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PRWD Reveal Online 2015: Forget About Conversion Rate, Its About Business Growth - Paul Rouke

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These are Paul Rouke's slides from the first ever PRWD Reveal Online.

On-site optimisation can deliver the best return on investment of any marketing activity. In this presentation, Founder & Director of PRWD Paul reveals the crucial elements you need to get the 541% ROI that we deliver on average during an optimisation programme.

PRWD Reveal is a one day conference that shows you how to implement a robust growth strategy which can deliver major uplifts in sales revenue and profitability, as well as changing the way you develop your brand, innovate your offering and redesign your website.

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PRWD Reveal Online 2015: Forget About Conversion Rate, Its About Business Growth - Paul Rouke

  1. 1. #PRWDReveal FORGET ABOUT CONVERSION RATES ITS ABOUT BUSINESS GROWTH Paul Rouke Founder & Director of Optimisation #PRWDReveal
  2. 2. #PRWDReveal ARE YOU TWEAKING OR GROWING?
  3. 3. #PRWDReveal CONSIDER 2 SCENARIOS
  4. 4. #PRWDReveal
  5. 5. #PRWDReveal
  6. 6. #PRWDReveal COMPARE 2 MORE SCENARIOS
  7. 7. #PRWDReveal
  8. 8. #PRWDReveal
  9. 9. #PRWDReveal The more visitors you convert, the more you grow The more you grow, the more visitors you convert The more visitors you convert, the more market share you take STOP TWEAKING, START GROWING
  10. 10. #PRWDReveal Who would like more market share?
  11. 11. #PRWDReveal optimisation is the future of marketing. Customer driven full spectrum
  12. 12. #PRWDReveal No methodology Poor quality hypotheses Lack of genuine customer insight Low test success rate Small or negligible average uplift COMMON REASONS BUSINESSES DON’T GROW THROUGH OPTIMISATION Most investment is on the tool The easy option is still acquisition Testing is just tweaking Its been done in silo People simply don’t have the time
  13. 13. #PRWDReveal So how can your business grow through optimisation?
  14. 14. #PRWDReveal
  15. 15. #PRWDReveal
  16. 16. #PRWDReveal THE 8 ESSENTIAL INGREDIENTS
  17. 17. #PRWDReveal 1. GROWTH FOUNDATIONS
  18. 18. #PRWDReveal
  19. 19. #PRWDReveal
  20. 20. #PRWDReveal Quality of the user research undertaken Quality of the data analysis Quality of the test hypotheses Quality of the testing process Quality of the impact of testing Quality of the analysis and learnings taken Quality of the team we are developing at PRWD PRWD’S GROWTH METHODOLOGY UNDERPINNED BY QUALITY
  21. 21. #PRWDReveal 2. USER BEHAVIOUR UNDERSTANDING
  22. 22. #PRWDReveal The 5 biggest myths about user research 1) An on-site survey is good enough 2) Remote user testing is good enough 3) People will say what you want to hear 4) 1-1 research is clinical & un-natural 5) 1-1 research is too expensive
  23. 23. #PRWDReveal
  24. 24. #PRWDReveal 3. INTELLIGENT INSIGHTS
  25. 25. #PRWDReveal
  26. 26. #PRWDReveal 4. FOCUS & PRIORITISATION
  27. 27. #PRWDReveal
  28. 28. #PRWDReveal 5. INTELLIGENT TESTING
  29. 29. #PRWDReveal
  30. 30. #PRWDReveal ITERATIVE TESTING INNOVATIVE TESTING OPPORTUNITY Most businesses stay about here You should embrace full spectrum testing
  31. 31. #PRWDReveal 6. FULL SPECTRUM TESTING
  32. 32. #PRWDReveal Control ITERATIVE TESTING
  33. 33. #PRWDReveal PRWD Test Variation ITERATIVE TESTING
  34. 34. #PRWDReveal Result + 4.7%Reply Conversion Rate ITERATIVE TESTING
  35. 35. #PRWDReveal Control INNOVATIVE TESTING
  36. 36. #PRWDReveal PRWD Test Variation INNOVATIVE TESTING
  37. 37. #PRWDReveal Result + 78%New visitor sign-ups BE BOLD & PROVIDE EARLY & EASY OPPORTUNITIES TO CONVERT INNOVATIVE TESTING
  38. 38. #PRWDReveal BUSINESS IMPACT THROUGH SIMPLE, ITERATIVE TESTING
  39. 39. #PRWDReveal BUSINESS IMPACT THROUGH RADICAL, INNOVATIVE TESTING
  40. 40. #PRWDReveal 7. SANITY METRICS
  41. 41. #PRWDReveal Sanity rather than vanity metrics
  42. 42. #PRWDReveal VANITY CRO METRICS Number of tests run per month Number of tests run this year Number of tests currently live Number of variations in our latest MVT Biggest conversion rate impact test SANITY CRO METRICS % of tests which deliver an uplift Average % increase on primary metric % of tests which are conclusive % of tests which deliver genuine learnings % of tests which deliver over 5% CR increase
  43. 43. #PRWDReveal Control INNOVATIVE TESTING
  44. 44. #PRWDReveal PRWD Test Variation INNOVATIVE TESTING
  45. 45. #PRWDReveal Result + 18%Brochure Requests INNOVATIVE TESTING
  46. 46. #PRWDReveal Control INNOVATIVE TESTING
  47. 47. #PRWDReveal PRWD Test Variation INNOVATIVE TESTING
  48. 48. #PRWDReveal Result + 31%Brochure Requests INNOVATIVE TESTING
  49. 49. #PRWDReveal
  50. 50. #PRWDReveal 8. COMMITMENT
  51. 51. #PRWDReveal Growth through intelligent testing is hard work Becoming truly customer centric is hard work But remember this life lesson… “hard work pays off”
  52. 52. #PRWDReveal Traffic Conversion Intelligent testing is your biggest growth lever
  53. 53. #PRWDReveal CONTROL YOUR OWN DESTINY Before your competitors start controlling theirs…

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