@paulrouke #elitecamp2015
FROM ITERATIVE TO INNOVATIVE TESTING
EXPLOITING THE FULL SPECTRUM
OF TESTING OPPORTUNITIES
PAUL ROUKEFounder & Director of Optimisation at PRWD
@paulrouke #elitecamp2015
OUT-GROW YOUR COMPETITION
By embracing the full spectrum of research & insight driven
testing opportunities
@paulrouke #elitecamp2015
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 ITERATIVE
TO INNOVATIVE
TESTING
@paulrouke #elitecamp2015
A full service conversion optimisation agency based in the UK
Optimising online experiences since 2004
Represents the UK in 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
@paulrouke #elitecamp2015
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 ITERATIVE
TO INNOVATIVE
TESTING
@paulrouke #elitecamp2015
ITERATIVE 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
Almost all the testing that currently takes place
@paulrouke #elitecamp2015
Result
+ 20%Brochure Requests
CONSISTENTLY COMMUNICATE HOW GOOD YOU ARE
ITERATIVE TESTING
@paulrouke #elitecamp2015
Ad-hoc testing with weak hypotheses will destroy buy-in
Intelligent, insight driven iterative testing will build your test & learn culture
@paulrouke #elitecamp2015
INNOVATIVE TESTING
Full redesigns of homepage
Full redesigns of primary template pages
Landing page redesigns
Customer journey changes
Testing changes to a business proposition
Tests prior to changing back-end systems
Reducing steps within a flow ie. Checkout, application, registration
Even full website redesigns
IN SUMMARY
Very few businesses are bold enough to invest in this
type of testing
@paulrouke #elitecamp2015
Result
+ 78%New visitor sign-ups
BE BOLD & PROVIDE EARLY & EASY OPPORTUNITIES TO CONVERT
INNOVATIVE TESTING
@paulrouke #elitecamp2015
Poorly planned innovative testing will waste valuable resources & damage testing momentum
Intelligent, insight driven innovative testing can help transform & grow your business
@paulrouke #elitecamp2015
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 ITERATIVE
TO INNOVATIVE
TESTING
@paulrouke #elitecamp2015
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 ITERATIVE
TO INNOVATIVE
TESTING
@paulrouke #elitecamp2015
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 ITERATIVE TESTING?
@paulrouke #elitecamp2015
Result
+ 4.3%Sitewide Purchase Conversion Rate
Over £250k in additional revenue
ITERATIVE TESTING
@paulrouke #elitecamp2015
Make significant increases
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 INNOVATIVE TESTING?
IN SUMMARY
You want grow your business rather than just optimise your
website performance
@paulrouke #elitecamp2015
BUSINESS CHALLENGE
Identify the 1 most influential feature why visitors will choose Premium over FREE
@paulrouke #elitecamp2015
GET REVISING
FREE OR PREMIUM DECISION
Price doesn’t put me off, although the basic package is more than enough for me.
I think the site has already got everything I need.
Moderated user research participant
WHY CHOOSE INNOVATIVE TESTING?
@paulrouke #elitecamp2015
GET REVISING
SIGN-UP TABLE
+ 185%Premium Subscriptions
- 10%Free Sign-ups
WHY CHOOSE INNOVATIVE TESTING?
@paulrouke #elitecamp2015
Intelligent, innovative testing is essential in exploiting your growth potential
@paulrouke #elitecamp2015
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 ITERATIVE
TO INNOVATIVE
TESTING
@paulrouke #elitecamp2015
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
Form tests
WHEN TO CHOOSE ITERATIVE TESTING
IN SUMMARY
When you have non-optimised primary pages in your user journey
@paulrouke #elitecamp2015
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 INNOVATIVE TESTING
When you are ready to grow your business and not just optimise your website performance
@paulrouke #elitecamp2015
What are the 2 biggest influencers to running successful innovative tests?
1) In-depth user understanding2) Meaningful insights from prior tests
@paulrouke #elitecamp2015
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 ITERATIVE
TO INNOVATIVE
TESTING
@paulrouke #elitecamp2015
Innovative Testing
Iterative Testing
User Research
High Quality & IntelligentOptimisation Strategy =
@paulrouke #elitecamp2015
Innovative Testing
Iterative Testing
User Research
=High Quality & IntelligentOptimisation Strategy
@paulrouke #elitecamp2015
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 ITERATIVE
TO INNOVATIVE
TESTING
@paulrouke #elitecamp2015
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/iterative tests to provide the business case for radical testing
Go innovative - begin planning and delivering bold, innovative tests alongside iterative tests
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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