#FigDigConf@paulrouke
FORGET ABOUT CONVERSION RATES
ITS ABOUT BUSINESS GROWTH
Paul Rouke
Founder & Director of Optimisation at PRWD
#FigDigConf
#FigDigConf@paulrouke
Plan to increase their
budget for conversion
optimisation in 2016
OPTIMIZELY
of respondents
53%of your competitors
#FigDigConf@paulrouke
Based on a one month period for an ecommerce site, AOV of £60
SCENARIO
ACQ. SpendSession
sCR Revenue CR Lift
Rev
ChangeROI
£100,000 285,000 3% £514,000 - - 514%
#FigDigConf@paulrouke
Based on a one month period for an ecommerce site, AOV of £60
What happens if we reduce acquisition costs and reinvest it in optimisation?
SCENARIO
ACQ. SpendSession
sCR Revenue CR Lift
Rev
ChangeROI
£100,000 285,000 3% £514,000 - - 514%
£90,000 257,000 3.45% £532,000 15% +£18,000 532%
#FigDigConf@paulrouke
Lip service is paid to
“understanding our customers”
80% of companies believe their
customer experience is superior.
Only 8% of customers agree*
#FigDigConf@paulrouke
Testing is just tweaking
Lack of methodology
Lack of genuine customer insight
Most investment is on the tool
Stakeholders simply don’t get it
SUMMARY OF WHY BUSINESSES AREN’T
GROWING THROUGH OPTIMISATION
The easy option is still
acquisition
Poor quality (or no) hypotheses
Low test success rate
Its done in silo
People simply don’t have the
time
#FigDigConf@paulrouke
Based on a one month period for an ecommerce site, AOV of £60
What happens if we reduce acquisition costs and reinvest it in optimisation?
SCENARIO
ACQ. SpendSession
sCR Revenue CR Lift
Rev
ChangeROI
£100,000 285,000 3% £514,000 - - 514%
£90,000 257,000 3.45% £532,000 15% +£18,000 532%
#FigDigConf@paulrouke
Based on a one month period for an ecommerce site, AOV of £60
What happens if we invest more acquisition budgets in to optimisation to deliver bigger impact?
SCENARIO
ACQ. SpendSession
sCR Revenue CR Lift
Rev
ChangeROI
£100,000 285,000 3% £514,000 - - 514%
£90,000 257,000 3.45% £532,000 15% +£18,000 532%
£80,000 228,000 3.9% £600,000 30% +£87,000 600%
#FigDigConf@paulrouke
VANITYCRO
METRICSNumber of tests run per month
Number of tests run this year
Number of tests currently live
Number of variations in our latest MVT
Biggest conversion rate impact test
SANITYCRO
METRICS% of tests which deliver an uplift
Average % increase on primary metric
% of tests which are conclusive
% of tests which deliver genuine learnings
% of tests which deliver over 5% CR
increase
#FigDigConf@paulrouke
Result
+ 78%New visitor sign-ups
BE BOLD & PROVIDE EARLY & EASY OPPORTUNITIES TO CONVERT
ADVANCED TESTING
#FigDigConf@paulrouke
Truly understand user behaviour
Follow a defined methodology
Focus on quality, not quantity metrics
Exploit the full spectrum of testing
Use a true multi-disciplinary team
10 KEY WAYS TO GROW YOUR BUSINESS
THROUGH OPTIMISATION
Ensure every test has a strong hypothesis
Invest over 80% of budget on expertise
Engage the wider business
Do whatever you can to get senior buy-in
Start controlling your own destiny
#FigDigConf@paulrouke
Website Visitors On-site Conversion
Intelligent testing is your biggest growth lever
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