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@PRWD @paulrouke
#MWL2015
HOW TO AVOID A WEBSITE
REDESIGN DISASTER LIKE M&S
PAUL ROUKE
Founder & Director of Optimisation ...
@PRWD @paulrouke
#MWL2015
@PRWD @paulrouke
#MWL2015
@PRWD @paulrouke
#MWL2015
@PRWD @paulrouke
#MWL2015
A full service conversion optimisation agency based in the UK
Optimising online experiences sinc...
@PRWD @paulrouke
#MWL2015
@PRWD @paulrouke
#MWL2015
The classic website redesign will die
Replaced by
data driven website redesign (DDR)
@PRWD @paulrouke
#MWL2015
But why?!
I like the classic
way
@PRWD @paulrouke
#MWL2015
You are switching between
2 very different experiences
@PRWD @paulrouke
#MWL2015
They have all the latest
bells & whistles
@PRWD @paulrouke
#MWL2015
The HIPPO overrules insights,
intelligence & data
@PRWD @paulrouke
#MWL2015
Lip service is paid to
“being customer centric”
@PRWD @paulrouke
#MWL2015
In the last 10 years how many times has
this brand redesigned their website?
@PRWD @paulrouke
#MWL2015
@PRWD @paulrouke
#MWL2015
@PRWD @paulrouke
#MWL2015
They are accurately measuring the
impact in a controlled manner
@PRWD @paulrouke
#MWL2015
So what exactly is
data driven website
design (DDR)?
@PRWD @paulrouke
#MWL2015
@PRWD @paulrouke
#MWL2015
Testing is not about tweaking
colours & copy
@PRWD @paulrouke
#MWL2015
@PRWD @paulrouke
#MWL2015
You identify both simple
& radical ways to improve
@PRWD @paulrouke
#MWL2015
Agility minimises wasted time
@PRWD @paulrouke
#MWL2015
You continually
learn about your
customers whilst
improving business
performance
@PRWD @paulrouke
#MWL2015
A few savvy
businesses have
started evolving
@PRWD @paulrouke
#MWL2015
It’s the future. Honestly.
@PRWD @paulrouke
#MWL2015
Sliderobes
Sliderobes are specialists in fitted sliding wardrobe doors and storage.
They offer c...
@PRWD @paulrouke
#MWL2015
Control
@PRWD @paulrouke
#MWL2015
PRWD Variation
@PRWD @paulrouke
#MWL2015
Result
+ 20%Brochure Requests
CONSISTENTLY COMMUNICATE HOW GOOD YOU ARE
@PRWD @paulrouke
#MWL2015
Option 1
@PRWD @paulrouke
#MWL2015
Option 2
@PRWD @paulrouke
#MWL2015
Result
+ 22%Brochure Requests
TEST DIFFERENT PERSUASION TECHNIQUES: E.G. SOCIAL PROOF VERSUS AUT...
@PRWD @paulrouke
#MWL2015
+ 18%Brochure Requests
@PRWD @paulrouke
#MWL2015
43% reduction in cost-per-acquisition
48% increase in monthly leads
92% increase in highest valu...
@PRWD @paulrouke
#MWL2015
Getting buy-in from
your decision makers
@PRWD @paulrouke
#MWL2015
Based on a one month period for an ecommerce site, AOV of £60
SCENARIO
ACQ. Spend Sessions CR Re...
@PRWD @paulrouke
#MWL2015
Based on a one month period for an ecommerce site, AOV of £60
What happens if we reduce acquisit...
@PRWD @paulrouke
#MWL2015
Based on a one month period for an ecommerce site, AOV of £60
What happens if we reduce acquisit...
@PRWD @paulrouke
#MWL2015
“THERE CAN BE NO
GREAT ACCOMPLISHMENT
WITHOUT RISK.”
Neil Armstrong
@PRWD @paulrouke
#MWL2015
“THERE CAN BE NO
GREAT ACCOMPLISHMENT
WITHOUT CONTROLLED RISK.”
Paul Rouke
@PRWD @paulrouke
#MWL2015
@PRWD @paulrouke
#MWL2015
Buy-in - get the right foundations in place for optimisation
Skills – identify key skills inc. u...
@PRWD @paulrouke
#MWL2015
CONTROL YOUR
OWN DESTINY
@PRWD @paulrouke
#MWL2015
THANK YOU FOR
LISTENING
PAUL ROUKE
Founder & Director of
Optimisation
@paulrouke
FIND OUT MORE A...
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How to Avoid a Website Redesign Disaster Like M&S - Paul Rouke at Marketing Week Live 2015

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These are the slides from Paul Rouke's talk 'How to Avoid a Redesign Disaster Like M&S' which he gave at Marketing Week Live 2015.

This talk shows you how a data driven approach is transforming the way marketers approach website redesigns and avoid a redesign disaster. It also shows you how you can implement this within a business and the benefits you’ll gain by doing so.

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

MWL has been described as 'big, it's buzzy, and brilliant.' A conference from the people behind Marketing Week, Econsultancy, Design Week and Creative Review, they're continually striving to better serve the UK's marketing community. To do so, they've created MWL to reflect the biggest opportunities, threats and challenges.

Published in: Retail
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How to Avoid a Website Redesign Disaster Like M&S - Paul Rouke at Marketing Week Live 2015

  1. 1. @PRWD @paulrouke #MWL2015 HOW TO AVOID A WEBSITE REDESIGN DISASTER LIKE M&S PAUL ROUKE Founder & Director of Optimisation at PRWD
  2. 2. @PRWD @paulrouke #MWL2015
  3. 3. @PRWD @paulrouke #MWL2015
  4. 4. @PRWD @paulrouke #MWL2015
  5. 5. @PRWD @paulrouke #MWL2015 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 Average of 541% ROI delivered through PRWD’s Six Step Optimisation Method ABOUT PRWD
  6. 6. @PRWD @paulrouke #MWL2015
  7. 7. @PRWD @paulrouke #MWL2015 The classic website redesign will die Replaced by data driven website redesign (DDR)
  8. 8. @PRWD @paulrouke #MWL2015 But why?! I like the classic way
  9. 9. @PRWD @paulrouke #MWL2015 You are switching between 2 very different experiences
  10. 10. @PRWD @paulrouke #MWL2015 They have all the latest bells & whistles
  11. 11. @PRWD @paulrouke #MWL2015 The HIPPO overrules insights, intelligence & data
  12. 12. @PRWD @paulrouke #MWL2015 Lip service is paid to “being customer centric”
  13. 13. @PRWD @paulrouke #MWL2015 In the last 10 years how many times has this brand redesigned their website?
  14. 14. @PRWD @paulrouke #MWL2015
  15. 15. @PRWD @paulrouke #MWL2015
  16. 16. @PRWD @paulrouke #MWL2015 They are accurately measuring the impact in a controlled manner
  17. 17. @PRWD @paulrouke #MWL2015 So what exactly is data driven website design (DDR)?
  18. 18. @PRWD @paulrouke #MWL2015
  19. 19. @PRWD @paulrouke #MWL2015 Testing is not about tweaking colours & copy
  20. 20. @PRWD @paulrouke #MWL2015
  21. 21. @PRWD @paulrouke #MWL2015 You identify both simple & radical ways to improve
  22. 22. @PRWD @paulrouke #MWL2015 Agility minimises wasted time
  23. 23. @PRWD @paulrouke #MWL2015 You continually learn about your customers whilst improving business performance
  24. 24. @PRWD @paulrouke #MWL2015 A few savvy businesses have started evolving
  25. 25. @PRWD @paulrouke #MWL2015 It’s the future. Honestly.
  26. 26. @PRWD @paulrouke #MWL2015 Sliderobes Sliderobes are specialists in fitted sliding wardrobe doors and storage. They offer customers creative solutions to their storage problems, with an end-to- end service through design, manufacture and installation.
  27. 27. @PRWD @paulrouke #MWL2015 Control
  28. 28. @PRWD @paulrouke #MWL2015 PRWD Variation
  29. 29. @PRWD @paulrouke #MWL2015 Result + 20%Brochure Requests CONSISTENTLY COMMUNICATE HOW GOOD YOU ARE
  30. 30. @PRWD @paulrouke #MWL2015 Option 1
  31. 31. @PRWD @paulrouke #MWL2015 Option 2
  32. 32. @PRWD @paulrouke #MWL2015 Result + 22%Brochure Requests TEST DIFFERENT PERSUASION TECHNIQUES: E.G. SOCIAL PROOF VERSUS AUTHORITY
  33. 33. @PRWD @paulrouke #MWL2015 + 18%Brochure Requests
  34. 34. @PRWD @paulrouke #MWL2015 43% reduction in cost-per-acquisition 48% increase in monthly leads 92% increase in highest value lead type – design appointment with printed brochure OVERALL SLIDEROBES RESULTS FROM OUR OPTIMISATION PROGRAMME
  35. 35. @PRWD @paulrouke #MWL2015 Getting buy-in from your decision makers
  36. 36. @PRWD @paulrouke #MWL2015 Based on a one month period for an ecommerce site, AOV of £60 SCENARIO ACQ. Spend Sessions CR Revenue CR Lift Rev Change ROI £100,000 285,000 3% £514,000 - - 514%
  37. 37. @PRWD @paulrouke #MWL2015 Based on a one month period for an ecommerce site, AOV of £60 What happens if we reduce acquisition costs and reinvest it in improving CR? SCENARIO ACQ. Spend Sessions CR Revenue CR Lift Rev Change ROI £100,000 285,000 3% £514,000 - - 514% £90,000 257,000 3.45% £532,000 15% +£18,000 532%
  38. 38. @PRWD @paulrouke #MWL2015 Based on a one month period for an ecommerce site, AOV of £60 What happens if we reduce acquisition costs further to deliver bigger uplifts? SCENARIO ACQ. Spend Sessions CR Revenue CR Lift Rev Change ROI £100,000 285,000 3% £514,000 - - 514% £90,000 257,000 3.45% £532,000 15% +£18,000 532% £80,000 228,000 3.9% £600,000 30% +£87,000 600%
  39. 39. @PRWD @paulrouke #MWL2015 “THERE CAN BE NO GREAT ACCOMPLISHMENT WITHOUT RISK.” Neil Armstrong
  40. 40. @PRWD @paulrouke #MWL2015 “THERE CAN BE NO GREAT ACCOMPLISHMENT WITHOUT CONTROLLED RISK.” Paul Rouke
  41. 41. @PRWD @paulrouke #MWL2015
  42. 42. @PRWD @paulrouke #MWL2015 Buy-in - get the right foundations in place for optimisation Skills – identify key skills inc. user research, UX, copy, dev, psychology Intelligence – create initial test hypotheses using multiple sources Quality – focus on simple tests with strong hypotheses – not quantity Visibility – share results & learnings company wide 1 2 4 3 5 WHERE TO START…
  43. 43. @PRWD @paulrouke #MWL2015 CONTROL YOUR OWN DESTINY
  44. 44. @PRWD @paulrouke #MWL2015 THANK YOU FOR LISTENING PAUL ROUKE Founder & Director of Optimisation @paulrouke FIND OUT MORE AT STAND MB25

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