the killer path to successful conversion rate optimisation - paul rouke from prwd and optimizely...

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@paulrouke #killerCRO THE KILLER PATH TO SUCCESSFUL CRO PAUL ROUKE Founder & Director of Optimisation @paulrouke

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@paulrouke #killerCRO

THE KILLER PATH

TO SUCCESSFUL CRO

PAUL ROUKE

Founder & Director of Optimisation

@paulrouke

@paulrouke #killerCRO

Paul Rouke Founder & Director of

Optimisation at PRWD

Tai Rattigan Head of Partnerships EMEA at Optimizely

Your webinar hosts

@paulrouke #killerCRO

Optimising online experiences since 2004.

Certified solution partner with Optimizely.

Collaborative and open approach to optimisation projects.

Work with brands to analyse, research, test and optimise cross device online experiences.

ABOUT PRWD

@paulrouke #killerCRO

The four critical areas to get right for long term growth through CRO

Three business changing case studies using these four critical areas

Q&A

OVERVIEW

@paulrouke #killerCRO

Optimisation is not “a project”.

Optimisation is the biggest growth lever available for businesses.

@paulrouke #killerCRO

1. CUSTOMERUNDERSTANDING

You may know your customer’s but do you truly understand them?

@paulrouke #killerCRO

1. Conduct on-going user research at different stages of the customer journey… including post conversion

2. Consistently speak to your front line staff – recognise the nuggets of customer insight they can provide

3. Carry out competitor analysis as part of understanding user behaviour around your brand

4. Gain customer feedback through testing an idea before you put it into full development

WHERE TO START…

@paulrouke #killerCRO

2. OPEN-MINDEDCOMPANY CULTURE

Be agile, embrace change, rip up your development roadmap

@paulrouke #killerCRO

1. Get the right people involved from the very start

2. Identify a senior, influential champion and advocate

3. Provide visibility of impact & wider business learnings

4. Iterate, then innovate

WHERE TO START…

@paulrouke #killerCRO

ITERATIVE

TESTINGINNOVATIVE

TESTING

OPPORTUNITY

@paulrouke #killerCRO

RETHINK YOURREDESIGN

Stop the redesign cycle and test your way to conversion growth

@paulrouke #killerCRO

3. OPTIMISATIONMETHODOLOGY

Without one is like having a car with no engine

@paulrouke #killerCRO

@paulrouke #killerCRO

MORE TESTS VS MORE IMPACT

FIND A

BALANCE THAT

WORKS FOR

YOUR

ORGANISATION

@paulrouke #killerCRO

Last 30 A/B Test Results

OVER 85% DELIVERED AN UPLIFT IN PRIMARY CONVERSION METRIC

@paulrouke #killerCRO

1. Develop & prioritise hypotheses based on multiple inputs –particularly consumer research

2. Learn something valuable and transferable from every test

3. Develop an easy to access library of testing insights and business learnings – and use it

WHERE TO START…

@paulrouke #killerCRO

4. DIVERSE, EXTENSIVEKNOWLEDGE

From UX and copy, to technical and psychology, expertise should underpin

what you test and how it’s delivered

@paulrouke #killerCRO

@paulrouke #killerCRO

1. Develop hypotheses and test concepts using the experience and brains of a variety of people

2. Pay close attention to the small details like copywriting for conversion

3. Enrich your test designs through a genuine understanding of the importance of the persuasive layer

WHERE TO START…

@paulrouke #killerCRO

In-depth, genuine, continuous understanding of your visitors and customers

An open-minded business culture that embraces change and works with agility

A methodology and process which delivers continuous results, learnings and that ultimately affects your whole business strategy

A multi-disciplinary and highly experienced team of specialists working together

THE 4 CRITICAL

AREAS FOR

LONG TERM

GROWTH

@paulrouke #killerCRO

1.Identifying the one most

influential feature why visitors choose premium over free

@paulrouke #killerCRO

@paulrouke #killerCRO

GET REVISING

FREE OR PREMIUM DECISION

Price doesn’t put me off, although the basic package is more than enough for me.

I think the site has already got everything I need.

Moderated user research participant

@paulrouke #killerCRO

@paulrouke #killerCRO

+ 185%Premium Subscriptions

- 15%Free Sign-ups 1. CUSTOMER UNDERSTANDING

2. OPEN-MINDED CULTURE

3. OPTIMISATION METHODOLOGY

4. EXPERT MULTI-DISCIPLINARY TEAM

@paulrouke #killerCRO

2.Employing psychology

principles to radically simplify the decision making process

@paulrouke #killerCRO

@paulrouke #killerCRO

Control

@paulrouke #killerCRO

Variation

@paulrouke #killerCRO

Result

+ 7%New Paid Subscriptions 1. CUSTOMER UNDERSTANDING

2. OPEN-MINDED CULTURE

3. OPTIMISATION METHODOLOGY

4. EXPERT MULTI-DISCIPLINARY TEAM

@paulrouke #killerCRO

3.Challenging how a business

has always engaged & converted visitors

@paulrouke #killerCRO

Control

@paulrouke #killerCRO

Variation

@paulrouke #killerCRO

Result

+ 78%New visitor sign-ups1. CUSTOMER UNDERSTANDING

2. OPEN-MINDED CULTURE

3. OPTIMISATION METHODOLOGY

4. EXPERT MULTI-DISCIPLINARY TEAM

@paulrouke #killerCRO

CONTROL YOUROWN DESTINY

Focus on these four foundational layers… then exploit the opportunity to

out-grow your competition

PAUL ROUKE

Founder & Director of Optimisation

@paulrouke

THANK YOU FOR

JOINING THE WEBINAR

MORE LEARNING

PAUL ROUKE

Founder & Director of Optimisation

@paulrouke

bit.ly/CROresources

learn.optimizely.com