#PRWDReveal

FORGET ABOUT CONVERSION RATES

ITS ABOUT BUSINESS GROWTH

Paul Rouke

Founder & Director of Optimisation

#PRWDReveal

#PRWDReveal

ARE YOU TWEAKING

OR GROWING?

#PRWDReveal

CONSIDER 2 SCENARIOS

#PRWDReveal

#PRWDReveal

#PRWDReveal

COMPARE 2 MORE SCENARIOS

#PRWDReveal

#PRWDReveal

#PRWDReveal

The more visitors you convert, the more you grow

The more you grow, the more visitors you convert

The more visitors you convert, the more market share you take

STOP TWEAKING, START GROWING

#PRWDReveal

Who would likemore market share?

#PRWDReveal

optimisation is the future of

marketing.

Customer driven full spectrum

#PRWDReveal

No methodology

Poor quality hypotheses

Lack of genuine customer insight

Low test success rate

Small or negligible average uplift

COMMON REASONS BUSINESSES DON’T

GROW THROUGH OPTIMISATION

Most investment is on the tool

The easy option is still

acquisition

Testing is just tweaking

Its been done in silo

People simply don’t have the

time

#PRWDReveal

So how can your business

grow through optimisation?

#PRWDReveal

#PRWDReveal

#PRWDReveal

THE 8 ESSENTIAL INGREDIENTS

#PRWDReveal

1. GROWTH

FOUNDATIONS

#PRWDReveal

#PRWDReveal

#PRWDReveal

Quality of the user research undertaken

Quality of the data analysis

Quality of the test hypotheses

Quality of the testing process

Quality of the impact of testing

Quality of the analysis and learnings taken

Quality of the team we are developing at PRWD

PRWD’S

GROWTH

METHODOLOGY

UNDERPINNED

BY QUALITY

#PRWDReveal

2. USER BEHAVIOUR

UNDERSTANDING

#PRWDReveal

The 5 biggest myths about

user research

1) An on-site survey is good enough

2) Remote user testing is good enough

3) People will say what you want to hear

4) 1-1 research is clinical & un-natural

5) 1-1 research is too expensive

#PRWDReveal

#PRWDReveal

3. INTELLIGENT

INSIGHTS

#PRWDReveal

#PRWDReveal

4. FOCUS &

PRIORITISATION

#PRWDReveal

#PRWDReveal

5. INTELLIGENT

TESTING

#PRWDReveal

#PRWDReveal

ITERATIVE

TESTINGINNOVATIVE

TESTING

OPPORTUNITY

Most businesses

stay about here

You should

embrace full

spectrum

testing

#PRWDReveal

6. FULL SPECTRUM

TESTING

#PRWDReveal

Control

ITERATIVE TESTING

#PRWDReveal

PRWD Test Variation

ITERATIVE TESTING

#PRWDReveal

Result

+ 4.7%Reply Conversion Rate

ITERATIVE TESTING

#PRWDReveal

Control

INNOVATIVE TESTING

#PRWDReveal

PRWD Test Variation

INNOVATIVE TESTING

#PRWDReveal

Result

+ 78%New visitor sign-ups

BE BOLD & PROVIDE EARLY & EASY OPPORTUNITIES TO CONVERT

INNOVATIVE TESTING

#PRWDReveal

BUSINESS IMPACT THROUGH SIMPLE, ITERATIVE TESTING

#PRWDReveal

BUSINESS IMPACT THROUGH RADICAL, INNOVATIVE TESTING

#PRWDReveal

7. SANITY METRICS

#PRWDReveal

Sanity rather than

vanity metrics

#PRWDReveal

VANITYCRO

METRICSNumber 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

SANITYCRO

METRICS% of tests which deliver an uplift

Average % increase on primary metric

% of tests which are conclusive

% of tests which deliver genuine learnings

% of tests which deliver over 5% CR

increase

#PRWDReveal

Control

INNOVATIVE TESTING

#PRWDReveal

PRWD Test

Variation

INNOVATIVE TESTING

#PRWDReveal

Result + 18%Brochure Requests

INNOVATIVE TESTING

#PRWDReveal

Control

INNOVATIVE TESTING

#PRWDReveal

PRWD Test

Variation

INNOVATIVE TESTING

#PRWDReveal

Result + 31%Brochure Requests

INNOVATIVE TESTING

#PRWDReveal

#PRWDReveal

8. COMMITMENT

#PRWDReveal

Growth through intelligent testing is hard work

Becoming truly customer centric is hard work

But remember this life lesson…

“hard work pays off”

#PRWDReveal

Traffic Conversion

Intelligent testing is your biggest growth lever

#PRWDReveal

CONTROL YOUR

OWN DESTINY

Before your competitors start controlling theirs…