Website Redesigns: Why they Fail and How to Ensure Success Dec 10, 2015 Rich Page Head of CRO Strategy RedEye
Your Presenter for today • Head of CRO Strategy, RedEye • 10 years of experience analysing, testing & optimising • Be consistent in casing, punctuation, and sentence vs. non-sentence structure • Authored ‘Website Optimization: An Hour a Day’ & co-authored ‘Landing Page Optimization’ 2nd edition @richpage [email protected]
Website Redesigns: Why they Often Fail and How to Ensure Success Rich Page, Head of CRO Strategy
Agenda RIGHT MESSAGE, RIGHT CUSTOMER, RIGHT TIME, RIGHT DEVICE, RIGHT CHANNEL • RedEye and CRO • Common Reasons for Redesigns “ • What Can Go Wrong, and How Often? • Why Redesigns Fail So Often • A Better Approach
RedEye and CRO: What we do 1: A/B Testing Testing strategy Testing best practices A/B Testing Web Analytics CRO Personalisation Web Usability (UX) 2: Web Usability (UX) Usability testing/surveys UX best practices 3: Web Analytics Key reports/segments analysis Click maps and visitor journey 4: Personalisation Multi-‐channel Automation
Most Common Reasons for Redesigns To update the site look and feel Poor website traffic or sales performance Competitors have changed/improved their website New design director demanding redesign HiPPOs want change based on personal opinion A new design agency is chosen
What Can Go Wrong with Redesigns? • Visuals: May not really be liked by visitors and customers. • Usability: Usage of site changes too much and confuses visitors. • Resetting: Well converting pages can get ‘reset’ and convert lower. • SEO: Websites can loose rankings and cause major drop in traffic. • Tech issues: Pages can break/look broken on some browsers/devices.
How Often Do Website Redesigns Fail? A HubSpot study found 68% of marketers did a site redesign in last 12 months, and… 1/3 were unhappy with the redesign results
And Often an Expensive Mistake The same HubSpot research also found that… The average website redesign costs €50K
Biggest Recent Redesign Failures MarksandSpencers.com £150 million for 2014 redesign Caused 8% drop in sales (and countless frustrated customers)
Biggest Recent Redesign Failures The biggest complaints: -‐ Navigation was hard to use and very different to old site -‐ Confusion and issues with registering and password reset -‐ Browsing/searching for items of interest was challenging
Biggest Recent Redesign Failures CNN.com in 2014 Waitrose.com in 2011
Redesigns Are Hard to Rollback Risky not just for lost revenue: Poor perception from bad press High cost of fixing quickly Risk of losing job and key team members
Why Do Redesigns Often Fail to Increase Sales? #1: Too many changes at once -‐ often negatives outweigh improvements. And too hard to isolate what biggest conversion influencers were.
Why Do Redesigns Often Fail to Increase Sales? #2: Too little feedback gathered from visitors – the most influential audience.
Why Do Redesigns Often Fail to Increase Sales? #3: Poor use of web analytics to gain insights – reliant on best guess/HiPPOs. Also often too many chefs in redesign kitchen who think they know best.
Why Do Redesigns Often Fail to Increase Sales? #4: Website designers usually aren’t experts in conversion optimisation. Often too brand and design orientated, wanting refreshes just to modernize.
Why Do Redesigns Often Fail to Increase Sales? #5: Redesigns often take too long to launch – if ever. Many never even get finished, get side-‐tracked, get deprioritized, or run out of budget.
A Better Approach to Redesigns To ensure greater chance of redesign success use… Incremental smaller CRO-‐based improvements
RedEye Client Case study Radley.co.uk CRO-‐based redesign 3 iterative A/B tests ran Almost 20% lift in conversion rate
A Better Approach to Redesigns Traditional redesign impact: Incremental CRO-‐based impact: Q1 Traditional Redesign Planning Incremental CRO Improvements Launch 1st change: +5% lift Q2 Unpredictable lift variance, from -‐10% to +20% Small constant lifts result in bigger lifts (e.g. +48%) Q3 Q4 Q1 Prototypes Launch 2nd change: +5% lift Launch 3rd change: +5% lift Q2 Q3 Launch: -‐10% to +20% lift Beta Launch 4th change: +5% lift Launch 5th change: +5% lift Launch 6th change: +3% lift Q4 Launch 7th change: +3% lift Launch 8th change: +2% lift
Key CRO Elements for Redesign Success 1: Web Analytics 2: Visitor Feedback 3: Expert reviews 4: Competitor Analysis 5: A/B and MVT 6: Evolve & Iterate
Incremental Redesign: Web Analytics • First benchmark all major KPIs. Crucial for analysing overall impact. • Focus on lowest performers first. Determine worst performing pages. • Most potential: Find highest trafficked yet lowest converting pages. • Use visual analytics. Determine page elements need optimizing first. • Find highest converting pages too. Don’t tweak those too much or you risk lower conversion rates. Branding changes are okay.
Incremental Redesign: Visitor Feedback • Involve visitors early as possible. Feedback essential for best success. • Run web usability sessions. Find pain points and to gather ideas. • Combo of lab & remote sessions are best e.g. RapidUserTests.com. • Onsite surveys very helpful too – particularly single Qs (e.g. HotJar) • Show mock-‐ups of proposed designs. Images best – not full pages.
Incremental Redesign: Expert Reviews • Visitor’s often don’t know best. Don’t just get feedback from them. • CRO experts are essential. Ensure you gain ideas from them too. • Solves ‘forest for trees’ and helps complement your redesign ideas. • CRO reviews & heuristic analysis are high-‐impact types of this help. • Agencies like RedEye can help with your expert CRO needs.
Incremental Redesign: Competitive Analysis • Regularly review your competitors. Quarterly -‐ great source for ideas. • Comparing UVP is essential. Improve your unique value proposition. • Look at industry leading websites too. Think outside the box. • Don’t just copy though. Remember every website is unique.
Incremental Redesign: A/B Testing • A/B testing is essential. Reveals which versions of your key pages/elements will convert more visitors into sales or leads. • Use conversion influence MVTs to help focus your A/B tests on page elements which have highest impact on conversion. • Create extensive list of test ideas from all other methods discussed. • Prioritize to find highest potential ideas using likely impact on revenue/KPI, traffic levels and ease of implementing. • Hard code and push live once winning version found for each test.
Incremental Redesign: Evolve & Iterate • Continue incremental process to achieve full ‘redesign’. • But never stop – your website is never truly finished and optimized. • Measure post-‐launch performance for whole site – not just per test. • Learn from each incremental launch. Some won’t go to plan. • Keep evolving and iterating to get best CRO improvements.
Recapping the Key Elements 1: Web Analytics 2: Visitor Feedback 3: Expert reviews Benchmark current performance Usability sessions Identify worst performers to focus Surveys, single question Expert CRO reviews Heuristic analysis Identify top performers to keep Involve as early as possible 4: Competitor Analysis 5: A/B and MVT 6: Evolve & Iterate Look for learnings and ideas Make UVP better than most Don’t just copy though Create list of test ideas Find winning variations Use MVT to help focus Keep on learning and testing Your website is never finished Look at metrics as you improve
But What About Low Traffic Pages? • Low traffic for some pages problematic -‐ makes A/B testing hard/slow. • Just launch these based on CRO/UX best practices – without testing. • Outside expertise very useful for these – CRO reviews etc. • Monitor overall web site impact using analytics instead. • Avoid test pollution. Launch these separately than other tests.
Wrapping Up Avoid full website redesigns -‐ too much can go wrong Use CRO key elements for incremental changes Analytics key for benchmarking and improvement ideas Much higher conversion rate lifts are often gained Greatly reduces risk and improves chance of higher ROI Don’t treat redesigns as projects – keep on optimizing!
Thank you! Doing a website redesign soon? Contact us for a free consultation from RedEye to help you succeed. The first 10 responders also get a free copy of my CRO book: ‘Website Optimization: An Hour A Day’. [email protected]