The presentation I gave about improving our conversion optimization efforts and skills at SNS Bank, Google Engage Amsterdam, 10th of March 2016

1. SNS & GOOGLE
HOW SNS BANK IMPROVED CRO SKILLS
Case Study
Hier kan de datum en de naam van degene die de presentatie maakt.

2. Bas Hulst
Manager Online Sales & Marketing
SNS Bank
#4 largest bank of the Netherlands
Online sales focus
Mortgages Checking accounts
Insurance Saving accounts

3. WHAT WILL YOU LEARN?
- How we organize Conversion Rate
Optimization (CRO)
- How we improved skills for Conversion
Rate Optimization (CRO)

4. Web Analists
Online
Marketeers
Web Managers
/ CMS
Web Designers
Content
Marketeers
ONLINE SALES & MKTG TEAM

5. Analysis
Idea &
Design
Test
Evaluate

6. Analysis
Idea &
Design
Test
Evaluate
Analysis
Idea &
Design
Test
Evaluate
Analysis
Idea &
Design
Test
Evaluate
Analysis
Idea &
Design
Test
Evaluate SavingsMortgages
InsuranceCheckings

8. RESULT
+Conversion rate went up (slowly)
-No shared learnings & double work
No evolution, just minor improvements
Focus on test result instead of overall
impact

9. TIME FOR CHANGE
We had to break through these loops
Brainstorms with all team members:
- Neuropsychology, for inspiration
- Insight sessions with Google

10. RESULT?
5 LEARNINGS

11. LEARNING 1
Silo’s don’t work
We have to share and set up our CRO
efforts together

12. CONVERSION GUIDE
All minor and major CRO insights
together in one document

13. TEST ON MULTIPLE SECTIONS
Major website
improvement
Test on
Mortgages
Test on
Insurance
Test on
Savings

14. LEARNING 2
CRO is not only a “CRO specialist’s
thing”
You need commitment of all stakeholders,
especially IT and marketeers. You have to
involve your stakeholders early in the
process

15. CRO & SCRUM
CRO goes hand in hand with SCRUM
principles, just find your common goals:
- Clear business values
- Tangible result
- Incremental improvement
- Continuous delivery
- A clear process

16. User
story
Backlog
Sprint
Live
CRO & SCRUM
Test
Evaluate
Analysis
Idea &
design
SCRUM
DVLPMT
CRO
TEAM

17. LEARNING 3
With the upcoming of mobile, we need a
new way to approach mobile conversion
rate

18. NEW DEF OF MOBILE CR
Traditional way of estimating mobile CR:
Mobile conversions
Mobile visits
Other way of estimating mobile CR:
Mobile conversions
Total visits

19. WHAT WE SAW
Mobile is for orientation and quick
leads
Desktop/tablet is for completing
funnels and checkouts
Mobile is more important on the
journey than we already thought

20. NEW DEFINITION MOBILE CR
Better knowing the needs per device
Optimizing for the right goals on the
right devices

21. LEARNING 4
In CRO, we need to focus on the overall
impact of the test
Not only on the test itself

22. TRUE IMPACT ON CONVERSION
TESTING SCORECARD*
# Description
Estimated
test
impact
Real
test
impact
Impact of test
on total # of
conversions
TRUE
IMPACT
1 More USP’s 20% 25% 10% 2,5%
2 Short version of funnel 10% 20% 50% 10%
3 Larger CTA 15% 10% 20% 2%
* Descriptions and statistics are examples

23. LEARNING 5
We really need a responsive website
NOW and QUICK

25. HOW WE IMPROVED CRO?
Share and spread learnings
Seek common goals with IT
Define mobile CR in a new way
Focus on the most impactful aspects

26. RESULTS
15%
overall Conversion Rate improvement
last year

27. THANKS!
Slides?
Slideshare or Linkedin
See our case study with Google
Link