This document discusses the benefits of a data-driven website redesign (DDR) over a traditional redesign. It argues that a DDR uses A/B testing throughout the redesign process to continually learn from customers and improve the site. This avoids issues with traditional "big bang" redesigns that introduce many changes at once without understanding their impact. The document provides examples of how innovative A/B tests can significantly increase metrics like conversions. It concludes by outlining eight steps for companies to follow a DDR approach and maintain continuous testing/improvement to outgrow competitors.

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HOW TO AVOID A
WEBSITE REDESIGN
DISASTER
PAUL ROUKE
Founder & Director of Optimisation at PRWD
@paulrouke

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Optimising online experiences since 2004, offering consumer insight & process driven A/B
testing, strategic conversion optimisation programmes and business maturity audits
The sole UK representative on the Global Optimisation Group, alongside world leading agencies
WiderFunnel, Web Arts & Conversionista
Senior team made up from some of the UK’s biggest growth success stories such as AO.com
and Shop Direct Group
Average 541% ROI delivered through PRWD’s Growth Methodology™ with a focus on
psychology and customer research, delivering full spectrum testing
ABOUT PRWD

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The classic website redesign will die
Replaced by
Data Driven Redesign (DDR)

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But why?!
I like the classic
way

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You are switching between
2 very different experiences
& introducing 100’s or 1000’s of changes in one go

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They have all the latest
bells & whistles
But do your visitors really care?
& which old bells have now been replaced
which your visitors actually liked?

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The HIPPO overrules insights,
intelligence & data
more on the HIPPO later…

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Lip service is paid to
“being customer centric”
& “user testing” is one of the 1st (and easiest) things to
get cut in order to reduce budgets or save time

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A/B testing isn’t even a
consideration for
redesigning online
experiences

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A/B Testing is not about tweaking
button colours & copy

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In the last 10 years how many times has
this brand redesigned their website?

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Amazon are accurately measuring the
impact of changes in a controlled manner

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“If you double the intelligence behind
your test hypotheses you’re going to
double your Continuous Business
Growth (CBG) potential”
Paul Rouke, Founder of PRWD

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So what exactly is
Data Driven
Redesign (DDR)?
& why does it need to
replace your next redesign?

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You are capturing the revenue lost
between the usual website redesigns

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You identify both simple
& radical ways to improve

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Agility minimises wasted time
& creates the opportunity to out-grow your competition

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You continually
learn about your
prospects &
customers
Whilst continually
increasing
revenues &
growing your
business

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A few savvy
businesses have
started evolving

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ITERATIVE
A/B TESTING
INNOVATIVE
A/B TESTING
OPPORTUNITY
Almost all
businesses stay
about here
You have to
embrace full
spectrum
testing

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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.

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Control

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PRWD Variation

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Result
+ 20%Brochure Requests
CONSISTENTLY COMMUNICATE HOW GOOD YOU ARE

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Option 1

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Option 2

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Result
+ 22%Brochure Requests
TEST DIFFERENT PERSUASION TECHNIQUES: E.G. SOCIAL PROOF VERSUS AUTHORITY

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+ 18%Brochure Requests

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EXAMPLES OF INNOVATIVE A/B TESTING
Radical, insight driven page redesigns
Unique value proposition testing
Strategic growth opportunity testing
Exploration tests prior to changing back-end systems
Reducing steps within a flow i.e. checkout, application, registration
Business model testing

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Control
RADICAL & INNOVATIVE A/B TESTING

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PRWD Test Variation
RADICAL & INNOVATIVE A/B TESTING

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Result
+ 78%New visitor sign-ups
RADICAL & INNOVATIVE A/B TESTING

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8 STEPS FOR DATA DRIVEN REDESIGN
Foundations - get the right foundations (inc. HIPPO buy-in) in place for optimisation
Quality – focus on quality of A/B tests, then quantity
Intelligence - start with intelligent, research driven simple iterative tests
Identification – use insights from simple tests & research to identify redesign test opportunities
Momentum – continually build up A/B testing momentum, buy-in and awareness of learnings
Business case – use ROI from simple/iterative tests to provide the business case for redesign
testing
Go innovative - begin planning and delivering bold, innovative tests alongside iterative tests
Growth - grow faster than your competition by exploiting the full spectrum of testing opportunities
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CONTROL YOUR
OWN DESTINY
Before your competitors really start controlling theirs…

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THANK YOU FOR LISTENING
OVER 120 FREE A/B TESTING ARTICLES
bit.ly/CROresources
Paul Rouke, Founder of
PRWD