karl Gilis - How to Make Sure Your New Website Won’t Be a Failure?

[Elite Camp 2016] Karl Gilis - How to Make Sure Your New Website Won’t Be a Failure?

• 1.
  How to makesure your new website won't be a failure? @agconsult
• 2.
  Some of ourclients
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  Part 1 Is aredesign always a bad idea?
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  No
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  Old site Newsite 8% less revenue Investment: 150 million GBP
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  @agconsult
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  Redesign without userresearch = gambling!
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  CRO & AB-testingwithout user research = gambling!
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  When a redesignis just a re-design, don't do it! @agconsult
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  Traditional redesign cycleis sh*t
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  The false hopeof the redesign cycle
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  Reality (it bites)
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  Yes, I believein continuous improvement
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  Summary 3 reasons whyredesigns fail • Not based on user research and facts • When the redesign is just a re-design • Part of a traditional redesign cycle @agconsult
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  Part 2 When doyou need a redesign? new website?
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  1. You don'thave a website  @agconsult
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  2. Your sitesucks donkey balls @agconsult
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  88.751 pages Crappy or outdatedtechnologyContent or structure are a disaster 187 navigation items 28 levels of content @agconsult
• 19.
  Making a shittywebsite a bit less shitty: that's not our goal, is it? @agconsult
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  3. Your sitehas hit its local maximum @agconsult
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  This is whatI really believe Continuous improvement + redesign when needed
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  You can't builda strong building on a weak foundation @agconsult
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  Part 3 3 casesto illustrate this approach
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  Bounce rate halved 35%more conversions
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  +1.300% more leads 135%more sales
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  Part 4 How canyou help your clients to make a website that doesn't #fail?
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  Our approach toCRO Analyze data to find problem areas User research to find out why it’s a problem Find a solution & implement/test Measure & refine
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  Our approach toIA User research Strategy Structure Mock-ups
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  1. Always startwith user research @agconsult
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  Not based ongut feelings @agconsult
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  Not based onwhat the HiPPO wants @agconsult
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  No f*cking opinions @agconsult
• 38.
  @agconsult
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  Henry Ford neversaid this. First mention of this 'quote' dates from 2002, one year after an article from Jakob Nielsen. @agconsult
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  "First rule ofusability? Don't listen to your users!" (Jakob Nielsen) @agconsult
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  @agconsult
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  Yes, Steve Jobsreally said this. And he's right. But the conclusion that Apple doesn't do user research is wrong. Apple doesn't believe in market research. It does a lot of user research. @agconsult
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  Pay attention towhat users do, not what they say. That's what user research is about. @agconsult
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  My favorite userresearch methods Google Analytics User behaviour User testing Surveys
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  Some of myfavorite questions • On the website • What is the purpose of your visit to our website today? • What's holding you back from completing your purchase today? • What’s keeping you from buying this (product name) right now? • Do you have any questions that remain unanswered? Yes/ no… • What convinced you the most to decide to ask a quote? • Was there something that nearly stopped you from buying from us? Yes / no … • Existing clients • What would you miss most if your X broke down / if we took away X • What do you like the most about X? • What's the most important thing X helped you to achieve?
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  no destination inmind 43% time frame in mind 51% 78% no fixed dates type of vacation (sun, culture,…) 84%
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  What convinced youthe most to decide to ask a quote? Was there something that made you hesitate? If so, what? 77,1% more requests for quote
• 51.
  Stop selling theway you want to sell Sell the way people want to buy Karl Gilis - @agconsult
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  There are manymore tools available.
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  But to connectthe dots …
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  ... you needto use the most important tool you have
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  2. Strategy &Roadmap • What should be on the website? • What shouldn’t be? • Role of the web site as a • Marketing & communication tool • Business tool • How to get there (without big bangs if possible) Strategy Roadmap
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  3. From ideato final prototype Structure Mock-ups Lots of user testing Maybe some AB-testing
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  Open card sortingClosed card sorting
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  1. Start withonline card sorting
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  2. Test yourtree / navigation structure
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  3. Create mock-ups.Make sure you use real copy.
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  4. Do somescreenshot testing
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  5. Finally, someuser testing to finetune your prototype
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  6. Sometimes wedo some AB-testing to see what the results of our ideas would be.
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  Part 5 You're almostthere
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  If you followthis method, this will be the result of your redesign.
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  Unless your designerf*cks it up again!
• 74.
  Get my freeebook now  10 conversion tips that work on every website  15 cases from the real world  6 best practices from leading websites  www.agconsult.com/ebook.html  www.slideshare.net/agconsult Already more than 6.865 downloads
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  That's it! Thx @agconsult