conversion optimisation - create the foundations for your growth & success

Conversion Optimisation –

Create The Foundations For Your Success

@paulrouke#GrowthLeaders #GPeCSummit

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Conversion Optimisation –

How To Do It Better Than 99% of UK Retailers


• A full service conversion optimisation agency

• Optimising online experiences since 2004

• The UK representative of the Global Optimisation Group,

alongside WiderFunnel, WebArts, Uptilab & Conversionista

• Conducted over 1600 hours of in-depth user research across multiple sectors

• Average of 1491% ROI delivered through PRWD’s Growth Methodology™

About PRWD

#GPeCSummit

#GPeCSummit

Over 100 CRO Presentations, Articles, Podcasts & Case Studies

@paulrouke#GrowthLeaders

• Top Optimisation Pitfalls and How To Learn From Them• The Psychology Of Shopping Online• How To Sell In Conversion Optimisation• Selecting KPI’s That Really Matter• Iterative, Innovative, Strategic – The Full Spectrum of Testing• The Killer Path to Successful Conversion Optimisation• A/B Testing Case Studies Using Intelligent Persuasion • 10 Key Areas To Get Right In Ecommerce• 12 Common Misconceptions of Conversion Optimisation• 3 Ways to Communicate Your Unique Selling Proposition

#GPeCSummit

#GPeCSummit

bit.ly/batshitinsane


• 5 Best Practice Techniques for Every A/B Test• How to Select and Prioritise Your Testing• Vanity versus Sanity Metrics in Conversion Optimisation• 7 Ways to get Your Customers to Fall in Love With You• The Most Influential Persuasive Design Techniques• My 15 Years Ecommerce Experience Distilled in to a 1 Hour Podcast• Is Booking.com the Most Persuasive Website in the World?

bit.ly/CROresources

#GPeCSummit

Over 100 CRO Presentations, Articles, Podcasts & Case Studies

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“One of the biggest mistakes retailers make in conversion optimisation is failing to invest in and build intelligent foundations”

Paul Rouke

Founder & CEO at PRWD

#GPeCSummit

STATE OF THE INDUSTRY



bit.ly/GrowthLeaders#GrowthLeaders

17 industry leaders explaining “what not to do”

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“We are the dirt under the

fingernails of the digital industry”

Andre Morys

Co-Founder & CEO at Web Arts


“Intelligent, user driven conversion

optimisation is the soap that is going

to clean up the digital industry”

Paul Rouke



2 acronyms 1 confused industry

CRO MVT


#MVT NVT #NHTNo Value Testing No Hypothesis TestingMulti-Variate Testing


CRO

CRO

CBG

Continuous Revenue Optimisation

Continuous Business Growth

Conversion Rate Optimisation


CRO

CROContinuous Revenue Optimisation

#CBGContinuous Business Growth

Conversion Rate Optimisation


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THE 4 PILLARS FOR TRULY GROWING

Strategy & Culture Tools & Technology People & Skills Process & Methodology


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STRATEGY & CULTURE


Egotistical – “I have all the answers”

Arrogance – “I’m experienced enough”

Cowardice – “I don’t need to quantify this”

Blinkered – “This is the way I’ve always done it”

Apprehension - “It’s easier to just stay as I am”


5 Personality Traits Damaging Business Growth

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#GPeCSummit

bit.ly/awesomeASOS

#GPeCSummit

bit.ly/awesomeAO

5 Steps To Transforming Your Culture


1) Remove egotism from your business – from the CEO down

2) Hire people with HIPPO* personality traits – * the re-invented HIPPO

3) Stop thinking short term – plan for long term impact & business growth

4) Become truly customer centric – start walking the walk, not talking the talk

5) Instil this – user driven intelligent optimisation is a core strategy, not a project

#GPeCSummit

TOOLS & TECHNOLOGY


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“Blind investment in feature rich tools represents one

of the biggest wastes of marketing budget. Period.”

Paul Rouke



“It’s the intelligence of the people using the

tool that dictates the impact the tool has.”

Paul Rouke



5 Key Ways To Invest In Tools Correctly


1) Stop being blinded by features & functionality that gather dust

2) Never forget its about the brains of the people using the tools

3) Configure your existing tools correctly & intelligently

4) Invest over 75% of your budget in people, skills & methodology

5) Instil this – tools & technology will not take all our jobs in the future

#GPeCSummit

PEOPLE & SKILLS


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5 Key Ways To Build Your High Growth Team


1) You need a multi-disciplinary team – there is no unicorn solution

2) All your team should have a core passion for truly understanding user behaviour

3) Hire for HIPPO characteristics for all roles

4) Focus everyone on what commercial impact they are having

5) Instil this – you and your team have the potential to genuinely grow your business*

* and gain immense personal satisfaction that you fulfilling your own life potential

#GPeCSummit

PROCESS & METHODOLOGY


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We all know what happens when we put garbage in…


“This time next year Rodney,

we’ll be millionaires”Del Boy Trotter

Founder of Trotters Independent Traders @paulrouke#GrowthLeaders

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“Our vision is to be the

world’s most customer

centric company”

Jeff Bezos

Founder of Amazon


5 Routes To Truly Becoming Customer Centric


1) Conduct 1-1 research – Don’t just rely on surveys or heatmaps, they are not enough (plus include competitor research at the same time)

2) Remove egotism – show decision makers what users are actually doing on your website – put videos of real people doing real things in front of the them

3) Ask the right questions to new customers – “What was the reason you nearly didn’t purchase from us today?” “what was it that made you buy from us?”

4) Gain qualitative insights on live A/B tests – Understand why or why not its working

5) Do user research regularly – Know that user behaviour & expectations change quickly

#GPeCSummit

Control

#GPeCSummit

Variation

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Result

+ 4.3%Sitewide Purchase Conversion Rate

SITEWIDE, GIVE VISITORS UNIQUE REASONS TO STAY & CONVERT

#GPeCSummit

VANITYCRO METRICS

Number of tests run per month

Number of tests run this year

Number of tests currently live

Number of variations in our latest MVT

Biggest conversion rate impact test

SANITYCBG METRICS

% of tests which deliver an uplift

Average % increase on primary metric

% of tests which are conclusive

% of tests which deliver genuine learnings

YTY change in revenue per visitor

MTM change in cost per acquisition


1 BIG TAKEAWAY


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BUILD YOUR 4 FOUNDATIONAL PILLARS

Strategy & Culture Tools & Technology People & Skills Process & Methodology


Approach, Structure,

Intelligence, Innovation,

Quality, Communication,

Business Learnings

Resource Availability,

Skillset Maturity, Unique

Skills, CRO Leader

Data Collection & Usage,

Experimentation Tools,

User Insight Capture,

Web Platform

Business Culture, Agility,

Budget, Focus, Appreciation

of Optimisation, Metrics

In summary


1) The 100+ PRWD UX & CRO resource library – bit.ly/CROresources

2) The ecommerce site to learn from – bit.ly/awesomeASOS

3) The ecommerce site to learn from no. 2 – bit.ly/awesomeAO

4) The 1 book to transform your culture – bit.ly/GrowthLeaders

5) The Twitter hashtag to use to get a free copy – #GrowthLeaders

6) The opportunity every one of you has from this day forward…

#GPeCSummit