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Is Something Wrong With Your Design?

Posted By Bryan Eisenberg On February 8, 2008 @ 4:22 pm In A/B Testing,B2C,Conversion Rates,Google Website Optimizer,Improving Conversion,Landing Page Optimization,Optimization Tactics,Persuasive Design,Retail,Web Design,e-commerce,website redesign | 24 Comments

broken web design [1]I’m still settling in from my trip last week to the Internet Retailer Design conference [2]. If you didn’t attend, you missed a great first-time show, so you’ll have to check it out next year.

Over 800 people showed up to hear the speakers and meet with consultants (like me) to evaluate their current websites — and some even discussed mock-ups and prototypes of new versions of their sites. My back-of-the-napkin calculation is that Internet Retailer gave away around $150,000 worth of consultations [3], but I’ll ask you the one common question I asked several of the companies I met with just for the price of spending a few minutes reading.

What makes you think the new design you’re working on is going to work any better than the one you have today?

I recall sitting with one of the most recognized brands on the Web and him pulling out his mock-ups. They felt that they had issues around how products were presented and how their navigation worked. They offered a complex menu with way too many options in their current navigation, and were hoping to improve it by using a top level menu with a javascript rollover.

“What research do you have that indicates that new navigation will work better than the current one?” I asked. He was honest and said, “None.”

So why don’t you test it?

Internet Retailer did a pre-conference survey and asked the top 500 retailers if they’re doing multivariate or A/B testing, and included the results in their Website Design & Usability Guide [4].

Amazingly, 76.7% of retailers surveyed don’t test!

Huh? Now that you can get A/B and Multivariate testing tools for free from Google [5], why aren’t you testing?

We’ve also found that it’s safer to roll out a redesign in stages, in order to avoid the initial drop in conversion that often results from a redesign. Why not roll this out as a series of tests?

If you need help, call us [6] at 877-643-7244 (ext. 3316). We’d be happy to help you make more money before and after your redesign.


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URL to article: http://www.grokdotcom.com/2008/02/08/website_redesign/

URLs in this post:

[1] Image: http://www.grokdotcom.com/wp-content/uploads/Bryan/Final_Painter_copy.jpg

[2] Internet Retailer Design conference: http://www.internetretailer.com/IRWD08/

[3] gave away around $150,000 worth of consultations: http://www.internetretailer.com/IRWD08/design_consultations.asp

[4] Website Design & Usability Guide: http://www.internetretailer.com/WebDesign/

[5] get A/B and Multivariate testing tools for free from Google: http://www.grokdotcom.com/googlewebsiteoptimizer

[6] call us: http://www.futurenowinc.com/contactus.htm?utm_source=Grokdotcom&utm_medium=Post&utm_content=Link-1270&utm_campaign=Contactus

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