conversion optimisation - stories from the front line - paul rouke from prwd at nux manchester
DESCRIPTION
Paul Rouke shares insights on the different cultures that exist within organisations that PRWD work with on their conversion optimisation programme, and shares what it takes to become a top conversion optimiser. Paul then talks through the hypotheses, results and learnings from 13 A/B tests that PRWD have run for clients, including radical homepage redesigns, form redesigns, sitewide proposition test, pop-up tests and button wording testsTRANSCRIPT
@paulrouke #NUXUK
CONVERSION
OPTIMISATION
STORIES FROM
THE FRONT LINE
PAUL ROUKE
Founder & Director of Optimisation
@paulrouke
2ND JUNE 2014
NUX MANCHESTER
@paulrouke #NUXUK
Founded in 2004 by Paul Rouke Conversion optimisation specialists Head office in Manchester, UK with clients across Europe Work on-going with brands to analyse, review, test and optimise site experiences Specialise in desktop, tablet & mobile conversion optimisation
ABOUT PRWD
@paulrouke #NUXUK
@paulrouke #NUXUK
The 4 types of business we work with What makes a top conversion optimiser? 13 A/B testing case studies 7 key takeaways 1 link to 6 years worth of CRO insights We’re continually hiring…
OVERVIEW
@paulrouke #NUXUK
THE 4 TYPES OF BUSINESS WE
WORK WITH
@paulrouke #NUXUK
1. GO ON THEN LETS GIVE IT A GO!
@paulrouke #NUXUK
2. LETS DO THIS FOR A FEW MONTHS
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3. THIS COULD BE VERY IMPORTANT
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4. THIS WILL BE A CENTRAL STRATEGY
@paulrouke #NUXUK
The 4 types of business we work with What makes a top conversion optimiser? 13 A/B testing case studies 7 key takeaways 1 link to 6 years worth of CRO insights We’re continually hiring…
OVERVIEW
@paulrouke #NUXUK
WHAT MAKES A TOP
CONVERSION OPTIMISER?
@paulrouke #NUXUK
Behavioural Researchers Web Analysts UX Designers Front End Developers Psychologists
PRWD’S
MULTI-
DISCIPLINARY
TEAM
@paulrouke #NUXUK
Passionate Inquisitive Pro-active Solution orientated User-centric thinking Confidence Utmost integrity
7 THINGS WE
LOOK FOR AT
PRWD
@paulrouke #NUXUK
The 4 types of business we work with What makes a top conversion optimiser? 13 A/B testing case studies 7 key takeaways 1 link to 6 years worth of CRO insights We’re continually hiring…
OVERVIEW
@paulrouke #NUXUK
13 A/B TESTING CASE STUDIES
@paulrouke #NUXUK
Last 30 A/B Test Results
@paulrouke #NUXUK
Over 85% of tests deliver an uplift in Primary Conversion Rate The 3 tests in the + 31% category delivered 43%, 72% and 503% increases Excluding the negative results and 31%+ results, the average uplift per test is 10.9% All tests including negative results provided key learning‘s
Results for PRWD Clients
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Option 1
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Option 2
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Result
+ 7% Design Appointment Completion
CLARITY OFTEN BEATS PERSUASION
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Option 1
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Option 2
@paulrouke #NUXUK
Result
+ 4.3% Sitewide Purchase Conversion Rate
SITEWIDE, GIVE VISITORS UNIQUE REASONS TO STAY & CONVERT
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Option 1
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Option 2
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Result
+ 20% Brochure Requests
CONSISTENTLY COMMUNICATE HOW GOOD YOU ARE
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Option 1
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Option 2
@paulrouke #NUXUK
Result
+ 78% New visitor sign-ups
BE BOLD & PROVIDE EARLY & EASY OPPORTUNITIES TO CONVERT
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Option 1
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Option 2
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Result
+ 28% Click through rate
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Result
+ 43% Premium Subscriptions
QUALIFY VISITORS EARLY & FOCUS TEST ANALYSIS ON YOUR END CONVERSION METRIC
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Option 1
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Option 2
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Result
+ 18% Brochure Requests
BE BOLD, USE CUSTOMER INSIGHT & EMBRACE DISCONTINUOUS TESTING
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Option 1
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Option 2
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Result
+ 7% New Paid Subscriptions
STREAMLINE VISITORS PATH TO CONVERSION AS MUCH AS POSSIBLE
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Option 1
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Option 2
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Result
+ 4% Purchase Conversion Rate
KEEP VISITORS FOCUSSED ON THE PRIMARY CONVERSION THROUGHOUT
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GET REVISING
SIGN-UP TABLE
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 testing participant
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Option 1
@paulrouke #NUXUK
Option 2
@paulrouke #NUXUK
Result
+ 185% Premium Sign-ups
TEST FUNDAMENTAL BUSINESS GROWTH HYPOTHESES
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Option 1
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Option 2
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Result
+ 22% Brochure Requests
TEST DIFFERENT PERSUASION TECHNIQUES: E.G. SOCIAL PROOF VERSUS AUTHORITY
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Option 1
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Option 2
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Result
+ 28% Brochure Requests
+ 20% Design Appointments
AT THE RIGHT TIME RELEVANT POP-UPS CAN DRAMATICALLY IMPROVE CONVERSION
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Option 1
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Option 2
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Result
+ 7% Brochure Requests
RUTHLESSLY REMOVE UN-NECESSARY CONTENT TO REDUCE DISTRACTION
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Option 1
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Option 2
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Result
+ 4.7% Post Creation Conversion Rate
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Result
+ 40% Registration Conversion Rate
PERSUASIVE COPYWRITING IS CRUCIAL FOR CHANGING VISITOR PERCEPTION
@paulrouke #NUXUK
The 4 types of business we work with What makes a top conversion optimiser? 13 A/B testing case studies 7 key takeaways 1 link to 6 years worth of CRO insights We’re continually hiring…
OVERVIEW
@paulrouke #NUXUK
7 KEY TAKEAWAYS
@paulrouke #NUXUK
Provide sitewide visibility of your most differentiating proposition messages Users are very rarely rationale – find this out through A/B testing Bigger does not always mean better when it comes to the size and complexity of the change Don't be afraid to ask visitors to convert early in the journey – & keep it simple Remove distractions wherever possible Speaking to your customers and target customers remains a fundamental technique Don’t ever think of testing as just about button colours - optimisation can be used to test fundamental business hypotheses
7 KEY
TAKEWAWAYS
FOR TESTING
SUCCESS
1. 2. 3. 4. 5. 6. 7.
@paulrouke #NUXUK
The 4 types of business we work with What makes a top conversion optimiser? 13 A/B testing case studies 7 key takeaways 1 link to 6 years worth of CRO insights We’re continually hiring…
OVERVIEW
@paulrouke #NUXUK
SECTION TITLE
SLIDES
bit.ly/CROSTORIES
CRO RESOURCE LIBRARY
bit.ly/CROresources
@paulrouke #NUXUK
The 4 types of business we work with What makes a top conversion optimiser? 13 A/B testing case studies 7 key takeaways 1 link to 6 years worth of CRO insights We’re continually hiring…
OVERVIEW
@paulrouke #NUXUK
WE’RE CONTINUALLY HIRING
@paulrouke #NUXUK
Web Analytics UX Design Front End Development Psychology Behavioural Research
IF YOU OR
SOMEONE YOU
KNOW HAVE A
PASSION FOR
AT LEAST 1 OF
THESE…
PLEASE EMAIL
@paulrouke #NUXUK
THANKS TO
YOU ALL
FOR COMING
ALONG &
TAKING PART
PAUL ROUKE
Founder & Director of Optimisation
@paulrouke
2ND JUNE 2014
NUX MANCHESTER