maturing from conversion optimisation to business optimisation - paul rouke from prwd

Maturing from Conversion Optimisation to Business Optimisation

#measurefest

www.CROmaturityaudit.com

@paulrouke

#measurefest @paulrouke

About PRWD & Me

> Optimising digital experiences since 2003

> Specialists in CRO, user-centered redesigns and user

research

> Contributors to Econsultancy & CXL

> Co-deliver MSc in Digital Marketing for Conversion

Optimisation

> Author of The Growth Strategy That’s Being Ignored

> International Keynote Speaker


PRWD’s Conversion Optimisation Experience

1. Why CRO ’s Value is Limited2. The PRWD Solution3. Client Success Story4. The CTA

What you’ll hear today

@paulrouke#measurefest


What is Conversion Optimisation (CRO)?

In internet marketing, conversion optimisation,

or conversion rate optimisation (CRO) is a system

for increasing the percentage of visitors to a

website that convert into customers, or more

generally, take any desired action on a webpage.

It is commonly referred to as CRO.


11 Reasons Why The Value of CRO is Often Limited

1. CRO is seen as just a tactic, rather than a growth strategy2. There isn’t CEO and C-suite buy-in3. Egotism and opinion drive decision making4. Being “customer centric” is said, not really done5. There isn’t a multi-disciplinary team6. There is limited understanding of statistics7. There is limited understanding of psychology8. The business has a siloed mentality9. The business has a fixed mindset10. Experimentation isn’t embedded in to company culture11. There is no improvement model or framework in place


The Conversion Optimisation Lightbulb Moment

We are not just running experiments to optimise for conversion & revenue…

We are introducing a mindset of customer centricity and experimentation across the entire business


The Challenge We All Have

No clear guidelinesNo structure or frameworkNo way to measure improvementsNo way to benchmark your business

It is incredibly complex to change a business so that they embed customer centricity and experimentation.

At PRWD we have found this is because there is:


The 4 Pillars of Conversion Optimisation Maturity

1.0 STRATEGY & CULTURE

2.0 TOOLS & TECHNOLOGY

3.0 PEOPLE & SKILLS

4.0 PROCESS & METHODOLOGY

TRANSFORMATIVE

81-100

STRATEGIC

61-80

PROGRESSIVE

41-60

ASPIRING

21-40

BEGINNER

0-20


The Conversion Optimisation Maturity Model ™

#CROelite17

www.prwd.co.uk/maturitymodel


The 21 Assessment Points of the Maturity Model ™

1.0 Strategy & Culture1.01 Core Business Strategy1.02 Business Mindset1.03 Senior, Influential Champion1.04 Continuous Learning1.05 Product-Led versus Customer-Led

2.0 Tools & Technology2.01 Analytics Tool Configuration2.02 Voice of Customer & Behavioural Insight2.03 Business-wide Access to Results & Learnings2.04 Competence Operating the Testing Platform

3.0 People & Skills3.01 Behavioural & User Research Resource3.02 Data & Analytics Resource3.03 UX Design Resource3.04 Development Resource3.05 Experienced Lead Strategist3.06 Understanding of Statistics

4.0 Process & Methodology4.01 Hypothesis Development4.02 Test Prioritisation4.03 Test Design Process4.04 QA & UAT Process4.05 Test Analysis4.06 Test Results & Learnings Report


Audit Your Business in 10 Minutes

www.CROmaturityaudit.com

in September 2016



Suntransfers vs 2017 Travel Industry Average

TRANSFORMATIVE

81-100

STRATEGIC

61-80

PROGRESSIVE

41-60

ASPIRING

21-40

BEGINNER

0-20

75%

Travel Industry Average

34%


Suntransfers Maturity Audit Scores

34%

STRATEGY & CULTURE

33%

TOOLS & TECHNOLOGY

34%

PEOPLE & SKILLS

36%

PROCESS & METHODOLOGY


1.0 Strategy & Culture

1.01 Core Business Strategy

1.02 Business Mindset

1.03 Senior, Influential Champion

1.04 Continuous Learning

1.05 Product-Led versus Customer-Led

34%

September 2016

ASPIRING

0 50 100


The Biggest Challenges To Overcome

1. Speed to resolve problems2. Lack of internal resources / experience3. Culture of senior management designing websites4. No experience of testing5. Lack of data or user insight6. Little history of agency investment7. Too many issues - where do we start?

First 12 months

+



Key Activities which Fuelled Growth & Mindset Change

1. In-depth 1-1 user research in months 1-2

2. Collaborative sketching & ideation in month 3

3. Engaged with the CTO to get full stack developer buy-in

4. The use of HotJar to provide intelligent, continuous feedback

5. A very bold, insight driven redesign of the mobile search form

6. Communication and collaboration with customer service team

7. Continuous JDI changes alongside simple to complex A/B tests

+


Mobile Search Form Redesign

CONTROL VARIATION

+14.3%INCREASE IN

TRANSACTIONS


What Led To Thinking “Business Optimisation”?

✓ Some truly fantastic test results,

providing clear evidence as to the

growth opportunities that exist

across the customer experience

✓ Wider team engagement and results

sharing, leading to the other

departments becoming experimental

✓ A recognition of the importance of

gaining continuous user feedback,

embedding customer centric

thinking

✓ A combination of both iterative and

innovative thinking, often challenging

what has been the standard business

approach to date

✓ The rapid pace of change and

momentum due to Suntransfers

having a true growth mindset

✓ An inquisitive nature both internally

and with PRWD, asking the question

“what if we started optimising this

area of the business?”


Suntransfers.com KPI Impact 2016-2017

-59%FUNNEL

ABANDONMENT

+7%CHANCE OF CONVERSION WITHIN 2 SESSIONS

-12%DECREASE IN PAGES PER SESSION


Arresting the Rate of CR Decline from Traffic Growth


Suntransfers.com Business Growth 2016-2017

+36%REVENUEGROWTH+37%

INCREASE IN TOTAL BOOKINGS

+117%INCREASE IN MOBILE BOOKINGS

in September 2017



Suntransfers Maturity Audit Scores

69%

STRATEGY & CULTURE

57%

TOOLS & TECHNOLOGY

65%

PEOPLE & SKILLS

62%

PROCESS & METHODOLOGY


1.0 Strategy & Culture - Maturity Improvements

0 50 100






69%

September 2017

STRATEGIC






34%

September 2016

ASPIRING

0 50 100

Year 2….Business Optimisation



Year 2 = Business Optimisation at Suntransfers.com

1. Customer service optimisation

2. My account optimisation

3. Site performance optimisation

4. Operational efficiency optimisation

5. Acquisition investment optimisation

6. Country by country optimisation

7. Seasonality optimisation

8. LTV optimisation


What Potential does Conversion Optimisation have?

Conversion optimisation has the potential to establish a

mindset transformation within a business:

maturing to becoming a truly customer centric

organisation that embraces experimentation, innovation

and long term thinking to outperform their competitors

Audit your business or your clients in 10 minutes for FREEwww.CROmaturityaudit.com

Will you join companies & agencies around the world?
