A Framework for a Conversion Rate Optimisation Project
54
A Framework for a CRO Project Paddy Moogan Head of Real Company Inbound Marketing Shit Distilled
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Transcript of A Framework for a Conversion Rate Optimisation Project
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
w g
oo
d y
ou
are
http://tedxtalks.ted.com/video/The-First-20-Hours-How-to-Learn
Practice time
Ho
w g
oo
d y
ou
are
http://tedxtalks.ted.com/video/The-First-20-Hours-How-to-Learn
Practice time
Ho
w g
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
