In this fast paced webinar, Paul Rouke (Founder PRWD) will be sharing a wide range of tips, techniques and real world stories on developing a business defining optimisation strategy and culture. Sharing the four pillars for growth, see where you're weakest and what you can do to accelerate the impact you are getting through data and research driven optimisation. Key learnings: - Understand the four critical areas to get right for long term growth through CRO - Understand how company culture influences the impact of CRO - and the power of being open minded - The what, why and when of iterative versus innovative testing for your business - 3 case studies of tests which have changed a client’s proposition or approach to testing Paul Rouke is an international speaker, writer and trainer on CRO and UX, as well as Founder & Director of Optimisation at PRWD, a specialist Conversion Rate Optimisation agency based in the UK. About Paul Rouke Founder & Director of Optimisation at PRWD Paul started PRWD, a specialist CRO and UX agency 10 years ago, after spending 7 years working in usability and customer experience at the UK's largest home shopping business, Shop Direct Group. Paul is regarded as one of the UK’s top experts on Conversion Optimisation and Usability and still maintains a hands on role in delivering client projects. He's passionate about delivering significant growth improvements for businesses he works with, using a strategic data driven approach to get results. Recent clients he’s worked with include Schuh, The North Face, MBNA, Sliderobes and Trend Micro. Paul writes and contributes to a number of digital marketing publications including Econsultancy, as well as delivering in-house training and speaking at conferences worldwide. He’s part of the Global Conversion Alliance and sits on the advisory board for Conversion Conference UK. You can find out more about Paul on the PRWD Website – www.prwd.co.uk or follow Paul on Twitter @PaulRouke. #KillerCRO

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#killerCRO
THE KILLER PATH
TO SUCCESSFUL CRO
PAUL ROUKE
Founder & Director of Optimisation
@paulrouke

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#killerCRO
Paul Rouke
Founder & Director of Optimisation at PRWD
Tai Rattigan
Head of Partnerships EMEA at Optimizely
Your webinar hosts

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#killerCRO
Optimising online experiences since 2004.
Certified solution partner with Optimizely.
Collaborative and open approach to optimisation projects.
Work with brands to analyse, research, test and optimise cross device online experiences.
ABOUT PRWD

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#killerCRO
The four critical areas to get right for long term growth through CRO
Three business changing case studies using these four critical areas
Q&A
OVERVIEW

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#killerCRO
Optimisation is not“a project”.
Optimisation is thebiggest growth lever available for businesses.

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#killerCRO
1. CUSTOMER
UNDERSTANDING
You may know your customer’s but do you truly understand them?

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#killerCRO
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…

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#killerCRO
2. OPEN-MINDEDCOMPANYCULTURE
Be agile, embrace change,rip up your development roadmap

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#killerCRO
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…

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#killerCRO
ITERATIVETESTING
INNOVATIVE
TESTING
OPPORTUNITY

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#killerCRO
RETHINK YOUR
REDESIGN
Stopthe redesign cycle and test your way to conversion growth

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#killerCRO
3. OPTIMISATIONMETHODOLOGY
Without one is like having a car with no engine

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#killerCRO

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#killerCRO
MORE TESTS VSMORE IMPACT
FIND A BALANCE THAT WORKS FOR YOUR ORGANISATION

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#killerCRO
Last 30 A/B Test Results
OVER 85% DELIVERED AN UPLIFT IN PRIMARY CONVERSION METRIC

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#killerCRO
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…

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#killerCRO
4. DIVERSE, EXTENSIVE
KNOWLEDGE
From UX and copy, to technical and psychology, expertise should underpin what you test and how it’s delivered

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#killerCRO

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#killerCRO
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…

20. @paulrouke
#killerCRO
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

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#killerCRO
1.
Identifying the one mostinfluential feature why visitors choose premium over free

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#killerCRO

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#killerCRO
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

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#killerCRO

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#killerCRO
+ 185%
Premium Subscriptions
-15%
Free Sign-ups
1. CUSTOMER UNDERSTANDING
2. OPEN-MINDED CULTURE
3. OPTIMISATION METHODOLOGY
4. EXPERT MULTI-DISCIPLINARY TEAM

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#killerCRO
2.
Employing psychologyprinciples to radically simplify the decision making process

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#killerCRO

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#killerCRO
Control

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#killerCRO
Variation

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#killerCRO
Result
+ 7%
New Paid Subscriptions
1. CUSTOMER UNDERSTANDING
2. OPEN-MINDED CULTURE
3. OPTIMISATION METHODOLOGY
4. EXPERT MULTI-DISCIPLINARY TEAM

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#killerCRO
3.
Challenging how a business has always engaged & converted visitors

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#killerCRO
Control

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#killerCRO
Variation

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#killerCRO
Result
+ 78%
New visitor sign-ups
1. CUSTOMER UNDERSTANDING
2. OPEN-MINDED CULTURE
3. OPTIMISATION METHODOLOGY
4. EXPERT MULTI-DISCIPLINARY TEAM

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#killerCRO
CONTROL YOUR
OWNDESTINY
Focus on these four foundational layers… then exploit the opportunity to out-grow your competition

36. PAUL ROUKE
Founder & Director of Optimisation
@paulrouke
THANK YOU FOR JOINING THE WEBINAR
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