cut the crap prague 2012
DESCRIPTION
Why we fail with webcontent, and how to fix it.TRANSCRIPT
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Cut the crap
WebExpo Prague 2012
Eirik Hafver Rønjum21 September 2012
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Apply for kindergarten
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What is a kindergarten?
Kindergarten is an educational activity designed for children under school age.
Kindergartens are approved according to guidelines in the law relating to kindergartens,
Act of 1 January 2006
Co je mateřská školka?!?
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... the dark side of the web
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10 million pages3 million pages have never been visited
1 % of the content represents 99 % of the
page views
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Why less is more ...
... so deleting a little could
improve things a lot!
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✓87 % fewer pages
✓4 000 pages became 500 pages
✓Conversion rate up 100 %
✓Emails to customer support fell 35 %
✓User satisfaction increased
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✓Redesigned the frontpage for the most important user tasks
✓Deleted almost every piece of content that wasn’t relevant product information
✓The use of the Loan Calculator increased by 236 %
✓The traffic to important product and service information increased by 520 %
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The value of your content ...
... it’s not about quality
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✓ The text is understandable
✓ Scannable
✓ Unique selling points
✓ Prioritized
✓ Has calls to action
Content quality
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– Hey Gordon, we need a website– Make sure it has lots of scannable content and bulleted lists, Bud!
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– This website idea of yours better make us a shitload of money, or I'm gonna tear your eyeballs out and I'm gonna suck your fucking skull!
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Business goals
User tasks
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If the content doesn't support a business goal AND a user task, it is
USELESS!
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Well written
Not well written
Irrelevant Relevant
Valuable
UselessVery useless
Useless
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Content analysis -
figure out the value of your content
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-10
-8
-6
-4
-2
0
2
4
6
8
10
-10 -8 -6 -4 -2 0 2 4 6 8 10
High quality
Low quality
Low relevance High relevance
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Reason No
Links to relevant information/files 8
Enough information 2
Well written 6
Good title 4
Easy to read 4
Relevant pictures 6
Most important stuff first 3
Total 10
0
2
4
6
8
10
12
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Excel for free :)
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Manage tasks, not content
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Here’s the deal. The moment you launch a website, you’re a publisher.
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Well written
Not well written
Irrelevant Relevant
Yes, please!
ImproveForget it
Forget it
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– As soon as you’ve decided that your website needs a piece of content, prepare for how to create, improve, and delete it.Paraphrasing Kristina Halvorson
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– The theory was: buy the tool, train people to use it, and watch them go.
– If ever there was a disastrous non-strategy, it is distributed publishing.Gerry McGovern
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Homework
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Step 1
Define business goals and user needs
Delete three pages every day and
celebrate the work with a cupcake
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Step 2
Figure out how to measure value
Delete three pages daily during morning
coffee
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Step 3
Do a content analysis
Time to delete the whole website?
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Step 4
Make the content visible
Delete three pages every day and be
proud of it
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Step 5
Tell managers what you need to create value
Skip an unimportant meeting every day.
Instead, delete three pages
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Step 6
Create and govern valuable content
Still pages to delete?
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Thank you!
+ 47 92 40 31 65
@eirikhafver
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