1.
@paulrouke #NUXUK
CONVERSION
OPTIMISATION
STORIES FROM
THE FRONT LINE
PAUL ROUKE
Founder & Director of
Optimisation
@paulrouke
2ND JUNE 2014
NUX MANCHESTER

2.
@paulrouke #NUXUK
Founded in 2004 by Paul Rouke
Conversion optimisation specialists
Head office in Manchester, UK with clients
across Europe
Work on-going with brands to analyse,
review, test and optimise site experiences
Specialise in desktop, tablet & mobile
conversion optimisation
ABOUT PRWD

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@paulrouke #NUXUK

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@paulrouke #NUXUK
The 4 types of business we work with
What makes a top conversion optimiser?
13 A/B testing case studies
7 key takeaways
1 link to 6 years worth of CRO insights
We’re continually hiring…
OVERVIEW

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@paulrouke #NUXUK
THE 4 TYPES OF BUSINESS WE
WORK WITH

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@paulrouke #NUXUK
1. GO ON THEN LETS GIVE IT A GO!

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@paulrouke #NUXUK
2. LETS DO THIS FOR A FEW MONTHS

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@paulrouke #NUXUK
3. THIS COULD BE VERY IMPORTANT

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@paulrouke #NUXUK
4. THIS WILL BE A CENTRAL STRATEGY

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@paulrouke #NUXUK
The 4 types of business we work with
What makes a top conversion optimiser?
13 A/B testing case studies
7 key takeaways
1 link to 6 years worth of CRO insights
We’re continually hiring…
OVERVIEW

11.
@paulrouke #NUXUK
WHAT MAKES A TOP
CONVERSION OPTIMISER?

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@paulrouke #NUXUK
Behavioural Researchers
Web Analysts
UX Designers
Front End Developers
Psychologists
PRWD’S
MULTI-
DISCIPLINARY
TEAM

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@paulrouke #NUXUK
Passionate
Inquisitive
Pro-active
Solution orientated
User-centric thinking
Confidence
Utmost integrity
7 THINGS WE
LOOK FOR AT
PRWD

14.
@paulrouke #NUXUK
The 4 types of business we work with
What makes a top conversion optimiser?
13 A/B testing case studies
7 key takeaways
1 link to 6 years worth of CRO insights
We’re continually hiring…
OVERVIEW

15.
@paulrouke #NUXUK
13 A/B TESTING CASE STUDIES

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@paulrouke #NUXUK
Last 30 A/B Test Results

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@paulrouke #NUXUK
Over 85% of tests deliver an uplift in Primary Conversion
Rate
The 3 tests in the + 31% category delivered 43%, 72% and
503% increases
Excluding the negative results and 31%+ results, the average
uplift per test is 10.9%
All tests including negative results provided key learning‘s
Results for PRWD Clients

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@paulrouke #NUXUK
Option 1

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@paulrouke #NUXUK
Option 2

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@paulrouke #NUXUK
Result
+ 7%Design Appointment Completion
CLARITY OFTEN BEATS PERSUASION

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@paulrouke #NUXUK
Option 1

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@paulrouke #NUXUK
Option 2

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@paulrouke #NUXUK
Result
+ 4.3%Sitewide Purchase Conversion Rate
SITEWIDE, GIVE VISITORS UNIQUE REASONS TO STAY & CONVERT

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@paulrouke #NUXUK
Option 1

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@paulrouke #NUXUK
Option 2

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@paulrouke #NUXUK
Result
+ 20%Brochure Requests
CONSISTENTLY COMMUNICATE HOW GOOD YOU ARE

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@paulrouke #NUXUK
Option 1

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@paulrouke #NUXUK
Option 2

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@paulrouke #NUXUK
Result
+ 78%New visitor sign-ups
BE BOLD & PROVIDE EARLY & EASY OPPORTUNITIES TO CONVERT

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@paulrouke #NUXUK
Option 1

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@paulrouke #NUXUK
Option 2

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@paulrouke #NUXUK
Result
+ 28%Click through rate

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@paulrouke #NUXUK
Result
+ 43%Premium Subscriptions
QUALIFY VISITORS EARLY & FOCUS TEST ANALYSIS ON YOUR END CONVERSION METRIC

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@paulrouke #NUXUK
Option 1

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@paulrouke #NUXUK
Option 2

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@paulrouke #NUXUK
Result
+ 18%Brochure Requests
BE BOLD, USE CUSTOMER INSIGHT & EMBRACE DISCONTINUOUS TESTING

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@paulrouke #NUXUK
Option 1

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@paulrouke #NUXUK
Option 2

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@paulrouke #NUXUK
Result
+ 7%New Paid Subscriptions
STREAMLINE VISITORS PATH TO CONVERSION AS MUCH AS POSSIBLE

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@paulrouke #NUXUK
Option 1

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@paulrouke #NUXUK
Option 2

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@paulrouke #NUXUK
Result
+ 4%Purchase Conversion Rate
KEEP VISITORS FOCUSSED ON THE PRIMARY CONVERSION THROUGHOUT

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@paulrouke #NUXUK
GET REVISING
SIGN-UP TABLE
Price doesn’t put me off, although the
basic package is more than enough for
me.
I think the site has already got
everything I need.
Moderated user testing participant

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@paulrouke #NUXUK
Option 1

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@paulrouke #NUXUK
Option 2

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@paulrouke #NUXUK
Result
+ 185%Premium Sign-ups
TEST FUNDAMENTAL BUSINESS GROWTH HYPOTHESES

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@paulrouke #NUXUK
Option 1

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@paulrouke #NUXUK
Option 2

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@paulrouke #NUXUK
Result
+ 22%Brochure Requests
TEST DIFFERENT PERSUASION TECHNIQUES: E.G. SOCIAL PROOF VERSUS AUTHORITY

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@paulrouke #NUXUK
Option 1

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@paulrouke #NUXUK
Option 2

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@paulrouke #NUXUK
Result
+ 28%Brochure Requests
+ 20%Design Appointments
AT THE RIGHT TIME RELEVANT POP-UPS CAN DRAMATICALLY IMPROVE CONVERSION

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@paulrouke #NUXUK
Option 1

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@paulrouke #NUXUK
Option 2

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@paulrouke #NUXUK
Result
+ 7%Brochure Requests
RUTHLESSLY REMOVE UN-NECESSARY CONTENT TO REDUCE DISTRACTION

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@paulrouke #NUXUK
Option 1

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@paulrouke #NUXUK
Option 2

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@paulrouke #NUXUK
Result
+ 4.7%Post Creation Conversion Rate

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@paulrouke #NUXUK
Result
+ 40%Registration Conversion Rate
PERSUASIVE COPYWRITING IS CRUCIAL FOR CHANGING VISITOR PERCEPTION

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@paulrouke #NUXUK
The 4 types of business we work with
What makes a top conversion optimiser?
13 A/B testing case studies
7 key takeaways
1 link to 6 years worth of CRO insights
We’re continually hiring…
OVERVIEW

61.
@paulrouke #NUXUK
7 KEY TAKEAWAYS

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@paulrouke #NUXUK
Provide sitewide visibility of your most
differentiating proposition messages
Users are very rarely rationale – find this
out through A/B testing
Bigger does not always mean better when it
comes to the size and complexity of the
change
Don't be afraid to ask visitors to convert
early in the journey – & keep it simple
Remove distractions wherever possible
Speaking to your customers and target
customers remains a fundamental technique
Don’t ever think of testing as just about
button colours - optimisation can be used to
test fundamental business hypotheses
7 KEY
TAKEWAWAYS
FOR TESTING
SUCCESS
1.
2.
3.
4.
5.
6.
7.

63.
@paulrouke #NUXUK
The 4 types of business we work with
What makes a top conversion optimiser?
13 A/B testing case studies
7 key takeaways
1 link to 6 years worth of CRO insights
We’re continually hiring…
OVERVIEW

64.
@paulrouke #NUXUK
SECTION TITLE
SLIDES
bit.ly/CROSTORIES
CRO RESOURCE LIBRARY
bit.ly/CROresources

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@paulrouke #NUXUK
The 4 types of business we work with
What makes a top conversion optimiser?
13 A/B testing case studies
7 key takeaways
1 link to 6 years worth of CRO insights
We’re continually hiring…
OVERVIEW

66.
@paulrouke #NUXUK
WE’RE CONTINUALLY HIRING

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@paulrouke #NUXUK
Web Analytics
UX Design
Front End Development
Psychology
Behavioural Research
IF YOU OR
SOMEONE YOU
KNOW HAVE A
PASSION FOR
AT LEAST 1 OF
THESE…
PLEASE EMAIL
interested@prwd.co.uk

68.
@paulrouke #NUXUK
THANKS TO
YOU ALL
FOR COMING
ALONG &
TAKING PART
PAUL ROUKE
Founder & Director of
Optimisation
@paulrouke
2ND JUNE 2014
NUX MANCHESTER