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People Power:
How Moss Bros. Built Up Their
Optimisation Culture
#CROelite17
Moss Bros. User-Centered Redesign
#CROelite17
+25%
Uplift in desktop CR
+36%
Uplift in mobile CR
Conversion Optimisation Within Most Businesses
1. Misunderstood
2. Unappreciated
3. Lack of investment in people
4. Lack o...
The Five Levels of Maturity in
Conversion Optimisation
Beginner
A business is at the start of its journey of introducing c...
1. Strategy & Culture
2. Tools & Technology
3. People & Skills
4. Process & Methodology
The Four Pillars of Optimisation
Conversion Optimisation Maturity Model™
#CROelite17
PILLAR 1
Strategy & Culture
Conversion Optimisation Maturity Model™
#CROelite17
CRO	should	not	be	seen	as	a	tactic	- it	needs	to	be
embedded	in	the	culture	
Bryan Eisenberg in The Growth Strategy That’s...
#CROelite17
bit.ly/thenewHIPPO
Adobe Champion The New HiPPO
#CROelite17
Historically we’d taken the view that we would try and do online
what we knew worked offline. And whilst the principle of ...
The standard Beginner has nobody at senior management level or
above leading or championing data driven optimisation
The s...
Strategy & Culture – Lessons from Moss Bros.
1. Customer centricity starts with user research
2. Experimentation should be...
PILLAR 2
Tools & Technology
Conversion Optimisation Maturity Model™
#CROelite17
There	is	a	Gartner	Hype	Cycle	for	A/B	testing	and	many	companies	end	up	stuck	in	
the	unproductive	part,	doing	testing	tha...
Whilst we did have a solid testing platform and programme in place, we
were failing to deliver substantial improvements to...
The standard Beginner business has has an analytics tool set up but
has had no additional configuration and tracking set-u...
Tools & Technology – Lessons from Moss Bros.
1. The most important tool is people’s brains
2. Enterprise technology needs ...
PILLAR 3
People & Skills
Conversion Optimisation Maturity Model™
#CROelite17
The technical capability to build complex tests directly into our testing
platform has made a big difference to our abilit...
The standard Beginner business has no real front-end development
resource in place for optimisation
The standard Aspiring ...
People & Skills – Lessons from Moss Bros.
1. Behavioural research skills are invaluable
2. Advanced data analysis skills a...
PILLAR 4
Process & Methodology
Conversion Optimisation Maturity Model™
#CROelite17
Originally our approach was led by the Moss Bros. team and hypothesis
creation was 100% an internal responsibility. Our te...
The standard Beginner believes tests aren’t typically based on a
hypothesis, instead based mainly on gut instinct
The stan...
Process & Methodology – Lessons from Moss Bros.
1. Intelligent, insight driven hypotheses rule
2. Creative collaboration t...
People, not technology, are
the true driving force behind
Conversion Optimisation
Conversion Optimisation Maturity Model™
#CROelite17
34
PRWD Conversion Optimisation Maturity Model ™
www.CROmaturityaudit.com
#CROelite17
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People Power - How Moss Bros built their optimisation culture - Paul Rouke at Conversion Elite

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At Conversion Elite 2017 in London, PRWD Founder and CEO Paul Rouke delivered a presentation explaining the journey that Moss Bros. have been on to develop their customer centric, experimentation culture.

The presentation outlines PRWD Conversion Optimisation Maturity Model and how this provides intelligent assessment of which areas a company needs to focus on to drive value and impact of their conversion optimisation strategy

Published in: Business
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People Power - How Moss Bros built their optimisation culture - Paul Rouke at Conversion Elite

  1. 1. People Power: How Moss Bros. Built Up Their Optimisation Culture #CROelite17
  2. 2. Moss Bros. User-Centered Redesign #CROelite17 +25% Uplift in desktop CR +36% Uplift in mobile CR
  3. 3. Conversion Optimisation Within Most Businesses 1. Misunderstood 2. Unappreciated 3. Lack of investment in people 4. Lack of user research 5. Lack of intelligence 6. Lack of integrity 7. Lack of learnings 8. Little to no impact 9. Losing faith #CROelite17
  4. 4. The Five Levels of Maturity in Conversion Optimisation Beginner A business is at the start of its journey of introducing conversion optimisation and wants to know how to build an effective process. Aspiring A business has established some important foundations in preparation for starting to truly become a customer centric brand. Progressive A business recognises that user insight-driven conversion optimisation is a core driver of business growth and it’s starting to feel its impact. Strategic A business is using intelligent, customer insight-driven conversion optimisation to both optimise and deliver strategic enhancements to the online user experience and is exceeding performance targets as a result. Transformative These businesses are the marketplace elite. They are outperforming their competition through being customer-first and they have intelligent conversion optimisation at the core of its business growth strategy. #CROelite17
  5. 5. 1. Strategy & Culture 2. Tools & Technology 3. People & Skills 4. Process & Methodology The Four Pillars of Optimisation
  6. 6. Conversion Optimisation Maturity Model™ #CROelite17
  7. 7. PILLAR 1 Strategy & Culture
  8. 8. Conversion Optimisation Maturity Model™ #CROelite17
  9. 9. CRO should not be seen as a tactic - it needs to be embedded in the culture Bryan Eisenberg in The Growth Strategy That’s Being Ignored www.CROgrowthbook.com FREE download – bit.ly/CROgrowthbook #CROelite17
  10. 10. #CROelite17
  11. 11. bit.ly/thenewHIPPO
  12. 12. Adobe Champion The New HiPPO #CROelite17
  13. 13. Historically we’d taken the view that we would try and do online what we knew worked offline. And whilst the principle of that is good, it didn’t reflect the different ways in which our customers interact with the brand online. Matt Henton – Head of Ecommerce at Moss Bros. #CROelite17
  14. 14. The standard Beginner has nobody at senior management level or above leading or championing data driven optimisation The standard Aspiring business has a senior manager who has some responsibility for championing conversion optimisation The standard Progressive business has a director who is championing the importance of conversion optimisation The standard Strategic business has someone within its C-suite championing the importance of conversion optimisation The standard Transformative business owner/CEO is championing how conversion optimisation is fundamental to business growth plans Why is it important? Like any strategic objectives within a business, conversion optimisation requires a senior, influential champion to tap in to the growth potential conversion optimisation has. Striving to have the CEO and C-suite appreciating and championing the strategic value of customer insight driven conversion optimisation is imperative for long term success. Strategy & Culture 1.03 Senior, Influential Champion Moss Bros. were here Moss Bros. are now hereKey: #CROelite17
  15. 15. Strategy & Culture – Lessons from Moss Bros. 1. Customer centricity starts with user research 2. Experimentation should be valued business wide 3. Evolving from being product to customer led is key 4. Testing shouldn’t be used to settle design arguments 5. Optimisation can answer major strategic questions #CROelite17
  16. 16. PILLAR 2 Tools & Technology
  17. 17. Conversion Optimisation Maturity Model™ #CROelite17
  18. 18. There is a Gartner Hype Cycle for A/B testing and many companies end up stuck in the unproductive part, doing testing that doesn’t shift the needle or more significantly, isn’t teaching you anything for the effort #CROelite17 Craig Sullivan in The Growth Strategy That’s Being Ignored www.CROgrowthbook.com FREE download – bit.ly/CROgrowthbook
  19. 19. Whilst we did have a solid testing platform and programme in place, we were failing to deliver substantial improvements to conversion rate and our other success metrics. We recognised that we needed a more strategic approach to our optimisation programme - one that was more driven from user and data research than the somewhat ‘random’ approach to testing that we had in place. Matt Henton – Head of Ecommerce at Moss Bros. #CROelite17
  20. 20. The standard Beginner business has has an analytics tool set up but has had no additional configuration and tracking set-up The standard Aspiring business’ analytics tool has some basic additional configuration & tracking set-up The standard Progressive business’ analytics tool has some enhanced additional configuration & tracking set-up to understand user behaviour The standard Strategic business’ analytics tool has extensive and advanced additional configuration & tracking set-up to understand user behaviour The standard Transformative business’ analytics tool has dedicated resources to allow for continuous enhancement, configuration & tracking to support conversion optimisation Why is it important? Data integrity is critical if a business wants to alter aspects of the user experience. Typically, one of the biggest areas of improvement is in the advanced configuration of the web analytics platform to provide accurate, granual level insights and give depth and clarity to understanding visitor behaviour. Tools & Technology 2.01 Analytics Tool Configuration Moss Bros. were here Moss Bros. are now hereKey: #CROelite17
  21. 21. Tools & Technology – Lessons from Moss Bros. 1. The most important tool is people’s brains 2. Enterprise technology needs people & process 3. Sharing experimentation learnings is key 4. Google Analytics should be continually optimised 5. Testing platform expertise drives true value #CROelite17
  22. 22. PILLAR 3 People & Skills
  23. 23. Conversion Optimisation Maturity Model™ #CROelite17
  24. 24. The technical capability to build complex tests directly into our testing platform has made a big difference to our ability to deploy tests more quickly. And the analytical skills to scrutinise tests beyond a simple win- or-lose outcome has led to an iterative approach to testing, which has led to more tests achieving success. Matt Henton – Head of Ecommerce at Moss Bros. #CROelite17
  25. 25. The standard Beginner business has no real front-end development resource in place for optimisation The standard Aspiring business has access to a small amount of front- end development resource for optimisation The standard Progressive business has some front-end development resource ring-fenced for optimisation The standard Strategic business invests in front-end development resource as it is considered essential to both the complexity of tests it delivers and the speed at which tests can be launched The standard Transformative business has significant budget to invest in experienced front-end development expertise, not just relying on one person, and has the capability to deliver simple to complex tests Why is it important? Specialists in both front-end and back-end development is integral to realising the growth potential of conversion optimisation. Considered investment in front-end and back-end development will remove the friction hindering test implementation and allow for the creation of more innovative experiments with a greater chance of commercial impact. People & Skills 3.04 Front End Development Resource Moss Bros. were here Moss Bros. are now hereKey: #CROelite17
  26. 26. People & Skills – Lessons from Moss Bros. 1. Behavioural research skills are invaluable 2. Advanced data analysis skills are integral 3. The re-invented HIPPO traits play a key role 4. A true multi-disciplinary team drives real value 5. Technical capability using the testing tool is key #CROelite17
  27. 27. PILLAR 4 Process & Methodology
  28. 28. Conversion Optimisation Maturity Model™ #CROelite17
  29. 29. Originally our approach was led by the Moss Bros. team and hypothesis creation was 100% an internal responsibility. Our testing tool occasionally shared successes from other clients but this was never approached from the perspective of our analytics data or our customer experiences. Matt Henton – Head of Ecommerce at Moss Bros. #CROelite17
  30. 30. The standard Beginner believes tests aren’t typically based on a hypothesis, instead based mainly on gut instinct The standard Aspiring business typically runs tests that are based on a basic hypothesis with little insight The standard Progressive business typically runs tests based on a clear hypothesis from data insight The standard Strategic business typically runs tests based on a clear hypothesis from data and consumer insight The standard Transformative business typically runs tests based on a clear hypothesis from data and consumer insight, prior test learnings and persuasion principles Why is it important? The process behind test hypotheses (and the insights that inform them) is critical to the success of conversion optimisation. The more a business employs data insights, user research, heuristics and other information streams in to a test hypothesis, the greater chance a test will be successful and provide additional user behavior insight to take forward. Process & Methodology 4.01 Hypothesis Development Moss Bros. were here Moss Bros. are now hereKey: #CROelite17
  31. 31. Process & Methodology – Lessons from Moss Bros. 1. Intelligent, insight driven hypotheses rule 2. Creative collaboration techniques are key 3. Data and statistics expertise is crucial 4. Data integrity and storytelling bring CRO to life 5. The full spectrum of A/B testing should be harnessed #CROelite17
  32. 32. People, not technology, are the true driving force behind Conversion Optimisation
  33. 33. Conversion Optimisation Maturity Model™ #CROelite17
  34. 34. 34
  35. 35. PRWD Conversion Optimisation Maturity Model ™ www.CROmaturityaudit.com #CROelite17

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