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[Elite Camp 2016] Paul Rouke - Tackling the Global Pandemic That is Bullshit Optimization

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The conversion optimisation industry is in a mess. Poor practice and the spread of misinformation is rife. The agencies and practitioners who truly understand what intelligent conversion optimisation is and what it looks like are currently part of what can only be described as “the secret society”.

Nearly every business claims they are "customer centric", yet reality proves they’re far from it and more often than not, they’re clueless as to what it means.

Millions is spent every month on enterprise testing tools which promise the world, only to be used by untrained teams and produce inconclusive results. To add to the problem, there are new shiny toys in the guise of big data & personalisation stealing all the headlines and clamouring for marketing budget to be thrown their way.

In his opening keynote talk, Paul will be discussing the struggles that the conversion optimisation industry has faced (and will continue to) and how collectively, the people within the industry can prove that conversion optimisation is the best force for growth available to businesses all around the world.

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[Elite Camp 2016] Paul Rouke - Tackling the Global Pandemic That is Bullshit Optimization

  1. 1. @paulrouke#GrowthLeaders
  2. 2. Tackling The Global Pandemic That Is Bullshit Optimisation
  3. 3. Our industry leaders answer the question “why aren’t businesses growing through optimisation?” @paulrouke#GrowthLeaders
  4. 4. “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” @paulrouke#GrowthLeaders
  5. 5. “A lack of focus on the customer’s non-conscious mind” Roger Dooley in “The Growth Strategy That’s Being Ignored” @paulrouke#GrowthLeaders
  6. 6. “Not understanding the customer and recklessly proceeding with change is a guaranteed recipe for optimisation disaster. Ironically, the industry status quo needs improvement.” Angie Shottmuller in “The Growth Strategy That’s Being Ignored” @paulrouke#GrowthLeaders
  7. 7. “The ego of the optimisers makes 90% of test results a lie” Andre Morys in “The Growth Strategy That’s Being Ignored” @paulrouke#GrowthLeaders
  8. 8. “Talking the talk but not walking the walk” Paul Rouke in “The Growth Strategy That’s Being Ignored” @paulrouke#GrowthLeaders
  9. 9. “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” Craig Sullivan in “The Growth Strategy That’s Being Ignored” @paulrouke#GrowthLeaders
  10. 10. “Companies jump ‘onto’ optimisation but they don’t get ‘into’ it” John Ekman in “The Growth Strategy That’s Being Ignored” @paulrouke#GrowthLeaders
  11. 11. “People not knowing what they’re doing is a big problem – especially when they think they DO know.” Peep Laja in “The Growth Strategy That’s Being Ignored” @paulrouke#GrowthLeaders
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  29. 29. 1) Dedication - Put in hard work & plan for long term personal success 2) Ambition - Be ambitious and don’t be held back by others 3) Humility - Maintain humility, respect and value the ideas of others 4) Guts - Overcome your fears to share your experience & ideas 5) Belief - Have belief in yourself that you will be successful 6) Support - Have someone close to you believe in you more than you do yourself Fulfilling your potential whilst maturing our industry @paulrouke#GrowthLeaders
  30. 30. 30 @paulrouke#GrowthLeaders
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