#ConvCon NY: Conversion Integration: Making the Case for Continues Improvement Through Agile Improvement

By Jenny DeGraff | Oct 20, 2011
More Articles by Jenny

Todd Barrs (Webroot) presented a live case study to show how conversion optimization cannot operate in isolation and the risks of a website redesign. Using the example of a new Webroot mobile product, he describes the risk and reward of a redesign. He suggests keeping these key concepts in mind:

  1. Align performance metrics (CR) across the entire organization.
  2. Get to know your internal customers (get buy-in)
  3. Clearly define and agree on testing metrics.
  4. Start small, and optimize to impact revenue.

Back to the case study, with the development of this new, revolutionary product, they of course had a website redesign. To get there, some of the processes included setting page goals & priorities. They then did some analysis, user testing. Created a marketing campaign that was trackable. This all sounds great, but when this all rolled out, their success trend was flat…why?

People expect a significant step function trend when redesigning, but that’s just not realistic. When redesigning, you have to leverage the redesign risks:

  • A redesign is not an optimization, it’s just a best guess.
  • While the new traffic is starting, there is a loss of the visitor feedback loop
  • There is a huge opportunity cost, there is a lack of testing

So if you must redesign:

  • Keep the redesign process as simple & short as possible
  • Make your redesign ready for testing on day one

Todd then presented some important terms to mull over with your redesign:

Continuous “Conversion” Improvement

You shouldn’t expect that step function trend, more of just a long-term upward trend. When you redesign you are going out of your way to achieve the same conversion improvement that you would have achieved with your old site with much less effort.

Agile improvement

Websites are fluid, technology is constantly improving and updating. When you redesign, your content becomes static, so the faster you can get back on track and have current content back in front of your visitors, the better off you will be.

In summary, redesigns are risky, but if you must redesign, make the process as short as possible, don’t forget to keep running your tests, keeping your content up-do-date.

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