Redesign Your Website for Leads and Profit

Lab Coat Lessons Webinar
Brian Massey
Joel Harvey
@bmassey

@bmasseyhttp://www.internetretailer.com/2013/01/08/finish-line-loses-3-million-sales-its-new-web-site

@bmassey
Justifying the risk and effort of a redesign

@bmassey
Use your existing site to reduce risks

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

A/B Testing Experts
B2C and B2B Ecommerce
Lead Generation
SaaS
Brian Massey
@bmassey
bmassey@conversionsciences.com
www.ConversionScience.com
(512) 961-6604

Know What to Keep
and
Know What to Create
@bmassey

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

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

@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.”
http://www.digital-tonic.co.uk/digital-tonic-blog/went-wrong-marks-spencer-website-redesign-made-lose-sales/
£150 million redesign took two years.

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

@bmassey
http://dminc.com/case-study/african-wildlife-foundation/

The things that increase
performance
+30%
-5%
performance
+30%
-5%
performance
+30%
+5%
WHY REDESIGNS FAIL
@bmassey

Repeat Visitors are Shocked
@bmassey

Designed for Wrong Segments
@bmassey

Your Audience Has Several
Local Maxima
@bmassey

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

Reliance on Best Practices
@bmassey

Too Much Emphasis on
Look and Feel
@bmassey

Photo Credit: drinksmachine https://www.flickr.com/photos/95457978@N00/3732782275/ (cc)

performance
+30%
-5%
performance
+30%
-5%
performance
+30%
+5%
TYPICAL REASONS TO REDESIGN
@bmassey

@bmassey
Photo Credit: https://www.flickr.com/photos/64636204@N00/2373428173/ (cc)

@bmassey
Photo Credit: rkleine https://www.flickr.com/photos/47544801@N00/3566407243/ (cc)

@bmassey
Photo Credit: the_steve_cox https://www.flickr.com/photos/35468147898@N01/6294412553/ (cc)

@bmassey
Photo credit: https://www.flickr.com/photos/27904432@N00/6672288949/ (cc)

@bmassey

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

performance
+30%
-5%
performance
+30%
-5%
performance
+30%
+5%
GOOD REASONS TO REDESIGN
@bmassey

@bmassey

performance
+30%
-5%
performance
+30%
-5%
performance
+30%
+5%
STRATEGIES FOR REDESIGN
@bmassey

@bmassey

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

All Website Changes
The things that
increase
performance
+30%
-5%
The things that
increase
performance
+30%
-5%
The things that
increase
performance
+30%
-20%
The things that
increase
performance
+30%
+5% The things that
increase
performance
+30%
-10%
We see these changes as Bets.

The things that
increase
performance
+30%
-5%
The things that
increase
performance
+30%
-5%
The things that
increase
performance
+30%
-20%
The things that
increase
performance
+30%
+5% The things that
increase
performance
+30%
-10%
All Website Changes

performance
+30%
-5%
performance
+30%
-5%
performance
+30%
+5%
WHAT TO WATCH
Metrics that Matter in a Redesign
@bmassey

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

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

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

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

Conversion by Traffic Source
@bmassey

Compare
Before and After
Year-over-year
@bmassey

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

December
January
March
April
July
August
November
September
The
Plan
Busy Season

December
January
March
April
July
August
November
September
The
Result

performance
+30%
-5%
performance
+30%
-5%
performance
+30%
+5%
This is Typical
A Website is Software Not
Page Design.
@bmassey

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

No Change in Conversion Rate
@bmassey

No Change in
Average Order Value
@bmassey

Returning Visitors
@bmassey
Returning Visitors
All Visitors

Mobile Conversion Rate Improved
Substantially
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Responsive Mobile Site
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Significant decrease in Home Page load time

Testing has begun to increase
conversion rate.
@bmassey

Increase Revenue
@bmassey

No Change in Average Order
@bmassey

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

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

B2B
Applications:
MXToolbox
@bmassey

@bmassey
“New Application Interface”
Before
After

Let the Visitor Tell You
@bmassey

New Features for Anonymous Users
Before
After

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

B2B Inventory and
Asset Tracking
Systems
@bmassey

Increase Live Demos
Present a Better Brand Impression
@bmassey

Test New Design and
Calls to Action
@bmassey
Before
After

After
Test Demo Form Page
@bmassey
Before

New Design Influenced by Testing
@bmassey
Before After

Landing Page
Home Page
Category
Pages
Form
Pages

Why This Crazy Approach?
@bmassey

Constant Feedback to Designers
@bmassey

Product 1
Start of Redesign Process
Increase Leads During Redesign
@bmassey
Product 2
Product 3
All Offers

December
January
March
April
July
August
November
September
The
Result
$
$
$ $
$
$
$ $
$
$
$ $

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.

performance
+30%
-5%
performance
+30%
-5%
performance
+30%
+5%
BE READY TO GO BACK
@bmassey

"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

We often redesign for the
wrong reasons.
@bmassey

Without data, redesigns are risky.
@bmassey

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

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

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

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

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

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

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

Redesign Your Website for Leads and Profit

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