Iterative Website Redesign: Micro Goals in Action - CASEV 2011
-
Upload
nick-denardis -
Category
Technology
-
view
3.838 -
download
0
description
Transcript of Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Iterative Website Redesign: Micro Goals in Action
Nick DeNardis
Associate Director of
Web CommunicationsWayne State Universityhttp://wayne.edu/
Host of EDU Checkuphttp://educheckup.com/
Writer for .eduGuruhttp://doteduguru.com/
Curator of EDU Snippitshttp://edusnippits.com/
@nickdenardis
Higher ed web work is hard
aka conferences..
Today’s Topics
• Motivations behind full redesigns
• The “non full redesign” option
• Creating effective feedback loops
• Communicating changes
Your site is launchedNow what?
Wait 2 years, repeat.Forming the committee now...
Or.. Start making changes in 2 weeks?
While the committee is still busy announcing the launch
Churn and Burn
The Redesign Truths
• Everyone strives for “something different”
• Your users are not sick of your site
• Large focus on visual appearance
• Old and new websites have completely incomparable experiences
Reasons to Redesign
• Users goals not being met
• Bring the site into a central identity
• Institution or department has new goals/initiatives
• Reaction to a change in the marketplace
Micro Redesigns
Definition:Taking small deliberate steps to reach a larger goal
(which may be not 100% apparent at the time).
Websites are not projects
Encourage Craftsmanship
Let designers design, writers write, developers program.
Micro Ideas
• Reduce redundancy
• Clearer calls to action
• Reduce path length
• Remove a silo
• Integrate external information
Micro Changes
• Grouping content
• Visual style tweaks
• Combining CSS/JS/Image files
• Menu item label changes
• Microcopy changes
Homepage Stories
0.009 % CTR
Less than 100 click-throughs per month
Trial and Error
0.01 % CTR
Less than 150 click-throughs per month
New CTR: 0.8 %
Now ~6,500 click-throughs per month
6400 % improvement!
Campus Tour
A/B TestGoogle Website Optimizer
Option 1 Option 2
Goal
A/B Test
Goal Conversion
Faculty Profiles
100 days?What type of timeline is that?
Side EffectsBe on the lookout
An Evolutionwayne.edu
37 SignalsEvolution
OpportunitiesEveryone has an eye for challenges
Feedback Loops
• Interacting with the actual users
• Can be subjective
• Solution may not be perfect for everyone
• Needs to be documented
• Think of the scientific method
Communicating ChangesBuilding support
Blogging is story telling
Tools of the trade• Google Analytics
http://google.com/analytics
• Google Website Optimizerhttp://www.google.com/websiteoptimizer
• Crazy Egghttp://crazyegg.com
• Click Talehttp://clicktale.com
• Wooprahttp://woopra.com
• Websorthttp://websort.net/
CrazyEgg
Woopra
Woopra
Websort
Google Analytics
Google Website Optimizer
Click Tale
Dream BigThink Small
Thank youhttp://slideshare.net/nickdenardis
http://blogs.wayne.edu/web/
Photo Credits
• http://www.flickr.com/photos/cayusa/1198663035/
• http://www.flickr.com/photos/usfwsnortheast/5473321885/
• http://www.flickr.com/photos/wynnie/6393444439/
• http://www.flickr.com/photos/drift-words/10434156/
• http://www.flickr.com/photos/bjornmeansbear/5081930704/