Planning a Website Redesign? See How These Industry Giants Got It RIght!

Redesigning your website is risky business.

You spend money, time, and resources redesigning, hoping to hit a home run.

The truth is, you’re just as likely to strike out.

I’ve evaluated thousands of websites in my career and I’m pretty darn good at sniffing out the good ones and I’m equally good at sniffing out the posers. In this post, we’ll be evaluating 5 industry giants that got it right.

Lately I’ve been getting a lot of design inspiration from Crayon.co; a design search engine that’s been super useful for coming up with new ideas for DigitalMarketer’s ‘blow it up’ style test strategy—a strategy you’ll hear all about when I have plenty of results to share.

One of the best features Crayon offers is notifications when sites redesign their pages, and the ability to look back at the design before the update for comparison.

Light bulb.

I thought it would be fun to break down these design changes using the same criteria in my 15-point audit to see how they stack up to the previous versions of the site!

These guys are some of the best in the bizznazz, let’s quickly break down the criteria I’m using to evaluate these pages…

DigitalMarketer’s 5 Elements of Optimization

Clarity: If your visitor doesn’t know what the page is about and what’s in it for them in the first few seconds…you’re sunk. The goal here is to:

  • make sure you can properly articulate your offer…
  • make your offer attractive…
  • ensure they know how to take the next step…

Readability: This is a huge factor that is often overlooked on ‘non-blog’ pages. All too often companies go a little crazy with…

  • typefaces
  • characters per line
  • page breaks
  • bolding
  • colors

You need to stay consistent and make content easy to consume. If your text can’t be read, then your message will get lost.

Appearance: A professional site design will build trust with new visitors. Authentic imagery, coloration, and a solid visual hierarchy are all crucial factors for your site. You need some sections to stand out more than other and capitalize where it counts.

A site that does this well can subtly accent the most important content while giving the visitor a sense of autonomy.

On-site experience: You need to articulate the purpose, have solid usability for visitors of all skill levels and devices, and fast load times. If anyone of these things are missing, your user will have a hard time using your site and won’t convert.

Navigation: If we’re looking at a landing page, you want minimal navigation, but for all other pages it needs to be intuitive.

I’ll break down each variation and share which one has the edge in each category. When it’s all tallied up, we’ll see if the page is going in the right direction or if it still needs some work.

(RELATED: The 15-Point Landing Page Audit)

Let’s take a look at the pages.

Click on the month below to be taken to that set of redesign evaluations!

1. Versace’s Category Page

I love seeing how ecommerce sites try to stand out with design.

I was super excited when I got a notification that there was a massive change to Versace’s category page. Check out the video below to see how things stack up.

Final Score

Previous Version: 0

Updated Version: 3

This was clearly a case of ‘Give The People What They Want Expect’. The winning variant met the standard ecommerce user’s expectations and felt more like an online shop than an advertisement.

Oh, if you want to read my detailed synopsis and see another review of a B2B software company you can check it out in this installment of my weekly column.

2. Iron Mountain’s Product Page

There is nothing more difficult than coming up with a well-designed B2B page.

The specters of ‘old design trends’ still plague industry giants and due to their poor agility they haven’t been able to make template changes during a time when design entails trust.

(RELATED: [Checklist] 5 Image Elements Worth Testing On Your Landing Page)

Iron Mountain tackled this project with a new service product page. So let’s take a look.

Final Score

Previous Version: 0

Updated Version: 3

So Iron Mountain really stepped up their game and got out of the dreaded B2B design void. There are still some clarity and usability issues on the page, but that’s nothing some iterative testing can’t fix!

(RELATED: [Checklist] The Comprehensive Guide to Running A Split Test)

3. Freshdesk’s Blog Page

Blog page designs are absolutely crucial.

If you have a page that is tough to digest, people simply won’t read your copy.

A lot of organizations (including DM) are taking a simplistic single column approach to the blog to ensure the content gets all of the attention. However, for media companies this makes it more difficult to promote new products or indoctrinate readers.

Let’s see how Freshdesk hoped to improve the blog experience while maintaining the two-column structure.

Final Score

Previous Version: 1

Updated Version: 4

Overall the redesigned page is a more focused version that users will appreciate.

I am super curious about that Live Chat feature and if anyone from Freshdesk is reading, I’d love to hear if that’s helped with content consumption (or helped move other metrics).

Both this critique and the Iron Mountain Critique can be found here (with one more design breakdown of a video deliverability provider.)

 

4. Best Buy’s Cable & Internet Service Page

Whenever big companies make changes to content while maintaining the universal header and footer there is a chance that they create the dreaded Frankenpage.

Let’s see if Best Buy creates the most feared design monster with this redesign

Final Score

Previous Version: 0

Updated Version: 4

Despite the limitations, Best Buy was able to dramatically improve the design of their site. Sure, there are some ‘Frankenpage’ features (the cross sells and ‘Ultimate Viewing Experience’), but overall they have the right idea and should be able to iterate out an even better page.

(RELATED: Test This, Not That! Swap This Split Testing Bad Practice for 6 Results-Driven Practices)

5. Buffer’s Product Page Redesign

Promoting a product line complete with different branding and naming can be pretty difficult.

How much of your current brand equity do you borrow and how much do you want to make the product stand on its own?

Let’s see how Buffer handles this in this redesign!

Final Score

Previous Version: 2

Updated Version: 3

Wow, I got a little ranty’ in that one.

I guess that’s what happens when you get such a close call! The team at Buffer is definitely on the right track and dramatically improved their page. I think the most important change came from updating the copy.

They are actually talking to a specific group, telling them what they offer, and why it is good for them. All the other changes were gravy; the clarity change was the big one!

You can read the full write-up to these redesigns plus see how Cisco attempts to improve their DevNet community page here

So if you made it this far you probably noticed one interesting trend:

All of the updated versions seemingly had the edge!

I wonder how much longer that trend will last…I mean what’s new isn’t always what’s better. Keep an eye out for next month’s column to see if any brand takes a step backward with their latest design update.

(NOTE: Want DigitalMarketer’s proven 8-Step Optimization Process for turning existing traffic into more leads and more sales? Get our Optimization & Testing Specialist training and certification. Learn more now.)

October 2016

6. Uber’s Product Page Redesign

Uber decided to make some sizable content changes to their driver recruitment page. What I was excited to see was a big company making interesting updates without having to deviate too much from the template (this makes it easier to change things and get things rolled out when your dev team is working on things that are ‘more important’).

Do these image and content changes improve with the latest update or push me to drive for Lyft? Find out in my 9-minute review.

Final Score

Previous Version: 1

Updated Version: 2

So this really could have gone either way, but the updated version had the [very] slight edge. Had they improved some of their clarity and focused more on the driver rather than the app, then this would have been a landslide. However, it just squeaked by as two major factors were a ‘no contest’ because the design schema remained the same.

7. Kissmetric’s Homepage Redesign

As a fan of Kissmetrics and being a part of their target audience, I was super hyped to get an alert about this recent redesign. Find out if my excitement continues when I see the new redesign or fizzles out into disappointment in this 11-minute review.

Final Score

Previous Version: 4

Updated Version: 0

IT FINALLY HAPPENED! I’ve been doing these redesign reviews for quite a while and this is the first time the previous version won out. If you didn’t watch the entire video here is your tl;dw:

  • There was a lack of clarity by removing key feature sections.
  • The new layout made it harder to read the page (white text on light blue background…yuck).

The one thing I was happy to see is that they got ride of the awkward choice to request a demo or start a trial in the header. Unfortunately, it was still a choice to make in the last content section, which made me have to pull some of that praise back.

8. Mixpanel’s Pricing Page

Ah the pricing page, my most recent obsession based on my work here at DM. When I saw this update I jumped for joy and you’ll find out exactly why in this 8-minute review.

Final Score

Previous Version: 0

Updated Version: 4

This is the second near sweep and had there not been a ‘no contest’ in one of the categories then it would have been full sweep. Simply put, this new page is WAY better than the sad table they had before. Awesome work Mixpanel!

9. Cisco’s Solutions Page

One of my favorite type of redesigns is when you get an ‘old web’ page versus a page that both looks and functions like something that was made for the present. However, does Cisco’s new polish improve the functionality or is it just lipstick on a pig?

Find out in my 9-minute review.

Final Score

Previous Version: 0
Updated Version: 5

It’s a clean sweep; take that old school 3 column text-heavy layouts. In all seriousness, this update isn’t perfect but is miles ahead of it’s predecessor. There is one spot in particular that is a genius improvement, but completely lacks in execution.

10. Lyft’s Sign Up Page

This might be my most surprising review today! There are two drastically different pages: one the ugly interstitial form vs. the pretty landing page. Find out if what is pretty should perform better in Lyft’s 7-minute review.

Final Score

Previous Version: 4

Updated Version: 1

Well that was a surprise! The moral of this story is to avoid extraneous elements and keep the visitor focused on the task at hand. Furthermore, make it as easy as possible for them to sign up, e.g., Sign Up with Facebook.

This review is reliant on the assumption that this is between two ‘Sign Up Pages’. Whenever you include an inline form on a page you have to both do they heavy lifting of educating and persuading your office in addition to optimizing the form itself!

The previous version had to do less work, was clear, and had better functionality.

Wow! This batch surprised me. There was only one case where the reviews were close and TWO cases where the previous version definitely had the edge. If you liked these reviews, give us a like on YouTube and please comment there to share your thoughts (no trolls please J).

Oh! If you want to get these redesign alerts to see what other organizations are up to, signup for the Blink newsletter (or just come back next month for Round 3).

(NOTE: Want DigitalMarketer’s proven 8-Step Optimization Process for turning existing traffic into more leads and more sales? Get our Optimization & Testing Specialist training and certification. Learn more now.)

optimization-email-banner copy

The post Planning a Website Redesign? See How These Industry Giants Got It RIght! appeared first on DigitalMarketer.

Redesigning your website is risky business.

You spend money, time, and resources redesigning, hoping to hit a home run.

The truth is, you’re just as likely to strike out.

I’ve evaluated thousands of websites in my career and I’m pretty darn good at sniffing out the good ones and I’m equally ...Read More

Want to Double Sales? Pull One of These 4 Levers

Let’s just get right to it…

Here is the formula for doubling sales…

L x C x M x f = GP

Where…

  • L = leads
  • C = customers
  • M = margin
  • f = frequency of purchase

It looks like this…

Leads x Customers x Margin x Frequency = Growth Potential

Doubling any of the variables above (leads, customers, margin, frequency of purchase) will double your sales.

Double them all and you will 16X your business.  Can you double them all?  Doubtful.

Can you double one of them?  Two of them?  Even 3 of them?

Absolutely.

In other words, there are 4 levers you have available to grow your business…

  • Increase the number of leads
  • Increase the number of customers
  • Increase the margin
  • Increase the frequency of purchase

Let’s look at each “growth lever” in turn…

How to Double the Number of Leads

Want more leads?

You either need…

A Lead Magnet looks like this…

Doubling Sales with a Lead Magnet

If you click on that “Download Now” button you will be asked for your email address to receive the content.

Here’s another Lead Magnet…

Specific Lead Magnet

A Lead Magnet is simply an irresistible bribe offering a specific chunk of value to a prospect in exchange for their contact information.

The key word in the above definition is SPECIFIC.

In nearly every case (assuming you are getting traffic to your Lead Magnet) the reason a Lead Magnet is not performing well is because it doesn’t solve a specific problem.

This is a terrible Lead Magnet…

Doubling Sales with a Lead Magnet

But this one isn’t much better…

Non-Specific Lead Magnet

In both cases there is no specificity.

Our testing shows that a Lead Magnet that solves a specific problem can convert over 60% of the traffic to a Lead Magnet offer into a lead.

Take another look at the two Lead Magnet examples above and study the use of specificity

Doubling Sales with a Lead Magnet

If you want to double your leads — start with your Lead Magnet.

Start with SPECIFICITY.

How to Double the Number of Customers

Let me be clear…

This section is NOT about doubling profit — it’s about doubling the number of customers you are acquiring.

Big difference.

Acquiring customers is NOT the same thing as acquiring profit.  In fact, in some cases acquiring customers will cause negative cash flow.  In other words, while acquiring customers can lead to profitability — customer acquisition is NOT about profitability.

It’s about activating BUYERS.

To do that, we use something called a Tripwire Offer.

Here’s one from us…

Increasing the Number of Customers with a Tripwire Offer

And here’s one from VistaPrint…

Doubling the Number of Customers

And here’s another from GoDaddy…

Low Dollar Offer for Increasing Customer Acquisition

We’re not going to get rich selling $9.95 books.  VistaPrint doesn’t expect their $9.99 for 500 business cards offer to meet payroll.  And GoDaddy shareholders don’t expect $.99 domains to keep the lights on.

We’re simply acquiring BUYERS.

Notice the price point on these offers:

  • $9.95 for a book
  • $9.99 for 500 business cards
  • $.99 for a domain name

We’re not exactly asking for a blood oath here—these are high-value, low barrier-to-entry offers intended that are designed to acquire customers.

If you want to double your number of customers—create a solid Tripwire offer.

But don’t expect that offer to make you more profitable.  For that you’ll need to work on your margin…

(NOTE: Want to Learn 6 ways to Double Your Business? You can do so in this free 6-week course.)

How to Double Your Margin

Of course Digital Marketer doesn’t only sell books.

And VistaPrint and GoDaddy have more than just business cards and domains to sell.

In fact, VistaPrint has a number of ways they can increase the value of that $9.99 transaction.

First, I can add a back side to my business cards for as little as $2.99…

Doubling Your Margin

From here I can…

  • Add to my quantity (Up to $139.99)
  • Upgrade to a “brilliant finish” (Additional $29.24)
  • Get better paper stock (Additional $11.24)
  • Buy one of those fancy business card holders (Up to $8.99)

Increasing the Profit Margin

Actually before it’s all said and done I can buy…

  • Pens
  • Car Door Magnets
  • Letterhead
  • Hats
  • Business Card Magnets
  • Mousepads
  • T-shirts
  • and on and on…

Every offer is relevant.  Every offer is consistent with my original intent to get promotional materials for my business.

Every offer is intended to increase margin.

What’s going to happen if I start down the registration process for a $.99 domain from GoDaddy?

First, they’ll offer to bundle the .net, .org and .info version of the domain with the .com…

double-sales9

Smart.

Then, they start upselling private registration, hosting, website design and email…

Higher Profit Margins through upsells

And it doesn’t stop there.

They’ll offer multi-year registration, search engine optimization and social media services.

As for Digital Marketer, we follow the purchase of my $9.95 book about email marketing with a content series designed to sell our $1,997 flagship email marketing training called The Machine.

Upsell Example

Do you think making $1997 sales to customers that originally purchased a $9.95 offer increases our profit margin?

You bet it does.

And the additional offers made by VistaPrint, GoDaddy (and every other business that understands how to increase margin) are where the real money is made.

These upsells, cross sells, bundles, etc. are what makes the cost of customer acquisition worth it.

Looking to double your margin?

Ask this simple question:  “What else can I sell to the customers I am acquiring?”

How to Double the Frequency of Purchase

Ok, time for the last piece of the formula: Purchase Frequency.

What if you could get customers to buy twice as often?  Sales would double.

To do that, you need constant strategic communication.

We call it The Return Path.

The fact is that most sales don’t occur on the first visit, so without follow up in place — you’re leaving an enormous amount of sales on the table.

These are all forms of The Return Path…

  • Exit Offers – A pop up offer that appears when a prospect attempts to exit a page.
  • Ad Retargeting – Digital ads that show to prospects based on their prior behavior.  (Translation:  Those ads that follow you around the web after your visit a web page)
  •  Automated Email Follow-Up – A strategic email marketing plan that brings leads and buyers back to offers and content again and again.

This last tactic, email follow-up, is the most effective way to double purchase frequency.

Every email you send should have one of five purposes…

  • Indoctrinate – Teach them who you are
  • Engage – Get them to buy
  • Ascend – Get them to buy more
  • Segment – Learn what they want to buy next
  • Reengage/Win Back – Reactivate disinterested subscribers

Email follow-up is so critical that we’ve created an entire article on building an email marketing machine here.

If you want to double purchase frequency — you need a Return Path.

Are you seeing the power of these “Growth Levers?”

Good news:  I have created a FREE 6-part “Double Your Sales” course for those that want more detail, more examples, more explanation.

In the FREE “Double Your Sales” course you’ll learn…

* Lesson 1: Discover the 4 unique “Growth Levers” that can increase the sales and profits of a business

* Lesson 2: How to perfectly position your offer so it gives your prospects EXACTLY what they want

* Lesson 3: Increasing Your Leads.. the 3 vital elements of any lead magnet

* Lesson 4: Increasing Your Conversions.. learn the most under-utilized business asset that can literally double…even TRIPLE your conversion rates overnight

* Lesson 5: Increasing Your Profits.. learn 5 the 3-word phrase that will increase your average profit per customer

* Lesson 6: How to set up an “Invisible Selling Machine” in your business to increase your sales frequency…

Register for the “Double Your Sales” course by clicking on the image below…

Have a question?

Ask the DM team and 9,036 other members in the DM Engage Facebook Group!

Not a DM Lab Member? Learn more here.

The post Want to Double Sales? Pull One of These 4 Levers appeared first on DigitalMarketer.

Let’s just get right to it…

Here is the formula for doubling sales…

L x C x M x f = GP

Where…

  • L = leads
  • C = customers
  • M = margin
  • f = frequency of purchase

It looks like this…

Leads x Customers x Margin x Frequency = Growth Potential

Doubling any of the ...Read More

[Converted 2016] Ryan Deiss on How to Automatically and Invisibly Convert New Leads into Paying Customers

Were you at the Converted 2016 conference?

Hosted by Leadpages, the conference was designed to deliver the #1 thing every business needs: more conversions—meaning, more leads, more sales, and more repeat customers.

converted-conference-ryan-deiss-img1

Photo by @DaleBthinking

On day 2 of the conference, Ryan Deiss delivered “The Ultimate Email Game Plan: How to Automatically and ‘Invisibly’ Convert New Leads into Paying Customers” and, might we say, killed it.

If you’re disappointed that you weren’t able to attend this year’s event, don’t worry! I’m here to share some of the biggest takeaways from those in attendance—plus a bonus takeaway from Ryan himself.

So… what’d you miss?

 

converted-conference-ryan-deiss-img2

DatingMarketing

ConvertedConferenceGIF

Clearly the attendees walked away with a ton of great insight, but what was the biggest takeaway Ryan wanted to impart on them?

Stop asking, “How can I build a bigger list?” …and start asking, “What will I do with a lead once I have it?” Until you have an answer to that second question, there’s no point answering the first one. You’re like the dog that actually catches the car, and now has no idea what to do with it.

If you joined Ryan at #Converted16, we want to hear from you—tweet @DigitalMktr with your biggest takeaway!

(NOTE: Want to stand out in your customer’s inbox? Get more opens, clicks, and sales by using our 7-Step email formula. Get the formula and 7-day sequence that strikes a perfect balance between revenue-generation and relationship-building. Learn more now.)

Machine_V2_O

 

The post [Converted 2016] Ryan Deiss on How to Automatically and Invisibly Convert New Leads into Paying Customers appeared first on DigitalMarketer.

Were you at the Converted 2016 conference?

Hosted by Leadpages, the conference was designed to deliver the #1 thing every business needs: more conversions—meaning, more leads, more sales, and more repeat customers.

converted-conference-ryan-deiss-img1

Photo by ...Read More