Cut the crap

WebExpo Prague 2012

Eirik Hafver Rønjum21 September 2012

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Apply for kindergarten

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What is a kindergarten?

Kindergarten is an educational activity designed for children under school age.

Kindergartens are approved according to guidelines in the law relating to kindergartens,

Act of 1 January 2006

Co je mateřská školka?!?

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... the dark side of the web

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10 million pages3 million pages have never been visited

1 % of the content represents 99 % of the

page views

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Why less is more ...

... so deleting a little could

improve things a lot!

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✓87 % fewer pages

✓4 000 pages became 500 pages

✓Conversion rate up 100 %

✓Emails to customer support fell 35 %

✓User satisfaction increased

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✓Redesigned the frontpage for the most important user tasks

✓Deleted almost every piece of content that wasn’t relevant product information

✓The use of the Loan Calculator increased by 236 %

✓The traffic to important product and service information increased by 520 %

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The value of your content ...

... it’s not about quality

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✓ The text is understandable

✓ Scannable

✓ Unique selling points

✓ Prioritized

✓ Has calls to action

Content quality

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– Hey Gordon, we need a website– Make sure it has lots of scannable content and bulleted lists, Bud!

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– This website idea of yours better make us a shitload of money, or I'm gonna tear your eyeballs out and I'm gonna suck your fucking skull!

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Business goals

User tasks

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If the content doesn't support a business goal AND a user task, it is

USELESS!

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Well written

Not well written

Irrelevant Relevant

Valuable

UselessVery useless

Useless

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Content analysis -

figure out the value of your content

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-10

-8

-6

-4

-2

0

2

4

6

8

10

-10 -8 -6 -4 -2 0 2 4 6 8 10

High quality

Low quality

Low relevance High relevance

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Reason No

Links to relevant information/files 8

Enough information 2

Well written 6

Good title 4

Easy to read 4

Relevant pictures 6

Most important stuff first 3

Total 10

0

2

4

6

8

10

12

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Excel for free :)

eirik@netliferesearch.com

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Manage tasks, not content

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Here’s the deal. The moment you launch a website, you’re a publisher.

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Well written

Not well written

Irrelevant Relevant

Yes, please!

ImproveForget it

Forget it

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– As soon as you’ve decided that your website needs a piece of content, prepare for how to create, improve, and delete it.Paraphrasing Kristina Halvorson

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– The theory was: buy the tool, train people to use it, and watch them go.

– If ever there was a disastrous non-strategy, it is distributed publishing.Gerry McGovern

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Homework

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Step 1

Define business goals and user needs

Delete three pages every day and

celebrate the work with a cupcake

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Step 2

Figure out how to measure value

Delete three pages daily during morning

coffee

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Step 3

Do a content analysis

Time to delete the whole website?

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Step 4

Make the content visible

Delete three pages every day and be

proud of it

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Step 5

Tell managers what you need to create value

Skip an unimportant meeting every day.

Instead, delete three pages

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Step 6

Create and govern valuable content

Still pages to delete?

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Thank you!

eirik@netliferesearch.com

+ 47 92 40 31 65

@eirikhafver

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