From Simple to Radical - Exploiting the Full Spectrum of Testing Opportunities - Paul Rouke at...

@paulrouke #CROworld

SIMPLE

TESTINGRADICAL

TESTING

OPPORTUNITY


FROM SIMPLE TO RADICAL

EXPLOITING THE FULL SPECTRUM

OF TESTING OPPORTUNITIES

PAUL ROUKEFounder & Director of Optimisation at PRWD

www.paulrouke.co.uk / www.prwd.co.uk


OUT-GROW YOUR COMPETITION

By embracing the full spectrum of research & insight driven

testing opportunities


What is the difference?

What are the influencing factors?

Why choose each type?

When are you best choosing each type?

What business impact does each type deliver?

8 steps to out-grow your competition

FROM SIMPLE

TO RADICAL

TESTING


A full service conversion optimisation agency based in the UK

Optimising online experiences since 2004

The UK representative of the Global Conversion Alliance, alongside WiderFunnel, WebArts & Conversionista

Conducted over 600 hours of in-depth user research across multiple sectors

540% ROI delivered on average through PRWD’s Six Step Optimisation Method

ABOUT PRWD








FROM SIMPLE

TO RADICAL

TESTING


WHAT IS THE DIFFERENCE?


SIMPLE TESTING

Headline changes

Copy changes

Image changes

Button size changes

Button text changes

Content removal

Page layout changes

Removing or optimising form fields

Go on then if you must… button colour changes

IN SUMMARY

The vast majority of testing that takes place


Control

SIMPLE TESTING


PRWD Test Variation

SIMPLE TESTING


Result

+ 4.7%Reply Conversion Rate

SIMPLE TESTING


Ad-hoc simple testing with weak hypotheses is a complete waste of time

Intelligent, insight driven simple testing will develop your test & learn culture


RADICAL TESTING

Complete page redesigns

Primary template page redesigns

Business hypotheses testing

Business proposition testing

Tests prior to changing back-end systems

Reducing steps within a flow ie. Checkout, application, registration

Full website redesigns

IN SUMMARY

Very few businesses invest in this type of testing


Control

RADICAL TESTING


PRWD Test Variation

RADICAL TESTING


Result

+ 78%New visitor sign-ups

BE BOLD & PROVIDE EARLY & EASY OPPORTUNITIES TO CONVERT

RADICAL TESTING


Poorly planned radical testing can damage your business & testing momentum

Intelligent, insight driven radical testing can help transform & grow your business








FROM SIMPLE

TO RADICAL

TESTING


WHAT ARE THE INFLUENCING FACTORS?


SIMPLE TESTING


RADICAL TESTING








FROM SIMPLE

TO RADICAL

TESTING


WHY CHOOSE EACH TYPE?


Quick wins

Start to learn

Use your tool

Limited resources

Political business

Build momentum

Demonstrate ROI

Develop a culture

IN SUMMARY

You want to walk before you start running with testing

WHY CHOOSE SIMPLE TESTING?


Control

SIMPLE TESTING


PRWD Test Variation

SIMPLE TESTING


Result

+ 4.3%Sitewide Purchase Conversion Rate

Over £250k in additional revenue

SIMPLE TESTING


Really shift user behaviour

Quantifiable evidence for a major change

Prior to back-end system changes

Business proposition evaluation

Reached local maximum

Value proposition learning

Simplify a stepped process

Data driven website redesign

WHY CHOOSE RADICAL TESTING?

IN SUMMARY

You want grow your business rather than just optimise your

business performance


Finding the commercial sweet spot between a free and premium

subscription model


GET REVISING

SIGN-UP TABLE

+ 185%Premium Subscriptions

- 10%Free Sign-ups



Radical testing is a planned ceremony, not a shotgun wedding








FROM SIMPLE

TO RADICAL

TESTING


WHEN ARE YOU BEST CHOOSING EACH TYPE?


Quick win test opportunities

Primary proposition headlines

Primary CTA’s in to sign-up process

When imagery is key

Sitewide value proposition messages

Landing pages with forms

WHEN TO CHOOSE SIMPLE TESTING

IN SUMMARY

When you have non-optimised primary pages in your user journey


When you have bold and/or innovative ideas built off previous test insights & deep user understanding

If you have run a range of iterative tests on a key page and are now struggling to impact page performance

After you have run tests aimed at understanding what USP’s most resonate with your target audience

When there is an opportunity to deliver a radically different user experience aimed at simplifying a process

ie. Registration, checkout, application

When there will be a considerable development cost to fully implementing a proposed solution

When you have quite low traffic and want to reduce your test length

When data driven optimisation is truly part of your company culture

WHEN TO CHOOSE RADICAL TESTING

When you are ready to grow your business and not just optimise your business performance


Control

RADICAL TESTING


PRWD Test

Variation

RADICAL TESTING


Result + 18%Brochure Requests

RADICAL TESTING


The 2 biggest influencers to running successful radical tests?

1) Deep, genuine user understanding2) Meaningful insights from prior tests








FROM SIMPLE

TO RADICAL

TESTING


WHAT BUSINESS IMPACT DOES EACH TYPE HAVE?


BUSINESS IMPACT THROUGH SIMPLE TESTING


BUSINESS IMPACT THROUGH RADICAL TESTING








FROM SIMPLE

TO RADICAL

TESTING


8 STEPS TO OUT-GROW YOUR COMPETITION


Foundations - get the right foundations in place for optimisation

Quality – focus on quality of tests, then quantity

Intelligence - start with intelligent, research driven simple tests

Identification – use simple test insights & research to identify radical test opportunities

Momentum - build up testing momentum, buy-in and awareness of learnings

Business case – use ROI from simple testing to provide the business case for radical testing

Go radical - begin planning and delivering radical tests alongside simple testing

Growth - grow faster than your competition by exploiting the full spectrum of testing opportunities

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8 STEPS TO EXPLOIT THE FULL SPECTRUM OF TESTING OPPORTUNITIES

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PAUL ROUKE

Founder & Director of Optimisation

@paulrouke

THANK YOU FOR LISTENING

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