A Drive-By Case Study: EditMe
Does a little change make a big difference? We think so.
Our free and private drive-by consults are popular. We receive many requests each week for a private hit, and our free versions posted to the blog have us booked through to December.
Some people just like the free traffic the drive-bys offer – a little notoriety, some fame, and a chance to critique our critique and tell us we’re all wrong. No changes happen, and life goes on. It’s all good.
Some people actively want the outside perspective of professionals, and they take the drive-bys seriously. They implement some of our suggestions and test the waters.
Here’s a case study of one such business and their drive-by.
Meet the Hit: EditMe
EditMe allows people to create their own wikis and manage the content easily. Here is what the site looked like when we drove by:
Our first impression of the site’s look and visual appeal was good. It was clean, pleasant, low key and used color well. But we also felt that the site’s theme came off too lighthearted and young, making it difficult for visitors to take the site seriously.
We suggested switching the vector buttons for images and adding a touch of darker color for a more grounded appeal. Those switches would tone down “playful” and enhance “pro”.
We couldn’t try the application before signing up. Personally, I always look for demos and screenshots when shopping for new software or web-based applications. I want to touch and see and try, and I’m not alone.
We liked the banner of EditMe, but the large price tag brought down the look of the site. We suggested a smaller ad and a shorter text that would help convey fast, easy and low-cost versus “pay now”.
A “How Does It Work” screenshot took up valuable space. The home page content mentioned features of the site, which wasn’t enough to sell people. As we looked at the description, we thought, “Okay… so how will this help me?”
The “Customer Wiki” text link in the sidebar had us wondering. Weren’t we going to get our own wiki with this service? Did we have to share with others? When we clicked through to double-check, we arrived at a Knowledgebase wiki. We suggested renaming the link “Need Help?” instead.
The Changes EditMe Made
The EditMe team implemented a number of our suggestions. They had to walk the line carefully and couldn’t mess with the design too much without risking giving up on the clean look. But they could change a few elements.
Take a look at EditMe now:
Appealing, friendly photos replaced the vector images. Some darker colors made the site look more established and grounded to convey confidence. The site looks trustworthy now. Cheers!
They one-upped us on our banner suggestion and went the extra mile. They removed the price tag completely and promoted their free demo trial instead. Well done.
EditMe saved space on the home page by removing the screenshot to replace it with benefit-rich content. Now we know exactly whom this service is for, what it offers, and how it’ll change our life. YES!
They also included a clickable multi-screenshot montage of the demo site below the content of the home page, which helps people see what they get before they buy. Very nice.
The “Customer Wiki” link now reads “Need Help?” and looks great. It’s clear and easy to see what we’ll get if we click through.
We asked EditMe a few quick questions after we submitted our drive-by report:
How did you feel about making changes we suggested?
Confident. The recommendations made sense to me. I know most of this stuff as a consultant but sometimes miss application of it in my own work. I always say that 90% of a consultant’s value is that they’re not you.
Did you see any measurable results after implementing any changes?
Difficult to say. Though there has been a marked increase in both traffic and sign ups, I made some other significant changes outside of these at the same time, including advertising on a major blog and offering a free trial.
How do you feel about your site now?
I think the site is much more targeted now. Though I think there’s still room for improvement, this was a definite and significant move in the right direction.
EditMe looks like a great success now, and we were glad to be a part of the site’s developments.
Ready for your drive-by shootout so that your site achieves better conversion and success? Hire us. We’ll provide suggestions and recommendations to help you reach your goals.
10 Responses to “A Drive-By Case Study: EditMe”
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Nice changes there! I especially liked how they lined up the content and added the pictures instead of the vector images. Much more appealing.
Karen Putz / DeafMoms last blog post..Yes, It’s My Birthday–You Want to See My Present?
I really enjoyed this post and I’m sure it’s gratifying to you that changes were implemented thanks to your suggestions.
One of the main reasons I read and occasionally comment on your blog is your great approach to critiquing other sites -
“Some people just like the free traffic the drive-bys offer – a little notoriety, some fame, and a chance to critique our critique and tell us we’re all wrong. No changes happen, and life goes on. It’s all good.”
The no pressure approach and the confidence it exudes. This is our business and it’s our professional opinion – make your own decision and we’ll be here to help you if you so desire. I think I’m leaving out the marketing aspect here but I stink at marketing so that’s no surprise to me now that I say it.
Nice improvements there. The web site says the other significant changes make it hard to say what caused the boost in traffic and signups. Seems to me that they go hand in hand, the design gives the free-trial offer some extra gravity and makes the site stickier once the advertising draws in more traffic.
And isn’t that what design is all about anyway? Not just how it looks on the page but the thinking that goes into how the site functions in the first place. And with that in mind, it’s hard to imagine that anyone would simply ignore your critiques. I’d be willing to bet it’s usually the ones who need it the most.
A drive-by without a storyline is only half the fun
But yes, the changes they made are good.
“90% of a consultant’s value is that they’re not you.” Well said. The main thing we pay for is perspective, right?
Writer Dads last blog post..The Eighth Wonder of the World
The changes they made on the site have a great impact on my impression of them. The first incarnation doesn’t look much different from the “give me money, go away” sites out there, which may or may not offer a great product but don’t seem to offer much in the way of a warm, active community or visible, user-friendly support (includes SEVERAL wiki sites).
I like the faces instead of the $$$ and Icons. Like most humans I can be won over by friendly eyes and bright smiles (I know, sap) and enticed to look further. I’m an artist, so texture, color and emotion are “sticky” and keep me working around the room.
I’m always dismayed when I visit a site a second or third time and “notice” a set of tabs to more interesting or important secondary content that was surely there the first time. Means the flow of the page didn’t send me there the first time. And how many times is the first visit the only visit? And frankly, so not a fan of the iceberg blue pages…. I always change the color of my windows programs, email services and social sites to a warmer color or an earthbased color given the chance and opportunity. A little touch of red (like here) is a sure invite to return!
Tonis last blog post..Art Exhibit – Opening and Reception August 16, Tucson – El Ojito Springs Gallery
Gentlemen. I am returned. Who’s freaked out?
It is good changes, as ever, as always. Sometimes I just show up to flatter you.
Tei – Rogue Inks last blog post..Good Ink, Inc. Now in Website Form.
Your recommendations were spot on, and it the changes look great! Putting smiling faces next to benefits is a very effective tactic and you guys used it to great effect here. Overall, this is exactly the kind of post that a business blog can use to win the hearts of readers and convince them to become customers.
Michael Martines last blog post..My Newest Ebook – How to Start a Business Website and Hire a Web Designer
Tonight, if it ever stops storming, the Lion and I are heading out on the boat and will be brainstorming our must haves, and like to haves for our websites. We are getting closer!
@ Urban – Plan well. We’re here if you need advice or want to bounce ideas off us… Harry’s drooling over ideas for your banner lol
@ Michael – Yeah, it’s rare that we post something like this, Michael, but we thought that people would be interested in the befores and afters. EditMe did a fantastic job – for $30. Sheesh!
@ Tei – Who are you? Do I know you?
@ Toni – I think that real faces and images give a much more adult impression and appeal overall. I see a lot more now in the site and the potential for business is much stronger.
@ Writer – Ha, yes. Many people say, “I just want to hear what someone like you thinks, instead of someone from my family!”
@ Martin – I know. I know. I wanted the explosion myself.
@ Bill – You know what mattered to us? That EditMe felt confident about their site. It didn’t matter how many of our suggestions they used – if all we were was a catalyst to change that impacted them positively, then I feel right about that.
@ Mark – Exactly. It sometimes takes us a few hours on some drive-bys and we’re giving the advice away for free, but it’s fulfilling to see people use the tips and go onto something better. Thanks for the encouragement!
@ Karen – Yup. I like real pictures better myself, and they look waaay better now!