How to present the REDESIGN website to CEO and the board to pass through.

The real problem in life

Marketer, project manager Or even many business owners may have "headaches" with the situation that ... "Our website is good. But why doesn't it make money as it should be? "[Cite_Start] or "Why do competitors go as far as we, although our website has already invested a lot?" [Cite: 2] [Cite_Start] These problems are circling in the head, right? [Cite: 2]

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You may see the signal clearly that it's time to "overhaul" the new website. Whether it is a still sales, customers who enter the website and bounce out very quickly, or even the sales team that complains that customers find information on our website is so difficult. [Cite: 2] [cite_start] You try to gather information, analyze the problem, and conclude that "Redesign website" is the way out! [Cite: 2]

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But when thinking of offering this project to CEO or the board only ... The question in the head also popped up: "How to say for him to understand?" "Will you show any numbers to see Roi?" "Will he see it as a waste of budget?" "And if he asks the question that cannot be answered?" [CITE: 2] These concerns are normal. Because of the large budget approval It is even more something that may seem "Design investment" for some executives The more you have to prepare, especially!

Prompt for illustrations: Executives are sitting at the meeting. The face shows anxiety or not understanding. When employees are offering a slide that looks complicated and has no clear numbers

Why did that problem occur?

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The problem of "requesting approval from the website of the website does not pass" usually not caused by poor projects. But often caused by "Presentation" that is not yet "directly to the executive [Cite: 2] [Cite_START] senior executives, especially CEO or board He doesn't just look at the beauty or advanced techniques that we look as a worker. [Cite: 9]

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They want to see "big images" and "business results" that are mainly [CITE: 9] The main reason that your presentation may not be successful is:

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• Focus on "features" more "results": You may present what new websites will have. What technology is used? But not linked to see that those features will help "Increase sales" "reduce costs" or "create growth" [CITE: 9]
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• Lack of "numbers" and "Roi" clearly: Speaking of "the website will be better" is not enough. Executives want to see numbers that are numbers such as "sales will increase x%", "Conversion Rate will be better. Y%", or "the cost of finding new customers will decrease Z%." [CITE: 9]
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• Do not understand the "signal" that indicates that it must be Redesign: You may know that the website has a problem. But if not presenting the information that is indicated The signal on the website says that it's time to redesign reliably. Executives may not see urgency [Cite: 18, 19, 20]
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• Not linked to "Business target" of the organization: Every investor's investment must be consistent with the main target of the company. If you present without tie the vision or business strategy It's hard to be approved [CITE: 9]
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• Presenting "feelings" more than "information": "Old websites look old -fashioned." "New website will look modern". This is a feeling. Executives need an empirical information such as "old website, slow loading, 50% out of 3 seconds" or "competitors have a better UX, making the Conversion Rate 3 times higher than us." [Cite: 21, 22, 23, 24]

Prompt for illustrations: The brain of the executive with only Roi graph and the word "Revenue" "Profit" floated with a person who is trying to present a beautiful website but without numbers.

If left, how will it affect?

Ignoring the problem of "outdated" websites or "does not work at full efficiency", not just "losing opportunities", but it is "the backing of the canal" in the digital age where this competition is fierce. Imagine the effects that will happen if you continue to let the website be like this:

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• "Flawful sales" or "not growing": difficult use websites, unclear information, or not reliable Will make the customer "press and close" before becoming a real customer Causing sales to not meet the target Or worse, is continuously decreasing [Cite: 30, 31, 32]
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• "Lose the opportunity in the competition": While you are still hesitant Your competitors may "Go ahead" with a more modern website, easier to use, and closes the sales better. Causing you to lose the market share indefinitely [Cite: 30, 31, 32]
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• "The brand looks unreliable": the website is the "face" of your business online. If the "old" looks "is not professional" or "difficult to use", customers will feel that your brand may be "Not reliable" as well. [Cite: 38]
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• "The cost of marketing is more expensive": As the low conversion rate, you will have to use more advertising to find the same number of customers, causing the ROI from the market to decrease. And makes the cost of new customers unnecessably higher. [CITE: 37, 38]
• "Lose the opportunity to collect data and analyze": old websites There may be restrictions on the installation of modern data analysis tools. Makes you miss the opportunity to understand customer behavior And plan the business precisely in the future
• "The performance of the team decreased": The Sales team takes time to answer the questions that customers can't find the answer on the web. The marketing team is difficult to work because the website is not conducive to making new campaigns. Causing the overall efficiency of the organization to decrease

Prompt for illustrations: Old websites that look messy and difficult to use There are sales graphs that are going down. And people are turning to use more modern competitors websites

Is there any solution? And where should it start?

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The redesign of the website to pass through Not just saying that "We want to make a new website" but it is a presentation. "Business solution" that will help the company "grow" and "more profitable"! [Cite: 192, 193] This is a solution and what you should start to do immediately:

• 1. Analyze the problem deeply. (With information):
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  • Current data collection: use Google Analytics, Google Search Console, or Hotjar to see real numbers such as Bounce Rate, Conversion Rate, Page Speed, Traffic Source, User Behavior [CITE: 21, 23, 24, 25]
  • Specify the Pain Points of the user: from the data collected Or from the interview of customers/sales team What is the thing that makes customers "stuck" or "dissatisfied" on the current website.
• 2. Set the "business goal" of the Redesign (clear):
  • Do not say just "want the website to be more beautiful" but to connect with the company target, such as "increase sales online 30%", "reduce the cost of finding 15%Lead", "increase the register rate of 20%"
  • These goals must be "measurable" and "have a clear time" (Time-Bound).
• 3. Create a strong "Business Case":
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  • Presenting Roi (Return on Investment): Calculating that this investment will How much "creates" returns? And in what period of time, this is the "heart" that the management wants to see [CITE: 192, 193]
  • Show negative effects if they do: Explain "Damage" or "the opportunity to lose" if not deciding to redesign, such as losing customers for competitors, losing Brand Credibility
  • Compare with competitors: show how better the competitors have a website. And how to affect their business
• 4. Prepare "solution" and "work plan" in concrete:
  • Presenting the UX/UI concept that answers: not just a beautiful picture But is to show how the new design will "solve problems" that are found and how to "improve the user experience"
  • Specify the scope of work and timeline: allowing the management to see that this project has a clear plan. Not working without direction
  • The budget is detailed: separate into various categories clearly (design fees, development fees, content, tools, etc.)
• 5. Create "PowerPoint Presentation" that is "tight" and "powerful":
  • Emphasizing 1 main idea
  • Use infographics and data visualization as much as possible to make information easy to understand.
  • Prepare the answer for the question that is expected to be asked. "Why is it now?", "How much is the budget?", "What will you get back?"

This is the beginning that will make your website redesign. "There is a chance to pass" more than before. Because you are not just "Want a new website" but you are offering a "investment" that will truly create "growth" for the organization.

Prompt for illustrations: Hand images that are planning systematically There is a rod showing the rising roi and the Mind Map plan that connects the problems and budgets.

Examples from the real thing that used to be successful

In order to clearly see how effective the redesign of the website has been requested I would like to give an example from the experience that used to help customers present this project to the management.

There is a B2B business (assuming that it is a software company) at their website "good -looking" to a certain extent, but "difficult to use" and "can not create the Lead" as the target set. The marketing team knows that all new websites must be redesign. In order to meet the creation of Lead and create more reliable images But was afraid that the management would not agree Because I think that the current website is still available And do not want to lose more investment

• [cite_start] "The original problem encountered": The website has more than 70% of the Bounce Rate on the main landing page, Conversion Rate (filling in contacts) below 0.5%, customers spend less than 30 seconds on the website, and most importantly, the sales team must waste time explaining the product information. Because customers can't find it on the web [CITE: 102]
• "How to present": Instead of just talking about design The team has clearly presented the "sue". By using data from Google Analytics and Hotjar. They created a Business Case, approximately, if the new redesign website, with a better UX/UI, will be able to reduce the Bounce Rate by 20% and increase the conversion rate to 2% (which is observed from the study of competitors and case studies, the website for sales growth ) and calculating the number of lead in each month. Which will directly affect the overall sales They also emphasize The importance of creating a reliable Business Case Let the management see
• "Results": Executives can see the "numbers" that are truly tangible and understand the "business effect", not just the beauty of the REDESIGN project, so the website has been approved. And after launching a new website for only 6 months, BondCe Rate has decreased by 18% and Conversion Rate increased to 2.1%, which means the number of Lead has increased. And finally, the sales increase in accordance with the target This is the power of presentation with business information and results!

Prompt for illustrations: The graph shows the Conversion Rate and the number of Lead that has risen significantly. After the website has been redesign with the symbol "Approved" seal on the document.

If wanting to follow, what to do? (Can be used immediately)

It's time to actually do it! This is a simple Checklist and Template that you can apply to prepare for the redesign budget for the organization website to give CEO or board.

Step 1: Collecting the "current situation" tightly!

• Performance of the current website:
  • Bounce Rate (how much is the rate): How much? Higher than the average in the industry?
  • Conversion rate (customer change rate): How much? (Such as filling in form, ordering, download) lower than the target?
  • Page Speed ​​(Loading speed): Slow? (Use Google Pagespeed Insights to check)
  • Mobile Responsiveness: Is it difficult to use on mobile phones? (Real test)
  • Traffic: Is the number of visitors decreased?
  • Time on the web (Time on Site): Is it too short?
• Pain Points of real users:
  • Gather feedback from customers (if any) or from the user testing
  • Talk to the sales team, the support team about what customers have problems with finding information on the website.
• Competitors analysis:
  • How do competitors have better websites than us? (UX/UI, features, speed)
  • How does the competitor's website affect their business? (If you have information)

Step 2: Set "target" and "Expected results" (is numbers!)

• Business target (Smart Goals):
  • Add Conversion Rate from x% to Y in Z. Month (such as adding 50% filling in 6 months)
  • Increase online sales x% within Y years
  • Reduce the cost of customers (CAC) x%
  • Reduce BOUCE Rate X%
  • Increase the time used on the Y website.
  • Improve Brand Image to look more modern and reliable (may be measured from Brand Mentctions or Survey)
• Basic Roi (Return on Investment):
  • "Investment budget": [Amount] baht
  • "Increasing income/reduced costs": from a better conversion rate, more Lead, reduced marketing costs.
  • "Restauning period": How many months/year will it be worth the investment budget? (Try to study the ROI measurement of IR Website as a guideline)
  • Roi = (increased income - cost) / cost x 100%

Step 3: Prepare "Presentation Plan" (Use this template!)

Template Structure Presentation for CEO/Executive Board

1. Slide 1: Headline
   • Project Name: "Redesign Website Project to drive business growth"
   • Subtitle: "Change the website into a machine to create sales and Lead"
2. Slide 2: Problem Points & Business Opportunity)
   • Current problems of the website (With numbers and graphs such as high bounce rate, low conversion rate)
   • Business impact (sales, lead, image) if not fixed
   • The opportunity for us to "Superior than competitors" if the redesign is successful (may talk about how to communicate value for high -level executives to understand )
3. Slide 3: Project Goals - Business Focused)
   • Specify the Smart Goals target that is linked to business (such as adding 50%conversion rate, increased sales 20%)
   • What we expect to see is the number after the redesign.
4. Slide 4: Concepts and Solution (Approach & Solution)
   • Presenting the concept of redesign (focusing on UX/UI to solve problems and create conversion)
   • May show Mock-up or Wireframe easily to see the overall picture. (No need to post a lot of design)
   • Mentioning the platform that is chosen If the advantages of TO (Total Cost of Ownership), such as Webflow, which is more flexible and controls the cost than some platforms.
5. Slide 5: ROI & Financial Impact
   • Showing the Roi calculation in detail
   • Refund period
   • The effect on Revenue and Profit in the long run
6. Slide 6: Budget & Timeline
   • Summary of the desired budget (Category separation)
   • Plan and duration of each phase
7. Slide 7: Risks & Mitigation)
   • Specify the risks that may occur and the cope plan.
8. Slide 8: Summary and Call-to -ction (Conclusion & CTA)
   • Emphasize the importance and benefits that the company will receive
   • "Ask for approval of the budget ..." / "Approve the project ..."

Prompt for illustrations: Hand images that are holding the presentation Slides with professional design. Focusing on graphs and numbers that are easy to understand, with CEO nodding with understanding.

Questions that people tend to wonder And the answers that are cleared

So you are ready to deal with all questions from executives I have compiled a popular question that was often asked in the meeting to request approval of the website. The website with the answer "Clear" and "exactly the executive!

Q1: Why do you have to redese the website now? Old websites are still available, isn't it?

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A: "Old websites may still work. But does not mean that it can 'make money' at full efficiency or 'competing' with competitors The latest numbers that we collect to show that [Specify numbers such as Bounce Rate or CONVERSION RATE] which causes us to lose the opportunity to [Increase sales/cost reduction] to [specify the amount] baht per month/quarter The investment now is to stop blood and seize business opportunities. "[Cite: 102]

Q2: What will we get from this investment? How much is the roi of this project?

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A: "The thing that we will be clear is [Specify the target of numbers such as the increase in Conversion Rate X% or Lead Y], which from our calculation If we can meet the goal This project will have Roi at approximately [specify the Roi % calculated] and expected to pay back the capital inside. [Specify the refund period] month, which is a worthwhile investment compared to the long -term return. "[Cite: 192, 193]

Q3: Then, if the Redsign is not as expected? Do you have a backup plan?

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A: "It's a very good question! We have a plan to measure and improve continuously. After launching a new website We will be monitor [specify important Metrics] closely and A/B Testing to improve UX/UI regularly. If the numbers do not meet the set target We will have plans to adjust content strategies or marketing that can help to supplement immediately. "[Cite: 66, 133]

Q4: Why is the budget [amount]? Is there a cheaper option?

A: "The budget that we present today Is a budget calculated from [Specify the factors that use budgets such as the scope of work that covers all problems, using experts, using stable platforms], which will ensure that the new website will be able to produce the results that we set. Of course, there are cheaper choices. But may mean [Specify the disadvantaged, such as not fully effective, unable to scale in the future, must solve the problem later] which may not be worth the long term. "

Q5: Then this website redesign How long will it take? How much will it affect our current operations?

A: "According to the plan that we placed, the Redesign project will take approximately [Specify the number of months] month. We have planned tightly in order to affect the current operation as little as possible. For example, we will work on Staging Environment before real live and will be closely communicated with all related teams. In order to make the transition to be smooth. "

Prompt for illustrations: Image icons, question marks, and correct marks Convey the question-answering questions clearly and confident With executives who nodded to understand

Summary to be easy to understand + want to try to do

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How are you? With the "scripture", requesting a redesign budget for CEO and the board to approve? [cite: 144] [cite_start] The key is not that your project is "good" or "bad" only. But it is that you can "present" that goodness to "respond to" How much the executive perspective [Cite: 145]

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Remember that Executives look for "Business returns" "growth" and "solutions" that are concrete Presentation with "numbers" "ROI" and tied to "Corporate goals" are "key" to unlock the budget you want. [CITE: 192, 193] Do not be afraid to present. But presented like "intelligent" and "confident"!

It's time to "change" your website to "Machinery creates sales"! Don't wait! Bring the Checklist and Template that I gave to "do" "prepare information" and "practice presentation" from today!

Are you ready to change the "problem" to the website to "golden opportunity" in creating business growth? Click here! Consult our experts for free! No obligation! We are ready to be a "partner" and "Assistant" that will make your website Redesign successful. And definitely has been approved!

Prompt for illustrations: Graphic images, summarizing the important steps for requesting a redesign approval of the website with hand -shaped icons and symbols "Go!"

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