A Framework for a Conversion Rate Optimisation Project
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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