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.

From Simple to Radical - Exploiting the Full Spectrum of Testing Opportunities - Paul Rouke at Conversion World 2015

1,680 views

Published on

These are the slides from Paul Rouke's talk at Conversion World 2015 'From Simple to Radical - Exploiting the Full Spectrum of Testing Opportunities'.

In Paul's experience, often one of the most under-used and under-valued elements of optimisation is exploiting the full breadth of test opportunities. From doing iterative site changes to having the confidence to plan and implement more radical, progressive or innovative tests, businesses should always be open minded. In this session Paul shares how PRWD work with businesses to ensure the full spectrum of test opportunities are explored to deliver growth.

Paul Rouke is Founder & Director of Full-Service Conversion Optimisation Agency PRWD.

Conversion World is the worlds 1st online CRO conference, with 30 global conversion experts providing insights and valuable takeaways over the course of 3 days.

Published in: Marketing
  • Be the first to comment

From Simple to Radical - Exploiting the Full Spectrum of Testing Opportunities - Paul Rouke at Conversion World 2015

  1. 1. @paulrouke #CROworld SIMPLE TESTING RADICAL TESTING OPPORTUNITY
  2. 2. @paulrouke #CROworld FROM SIMPLE TO RADICAL EXPLOITING THE FULL SPECTRUM OF TESTING OPPORTUNITIES PAUL ROUKE Founder & Director of Optimisation at PRWD www.paulrouke.co.uk / www.prwd.co.uk
  3. 3. @paulrouke #CROworld OUT-GROW YOUR COMPETITION By embracing the full spectrum of research & insight driven testing opportunities
  4. 4. @paulrouke #CROworld What is the difference? What are the influencing factors? Why choose each type? When are you best choosing each type? What business impact does each type deliver? 8 steps to out-grow your competition FROM SIMPLE TO RADICAL TESTING
  5. 5. @paulrouke #CROworld A full service conversion optimisation agency based in the UK Optimising online experiences since 2004 The UK representative of the Global Conversion Alliance, alongside WiderFunnel, WebArts & Conversionista Conducted over 600 hours of in-depth user research across multiple sectors 540% ROI delivered on average through PRWD’s Six Step Optimisation Method ABOUT PRWD
  6. 6. @paulrouke #CROworld
  7. 7. @paulrouke #CROworld What is the difference? What are the influencing factors? Why choose each type? When are you best choosing each type? What business impact does each type deliver? 8 steps to out-grow your competition FROM SIMPLE TO RADICAL TESTING
  8. 8. @paulrouke #CROworld WHAT IS THE DIFFERENCE?
  9. 9. @paulrouke #CROworld SIMPLE TESTING Headline changes Copy changes Image changes Button size changes Button text changes Content removal Page layout changes Removing or optimising form fields Go on then if you must… button colour changes IN SUMMARY The vast majority of testing that takes place
  10. 10. @paulrouke #CROworld Control SIMPLE TESTING
  11. 11. @paulrouke #CROworld PRWD Test Variation SIMPLE TESTING
  12. 12. @paulrouke #CROworld Result + 4.7%Reply Conversion Rate SIMPLE TESTING
  13. 13. @paulrouke #CROworld Ad-hoc simple testing with weak hypotheses is a complete waste of time Intelligent, insight driven simple testing will develop your test & learn culture
  14. 14. @paulrouke #CROworld RADICAL TESTING Complete page redesigns Primary template page redesigns Business hypotheses testing Business proposition testing Tests prior to changing back-end systems Reducing steps within a flow ie. Checkout, application, registration Full website redesigns IN SUMMARY Very few businesses invest in this type of testing
  15. 15. @paulrouke #CROworld Control RADICAL TESTING
  16. 16. @paulrouke #CROworld PRWD Test Variation RADICAL TESTING
  17. 17. @paulrouke #CROworld Result + 78%New visitor sign-ups BE BOLD & PROVIDE EARLY & EASY OPPORTUNITIES TO CONVERT RADICAL TESTING
  18. 18. @paulrouke #CROworld Poorly planned radical testing can damage your business & testing momentum Intelligent, insight driven radical testing can help transform & grow your business
  19. 19. @paulrouke #CROworld What is the difference? What are the influencing factors? Why choose each type? When are you best choosing each type? What business impact does each type deliver? 8 steps to out-grow your competition FROM SIMPLE TO RADICAL TESTING
  20. 20. @paulrouke #CROworld WHAT ARE THE INFLUENCING FACTORS?
  21. 21. @paulrouke #CROworld SIMPLE TESTING
  22. 22. @paulrouke #CROworld RADICAL TESTING
  23. 23. @paulrouke #CROworld What is the difference? What are the influencing factors? Why choose each type? When are you best choosing each type? What business impact does each type deliver? 8 steps to out-grow your competition FROM SIMPLE TO RADICAL TESTING
  24. 24. @paulrouke #CROworld WHY CHOOSE EACH TYPE?
  25. 25. @paulrouke #CROworld Quick wins Start to learn Use your tool Limited resources Political business Build momentum Demonstrate ROI Develop a culture IN SUMMARY You want to walk before you start running with testing WHY CHOOSE SIMPLE TESTING?
  26. 26. @paulrouke #CROworld Control SIMPLE TESTING
  27. 27. @paulrouke #CROworld PRWD Test Variation SIMPLE TESTING
  28. 28. @paulrouke #CROworld Result + 4.3%Sitewide Purchase Conversion Rate Over £250k in additional revenue SIMPLE TESTING
  29. 29. @paulrouke #CROworld Really shift user behaviour Quantifiable evidence for a major change Prior to back-end system changes Business proposition evaluation Reached local maximum Value proposition learning Simplify a stepped process Data driven website redesign WHY CHOOSE RADICAL TESTING? IN SUMMARY You want grow your business rather than just optimise your business performance
  30. 30. @paulrouke #CROworld Finding the commercial sweet spot between a free and premium subscription model
  31. 31. @paulrouke #CROworld WHY CHOOSE RADICAL TESTING?
  32. 32. @paulrouke #CROworld GET REVISING SIGN-UP TABLE + 185%Premium Subscriptions - 10% Free Sign-ups WHY CHOOSE RADICAL TESTING?
  33. 33. @paulrouke #CROworld Radical testing is a planned ceremony, not a shotgun wedding
  34. 34. @paulrouke #CROworld What is the difference? What are the influencing factors? Why choose each type? When are you best choosing each type? What business impact does each type deliver? 8 steps to out-grow your competition FROM SIMPLE TO RADICAL TESTING
  35. 35. @paulrouke #CROworld WHEN ARE YOU BEST CHOOSING EACH TYPE?
  36. 36. @paulrouke #CROworld Quick win test opportunities Primary proposition headlines Primary CTA’s in to sign-up process When imagery is key Sitewide value proposition messages Landing pages with forms WHEN TO CHOOSE SIMPLE TESTING IN SUMMARY When you have non-optimised primary pages in your user journey
  37. 37. @paulrouke #CROworld When you have bold and/or innovative ideas built off previous test insights & deep user understanding If you have run a range of iterative tests on a key page and are now struggling to impact page performance After you have run tests aimed at understanding what USP’s most resonate with your target audience When there is an opportunity to deliver a radically different user experience aimed at simplifying a process ie. Registration, checkout, application When there will be a considerable development cost to fully implementing a proposed solution When you have quite low traffic and want to reduce your test length When data driven optimisation is truly part of your company culture WHEN TO CHOOSE RADICAL TESTING When you are ready to grow your business and not just optimise your business performance
  38. 38. @paulrouke #CROworld Control RADICAL TESTING
  39. 39. @paulrouke #CROworld PRWD Test Variation RADICAL TESTING
  40. 40. @paulrouke #CROworld Result + 18%Brochure Requests RADICAL TESTING
  41. 41. @paulrouke #CROworld The 2 biggest influencers to running successful radical tests? 1) Deep, genuine user understanding 2) Meaningful insights from prior tests
  42. 42. @paulrouke #CROworld What is the difference? What are the influencing factors? Why choose each type? When are you best choosing each type? What business impact does each type deliver? 8 steps to out-grow your competition FROM SIMPLE TO RADICAL TESTING
  43. 43. @paulrouke #CROworld WHAT BUSINESS IMPACT DOES EACH TYPE HAVE?
  44. 44. @paulrouke #CROworld BUSINESS IMPACT THROUGH SIMPLE TESTING
  45. 45. @paulrouke #CROworld BUSINESS IMPACT THROUGH RADICAL TESTING
  46. 46. @paulrouke #CROworld What is the difference? What are the influencing factors? Why choose each type? When are you best choosing each type? What business impact does each type deliver? 8 steps to out-grow your competition FROM SIMPLE TO RADICAL TESTING
  47. 47. @paulrouke #CROworld 8 STEPS TO OUT-GROW YOUR COMPETITION
  48. 48. @paulrouke #CROworld Foundations - get the right foundations in place for optimisation Quality – focus on quality of tests, then quantity Intelligence - start with intelligent, research driven simple tests Identification – use simple test insights & research to identify radical test opportunities Momentum - build up testing momentum, buy-in and awareness of learnings Business case – use ROI from simple testing to provide the business case for radical testing Go radical - begin planning and delivering radical tests alongside simple testing Growth - grow faster than your competition by exploiting the full spectrum of testing opportunities 1 2 3 4 5 6 7 8 STEPS TO EXPLOIT THE FULL SPECTRUM OF TESTING OPPORTUNITIES 8
  49. 49. PAUL ROUKE Founder & Director of Optimisation @paulrouke THANK YOU FOR LISTENING HERE’S MY FINAL CTA… OVER 65 CRO ARTICLES bit.ly/CROresources

×