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What everyone should learn from my 6 years of mistakes with CRO by Duane Brown

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Digital Marketing Summit Southampton 2018, Duane Brown, Southampton, #Dmsso18, #DMSSO, #DigitalMarketing @DuaneBrown

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What everyone should learn from my 6 years of mistakes with CRO by Duane Brown

  1. 1. CRO Lessons What 6 Years of Mistakes Gets You...
  2. 2. ▪ Why We Test & Getting Buy In ▪ A/B Testing vs CRO ▪ The 4 Areas of Testing ▪ Tip and Tricks Agenda #MeasureFest #AlwaysBeTesting @DuaneBrown#DMSSO #AlwaysBeTesting @DuaneBrown
  3. 3. Why Do We Test…
  4. 4. There is always room for improvement…. If you’ve enough traffic to run tests. There is no reward, if you take no risk. Always test. Pros –Increased Performance –Customer Insights –Rotate Offers Cons –Risk Of Doing Worse –Not Enough Traffic
  5. 5. Getting Buy In...
  6. 6. ▪ Play Into Their Hand – No Time – We Are A Startup – Need To Be Right / Ego – You Are Wrong Getting Your Buy In #DMSSO #AlwaysBeTesting @DuaneBrown
  7. 7. A/B Testing Vs CRO
  8. 8. ▪ A/B Testing – Testing To Better CR – Goal: Increase CR ▪ CRO – Better Customer Experience • Customer Insights – By Product: Increased CR – Higher LTV or AOV #DMSSO #AlwaysBeTesting @DuaneBrown
  9. 9. 4 Areas Of Testing
  10. 10. Keywords
  11. 11. Advertising
  12. 12. Ad Copy Testing
  13. 13. Ad Copy Testing Old Ad Conversion Rate 2.71% New Ad Conversion Rate 1.23% #DMSSO #AlwaysBeTesting @DuaneBrown
  14. 14. Landing Pages
  15. 15. Adding Friction is not always a bad thing… ..let me tell you why? Story #1 #TestingInsights #DMSSO #AlwaysBeTesting @DuaneBrown
  16. 16. Problem Lead Quality Was Awful All the leads in the world won’t save you, if no one converts into a paying customer. #DMSSO #AlwaysBeTesting @DuaneBrown
  17. 17. Talk To People? ▪ Do A Review – TrustPilot, G2Crowds… ect – Talk to SDR & Cofounders – Audit GA, AdWords, LPs Vague LP that tells me nothing. A market so crowded, how does anyone make any money? #DMSSO #AlwaysBeTesting @DuaneBrown
  18. 18. ▪ Add Friction – Pricing Grid – Short Submission Form – Exit Popup – Phone To Book App. – Long Submission Form – Double Opt In – Intro VideoWhat To Add? #DMSSO #AlwaysBeTesting @DuaneBrown
  19. 19. ▪ Add Friction – Pricing Grid – Short Submission Form Why These Two? – Set Pricing Expectations – Knowing What You Want #DMSSO #AlwaysBeTesting @DuaneBrown
  20. 20. ▪ Results – 4 $25,000 Deals – $150,000 SQL in 60 Days #DMSSO #AlwaysBeTesting @DuaneBrown
  21. 21. Site
  22. 22. Tech Debt Is Slowing Down Your Marketing Team. Story #2 #TestingInsights #DMSSO #AlwaysBeTesting @DuaneBrown
  23. 23. ▪ Current Process – Local Pages – SEO Heavy – Manual Tasks 2 months….not working. Wasting company time. #DMSSO #AlwaysBeTesting @DuaneBrown
  24. 24. ▪ What’s Our POV – Time #LivingYourBestLife – No Discounts – Customer Success #DMSSO #AlwaysBeTesting @DuaneBrown
  25. 25. ▪ What’s Our POV – Time #LivingYourBestLife – No Discounts – Customer Success ▪ Fixing Homepage and Funnel – Scaled £50K to £10MM – 20% MoM Growth – Lowered CPA by 27% to £21 #DMSSO #AlwaysBeTesting @DuaneBrown
  26. 26. Don’t Be Right. Move The Business In The Right Direction. Story #3 #TestingInsights #DMSSO #AlwaysBeTesting @DuaneBrown
  27. 27. Old Design New Design Design Does Not Matter
  28. 28. Old Design New Design Conversion Rate 3.3 % VS 2.1%
  29. 29. Don’t Be Right. Move The Business In The Right Direction. Story #3 #TestingInsights #DMSSO #AlwaysBeTesting @DuaneBrown
  30. 30. Tips & Tricks
  31. 31. ▪ What Do We Use It For? – Finding Bugs – Surveys – Heatmaps – Recording The one tool we use to find out about our customers. #DMSSO #AlwaysBeTesting @DuaneBrown
  32. 32. Humans
  33. 33. ▪ Walking The Lonely Road – Always Talk To Customers – Be Data Informed – No HIPPOs/Arrogant People – Always Be Testing – Opinions/Bias Can Kill – Don’t Test To Much – Have Fun! Will You Risk It All? #DMSSO #AlwaysBeTesting @DuaneBrown
  34. 34. Homework Netflix: https://channels.theinnovationenterpri se.com/presentations/quasi- experimentation-at-netflix-beyond-a- b-testing www.slideshare.net/xamat/netflix- recommendations-beyond-the-5-stars #DMSSO #AlwaysBeTesting @DuaneBrown
  35. 35. The End. Thank you. About Me ● Lived 5 Cities. 3 Continents ● Traveled 40 Countries ● Huge Gaming & Tech Nerd ● Brands: ASOS, Ogilvy, Unbounce, Jack Will, Yarnspiration, ChildLine and Grant Thornton #DMSSO #AlwaysBeTesting @DuaneBrown @DuaneBrown

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