James Hammersley, CEO of Good Growth Ltd - OiConf 2018

1. Understanding and responding to customer failure
Building £100M digital engagements

2. 06/04/2018 ©Good Growth 2018
Since we developed the world’s first trade-marked business process and wrote a
best selling book on E-Commerce, we have been asked to work with global leading
brands. Our NPS score is c. 8 out of 10 for 2017
‘Wake up and smell the differences in the digital world we
now find ourselves in! Chris and James very successfully
educate, challenge and stimulate smart thinking and
practical actions.‘ Feilim Mackle - Sales and Service
Director O2/Telefonica
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3. Customer to Action® achievements in the E-commerce sector
c. 25%
INCREASE
In conversion rate of checkout
from one test
c. 30%
INCREASE
In account registration
£120M
INCREASE
In global revenue over seven
months of testing
`
£13M
INCREASE
In revenue from one test
£
c. 34%
INCREASE
In global conversion rate
c. 40%
INCREASE
In conversion rate of product page
c. 34%
INCREASE
In conversion rate to ticket sale on
tablet
c. 50%
SUCCESS
Rate over 65 split tests
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4. 06/04/2018 ©Good Growth 2018
We are a global E-Commerce consultancy with offices in Exeter and
New York
USA
Our New York office looks after
our clients headquartered in
New York and Dallas
Asia
We deliver executive level
organisational transformation
programmes in Singapore and run
optimisation for China
UK
Operating from our Europe office, we work in the UK,
Germany, Spain, Italy, France, Luxembourg and Belgium
Australia
We support our clients across
Australia
South America
We support our clients in Brazil
Southern
Asia
We support our clients
across Southern Asia
South Africa
We support our clients in
South Africa
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5. Organisations don’t work unless you align them carefully to your chosen business
model
How to make it happen…..
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6. Lesson 1: How to manage stakeholders – decision roles, criteria and data
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7. Example 1: How to agree before you see the data
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8. Lesson 2: How to know where to strike
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9. Example 2: Using analytics, we build sales funnels to highlight where
customers exit
Sale
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10. Lesson 3: Search out the voice of the customer using ethnographic
research to understand the real world setting
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11. Example 3(a) : How not to setup a survey
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12. Example 3(b): How to setup a survey that drives a better commercial outcome….
Q1 - Which of the following best describes your visit to the site today?
A2 - Multiple choice, one answer with final choice other being an open-
ender
Q2 - Were you able to complete the purpose of your visit today?
A3 - Multiple choice, one answer yes or no
Q4a - What do you value most about
the website?
A4a - Text box with a maximum of 500
characters.
Q4b - Please tell us why you were not
able to fully complete the purpose of
your visit today?
A4b - Text box with a maximum of 500
characters.
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13. Example 3(c): And why it is more valuable
0
2
4
6
8
10
12
14
Current Conversion Rate? UK Avergae Conversion
Rate (IMRG)
Possible Customer Intent to
Purchase (Good Growth
Research)
Percentage
Performance 'v' Benchmarks
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14. Lesson 4: Stay ruthlessly commercial – test every change to copy and
proposition
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15. Example 4: Push back on the creative agency ‘expert’ opinion….
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16. To be profitable – play games
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17. 06/04/2018 17
• The insight informed issues were distilled into two hypotheses
which drove our testing strategy
1. Findability
2. Execution
• Wholesale revisions to multiple pages – Testing key promotions of
new platforms simultaneously
• Streamlining the users choice regarding platform and format –
testing different ways to display presentation of game format and
edition options on the product pages increased revenue by c.
£1M per year
• Modification of key products – radical revisions to execution of
key product pages increased revenue by c. £500K per year
Over 9 months of testing the total commercial value returned was c. £7.6M per year in additional revenue
Based on GAME’s own reporting, our
activity increased their annual revenue by
one month worth of additional revenue
Optimisation Strategy
©Good Growth 2018

18. THANK YOU
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+44 20 7183 0964