Conversion Optimisation - Stories from the Front Line - Paul Rouke from PRWD at NUX Manchester

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Paul Rouke shares insights on the different cultures that exist within organisations that PRWD work with on their conversion optimisation programme, and shares what it takes to become a top conversion optimiser.

Paul then talks through the hypotheses, results and learnings from 13 A/B tests that PRWD have run for clients, including radical homepage redesigns, form redesigns, sitewide proposition test, pop-up tests and button wording tests

Published in: Marketing

Conversion Optimisation - Stories from the Front Line - Paul Rouke from PRWD at NUX Manchester

  1. 1. @paulrouke #NUXUK CONVERSION OPTIMISATION STORIES FROM THE FRONT LINE PAUL ROUKE Founder & Director of Optimisation @paulrouke 2ND JUNE 2014 NUX MANCHESTER
  2. 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
  3. 3. @paulrouke #NUXUK
  4. 4. @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
  5. 5. @paulrouke #NUXUK THE 4 TYPES OF BUSINESS WE WORK WITH
  6. 6. @paulrouke #NUXUK 1. GO ON THEN LETS GIVE IT A GO!
  7. 7. @paulrouke #NUXUK 2. LETS DO THIS FOR A FEW MONTHS
  8. 8. @paulrouke #NUXUK 3. THIS COULD BE VERY IMPORTANT
  9. 9. @paulrouke #NUXUK 4. THIS WILL BE A CENTRAL STRATEGY
  10. 10. @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. 11. @paulrouke #NUXUK WHAT MAKES A TOP CONVERSION OPTIMISER?
  12. 12. @paulrouke #NUXUK Behavioural Researchers Web Analysts UX Designers Front End Developers Psychologists PRWD’S MULTI- DISCIPLINARY TEAM
  13. 13. @paulrouke #NUXUK Passionate Inquisitive Pro-active Solution orientated User-centric thinking Confidence Utmost integrity 7 THINGS WE LOOK FOR AT PRWD
  14. 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. 15. @paulrouke #NUXUK 13 A/B TESTING CASE STUDIES
  16. 16. @paulrouke #NUXUK Last 30 A/B Test Results
  17. 17. @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
  18. 18. @paulrouke #NUXUK Option 1
  19. 19. @paulrouke #NUXUK Option 2
  20. 20. @paulrouke #NUXUK Result + 7%Design Appointment Completion CLARITY OFTEN BEATS PERSUASION
  21. 21. @paulrouke #NUXUK Option 1
  22. 22. @paulrouke #NUXUK Option 2
  23. 23. @paulrouke #NUXUK Result + 4.3%Sitewide Purchase Conversion Rate SITEWIDE, GIVE VISITORS UNIQUE REASONS TO STAY & CONVERT
  24. 24. @paulrouke #NUXUK Option 1
  25. 25. @paulrouke #NUXUK Option 2
  26. 26. @paulrouke #NUXUK Result + 20%Brochure Requests CONSISTENTLY COMMUNICATE HOW GOOD YOU ARE
  27. 27. @paulrouke #NUXUK Option 1
  28. 28. @paulrouke #NUXUK Option 2
  29. 29. @paulrouke #NUXUK Result + 78%New visitor sign-ups BE BOLD & PROVIDE EARLY & EASY OPPORTUNITIES TO CONVERT
  30. 30. @paulrouke #NUXUK Option 1
  31. 31. @paulrouke #NUXUK Option 2
  32. 32. @paulrouke #NUXUK Result + 28%Click through rate
  33. 33. @paulrouke #NUXUK Result + 43%Premium Subscriptions QUALIFY VISITORS EARLY & FOCUS TEST ANALYSIS ON YOUR END CONVERSION METRIC
  34. 34. @paulrouke #NUXUK Option 1
  35. 35. @paulrouke #NUXUK Option 2
  36. 36. @paulrouke #NUXUK Result + 18%Brochure Requests BE BOLD, USE CUSTOMER INSIGHT & EMBRACE DISCONTINUOUS TESTING
  37. 37. @paulrouke #NUXUK Option 1
  38. 38. @paulrouke #NUXUK Option 2
  39. 39. @paulrouke #NUXUK Result + 7%New Paid Subscriptions STREAMLINE VISITORS PATH TO CONVERSION AS MUCH AS POSSIBLE
  40. 40. @paulrouke #NUXUK Option 1
  41. 41. @paulrouke #NUXUK Option 2
  42. 42. @paulrouke #NUXUK Result + 4%Purchase Conversion Rate KEEP VISITORS FOCUSSED ON THE PRIMARY CONVERSION THROUGHOUT
  43. 43. @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
  44. 44. @paulrouke #NUXUK Option 1
  45. 45. @paulrouke #NUXUK Option 2
  46. 46. @paulrouke #NUXUK Result + 185%Premium Sign-ups TEST FUNDAMENTAL BUSINESS GROWTH HYPOTHESES
  47. 47. @paulrouke #NUXUK Option 1
  48. 48. @paulrouke #NUXUK Option 2
  49. 49. @paulrouke #NUXUK Result + 22%Brochure Requests TEST DIFFERENT PERSUASION TECHNIQUES: E.G. SOCIAL PROOF VERSUS AUTHORITY
  50. 50. @paulrouke #NUXUK Option 1
  51. 51. @paulrouke #NUXUK Option 2
  52. 52. @paulrouke #NUXUK Result + 28%Brochure Requests + 20%Design Appointments AT THE RIGHT TIME RELEVANT POP-UPS CAN DRAMATICALLY IMPROVE CONVERSION
  53. 53. @paulrouke #NUXUK Option 1
  54. 54. @paulrouke #NUXUK Option 2
  55. 55. @paulrouke #NUXUK Result + 7%Brochure Requests RUTHLESSLY REMOVE UN-NECESSARY CONTENT TO REDUCE DISTRACTION
  56. 56. @paulrouke #NUXUK Option 1
  57. 57. @paulrouke #NUXUK Option 2
  58. 58. @paulrouke #NUXUK Result + 4.7%Post Creation Conversion Rate
  59. 59. @paulrouke #NUXUK Result + 40%Registration Conversion Rate PERSUASIVE COPYWRITING IS CRUCIAL FOR CHANGING VISITOR PERCEPTION
  60. 60. @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. 61. @paulrouke #NUXUK 7 KEY TAKEAWAYS
  62. 62. @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. 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. 64. @paulrouke #NUXUK SECTION TITLE SLIDES bit.ly/CROSTORIES CRO RESOURCE LIBRARY bit.ly/CROresources
  65. 65. @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. 66. @paulrouke #NUXUK WE’RE CONTINUALLY HIRING
  67. 67. @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. 68. @paulrouke #NUXUK THANKS TO YOU ALL FOR COMING ALONG & TAKING PART PAUL ROUKE Founder & Director of Optimisation @paulrouke 2ND JUNE 2014 NUX MANCHESTER

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