the importance of design and marketing collaboration with dan slagen of crayon

The importance of collaboration between design and marketing teams.

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Hi…I’m Dan.I’m a marketer.

Wayfair, HubSpot, VentureBeat. @Crayon

Agenda:1. How to lose $124,0002. The Disconnect3. The Fix

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Design without Marketing sucks.

Design without Marketing sucks.Marketing without Design sucks.

2015 holiday shopping estimates:135,000,000

$882

• 3.93% desktop conversion * $8,820,000 = $346,626 in sales

• 10,000 website visitors• $882 average spend = $8,820,000 revenue potential

2014 Scenario

50% of traffic from mobile

Mobile conversion rates = 1.10%

• 3.93% * $4,410,000 = $173,313 in sales• 1.10% * $4,410,000 = $48,510 in sales

$221,823 in total sales

• 5,000 desktop website visitors * $882 = $4,410,000

• 5,000 mobile website visitors * $882 = $4,410,000

= $8,820,000 revenue potential

2015 Scenario

$346,626 vs. $221,823

-36%-$132,300-$124,803

• 7/10 of SMB websites not mobile optimized

We corroborated eMarketer’s findings…

Software Designs

Energy + WordPress + Home Page Designs

Teams that aren’t aligned properly lose.

Designers need Marketers.Marketers need Designers.


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Design Marketing

Marketers and Designers are supposed to work together to create amazing experiences, so where’s the disconnect?

Twitter convo: 1/3

Twitter convo: 2/3

Marketers

1. Content/Copy2. Conversions3. Funnel4. Brand tone

Designers

1. Hierarchy2. Purpose3. Emotion4. Experience

A few of the “differences”

Twitter convo: 3/3

The disconnect is in collaboration.

Marketers care about goals.Designers care about goals.

How do you fix the disconnect?


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To fix the disconnect…Marketers and Designers have the same

goals.

Performance design&

Performance marketing

1. Communicate performance2. Go visual3. Educate

1. Who is the client and what do they do?2. What is the scope of the project?3. Who is the target market?4. Competition? 5. What is the tone?6. What is the ultimate goal and how will it be

measured?7. What’s the budget/timing?8. Approval process?9. Are there previous designs or projects I should be

aware of?10.Should the mobile experience mimic desktop?

Go Further Than the “Creative Brief”

Page Type Goal Measureable Q1 testing plan

Q2 testing plan

Q3 testing plan

Q4 testing plan

Home Page

Landing Page

Pricing Page

Testimonial Page

Jobs Page

Press Page

Page Type Goal Measureable Q1 testing plan Q2 testing plan Q3 testing plan Q4 testing plan

Home Page Bounce rate <40%

Landing Page 30% conversion rate

Pricing Page 10% conversion rate

Testimonial Page Add 8 new customer testimonials this year

Jobs Page 25% application conversion rate

Press Page Add 4 new press logos this year





Discount pricing CTA










Reach out to 2 customers in Feb









Reach out to 2 customers in Feb


Add employee video


Both sides need to know what the future holds

1. Communicate performance2. Go visual3. Educate

Well educated teams stand out

Measurement of subject knowledge

Novice Beginner Competent Proficient Expert

Host lunch and learns

Marketers

1. Content/Copy2. Conversions3. Funnel4. Brand tone

Designers

1. Hierarchy2. Purpose3. Emotion4. Experience

Share real data & ideas

Marketers need to explain their 2016 strategy, plan for working with

Designers and trends

Designers need to explain their 2016 strategy, plan for working with

Marketers and trends

Design + Marketing = Performance

Thank You! Questions?