how to avoid a website redesign disaster - paul rouke at digital marketing show 2015
TRANSCRIPT
@paulrouke #DMS2015
HOW TO AVOID A
WEBSITE REDESIGN
DISASTER
PAUL ROUKEFounder & Director of Optimisation at PRWD
@paulrouke
@paulrouke #DMS2015
@paulrouke #DMS2015
@paulrouke #DMS2015
@paulrouke #DMS2015
Optimising online experiences since 2004, offering consumer insight & process driven A/B
testing, strategic conversion optimisation programmes and business maturity audits
The sole UK representative on the Global Optimisation Group, alongside world leading agencies
WiderFunnel, Web Arts & Conversionista
Senior team made up from some of the UK’s biggest growth success stories such as AO.com
and Shop Direct Group
Average 541% ROI delivered through PRWD’s Growth Methodology™ with a focus on
psychology and customer research, delivering full spectrum testing
ABOUT PRWD
@paulrouke #DMS2015
@paulrouke #DMS2015
The classic website redesign will die
Replaced by
Data Driven Redesign (DDR)
@paulrouke #DMS2015
But why?!
I like the classic
way
@paulrouke #DMS2015
You are switching between
2 very different experiences
& introducing 100’s or 1000’s of changes in one go
@paulrouke #DMS2015
They have all the latest
bells & whistles
But do your visitors really care?
& which old bells have now been replaced
which your visitors actually liked?
@paulrouke #DMS2015
The HIPPO overrules insights,
intelligence & data
more on the HIPPO later…
@paulrouke #DMS2015
Lip service is paid to
“being customer centric”
& “user testing” is one of the 1st (and easiest) things to
get cut in order to reduce budgets or save time
@paulrouke #DMS2015
A/B testing isn’t even a
consideration for
redesigning online
experiences
@paulrouke #DMS2015
@paulrouke #DMS2015
A/B Testing is not about tweaking
button colours & copy
@paulrouke #DMS2015
In the last 10 years how many times has
this brand redesigned their website?
@paulrouke #DMS2015
@paulrouke #DMS2015
@paulrouke #DMS2015
Amazon are accurately measuring the
impact of changes in a controlled manner
@paulrouke #DMS2015
@paulrouke #DMS2015
“If you double the intelligence behind
your test hypotheses you’re going to
double your Continuous Business
Growth (CBG) potential”Paul Rouke, Founder of PRWD
@paulrouke #DMS2015
So what exactly is
Data Driven
Redesign (DDR)?
& why does it need to
replace your next redesign?
@paulrouke #DMS2015
You are capturing the revenue lost
between the usual website redesigns
@paulrouke #DMS2015
You identify both simple
& radical ways to improve
@paulrouke #DMS2015
Agility minimises wasted time
& creates the opportunity to out-grow your competition
@paulrouke #DMS2015
You continually
learn about your
prospects &
customers
Whilst continually
increasing
revenues &
growing your
business
@paulrouke #DMS2015
A few savvy
businesses have
started evolving
@paulrouke #DMS2015
@paulrouke #DMS2015
ITERATIVE
A/B TESTINGINNOVATIVE
A/B TESTING
OPPORTUNITY
Almost all
businesses stay
about here
You have to
embrace full
spectrum
testing
@paulrouke #DMS2015
Sliderobes
Sliderobes are specialists in fitted sliding wardrobe doors and storage.
They offer customers creative solutions to their storage problems, with an end -to-end service through design, manufacture and installation.
@paulrouke #DMS2015
Control
@paulrouke #DMS2015
PRWD Variation
@paulrouke #DMS2015
Result
+ 20%Brochure Requests
CONSISTENTLY COMMUNICATE HOW GOOD YOU ARE
@paulrouke #DMS2015
Option 1
@paulrouke #DMS2015
Option 2
@paulrouke #DMS2015
Result
+ 22%Brochure Requests
TEST DIFFERENT PERSUASION TECHNIQUES: E.G. SOCIAL PROOF VERSUS AUTHORITY
@paulrouke #DMS2015
+ 18%Brochure Requests
@paulrouke #DMS2015
@paulrouke #DMS2015
EXAMPLES OF INNOVATIVE A/B TESTING
Radical, insight driven page redesigns
Unique value proposition testing
Strategic growth opportunity testing
Exploration tests prior to changing back-end systems
Reducing steps within a flow i.e. checkout, application, registration
Business model testing
@paulrouke #DMS2015
Control
RADICAL & INNOVATIVE A/B TESTING
@paulrouke #DMS2015
PRWD Test Variation
RADICAL & INNOVATIVE A/B TESTING
@paulrouke #DMS2015
Result
+ 78%New visitor sign-ups
RADICAL & INNOVATIVE A/B TESTING
@paulrouke #DMS2015
8 STEPS FOR DATA DRIVEN REDESIGN
Foundations - get the right foundations (inc. HIPPO buy-in) in place for optimisation
Quality – focus on quality of A/B tests, then quantity
Intelligence - start with intelligent, research driven simple iterative tests
Identification – use insights from simple tests & research to identify redesign test opportunities
Momentum – continually build up A/B testing momentum, buy-in and awareness of learnings
Business case – use ROI from simple/iterative tests to provide the business case for redesign
testing
Go innovative - begin planning and delivering bold, innovative tests alongside iterative tests
Growth - grow faster than your competition by exploiting the full spectrum of testing opportunities
1
2
3
4
5
6
7
8
@paulrouke #DMS2015
CONTROL YOUR
OWN DESTINY
Before your competitors really start controlling theirs…
@paulrouke #DMS2015
THANK YOU FOR LISTENING
OVER 120 FREE A/B TESTING ARTICLES
bit.ly/CROresourcesPaul Rouke, Founder of
PRWD