The document discusses refining websites rather than redesigning them. It recommends taking a growth-driven approach to design by testing changes using a plan-design-build-test-launch cycle. This allows for faster iteration and feedback to determine what improvements work best through measuring website goals and key metrics like leads, page views, and conversion rates. The focus should be on learning what refinements increase performance through ongoing testing and analysis of visitor behavior and funnel progression.

1. Websites that win:
refine don’t
redesign
Web: moresoda.co.uk
Twitter: @moresoda
Email: hello@moresoda.co.uk

2. Project requirements

3. Are these not the same
requirements as last time?
We’ve been here before
Source: http://wallpaperarchive.net/groundhog-day-2016/

4. Lets try a new approach

5. What did we learn?
“Success is a few simple disciplines, practiced
every day; while failure is simply a few errors in
judgment, repeated every day.”
— Jim Rohn

6. Growth Driven
Design

7. But what if you
don’t have a good
website?
Provides faster results

8. Provides faster results
R&D PLAN DESIGN BUILD TEST LAUNCH
MAKE
RESPONSIVE
UPDATE
CHECKOUT
Delay Feedback Approval Change Change Delay
REFRESH
HOME PAGE
DESIGN
ADD NEW
PRODUCT
PAGES
REFINE
ENQUIRY
FORM
TRACK
DOWNLOADS
MONTHS
Result Result Result Result Result Result
Results

9. CREATES MORE BUZZCreates more buzz

10. Reduces risk of failure
Source: www.skicmsc-racing.com

11. Reduces risk of failure
Before After …After after

12. Teaches you what wins

13. Teaches you what wins

14. Makes financial sense

15. Makes financial sense
REFINE
REDESIGN

16. How do you know
which changes to
make?
“You can't manage what you don't measure.”
— William Edwards Deming

17. How are you performing
right now?
INDUSTRY &
COMPETITOR
BENCHMARKS
YOUR OWN DATA

18. How are you performing
right now?
INDUSTRY &
COMPETITOR
BENCHMARKS
YOUR OWN DATA

19. How are you performing
right now?
INDUSTRY &
COMPETITOR
BENCHMARKS
YOUR OWN DATA

20. You need direction
Website goals should be part of
a wider marketing or digital
strategy

21. What should you measure?
Generate Leads
1. Call us
2. Contact forms
3. Call back request
4. Email contact link
5. Member registration
6. Apply for job vacancies
7. Watch product video
8. Newsletter sign ups
9. PDF Downloads
10.Live chat
{

22. What should you measure?
6. Apply for job vacancies
10.Live chat
PAGE VIEWS EVENTS VIRTUAL PAGE VIEWS
2. Contact forms
5. Member registration
3. Call back request
4. Email contact link
7. Watch product video
8. Newsletter sign ups

23. The Funnel
VISITORS
WEBSITE JOURNEY
CONVERSIONS (%)
+
+
+

24. Now you’re
tracking!

25. Ask good questions
• Where are our most valuable customers coming
from?
• How many people click through to other pages
from our blog?
• What effect does our live chat have on checkout
rates?
• How many people contact us after watching our
video?
• What % of visitors fill out our questionnaire
when they go to that page?

26. Acquisition > All Traffic > Channels

27. Design testing

28. User testing

29. User testing

30. CLICK MAP SCROLL MAP

31. Refine, don’t
redesign
Web: moresoda.co.uk
Twitter: @moresoda
Email: hello@moresoda.co.uk