From Conversion Optimisation to Business Optimisation - Suntransfers Client Case Study

Maturing from Conversion Optimisation to Business Optimisation

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www.prwd.co.uk/maturitymodel

Travel & Retail Sectors Combining

Paul Rouke

Founder &

Director of OptimisationPRWD

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Nathan Timmins

Marketing Director

Suntransfers.com

Optimising Suntransfers.com

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PRWD’s Conversion Optimisation Experience

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1. Why is Conversion Optimisation’s Value Limited?2. The CRO Lightbulb Moment3. Suntransfers in September 20164. The Partnership in the First 12 Months5. Suntransfers in September 20176. Year 2 at Suntransfers – “Business Optimisation”

What you’ll hear today

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What is Conversion Optimisation (CRO)?

In internet marketing, conversion optimisation,

or conversion rate optimisation (CRO) is a system

for increasing the percentage of visitors to a

website that convert into customers, or more

generally, take any desired action on a webpage.

It is commonly referred to as CRO.

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11 Reasons Why The Value of CRO is Often Limited

1. CRO is seen as just a tactic, rather than a growth strategy2. There isn’t CEO and C-suite buy-in3. Egotism and opinion drive decisions4. Being “customer centric” is said, not really done5. There isn’t a multi-disciplinary team6. There is limited understanding of statistics7. There is limited understanding of psychology8. The business has a siloed mentality9. The business has a fixed mindset10. Experimentation isn’t embedded in to company culture11. There is no improvement model or framework in place

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The Butterfly Effect in Conversion Optimisation

1. Misunderstood

2. Unappreciated

3. Lack of human investment

4. Lack of user research

5. Lack of intelligence

6. Lack of integrity

7. Lack of learnings

8. Little to no impact

9. Lost faith

bit.ly/CRObutterfly

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The Conversion Optimisation Lightbulb Moment

We are not just running experiments to optimise for conversion & revenue…

We are introducing a mindset of customer centricity and experimentation across the entire business

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The Challenge We All Have

No clear guidelinesNo structure or frameworkNo way to measure improvementsNo way to benchmark your business

It is incredibly complex to optimise a business so that they embed customer centricity and experimentation

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The 4 Pillars of Conversion Optimisation Maturity

1.0 STRATEGY & CULTURE

2.0 TOOLS & TECHNOLOGY

3.0 PEOPLE & SKILLS

4.0 PROCESS & METHODOLOGY

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TRANSFORMATIVE

81-100

STRATEGIC

61-80

PROGRESSIVE

41-60

ASPIRING

21-40

BEGINNER

0-20

The Conversion Optimisation Maturity Model ™

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www.prwd.co.uk/maturitymodel

The 21 Assessment Points of the Maturity Model ™

1.0 Strategy & Culture1.01 Core Business Strategy1.02 Business Mindset1.03 Senior, Influential Champion1.04 Continuous Learning1.05 Product-Led versus Customer-Led

2.0 Tools & Technology2.01 Analytics Tool Configuration2.02 Voice of Customer & Behavioural Insight2.03 Business-wide Access to Results & Learnings2.04 Competence Operating the Testing Platform

3.0 People & Skills3.01 Behavioural & User Research Resource3.02 Data & Analytics Resource3.03 UX Design Resource3.04 Development Resource3.05 Experienced Lead Strategist3.06 Understanding of Statistics

4.0 Process & Methodology4.01 Hypothesis Development4.02 Test Prioritisation4.03 Test Design Process4.04 QA & UAT Process4.05 Test Analysis4.06 Test Results & Learnings Report

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in September 2016

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Suntransfers vs 2017 Travel Industry Average

TRANSFORMATIVE

81-100

STRATEGIC

61-80

PROGRESSIVE

41-60

ASPIRING

21-40

BEGINNER

0-20

75%

Travel Industry Average

34%

1.0 Strategy & Culture

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1.01 Core Business Strategy

1.02 Business Mindset

1.03 Senior, Influential Champion

1.04 Continuous Learning

1.05 Product-Led versus Customer-Led

34%

September 2016

ASPIRING

0 50 100

2.0 Tools & Technology

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2.01 Analytics Tool Configuration

2.02 Voice of Customer & Behavioural Insight Tools

2.03 Business-wide Access to Experiment Results & Learnings

2.04 Competence Harnessing the Testing Platform

33%

September 2016

ASPIRING

0 50 100

3.0 People & Skills

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3.01 Behavioural & User Research Resource

3.02 Data & Analytics Resource

3.03 UX Design Resource

3.04 Development Resource

3.05 Experienced Lead Strategist

3.06 Understanding & Appreciation of Statistics

34%

September 2016

ASPIRING

0 50 100

Internal & External People & Skills Split

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Skillset

Project Management

User Research

Data Analysis

UX Design

Development

Strategy

Test Analysis

Business Modelling

September 2016

4.0 Process & Methodology

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4.01 Hypothesis Development

4.02 Test Prioritisation

4.03 Test Design Process

4.04 Quality Assurance & UAT

4.05 Test Analysis

4.06 Test Results & Learnings Report

36%

September 2016

ASPIRING

0 50 100

The Biggest Challenges To Overcome

1. Speed to resolve problems2. Lack of internal resources / experience3. Culture of senior management designing websites4. No experience of testing5. Lack of data or user insight6. Little history of agency investment7. Too many issues - where do we start?

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First 12 months

+

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Key Activities which Fuelled Growth & Mindset Change

1. In-depth 1-1 user research in months 1-2

2. Collaborative sketching & ideation in month 3

3. Engaged with the CTO to get full stack developer buy-in

4. The use of HotJar to provide intelligent, continuous feedback

5. A very bold, insight driven redesign of the mobile search form

6. Communication and collaboration with customer service team

7. Continuous JDI changes alongside simple to complex A/B tests

+

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+ 14% Transactions

Mobile Search Form Major Redesign

What Led To Thinking “Business Optimisation”?

✓ Some truly fantastic test results,

providing clear evidence as to the

growth opportunities that exist

across the customer experience

✓ Wider team engagement and results

sharing, leading to the other

departments becoming experimental

✓ A recognition of the importance of

gaining continuous user feedback,

embedding customer centric

thinking

✓ A combination of both iterative and

innovative thinking, often challenging

what has been the standard business

approach to date

✓ The rapid pace of change and

momentum due to Suntransfers

having a true growth mindset

✓ An inquisitive nature both internally

and with PRWD, asking the question

“what if we started optimising this

area of the business?”

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The Client <> Agency Partnership

1. Mutual respect

2. Open-minded

3. Collaborative

4. Evolving

5. Trust

+

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Suntransfers.com KPI Impact 2016-2017

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-59%FUNNEL

ABANDONMENT

+7%CHANCE OF CONVERSION WITHIN 2 SESSIONS

-12%DECREASE IN PAGES PER SESSION

Arresting the Rate of CR Decline from Traffic Growth

Suntransfers.com Business Growth 2016-2017

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+36%REVENUEGROWTH+37%

INCREASE IN TOTAL BOOKINGS

+117%INCREASE IN MOBILE BOOKINGS

in September 2017

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1.0 Strategy & Culture Maturity Improvements

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0 50 100






69%

September 2017

STRATEGIC






34%

September 2016

ASPIRING

0 50 100

2.0 Tools & Technology Maturity Improvements

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57%

September 2017

PROGRESSIVE





33%

September 2016

ASPIRING

0 50 100





0 50 100

3.0 People & Skills Maturity Improvements

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65%

September 2017

STRATEGIC







34%

September 2016

ASPIRING

0 50 100







0 50 100

Internal & External People & Skills Split

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Skillset

Project Management

User Research

Data Analysis

UX Design

Development

Strategy

Test Analysis

Business Modelling

September 2016 September 2017

4.0 Process & Methodology Maturity Improvements

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62%

September 2017

STRATEGIC





4.05 Test Analysis


36%

September 2016

ASPIRING

0 50 100





4.05 Test Analysis


0 50 100

Year 2….Business Optimisation

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Year 2 = Business Optimisation at Suntransfers.com

1. Customer service optimisation

2. My account optimisation

3. Site performance optimisation

4. Operational efficiency optimisation

5. Acquisition investment optimisation

6. Country by country optimisation

7. Seasonality optimisation

8. LTV optimisation

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What Potential does Conversion Optimisation have?

Conversion optimisation has the potential to establish a

mindset transformation within a business:

maturing to becoming a truly customer centric

organisation that embraces experimentation, innovation

and long term thinking to outperform their competitors

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1. Get your copy of the Maturity Model ™ www.prwd.co.uk/maturitymodel

2. Audit your business @ www.CROmaturityaudit.com3. Benchmark your business4. Identify your biggest improvement areas5. Continue maturing your approach to CRO

The 5 top tips on the path from conversion optimisation to business optimisation

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From Conversion Optimisation to Business Optimisation - Suntransfers Client Case Study

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