In this presentation at Measurefest 2017, PRWD Founder Paul Rouke explains why PRWD 1st created a Maturity Model for Conversion Optimisation, followed by demonstrated a case study of how the Maturity Model has being integral in helping a business mature from simple A/B testing to having an experimentation and customer centric mindset

1. Maturing from
Conversion Optimisation
to Business Optimisation
#measurefest
www.CROmaturityaudit.com
@paulrouke

2. #measurefest @paulrouke
About PRWD & Me
> Optimising digital experiences since 2003
> Specialists in CRO, user-centered redesigns and user
research
> Contributors to Econsultancy & CXL
> Co-deliver MSc in Digital Marketing for Conversion
Optimisation
> Author of The Growth Strategy That’s Being Ignored
> International Keynote Speaker

3. #measurefest @paulrouke
PRWD’s Conversion Optimisation Experience

4. 1. Why CRO ’s Value is Limited
2. The PRWD Solution
3. Client Success Story
4. The CTA
What you’ll hear today
@paulrouke#measurefest

5. #measurefest @paulrouke
What is Conversion Optimisation (CRO)?
In internet marketing, conversion optimisation,
or conversion rate optimisation (CRO) is a system
for increasing the percentage of visitors to a
website that convert into customers, or more
generally, take any desired action on a webpage.
It is commonly referred to as CRO.

6. #measurefest @paulrouke
11 Reasons Why The Value of CRO is Often Limited
1. CRO is seen as just a tactic, rather than a growth strategy
2. There isn’t CEO and C-suite buy-in
3. Egotism and opinion drive decision making
4. Being “customer centric” is said, not really done
5. There isn’t a multi-disciplinary team
6. There is limited understanding of statistics
7. There is limited understanding of psychology
8. The business has a siloed mentality
9. The business has a fixed mindset
10. Experimentation isn’t embedded in to company culture
11. There is no improvement model or framework in place

7. #measurefest @paulrouke
The Conversion Optimisation Lightbulb Moment
We are not just running experiments to optimise for conversion & revenue…
We are introducing a mindset of customer centricity and
experimentation across the entire business

8. #measurefest @paulrouke
The Challenge We All Have
No clear guidelines
No structure or framework
No way to measure improvements
No way to benchmark your business
It is incredibly complex to change a business so that they embed
customer centricity and experimentation.
At PRWD we have found this is because there is:

9. #measurefest @paulrouke
The 4 Pillars of Conversion Optimisation Maturity
1.0 STRATEGY
& CULTURE
2.0 TOOLS
& TECHNOLOGY
3.0 PEOPLE
& SKILLS
4.0 PROCESS
& METHODOLOGY
TRANSFORMATIVE
81-100
STRATEGIC
61-80
PROGRESSIVE
41-60
ASPIRING
21-40
BEGINNER
0-20

10. #measurefest @paulrouke
The Conversion Optimisation Maturity Model ™
#CROelite17
www.prwd.co.uk/maturitymodel

11. #measurefest @paulrouke
The 21 Assessment Points of the Maturity Model ™
1.0 Strategy & Culture
1.01 Core Business Strategy
1.02 Business Mindset
1.03 Senior, Influential Champion
1.04 Continuous Learning
1.05 Product-Led versus Customer-Led
2.0 Tools & Technology
2.01 Analytics Tool Configuration
2.02 Voice of Customer & Behavioural Insight
2.03 Business-wide Access to Results & Learnings
2.04 Competence Operating the Testing Platform
3.0 People & Skills
3.01 Behavioural & User Research Resource
3.02 Data & Analytics Resource
3.03 UX Design Resource
3.04 Development Resource
3.05 Experienced Lead Strategist
3.06 Understanding of Statistics
4.0 Process & Methodology
4.01 Hypothesis Development
4.02 Test Prioritisation
4.03 Test Design Process
4.04 QA & UAT Process
4.05 Test Analysis
4.06 Test Results & Learnings Report

12. #measurefest @paulrouke
Audit Your Business in 10 Minutes
www.CROmaturityaudit.com

13. in September 2016
@paulrouke#measurefest

14. #measurefest @paulrouke
Suntransfers vs 2017 Travel Industry Average
TRANSFORMATIVE
81-100
STRATEGIC
61-80
PROGRESSIVE
41-60
ASPIRING
21-40
BEGINNER
0-20
75%
Travel Industry Average
34%

15. #measurefest @paulrouke
Suntransfers Maturity Audit Scores
34%
STRATEGY & CULTURE
33%
TOOLS & TECHNOLOGY
34%
PEOPLE & SKILLS
36%
PROCESS & METHODOLOGY

16. #measurefest @paulrouke
1.0 Strategy & Culture
1.01 Core Business Strategy
1.02 Business Mindset
1.03 Senior, Influential Champion
1.04 Continuous Learning
1.05 Product-Led versus Customer-Led
34%
September 2016
ASPIRING
0 50 100

17. #measurefest @paulrouke
The Biggest Challenges To Overcome
1. Speed to resolve problems
2. Lack of internal resources / experience
3. Culture of senior management designing websites
4. No experience of testing
5. Lack of data or user insight
6. Little history of agency investment
7. Too many issues - where do we start?

18. First 12 months
+
@paulrouke#measurefest

19. #measurefest @paulrouke
Key Activities which Fuelled Growth & Mindset Change
1. In-depth 1-1 user research in months 1-2
2. Collaborative sketching & ideation in month 3
3. Engaged with the CTO to get full stack developer buy-in
4. The use of HotJar to provide intelligent, continuous feedback
5. A very bold, insight driven redesign of the mobile search form
6. Communication and collaboration with customer service team
7. Continuous JDI changes alongside simple to complex A/B tests
+

20. #measurefest @paulrouke
Mobile Search Form Redesign
CONTROL VARIATION
+14.3%
INCREASE IN
TRANSACTIONS

21. #measurefest @paulrouke
What Led To Thinking “Business Optimisation”?
✓ Some truly fantastic test results,
providing clear evidence as to the
growth opportunities that exist
across the customer experience
✓ Wider team engagement and results
sharing, leading to the other
departments becoming experimental
✓ A recognition of the importance of
gaining continuous user feedback,
embedding customer centric
thinking
✓ A combination of both iterative and
innovative thinking, often challenging
what has been the standard business
approach to date
✓ The rapid pace of change and
momentum due to Suntransfers
having a true growth mindset
✓ An inquisitive nature both internally
and with PRWD, asking the question
“what if we started optimising this
area of the business?”

22. #measurefest @paulrouke
Suntransfers.com KPI Impact 2016-2017
-59%
FUNNEL
ABANDONMENT
+7%
CHANCE OF CONVERSION
WITHIN 2 SESSIONS
-12%
DECREASE IN PAGES PER SESSION

23. #measurefest @paulrouke
Arresting the Rate of CR Decline from Traffic Growth

24. #measurefest @paulrouke
Suntransfers.com Business Growth 2016-2017
+36%
REVENUE
GROWTH
+37%
INCREASE IN TOTAL BOOKINGS
+117%
INCREASE IN MOBILE BOOKINGS

25. in September 2017
@paulrouke#measurefest

26. #measurefest @paulrouke
Suntransfers Maturity Audit Scores
69%
STRATEGY & CULTURE
57%
TOOLS & TECHNOLOGY
65%
PEOPLE & SKILLS
62%
PROCESS & METHODOLOGY

27. #measurefest @paulrouke
1.0 Strategy & Culture - Maturity Improvements
0 50 100
1.01 Core Business Strategy
1.02 Business Mindset
1.03 Senior, Influential Champion
1.04 Continuous Learning
1.05 Product-Led versus Customer-Led
69%
September 2017
STRATEGIC
1.01 Core Business Strategy
1.02 Business Mindset
1.03 Senior, Influential Champion
1.04 Continuous Learning
1.05 Product-Led versus Customer-Led
34%
September 2016
ASPIRING
0 50 100

28. Year 2….
Business Optimisation
#measurefest @paulrouke

29. #measurefest @paulrouke
Year 2 = Business Optimisation at Suntransfers.com
1. Customer service optimisation
2. My account optimisation
3. Site performance optimisation
4. Operational efficiency optimisation
5. Acquisition investment optimisation
6. Country by country optimisation
7. Seasonality optimisation
8. LTV optimisation

30. #measurefest @paulrouke
What Potential does Conversion Optimisation have?
Conversion optimisation has the potential to establish a
mindset transformation within a business:
maturing to becoming a truly customer centric
organisation that embraces experimentation, innovation
and long term thinking to outperform their competitors

31. Audit your business or your clients
in 10 minutes for FREE
www.CROmaturityaudit.com
Will you join companies &
agencies around the world?
#measurefest @paulrouke