@paulrouke #IRX15

THE 4 CRITICAL AREAS

FOR SUCCESSFUL CRO

PAUL ROUKE

Founder & Director of Optimisation at PRWD

@paulrouke

@paulrouke #IRX15

Optimisation is not “a project”.

Optimisation is the biggest growth lever available for businesses.

@paulrouke #IRX15

1. CUSTOMERUNDERSTANDING

You may know your customer’s but do you truly understand them?

@paulrouke #IRX15

1. Conduct on-going user research at different stages of the customer journey… including post conversion

2. Consistently speak to your front line staff – recognise the nuggets of customer insight they can provide

3. Carry out competitor analysis as part of understanding user behaviour around your brand

4. Gain customer feedback through testing an idea before you put it into full development

WHERE TO START…

@paulrouke #IRX15

2. OPEN-MINDEDCOMPANY CULTURE

Be agile, embrace change, rip up your development roadmap

@paulrouke #IRX15

1. Get the right people involved from the very start

2. Identify a senior, influential champion and advocate

3. Provide visibility of impact & wider business learnings

4. Iterate, then innovate

WHERE TO START…

@paulrouke #IRX15

ITERATIVE

TESTINGINNOVATIVE

TESTING

OPPORTUNITY

@paulrouke #IRX15

RETHINK YOURREDESIGN

Stop the redesign cycle and test your way to conversion growth

@paulrouke #IRX15

3. OPTIMISATIONMETHODOLOGY

Without one is like having a car with no engine

@paulrouke #IRX15

@paulrouke #IRX15

MORE TESTS VS MORE IMPACT

FIND A

BALANCE THAT

WORKS FOR

YOUR

ORGANISATION

@paulrouke #IRX15

1. Develop & prioritise hypotheses based on multiple inputs –particularly consumer research

2. Learn something valuable and transferable from every test

3. Develop an easy to access library of testing insights and business learnings – and use it

WHERE TO START…

@paulrouke #IRX15

4. DIVERSE, EXTENSIVEKNOWLEDGE

From UX and copy, to technical and psychology, expertise should underpin

what you test and how it’s delivered

@paulrouke #IRX15

@paulrouke #IRX15

1. Develop hypotheses and test concepts using the experience and brains of a variety of people

2. Pay close attention to the small details like copywriting for conversion

3. Enrich your test designs through a genuine understanding of the importance of the persuasive layer

WHERE TO START…

@paulrouke #IRX15

In-depth, genuine, continuous understanding of your visitors and customers

An open-minded business culture that embraces change and works with agility

A methodology and process which delivers continuous results, learnings and that ultimately affects your whole business strategy

A multi-disciplinary and highly experienced team of specialists working together

THE 4 CRITICAL

AREAS FOR

LONG TERM

GROWTH

THROUGH CRO

@paulrouke #IRX15

CONTROL YOUROWN DESTINY

Focus on these four foundational layers… then exploit the opportunity to

out-grow your competition

@paulrouke #IRX15

THANK YOU FOR

LISTENING

& HERE IS 6 YEARS

OF CRO RESOURCES

PAUL ROUKE

Founder & Director of Optimisation

@paulrouke

bit.ly/CROresources