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A Framework for a Conversion Rate Optimisation Project
 

A Framework for a Conversion Rate Optimisation Project

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    A Framework for a Conversion Rate Optimisation Project A Framework for a Conversion Rate Optimisation Project Presentation Transcript

    • A Framework for a CRO Project Paddy Moogan Head of Real Company Inbound Marketing Shit Distilled
    • MAKE DISTILLED AWESOME AT CRO
    • IT LOOKS EASY
    • IT IS RISKY
    • THIS CAN HAPPEN
    • WE HAD SOME KNOWLEDGE
    • A FEW PEOPLE ACROSS THE OFFICES
    • BUT THEY’RE ALL FULL WITH REGULAR WORK
    • HIRING EXPERTISE ISN’T EASY
    • EXPERTISE REQUIRES LIVE PROJECTS
    • LIVE PROJECTS REQUIRE EXPERTISE
    • VICIOUS CIRCLE
    • YOU DON’T NEED TO BE AN EXPERT STRAIGHT AWAY
    • YOU CAN BECOME GOOD ENOUGH
    • How good you are Practice time http://tedxtalks.ted.com/video/The-First-20-Hours-How-to-Learn
    • How good you are Practice time http://tedxtalks.ted.com/video/The-First-20-Hours-How-to-Learn
    • How good you are 20 hours Practice time http://tedxtalks.ted.com/video/The-First-20-Hours-How-to-Learn
    • MY SOLUTION
    • A FRAMEWORK FOR CRO PROJECTS (THAT EVERYONE CAN USE)
    • Discovery Experiments Review Tools
    • Discovery UNDERSTANDING THE BUSINESS 2 UNDERSTANDING THE CUSTOMER 3 GATHERING THE RIGHT DATA 1
    • UNDERSTANDING THE BUSINESS Benchmark current performance
    • UNDERSTANDING THE BUSINESS Clearly define business goals
    • UNDERSTANDING THE BUSINESS Understand why the company exists
    • UNDERSTANDING THE BUSINESS List USPs over competitors
    • UNDERSTANDING THE BUSINESS Map out the sales process including all touch points
    • UNDERSTANDING THE CUSTOMER List fears, concerns & needs of the customer
    • UNDERSTANDING THE CUSTOMER Identify the demographic of target customers
    • UNDERSTANDING THE CUSTOMER List the reasons why they can’t buy
    • UNDERSTANDING THE CUSTOMER List the reasons why they won’t buy
    • GATHERING THE RIGHT DATA Ensure goals / sales are being tracked
    • GATHERING THE RIGHT DATA Track each step of the sales funnel
    • GATHERING THE RIGHT DATA Setup appropriate customer segments
    • GATHERING THE RIGHT DATA Look for backend data too i.e. cancellation rates
    • TOOLS FOR THIS SECTION
    • Experiments A CLEAR METHODOLOGY 2 WIREFRAMES AND DESIGN 3 IMPLEMENTATION 1 4
    • A CLEAR METHODOLOGY Have a clear hypothesis (what success looks like)
    • A CLEAR METHODOLOGY Forecast time it will take for test to complete
    • A CLEAR METHODOLOGY Original page receives enough traffic as a control
    • A CLEAR METHODOLOGY Know the potential risks
    • WIREFRAMES AND DESIGN Communication is key here
    • WIREFRAMES AND DESIGN Keep it on brand!
    • WIREFRAMES AND DESIGN Ensure the new design is driven by your research & data
    • IMPLEMENTATION Communication is key here (again)
    • IMPLEMENTATION Pre-deliver what needs to happen & who needs to do it
    • TOOLS FOR THIS SECTION TOOLS FOR THIS SECTION
    • Review 1 DATA ANALYSIS PATIENCE! 2 3 SCALE
    • DATA ANALYSIS 2 Was 4 your hypothesis correct?
    • DATA ANALYSIS 2 4 Check for anomalies
    • PATIENCE 2 Don’t 4 keep hitting refresh!
    • SCALE THE IMPROVEMENTS 2 Roll 4 out the changes widely
    • Discovery Experiments Review Tools
    • ??? PROFIT
    • Thank You! Paddy Moogan Head of Real Company Inbound Marketing Shit Distilled @paddymoogan paddy.moogan@distilled.net