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The 4 Critical Areas for Successful CRO - Paul Rouke at Conversion World 2015

The document outlines four critical areas essential for successful conversion rate optimization (CRO): deep customer understanding, fostering an open-minded company culture, implementing an effective optimization methodology, and leveraging diverse knowledge among team members. It emphasizes the importance of ongoing user research, agile practices, and balancing testing with impact to drive growth. Ultimately, it encourages businesses to focus on these foundational layers to enhance their competitive edge.

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@paulrouke #CROworld THE 4 CRITICAL AREAS FOR SUCCESSFUL CRO PAUL ROUKE Founder & Director of Optimisation at PRWD @paulrouke
@paulrouke #CROworld Optimisation is not “a project”. Optimisation is the biggest growth lever available for businesses.
@paulrouke #CROworld 1. CUSTOMER UNDERSTANDING You may know your customer’s but do you truly understand them?
@paulrouke #CROworld 1. Conduct on-going user research at different stages of the customer journey… including post conversion 2. Consistently speak to your front line staff – recognise the nuggets of customer insight they can provide 3. Carry out competitor analysis as part of understanding user behaviour around your brand 4. Gain customer feedback through testing an idea before you put it into full development WHERE TO START…
@paulrouke #CROworld 2. OPEN-MINDED COMPANY CULTURE Be agile, embrace change, rip up your development roadmap
@paulrouke #CROworld 1. Get the right people involved from the very start 2. Identify a senior, influential champion and advocate 3. Provide visibility of impact & wider business learnings 4. Iterate, then innovate WHERE TO START…
@paulrouke #CROworld ITERATIVE TESTING INNOVATIVE TESTING OPPORTUNITY
@paulrouke #CROworld RETHINK YOUR REDESIGN Stop the redesign cycle and test your way to conversion growth
@paulrouke #CROworld 3. OPTIMISATION METHODOLOGY Without one is like having a car with no engine
@paulrouke #CROworld
@paulrouke #CROworld MORE TESTS VS MORE IMPACT FIND A BALANCE THAT WORKS FOR YOUR ORGANISATION
@paulrouke #CROworld 1. Develop & prioritise hypotheses based on multiple inputs – particularly consumer research 2. Learn something valuable and transferable from every test 3. Develop an easy to access library of testing insights and business learnings – and use it WHERE TO START…
@paulrouke #CROworld 4. DIVERSE, EXTENSIVE KNOWLEDGE From UX and copy, to technical and psychology, expertise should underpin what you test and how it’s delivered
@paulrouke #CROworld
@paulrouke #CROworld 1. Develop hypotheses and test concepts using the experience and brains of a variety of people 2. Pay close attention to the small details like copywriting for conversion 3. Enrich your test designs through a genuine understanding of the importance of the persuasive layer WHERE TO START…
@paulrouke #CROworld In-depth, genuine, continuous understanding of your visitors and customers An open-minded business culture that embraces change and works with agility A methodology and process which delivers continuous results, learnings and that ultimately affects your whole business strategy A multi-disciplinary and highly experienced team of specialists working together THE 4 CRITICAL AREAS FOR LONG TERM GROWTH THROUGH CRO
@paulrouke #CROworld CONTROL YOUR OWN DESTINY Focus on these four foundational layers… then exploit the opportunity to out-grow your competition
@paulrouke #CROworld THANK YOU FOR LISTENING PAUL ROUKE Founder & Director of Optimisation @paulrouke HERE’S MY FINAL CTA… OVER 65 CRO ARTICLES bit.ly/CROresources