Presentation delivered at the Digital Marketing Show 2015 by Paul Rouke, PRWD.

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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