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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
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A Framework for a Conversion Rate Optimisation Project

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Transcript of "A Framework for a Conversion Rate Optimisation Project"

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