The document provides guidance on when and how to redesign a website. It advises that redesigns often fail when they are not based on user research and facts, involve just visual changes without improving the user experience, or are part of a traditional redesign cycle. The key steps outlined are: 1) Conduct user research to understand user needs and problems; 2) Develop a strategy and roadmap based on the research; 3) Create prototypes and test designs iteratively with users. Continuous improvement based on data and user feedback is emphasized over periodic large redesigns. User research methods like analytics, surveys, testing are recommended to inform decisions.

1. How to make sure your new website
won't be a failure?
@agconsult

2. Some of our clients

3. Part 1
Is a redesign always a bad idea?

4. No

5. Old site New site
8% less revenue
Investment: 150 million GBP

6. @agconsult

7. Redesign without user research = gambling!

8. CRO & AB-testing without user research = gambling!

9. When a redesign is just a re-design, don't do it!
@agconsult

10. Traditional redesign cycle is sh*t

11. The false hope of the redesign cycle

12. Reality (it bites)

13. Yes, I believe in continuous improvement

14. Summary
3 reasons why redesigns fail
• Not based on user research and facts
• When the redesign is just a re-design
• Part of a traditional redesign cycle @agconsult

15. Part 2
When do you need a redesign?
new website?

16. 1. You don't have a website 
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17. 2. Your site sucks donkey balls
@agconsult

18. 88.751
pages
Crappy or outdated technologyContent or structure are a disaster
187
navigation items
28
levels of content @agconsult

19. Making a shitty website a bit less shitty:
that's not our goal, is it?
@agconsult

20. 3. Your site has hit its local maximum
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21. This is what I really believe
Continuous improvement
+ redesign when needed

22. You can't build a strong building
on a weak foundation
@agconsult

23. Part 3
3 cases to illustrate this approach

29. Bounce rate halved
35% more conversions

30. +1.300% more leads
135% more sales

31. Part 4
How can you help your clients to make
a website that doesn't #fail?

32. Our approach to CRO
Analyze data to
find problem areas
User research to find
out why it’s a problem
Find a solution
& implement/test
Measure
& refine

33. Our approach to IA
User research Strategy Structure Mock-ups

34. 1. Always start with user research
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35. Not based on gut feelings
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36. Not based on what the HiPPO wants
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37. No f*cking opinions
@agconsult

38. @agconsult

39. Henry Ford never said this. First mention of this 'quote' dates from
2002, one year after an article from Jakob Nielsen.
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40. "First rule of usability? Don't listen to your users!"
(Jakob Nielsen)
@agconsult

41. @agconsult

42. Yes, Steve Jobs really said this. And he's right.
But the conclusion that Apple doesn't do user research is wrong.
Apple doesn't believe in market research.
It does a lot of user research.
@agconsult

43. Pay attention to what users do, not what they say.
That's what user research is about.
@agconsult

44. My favorite user research methods
Google Analytics User behaviour User testing Surveys

45. Some of my favorite questions
• On the website
• What is the purpose of your visit to our website today?
• What's holding you back from completing your purchase today?
• What’s keeping you from buying this (product name) right now?
• Do you have any questions that remain unanswered? Yes/ no…
• What convinced you the most to decide to ask a quote?
• Was there something that nearly stopped you from buying from us? Yes / no …
• Existing clients
• What would you miss most if your X broke down / if we took away X
• What do you like the most about X?
• What's the most important thing X helped you to achieve?

48. no destination in mind
43%
time frame in mind
51%
78%
no fixed dates
type of vacation (sun, culture,…)
84%

50. What convinced you the most to decide to ask a
quote?
Was there something that made you hesitate?
If so, what?
77,1% more requests for quote

51. Stop selling the way you want to sell
Sell the way people want to buy
Karl Gilis - @agconsult

52. There are many more tools available.

53. But to connect the dots …

54. ... you need to use the most important tool you have

55. 2. Strategy & Roadmap
• What should be on the website?
• What shouldn’t be?
• Role of the web site as a
• Marketing & communication tool
• Business tool
• How to get there (without big
bangs if possible)
Strategy Roadmap

56. 3. From idea to final prototype
Structure Mock-ups Lots of user testing Maybe some AB-testing

58. Open card sorting Closed card sorting

59. 1. Start with online card sorting

62. 2. Test your tree / navigation structure

65. 3. Create mock-ups. Make sure you use real copy.

68. 4. Do some screenshot testing

69. 5. Finally, some user testing to finetune your prototype

70. 6. Sometimes we do some AB-testing to see what the results of our ideas would be.

71. Part 5
You're almost there

72. If you follow this method,
this will be the result of your redesign.

73. Unless your designer f*cks it up again!

74. Get my free ebook now
 10 conversion tips that work on every website
 15 cases from the real world
 6 best practices from leading websites
 www.agconsult.com/ebook.html
 www.slideshare.net/agconsult
Already more than 6.865 downloads

75. That's it!
Thx
@agconsult