Evaluate and Execute:Planning Your Conversion

Optimisation for 2017

Paul RoukeFounder & CEO at PRWD

Sushant SharmaMarketing Manager at VWO

• Conversion Rate Optimization enthusiast• Channel and Co-Marketing Operations at VWO• Works on Content Partnership and Co-Branding/Marketing

campaigns between VWO and similar SAAS brands

@Sushant6759Hi, I’m Sushant!

@VWO | @PRWD

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Hi, I’m Paul - @paulrouke!● 17 years experience in UX and conversion optimisation● CEO at conversion optimisation agency PRWD● Opening keynote speaker at Elite Camp 2016● Author of www.CROgrowthbook.com ft 17 thought leaders

inc. Bryan Eisenberg, Craig Sullivan, Peep Laja and Angie Shottmuller

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Brands we work with

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PRWD’s International Partnership

PRWD are the sole UK agency of the Global Optimization Group.

The GO Group is a network of the world’s leading conversion optimisation agencies

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Setting the foundations for successful CRO in 2017

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Before we start, ask yourself...

➢ Does your business have a growth mindset?

➢ Are you a product-led or customer-led business?

➢ Do you invest in tools & technology without the resources or expertise to harness them?

➢ How often do you speak to users?

➢ Do you have someone senior within your business championing customer centricity and experimentation?

➢ Do you have an intelligent methodology behind you’re A/B testing strategy?

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The Conversion Optimisation Maturity Model™

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Strategy & Culture

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AO.com - £1.2bn annual revenue, £2bn valuation

bit.ly/awesomeAO

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Questions for your business ➢ Does your CEO and C-suite understand and

value the importance of strategic conversion optimisation to grow your business?

➢ How connected is your conversion optimisation strategy with your core business growth strategy?

➢ Does your business put people first – listening to both customers and employees?

➢ Does your business have a fixed mindset, focusing on what you have always done, or does it have a growth mindset, embracing challenge & change?

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Tools & Technology

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Moss Bros. +30% pre-tax profits in 2016

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Moss Bros. user centered redesign impactbit.ly/mossbrosredesign

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➢ How well configured is your analytics platform to track visitor behaviour at a granular level?

➢ How is your business utilising voice of customer and behavioural insight tools to provide a rich understanding of visitor experiences?

➢ How do you provide access to experiment results and customer learnings to people from across different areas of your business?

➢ What resources and capability do you have to harness the features and functionality of your testing tool?

Questions for your business

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People & Skills

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Schuh: £270m revenue, multi-channel retail leader

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Schuh user centered redesign impact bit.ly/schuhredesign

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➢ What budget do we have for investing in user research and specialist behavioural research resources?

➢ How specialised are the people who are analysing your online performance?

➢ How open and humble are your designers for collaborating with other people from across your business?

➢ What level of resource do you have in front end development to increase testing velocity?

➢ Do you have someone senior and influential leading your conversion optimisation strategy?

Questions for your business

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Process & Methodology

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Skyscanner - $1.4bn global brand

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➢ Do you have a customer insight driven “why?” behind you’re A/B test hypotheses?

➢ How does your business prioritise resources on different tests that could impact the business?

➢ How do you go about designing test variations, and how much does egotism play a part in decision making?

➢ What level of analytics experience do you harness for doing in-depth data analysis on completed tests?

➢ What type of test results document do you produce and how clear are the customer learnings – if there are any?

Questions for your business

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How strategic & mature is your approach

to conversion optimisation?

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The five levels of maturity

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Assess your business maturity in 10 minutes

Its FREE

Start your action plan for 2017

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Stuart McMillanDeputy Head of ECommerce

In all honesty, the maturity audit was a wake-up call.Since the audit we have re-organised the Ecommerce team to better support optimisation, and while we still have a way to

go, I think we’re already seeing a more mature CRO effort.

www.CROmaturityaudit.com#GrowthLeaders

The Complete Conversion Optimization Platform

STRATEGY AND CULTURE

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DEVELOP/PROMOTE A CRO DRIVEN CULTURE

Get buy-in from top management

Get teams to accept and adopt a CRO-centric work model

Know what your goals are - micro and macro

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How to Get Management Buy-in?

Highlight Improved User Experience as a Double Win

Present a Competitive Analysis

Stress the Gaps in Your Current Approach

Show Them the Data

Show Them the Money

CRO TOOLS AND TECHNOLOGIES

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HEATMAP/SCROLLMAPVisualize click and scroll behavior

SESSION/VISITOR RECORDINGSee actual recordings of how visitors navigate your website

FORM ANALYTICSAnalyze how visitors interact with your forms

Tools to Observe Users

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Heatmaps and Scrollmaps helps you visualize visitors clicks and scrolls to understand what actions they do on your website that could either lead them to a conversion or drop off

Heatmaps and Scrollmaps

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Session recordings playback your visitors actual page interactions and how they navigate through your website without distracting the visitor from their desired goals

Session Recordings

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Session recordings playback your visitors actual page interactions and how they navigate through your website without distracting the visitor from their desired goals

An Example of Session Recording

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Form analysis tools help you dig deeper into how visitors behave with a form on every field level. It gives you insights on where users are hesitate and drop off

Form Analysis

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Explain the metrics

Form Analysis

PEOPLE AND SKILLS

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People and Skills

Skills critical for proper functioning of a CRO program

Job descriptions of different members of a CRO team

Two things you should know when setting up a CRO team:

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People and Skills

Analytics. To have a successful CRO program, you need to understand your data and derive insights

User experience design. Being able to prototype great user

experience is importantMarketing and copywriting. Working on pricing strategies, composing an effective value proposition, and other relevant activities

Consumer psychology

Email marketing

Critical skills needed in a CRO team

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People and Skills

A Strategist. Focuses on managing the program and deciding the goals. Usually knows the most about conversion journeys, user personas and persuasion design. Owns the KPIs.

An Analyst. Looks at data before and after the test, connects it with other important data sources and helps everyone understand the test outcomes.

A Conversion Centered Designer. Graphic designer who focuses on conversion centered design.

A Copywriter. Someone who’s great with the written word and can write to reduce anxieties, ease friction, persuade and delight visitors.

A Developer. To help you run your tests with optimized front-end code and send events or record goals in your analytics software.

PROCESS AND METHODOLOGY

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1. Set up a long-term calendar for a CRO program

2. Set a Goal

3. Find Opportunities for Optimization

4. Create Hypothesis

5. Develop Variation

6. Analyse Test Results

7. Build a knowledge repository of learning from the past

CRO campaigns

The Ideal CRO Implementation Process

LEARNINGS AND FINAL WORDS

Optimization Is a Growth MultiplierIf you are investing in your marketing then optimization amplifies. Without it you are leaking RoI

Optimization Is a Research Driven CycleLearn more about your customer’s behaviour and influence it. Optimization becomes a repeatable, intelligent process.

Optimization Succeeds With a Connected PlatformData collected by independent tools is an intelligence nightmare. Consolidated data is a goldmine of insights.

HOPE THAT WAS USEFUL.OVER TO PAUL.

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