At Integrated Live 2016 PRWD Founder & CEO presented the Four steps to digital transformation. Paul has worked in digital transformation since his 1st role in the digital industry in 1999, were he became the 1st web designer at Shop Direct, now a multi-billion UK retailer. In this presentation Paul shares client stories in digital transformation from brands Schuh, Skyscanner, Moss Bros, AO.com and Wilko

1. MORE THAN A/B TESTING
The Four Steps to Digital Transformation
#GrowthLeaders

2. What is Digital Transformation?
Digital Transformation is a significant change
to the core foundations of a business:
from its culture & mindset to its way of operating:
From product-led to customer-led thinking.
#GrowthLeaders

3. Why Is Digital Transformation Important?
#GrowthLeaders
Planning for and working on Digital
Transformation ensures a business will
achieve long term, sustainable success whilst
out-growing their biggest competitors.

4. PRWD & Digital Transformation
#GrowthLeaders

5. 17 years experience in digital transformation, starting as
the 1st web designer at £2bn retailer Shop Direct in 1999
#GrowthLeaders

6. Brands We’ve Worked With…
#GrowthLeaders

7. Planning for Digital Transformation
#GrowthLeaders

8. Digital Transformation Across The Globe
#GrowthLeaders

9. The Digital Transformation
Opportunity for Retailers
#GrowthLeaders

10. The Two Types of Digital Transformation
Talking the Talk
Walking the Walk
to
#GrowthLeaders

11. Why Are So Many Companies “Talking the Talk”?
Comfort
Zone
Where Digital
Transformation
Happens
#GrowthLeaders

12. Is Your Business
Inside or Outside
It’s Comfort Zone?
#GrowthLeaders

13. Start Asking These Challenging Questions
› Does your business have a growth mind-set?
› Are you a product-led or customer-led business?
› Do you invest in tools & technology without the
resources or expertise to harness them?
› How often do you speak to your users?
› Do you have someone senior within your business
championing customer centricity and digital
transformation?
› Do you have an intelligent methodology behind
you’re A/B testing strategy?
#GrowthLeaders

14. What Do High Growth
Brands Do?
#GrowthLeaders

15. High Growth Characteristics
What High Growth Brands Do
Digital
Transformation
Strategic Conversion
Optimisation
Listen to Customers
Break Down Silos
Embrace Change
Move Quickly
Instill a Growth Mindset
Think & Plan Long Term
#GrowthLeaders

16. Start Planning for Digital Transformation
To plan your digital transformation,
you need to know where your business is
now, and what are your biggest areas of
opportunities moving forward
#GrowthLeaders

17. #GrowthLeaders

18. #GrowthLeaders
The Four Steps of
Digital Transformation

19. The Conversion Optimisation Maturity Model™
#GrowthLeaders
› Hypothesis Development
› Test Prioritisation
› Test Design Process
› QA & UAT Process
› Test Analysis
› Test Results & Learnings
› Core Business Growth Strategy
› Business Mindset
› Influential Champion
› Continuous Learning
› Product-Led v Customer-Led
› Analytics Platform
› Voice of Customer
› Knowledge Sharing
› Testing Platform
› Behavioural Research
› Data & Analytics
› UX Design
› Development
› Statistics
› Influential Lead
BEGINNER ASPIRING STRATEGIC TRANSFORMATIVEPROGRESSIVE

20. The Five Levels of Maturity
BEGINNER ASPIRING STRATEGIC TRANSFORMATIVEPROGRESSIVE
Your business is at the
start of your journey of
introducing conversion
optimisation and you
want to know how to
build an effective
process.
Your business has
established some
important foundations
in preparation for
starting to truly
become a customer
centric brand.
Your business
recognises that user
insight driven
conversion
optimisation is a
core driver of
business growth
and is starting
to see its impact.
Your business is using
intelligent, customer
insight driven
conversion optimisation
to both optimise and
deliver strategic
enhancements to your
online user experience,
in turn growing your
business.
Your business is in the
elite - you have made
customer centricity
and intelligent
conversion
optimisation
absolutely central to
your growth
ambitions, and you
are out-performing
your competition.
#GrowthLeaders

21. #GrowthLeaders
STEP ONE
Strategy & Culture

22. AO.com - £1.2bn Annual Revenue, £2bn Valuation
#GrowthLeaders
bit.ly/awesomeAO

23. Questions For Your Business
› Does your CEO and C-suite understand and value
the importance of strategic conversion
optimisation to grow your business?
› How connected is your conversion optimisation
strategy with your core business growth strategy?
› Does your business put people first – both
employees and customers?
› Does your business have a fixed mindset, focusing
on what you have always done, or does it have a
growth mindset, embracing challenge & change?
#GrowthLeaders

24. #GrowthLeaders
STEP TWO
Tools & Technology

25. Moss Bros + 30% Pre-Tax Profits in 2016
#GrowthLeaders

26. Moss Bros. User-Centered Redesign Impact
+25%
Uplift in desktop conversion
+36%
Uplift in mobile conversion
bit.ly/mossbrosredesign
#GrowthLeaders

27. Questions For Your Business
› How well configured is your analytics platform to
track visitor behaviour at a granular level?
› How is your business utilising voice of customer
and behavioural insight tools to provide a rich
understanding of visitor experiences?
› How do you provide access to experiment results
and customer learnings to people from across
different areas of your business?
› What resources and capability do you have to
harness the features and functionality of your
testing tool?
#GrowthLeaders

28. #GrowthLeaders
STEP THREE
People & Skills

29. Schuh: £270m Revenue, Multi-channel Leader
#GrowthLeaders

30. Schuh User-Centered Redesign Impact
30
+45%
Uplift in mobile conversion
bit.ly/schuhredesign

31. Questions For Your Business
#GrowthLeaders
› What budget do we have for investing in user
research and specialist behavioural research
resources?
› How specialised are the people who are analysing
your online performance?
› How open and humble are your designers for
collaborating with other people from across your
business?
› What level of resource do you have in front end
development to increase testing velocity?
› Do you have someone senior and influential
leading your conversion optimisation strategy?

32. #GrowthLeaders
STEP FOUR
Process & Methodology

33. Skyscanner - $1.6bn Valuation Global Brand
#GrowthLeaders

34. Questions For Your Business
#GrowthLeaders
› Do you have a customer insight driven “why?”
behind you’re A/B test hypotheses?
› How does your business prioritise resources on
different tests that could impact the business?
› How do you go about designing test variations,
and how much does egotism play a part in
decision making?
› What level of analytics experience do you harness
for doing in-depth data analysis on completed
tests?
› What type of test results document do you
produce and how clear are the customer
learnings – if there are any?

35. #GrowthLeaders
How Strategic & Mature is
Your Approach to
Conversion Optimisation?

36. The Five Levels of Maturity
BEGINNER ASPIRING STRATEGIC TRANSFORMATIVEPROGRESSIVE
✔ No real research
✔ Basic A/B testing
✔ No buy-in
✔ Limited resources
✔ Doing remote
research
✔ Simple A/B testing
✔ Some appreciation
from senior
managers
✔ Some resources
✔ Doing
moderated
research
✔ Testing big
changes
✔ Senior director
buy-in
✔ Increasing multi-
disciplinary
resources
✔ Cross device and
regular moderated
research
✔ Testing strategic
changes to your UX
✔ C-suite buy-in to
optimisation
✔ Harnessing
psychologists and
data scientists
✔ Muliti-channel in-
depth moderated
research
✔ Experimentation is
part of your DNA
✔ Company wide
buy-in & growth
mindset
✔ A complete multi-
disciplinary,
growing team
#GrowthLeaders

37. Assess Your Business Maturity in 10 Minutes
www.CROmaturityaudit.com
#GrowthLeaders
Its FREE Start your ACTION plan today21 questions across the 4 steps
BEGINNER ASPIRING STRATEGIC TRANSFORMATIVEPROGRESSIVE

38. #GrowthLeaders
In all honesty, the maturity audit was a wake-up call.
Since the audit we have re-organised the Ecommerce team
to better support optimisation, and while we still have a way
to go, I think we’re already seeing a more mature CRO effort.
Stuart McMillan
Deputy Head of ECommerce
www.CROmaturityaudit.com