A Framework for a Conversion Rate Optimisation Project

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