Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Maturing from
Conversion Optimisation
to Business Optimisation
#CROelite17
www.prwd.co.uk/maturitymodel
Travel & Retail Sectors Combining
Paul Rouke
Founder &
Director of Optimisation
PRWD
#CROelite17
Nathan Timmins
Marketing ...
Optimising Suntransfers.com
#CROelite17
PRWD’s Conversion Optimisation Experience
#CROelite17
1. Why is Conversion Optimisation’s Value Limited?
2. The CRO Lightbulb Moment
3. Suntransfers in September 2016
4. The Pa...
What is Conversion Optimisation (CRO)?
In internet marketing, conversion optimisation,
or conversion rate optimisation (CR...
11 Reasons Why The Value of CRO is Often Limited
1. CRO is seen as just a tactic, rather than a growth strategy
2. There i...
The Butterfly Effect in Conversion Optimisation
1. Misunderstood
2. Unappreciated
3. Lack of human investment
4. Lack of u...
The Conversion Optimisation Lightbulb Moment
We are not just running experiments to optimise for conversion & revenue…
We ...
The Challenge We All Have
No clear guidelines
No structure or framework
No way to measure improvements
No way to benchmark...
The 4 Pillars of Conversion Optimisation Maturity
1.0 STRATEGY
& CULTURE
2.0 TOOLS
& TECHNOLOGY
3.0 PEOPLE
& SKILLS
4.0 PR...
The Conversion Optimisation Maturity Model ™
#CROelite17
www.prwd.co.uk/maturitymodel
The 21 Assessment Points of the Maturity Model ™
1.0 Strategy & Culture
1.01 Core Business Strategy
1.02 Business Mindset
...
in September 2016
#CROelite17
Suntransfers vs 2017 Travel Industry Average
TRANSFORMATIVE
81-100
STRATEGIC
61-80
PROGRESSIVE
41-60
ASPIRING
21-40
BEGINN...
1.0 Strategy & Culture
#CROelite17
1.01 Core Business Strategy
1.02 Business Mindset
1.03 Senior, Influential Champion
1.0...
2.0 Tools & Technology
#CROelite17
2.01 Analytics Tool Configuration
2.02 Voice of Customer & Behavioural Insight Tools
2....
3.0 People & Skills
#CROelite17
3.01 Behavioural & User Research Resource
3.02 Data & Analytics Resource
3.03 UX Design Re...
Internal & External People & Skills Split
#CROelite17
Skillset
Project Management
User Research
Data Analysis
UX Design
De...
4.0 Process & Methodology
#CROelite17
4.01 Hypothesis Development
4.02 Test Prioritisation
4.03 Test Design Process
4.04 Q...
The Biggest Challenges To Overcome
1. Speed to resolve problems
2. Lack of internal resources / experience
3. Culture of s...
First 12 months
+
#CROelite17
Key Activities which Fuelled Growth & Mindset Change
1. In-depth 1-1 user research in months 1-2
2. Collaborative sketchin...
+ 14% Transactions
Mobile Search Form
Major Redesign
What Led To Thinking “Business Optimisation”?
✓ Some truly fantastic test results,
providing clear evidence as to the
grow...
The Client <> Agency Partnership
1. Mutual respect
2. Open-minded
3. Collaborative
4. Evolving
5. Trust
+
#CROelite17
Suntransfers.com KPI Impact 2016-2017
#CROelite17
-59%
FUNNEL
ABANDONMENT
+7%
CHANCE OF CONVERSION
WITHIN 2 SESSIONS
-12%
...
Arresting the Rate of CR Decline from Traffic Growth
Suntransfers.com Business Growth 2016-2017
#CROelite17
+36%
REVENUE
GROWTH
+37%
INCREASE IN TOTAL BOOKINGS
+117%
INCREASE ...
in September 2017
#CROelite17
1.0 Strategy & Culture Maturity Improvements
#CROelite17
0 50 100
1.01 Core Business Strategy
1.02 Business Mindset
1.03 S...
2.0 Tools & Technology Maturity Improvements
#CROelite17
57%
September 2017
PROGRESSIVE
2.01 Analytics Tool Configuration
...
3.0 People & Skills Maturity Improvements
#CROelite17
65%
September 2017
STRATEGIC
3.01 Behavioural & User Research Resour...
Internal & External People & Skills Split
#CROelite17
Skillset
Project Management
User Research
Data Analysis
UX Design
De...
4.0 Process & Methodology Maturity Improvements
#CROelite17
62%
September 2017
STRATEGIC
4.01 Hypothesis Development
4.02 ...
Year 2….
Business Optimisation
#CROelite17
Year 2 = Business Optimisation at Suntransfers.com
1. Customer service optimisation
2. My account optimisation
3. Site per...
What Potential does Conversion Optimisation have?
Conversion optimisation has the potential to establish a
mindset transfo...
1. Get your copy of the Maturity Model ™
www.prwd.co.uk/maturitymodel
2. Audit your business @ www.CROmaturityaudit.com
3....
Upcoming SlideShare
Loading in …5
×

From Conversion Optimisation to Business Optimisation - Suntransfers Client Case Study

1,406 views

Published on

In this presentation Suntransfers.com Marketing Director Nathan Timmins and PRWD Founder Paul Rouke present a case study of what it took to go from starting A/B testing to establishing a mindset of experimentation and customer centricity within 12 months - using PRWD's Maturity Model

Published in: Business
  • Be the first to comment

From Conversion Optimisation to Business Optimisation - Suntransfers Client Case Study

  1. 1. Maturing from Conversion Optimisation to Business Optimisation #CROelite17 www.prwd.co.uk/maturitymodel
  2. 2. Travel & Retail Sectors Combining Paul Rouke Founder & Director of Optimisation PRWD #CROelite17 Nathan Timmins Marketing Director Suntransfers.com
  3. 3. Optimising Suntransfers.com #CROelite17
  4. 4. PRWD’s Conversion Optimisation Experience #CROelite17
  5. 5. 1. Why is Conversion Optimisation’s Value Limited? 2. The CRO Lightbulb Moment 3. Suntransfers in September 2016 4. The Partnership in the First 12 Months 5. Suntransfers in September 2017 6. Year 2 at Suntransfers – “Business Optimisation” What you’ll hear today #CROelite17
  6. 6. What is Conversion Optimisation (CRO)? In internet marketing, conversion optimisation, or conversion rate optimisation (CRO) is a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage. It is commonly referred to as CRO. #CROelite17
  7. 7. 11 Reasons Why The Value of CRO is Often Limited 1. CRO is seen as just a tactic, rather than a growth strategy 2. There isn’t CEO and C-suite buy-in 3. Egotism and opinion drive decisions 4. Being “customer centric” is said, not really done 5. There isn’t a multi-disciplinary team 6. There is limited understanding of statistics 7. There is limited understanding of psychology 8. The business has a siloed mentality 9. The business has a fixed mindset 10. Experimentation isn’t embedded in to company culture 11. There is no improvement model or framework in place #CROelite17
  8. 8. The Butterfly Effect in Conversion Optimisation 1. Misunderstood 2. Unappreciated 3. Lack of human investment 4. Lack of user research 5. Lack of intelligence 6. Lack of integrity 7. Lack of learnings 8. Little to no impact 9. Lost faith bit.ly/CRObutterfly #CROelite17
  9. 9. The Conversion Optimisation Lightbulb Moment We are not just running experiments to optimise for conversion & revenue… We are introducing a mindset of customer centricity and experimentation across the entire business #CROelite17
  10. 10. The Challenge We All Have No clear guidelines No structure or framework No way to measure improvements No way to benchmark your business It is incredibly complex to optimise a business so that they embed customer centricity and experimentation #CROelite17
  11. 11. The 4 Pillars of Conversion Optimisation Maturity 1.0 STRATEGY & CULTURE 2.0 TOOLS & TECHNOLOGY 3.0 PEOPLE & SKILLS 4.0 PROCESS & METHODOLOGY #CROelite17 TRANSFORMATIVE 81-100 STRATEGIC 61-80 PROGRESSIVE 41-60 ASPIRING 21-40 BEGINNER 0-20
  12. 12. The Conversion Optimisation Maturity Model ™ #CROelite17 www.prwd.co.uk/maturitymodel
  13. 13. The 21 Assessment Points of the Maturity Model ™ 1.0 Strategy & Culture 1.01 Core Business Strategy 1.02 Business Mindset 1.03 Senior, Influential Champion 1.04 Continuous Learning 1.05 Product-Led versus Customer-Led 2.0 Tools & Technology 2.01 Analytics Tool Configuration 2.02 Voice of Customer & Behavioural Insight 2.03 Business-wide Access to Results & Learnings 2.04 Competence Operating the Testing Platform 3.0 People & Skills 3.01 Behavioural & User Research Resource 3.02 Data & Analytics Resource 3.03 UX Design Resource 3.04 Development Resource 3.05 Experienced Lead Strategist 3.06 Understanding of Statistics 4.0 Process & Methodology 4.01 Hypothesis Development 4.02 Test Prioritisation 4.03 Test Design Process 4.04 QA & UAT Process 4.05 Test Analysis 4.06 Test Results & Learnings Report #CROelite17
  14. 14. in September 2016 #CROelite17
  15. 15. Suntransfers vs 2017 Travel Industry Average TRANSFORMATIVE 81-100 STRATEGIC 61-80 PROGRESSIVE 41-60 ASPIRING 21-40 BEGINNER 0-20 75% Travel Industry Average 34%
  16. 16. 1.0 Strategy & Culture #CROelite17 1.01 Core Business Strategy 1.02 Business Mindset 1.03 Senior, Influential Champion 1.04 Continuous Learning 1.05 Product-Led versus Customer-Led 34% September 2016 ASPIRING 0 50 100
  17. 17. 2.0 Tools & Technology #CROelite17 2.01 Analytics Tool Configuration 2.02 Voice of Customer & Behavioural Insight Tools 2.03 Business-wide Access to Experiment Results & Learnings 2.04 Competence Harnessing the Testing Platform 33% September 2016 ASPIRING 0 50 100
  18. 18. 3.0 People & Skills #CROelite17 3.01 Behavioural & User Research Resource 3.02 Data & Analytics Resource 3.03 UX Design Resource 3.04 Development Resource 3.05 Experienced Lead Strategist 3.06 Understanding & Appreciation of Statistics 34% September 2016 ASPIRING 0 50 100
  19. 19. Internal & External People & Skills Split #CROelite17 Skillset Project Management User Research Data Analysis UX Design Development Strategy Test Analysis Business Modelling September 2016
  20. 20. 4.0 Process & Methodology #CROelite17 4.01 Hypothesis Development 4.02 Test Prioritisation 4.03 Test Design Process 4.04 Quality Assurance & UAT 4.05 Test Analysis 4.06 Test Results & Learnings Report 36% September 2016 ASPIRING 0 50 100
  21. 21. The Biggest Challenges To Overcome 1. Speed to resolve problems 2. Lack of internal resources / experience 3. Culture of senior management designing websites 4. No experience of testing 5. Lack of data or user insight 6. Little history of agency investment 7. Too many issues - where do we start? #CROelite17
  22. 22. First 12 months + #CROelite17
  23. 23. Key Activities which Fuelled Growth & Mindset Change 1. In-depth 1-1 user research in months 1-2 2. Collaborative sketching & ideation in month 3 3. Engaged with the CTO to get full stack developer buy-in 4. The use of HotJar to provide intelligent, continuous feedback 5. A very bold, insight driven redesign of the mobile search form 6. Communication and collaboration with customer service team 7. Continuous JDI changes alongside simple to complex A/B tests + #CROelite17
  24. 24. + 14% Transactions Mobile Search Form Major Redesign
  25. 25. What Led To Thinking “Business Optimisation”? ✓ Some truly fantastic test results, providing clear evidence as to the growth opportunities that exist across the customer experience ✓ Wider team engagement and results sharing, leading to the other departments becoming experimental ✓ A recognition of the importance of gaining continuous user feedback, embedding customer centric thinking ✓ A combination of both iterative and innovative thinking, often challenging what has been the standard business approach to date ✓ The rapid pace of change and momentum due to Suntransfers having a true growth mindset ✓ An inquisitive nature both internally and with PRWD, asking the question “what if we started optimising this area of the business?” #CROelite17
  26. 26. The Client <> Agency Partnership 1. Mutual respect 2. Open-minded 3. Collaborative 4. Evolving 5. Trust + #CROelite17
  27. 27. Suntransfers.com KPI Impact 2016-2017 #CROelite17 -59% FUNNEL ABANDONMENT +7% CHANCE OF CONVERSION WITHIN 2 SESSIONS -12% DECREASE IN PAGES PER SESSION
  28. 28. Arresting the Rate of CR Decline from Traffic Growth
  29. 29. Suntransfers.com Business Growth 2016-2017 #CROelite17 +36% REVENUE GROWTH +37% INCREASE IN TOTAL BOOKINGS +117% INCREASE IN MOBILE BOOKINGS
  30. 30. in September 2017 #CROelite17
  31. 31. 1.0 Strategy & Culture Maturity Improvements #CROelite17 0 50 100 1.01 Core Business Strategy 1.02 Business Mindset 1.03 Senior, Influential Champion 1.04 Continuous Learning 1.05 Product-Led versus Customer-Led 69% September 2017 STRATEGIC 1.01 Core Business Strategy 1.02 Business Mindset 1.03 Senior, Influential Champion 1.04 Continuous Learning 1.05 Product-Led versus Customer-Led 34% September 2016 ASPIRING 0 50 100
  32. 32. 2.0 Tools & Technology Maturity Improvements #CROelite17 57% September 2017 PROGRESSIVE 2.01 Analytics Tool Configuration 2.02 Voice of Customer & Behavioural Insight Tools 2.03 Business-wide Access to Experiment Results & Learnings 2.04 Competence Harnessing the Testing Platform 33% September 2016 ASPIRING 0 50 100 2.01 Analytics Tool Configuration 2.02 Voice of Customer & Behavioural Insight Tools 2.03 Business-wide Access to Experiment Results & Learnings 2.04 Competence Harnessing the Testing Platform 0 50 100
  33. 33. 3.0 People & Skills Maturity Improvements #CROelite17 65% September 2017 STRATEGIC 3.01 Behavioural & User Research Resource 3.02 Data & Analytics Resource 3.03 UX Design Resource 3.04 Development Resource 3.05 Experienced Lead Strategist 3.06 Understanding & Appreciation of Statistics 34% September 2016 ASPIRING 0 50 100 3.01 Behavioural & User Research Resource 3.02 Data & Analytics Resource 3.03 UX Design Resource 3.04 Development Resource 3.05 Experienced Lead Strategist 3.06 Understanding & Appreciation of Statistics 0 50 100
  34. 34. Internal & External People & Skills Split #CROelite17 Skillset Project Management User Research Data Analysis UX Design Development Strategy Test Analysis Business Modelling September 2016 September 2017
  35. 35. 4.0 Process & Methodology Maturity Improvements #CROelite17 62% September 2017 STRATEGIC 4.01 Hypothesis Development 4.02 Test Prioritisation 4.03 Test Design Process 4.04 Quality Assurance & UAT 4.05 Test Analysis 4.06 Test Results & Learnings Report 36% September 2016 ASPIRING 0 50 100 4.01 Hypothesis Development 4.02 Test Prioritisation 4.03 Test Design Process 4.04 Quality Assurance & UAT 4.05 Test Analysis 4.06 Test Results & Learnings Report 0 50 100
  36. 36. Year 2…. Business Optimisation #CROelite17
  37. 37. Year 2 = Business Optimisation at Suntransfers.com 1. Customer service optimisation 2. My account optimisation 3. Site performance optimisation 4. Operational efficiency optimisation 5. Acquisition investment optimisation 6. Country by country optimisation 7. Seasonality optimisation 8. LTV optimisation #CROelite17
  38. 38. What Potential does Conversion Optimisation have? Conversion optimisation has the potential to establish a mindset transformation within a business: maturing to becoming a truly customer centric organisation that embraces experimentation, innovation and long term thinking to outperform their competitors #CROelite17
  39. 39. 1. Get your copy of the Maturity Model ™ www.prwd.co.uk/maturitymodel 2. Audit your business @ www.CROmaturityaudit.com 3. Benchmark your business 4. Identify your biggest improvement areas 5. Continue maturing your approach to CRO The 5 top tips on the path from conversion optimisation to business optimisation #CROelite17

×