A Framework for a CRO Project

Paddy MooganHead of Real Company Inbound Marketing Shit

Distilled

MAKE DISTILLED AWESOME AT CRO

IT LOOKS EASY

IT IS RISKY

THIS CAN HAPPEN

WE HAD SOME KNOWLEDGE

A FEW PEOPLE ACROSS THE OFFICES

BUT THEY’RE ALL FULL WITH REGULAR WORK

HIRING EXPERTISE ISN’T EASY

EXPERTISE REQUIRES LIVE PROJECTS

LIVE PROJECTS REQUIRE EXPERTISE

VICIOUS CIRCLE

YOU DON’T NEED TO BE AN

EXPERT STRAIGHT AWAY

YOU CAN BECOME GOOD

ENOUGH

Practice time

Ho

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are

http://tedxtalks.ted.com/video/The-First-20-Hours-How-to-Learn

Practice time

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oo

d y

ou

are

http://tedxtalks.ted.com/video/The-First-20-Hours-How-to-Learn

Practice time

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oo

d y

ou

are

http://tedxtalks.ted.com/video/The-First-20-Hours-How-to-Learn

20 hours

MY SOLUTION

A FRAMEWORK FOR CRO

PROJECTS

(THAT EVERYONE CAN USE)

Discovery Experiments

Review Tools

Discovery

UNDERSTANDING THE BUSINESS1

UNDERSTANDING THE CUSTOMER2

GATHERING THE RIGHT DATA3

UNDERSTANDING THE BUSINESS

Benchmark current performance

UNDERSTANDING THE BUSINESS

Clearly define business goals

UNDERSTANDING THE BUSINESS

Understand why the company exists

UNDERSTANDING THE BUSINESS

List USPs over competitors

UNDERSTANDING THE BUSINESS

Map out the sales process including all touch points

UNDERSTANDING THE CUSTOMER

List fears, concerns & needs of the customer

UNDERSTANDING THE CUSTOMER

Identify the demographic of target customers

UNDERSTANDING THE CUSTOMER

List the reasons why they can’t buy

UNDERSTANDING THE CUSTOMER

List the reasons why they won’t buy

GATHERING THE RIGHT DATA

Ensure goals / sales are being tracked

GATHERING THE RIGHT DATA

Track each step of the sales funnel

GATHERING THE RIGHT DATA

Setup appropriate customer segments

GATHERING THE RIGHT DATA

Look for backend data too i.e. cancellation rates

TOOLS FOR THIS SECTION

Experiments

A CLEAR METHODOLOGY1

WIREFRAMES AND DESIGN2

IMPLEMENTATION3

4

A CLEAR METHODOLOGY

Have a clear hypothesis(what success looks like)

A CLEAR METHODOLOGY

Forecast time it will take for test to complete

A CLEAR METHODOLOGY

Original page receives enough traffic as a control

A CLEAR METHODOLOGY

Know the potential risks

WIREFRAMES AND DESIGN

Communication is key here

WIREFRAMES AND DESIGN

Keep it on brand!

WIREFRAMES AND DESIGN

Ensure the new design is driven by your research & data

IMPLEMENTATION

Communication is key here (again)

IMPLEMENTATION

Pre-deliver what needs to happen & who needs to do it

TOOLS FOR THIS SECTIONTOOLS FOR THIS SECTION

Review

DATA ANALYSIS1

PATIENCE!2

SCALE3

DATA ANALYSIS

2

4

Was your hypothesis correct?

DATA ANALYSIS

2

4

Check for anomalies

PATIENCE

2

4

Don’t keep hitting refresh!

SCALE THE IMPROVEMENTS

2

4

Roll out the changes widely

Discovery Experiments

Review Tools

??? PROFIT

Thank You!

Paddy MooganHead of Real Company Inbound Marketing Shit

Distilled

@paddymoogan

paddy.moogan@distilled.net