Lab Coat Lessons Webinar Brian Massey Joel Harvey

The Presentation inside:

Slide 0

Lab Coat Lessons Webinar Brian Massey Joel Harvey @bmassey

Slide 1

@bmassey November, 18 2012

Slide 2

@bmassey November, 19 2012

Slide 3

@bmassey November, 19 2012

Slide 4

@bmassey Not a happy ending.

Slide 5

@bmassey Not a happy ending.

Slide 6

@bmassey Important Info Why redesigns fail

Slide 7

@bmassey Important Info Justifying the risk and effort of a redesign

Slide 8

@bmassey Important Info Use your existing site to reduce risks

Slide 9

@bmassey Important Info Apply a data-driven methods to avoid redesign pitfalls

Slide 10

Conversion Sciences A/B Testing Experts B2C and B2B Ecommerce Lead Generation SaaS Brian Massey @bmassey [email protected] (512) 961-6604

Slide 11


Slide 12

What JJ Knows @bmassey

Slide 13

Know What to Keep and Know What to Create @bmassey

Slide 14

The things that decrease performance The things that increase performance All Website Changes

Slide 15

The things that decrease performance The things that increase performance All Website Changes “Give it more time.”

Slide 16

@bmassey “The redesign that was two years in the making started badly leading to an 8% decrease in online sales not to mention countless frustrated and irate customers.” More research would be needed for us to give a thorough UX opinion but our first thoughts are that it’s a positive redesign. -- ExperienceSolutions Some customers have had difficulty registering on the site There were early reports of crashes Customers apparently felt that there was too much video Customers couldn’t find what they wanted -- Web Growth Consulting ?150 million redesign took two years.

Slide 17

The things that decrease performance The things that increase performance All Website Changes “We’re geniuses!”

Slide 18


Slide 19


Slide 20

Repeat Visitors are Shocked @bmassey

Slide 21

Designed for Wrong Segments @bmassey

Slide 22

Your Audience Has Several Local Maxima @bmassey

Slide 23

Your Visitors Didn’t Go to the Same Design School. Half of your changes will decrease the site’s performance. @bmassey

Slide 24

Reliance on Best Practices @bmassey

Slide 25

More Choice is Better, Right?

Slide 26

Too Much Emphasis on Look and Feel @bmassey

Slide 27

Making the Case for a Redesign Photo Credit: drinksmachine[email protected]/3732782275/ (cc)

Slide 28

Typical Reasons to Redesign @bmassey

Slide 29

@bmassey Change in Management Photo Credit:[email protected]/2373428173/  (cc)

Slide 30

@bmassey Poor Performance Photo Credit: rkleine[email protected]/3566407243/ (cc)

Slide 31

@bmassey Improve Mobile Experience Photo Credit: the_steve_cox[email protected]/6294412553/  (cc)

Slide 32

@bmassey Well, Just Look at It! Photo credit:[email protected]/6672288949/ (cc)

Slide 33

@bmassey We Need to be Unique * Photo Credit:[email protected]/2065282685/ (cc)

Slide 34

These sites will improve faster and more reliably with an optimization program. @bmassey

Slide 35

Good Reasons to Redesign @bmassey

Slide 36

@bmassey Poor Content Management System Photo Credit:[email protected]/14359994013/ (cc)

Slide 37

@bmassey Rebranding or Repositioning *

Slide 38


Slide 39

@bmassey 1 Going All In Photo Credit:[email protected]/1761955352/ (cc)

Slide 40

@bmassey There’s No Such Thing as a Best Practice, Only Best Bets. * Photo Credit:[email protected]/123811344/ (cc)

Slide 41

Bets The Right Value Proposition The Right Calls to Action The Right Copy and Images The Expected Look and Feel Trust Builders Proof Risk Reversal @bmassey

Slide 42

All Website Changes We see these changes as Bets.

Slide 43

All Website Changes Every Audience is Different

Slide 44

WHAT TO WATCH Metrics that Matter in a Redesign @bmassey

Slide 45

The Kinds of Information We Use to Make Design Decisions Informed Intuition Self-reported Input Best Practices Experience Qualitative Behavioral Data Quantitative Behavioral Data @bmassey

Slide 46

Returning Users Are probably in the Consideration Phase or Action Phase @bmassey

Slide 47

Lead Generation Did we make it harder for visitors to take action? @bmassey

Slide 48

Lead Quality @bmassey Lead Score Lead Pipeline Stage Lead Close Ratio

Slide 49

Conversion Rate @bmassey

Slide 50

Average Order Value @bmassey

Slide 51

Lead Value @bmassey

Slide 52

Revenue per Visit @bmassey

Slide 53

Conversion by Traffic Source @bmassey

Slide 54

Compare Before and After Year-over-year @bmassey

Slide 55

@bmassey 2 Best Practices Bets

Slide 56

B2B Furniture Site @bmassey

Slide 57

Reasons for Redesign New Content Management System Increase Revenue Per Visit Better Search Engine Optimization Increase Mobile Revenue @bmassey

Slide 58

The Plan Busy Season

Slide 59

December January March April July August November September The Result

Slide 60

This is Typical A Website is Software Not Page Design. @bmassey

Slide 61

December January March April July August November September The Process Consulted with Conversion Sciences on Best Practices

Slide 62

@bmassey Before After

Slide 63

@bmassey Before After

Slide 64

No Change in Conversion Rate @bmassey

Slide 65

No Change in Conversion Rate @bmassey

Slide 66

No Change in Average Order Value @bmassey

Slide 67

Is This a Problem? @bmassey

Slide 68

Returning Visitors @bmassey Returning Visitors All Visitors

Slide 69

Mobile Conversion Rate Improved Substantially @bmassey

Slide 70

Responsive Mobile Site @bmassey Significant decrease in Home Page load time

Slide 71

Testing has begun to increase conversion rate. @bmassey

Slide 72

@bmassey 3 Test on Current Site

Slide 73

Reasons for Redesign Increase Revenue @bmassey

Slide 74

@bmassey January 1, 2014

Slide 75

Slide 76

Slide 77

Extreme Site AB Test Statistically identical

Slide 78

No Change in Conversion Rate @bmassey

Slide 79

No Change in Average Order @bmassey

Slide 80

Things You Should Test on Your Current Site Before a Redesign Value Proposition Language Calls to Action Risk Reversal Trust Builders Landing Pages Form Length @bmassey

Slide 81

@bmassey 4 The Simultaneous Launch

Slide 82

Reasons for Redesign Increase Trials of Pro Services Increase Revenue Get Users to Try More Features @bmassey

Slide 83

B2B Applications: MXToolbox @bmassey

Slide 84

New Look Before After

Slide 85

@bmassey “New Application Interface” Before After

Slide 86

Let the Visitor Tell You @bmassey

Slide 87

New Features for Anonymous Users Before

Slide 88

Results Positive Feedback From PRO Users Decision to hold off on new interface for anonymous users. @bmassey

Slide 89

@bmassey 5 Stepwise Redesign

Slide 90

B2B Inventory and Asset Tracking Systems @bmassey

Slide 91

Reasons for Redesign Increase Live Demos Present a Better Brand Impression @bmassey

Slide 92

Test New Design and Calls to Action @bmassey +48.7% Before

Slide 93

Test Demo Form Page @bmassey +50.0% Before

Slide 94

New Design Influenced by Testing @bmassey Before +30.0%

Slide 95


Slide 96

We’re Still Not Done

Slide 97

Why This Crazy Approach? @bmassey

Slide 98

Constant Feedback to Designers @bmassey

Slide 99

Increase Leads During Redesign @bmassey

Slide 100

The Result $ $ $ $ $ $ $ $ $ $ $ $

Slide 101

Caveats Wasp Barcode was an outlier. We don’t typically triple leads in such a short time. The intuition of the designers proved to be very good for this audience.

Slide 102

Be ready to go back @bmassey

Slide 103

"We made a strategic decision on December 6 to transition back to our previous site, given the importance of the selling season. As part of our contingency plan, we had kept our previous platform up and running, parallel to the new site, so we were able to swiftly engineer a smooth return to the original site.” @bmassey

Slide 104

@bmassey November, 18 2012

Slide 105

@bmassey November, 19 2012

Slide 106

@bmassey December 6, 2012

Slide 107

@bmassey June 2014

Slide 108

We often redesign for the wrong reasons. @bmassey

Slide 109

Without data, redesigns are risky. @bmassey

Slide 110

Going All In is the most risky (and most common!) @bmassey

Slide 111

Collecting test data on the current site mitigates the risk. @bmassey

Slide 112

Testing assumptions on the current site further reduces risk. @bmassey

Slide 113

A side-by-side approach allows you to back out poor performing features. @bmassey

Slide 114

A stepwise approach eliminates risk while increasing performance immediately. @bmassey

Slide 115

Do you need a redesign or an optimization program? @bmassey

Slide 116

Free Site Evaluations -First Three- Tweet something nice using #labcoatlessons @bmassey