Digital Marketing Summit Southampton 2018, Duane Brown, Southampton, #Dmsso18, #DMSSO, #DigitalMarketing @DuaneBrown

1. CRO Lessons
What 6 Years of Mistakes Gets You...

2. ▪ Why We Test & Getting Buy In
▪ A/B Testing vs CRO
▪ The 4 Areas of Testing
▪ Tip and Tricks
Agenda
#MeasureFest #AlwaysBeTesting @DuaneBrown#DMSSO #AlwaysBeTesting @DuaneBrown

3. Why Do We Test…

4. There is always
room for
improvement…. If
you’ve enough
traffic to run tests.
There is no
reward, if you take
no risk. Always
test.
Pros
–Increased
Performance
–Customer
Insights
–Rotate Offers
Cons
–Risk Of
Doing Worse
–Not Enough
Traffic

5. Getting Buy In...

6. ▪ Play Into Their Hand
– No Time
– We Are A Startup
– Need To Be Right / Ego
– You Are Wrong
Getting Your Buy In
#DMSSO #AlwaysBeTesting @DuaneBrown

7. A/B Testing
Vs CRO

8. ▪ A/B Testing
– Testing To Better CR
– Goal: Increase CR
▪ CRO
– Better Customer
Experience
• Customer Insights
– By Product:
Increased CR
– Higher LTV or AOV
#DMSSO #AlwaysBeTesting @DuaneBrown

9. 4 Areas Of Testing

10. Keywords

12. Advertising

13. Ad Copy Testing

14. Ad Copy Testing
Old Ad
Conversion Rate
2.71%
New Ad
Conversion Rate
1.23%
#DMSSO #AlwaysBeTesting @DuaneBrown

15. Landing Pages

16. Adding Friction is not
always a bad thing…
..let me tell you why?
Story #1
#TestingInsights
#DMSSO #AlwaysBeTesting @DuaneBrown

17. Problem
Lead Quality Was Awful
All the leads in the world won’t save you, if
no one converts into a paying customer.
#DMSSO #AlwaysBeTesting @DuaneBrown

18. Talk To People?
▪ Do A Review
– TrustPilot, G2Crowds… ect
– Talk to SDR & Cofounders
– Audit GA, AdWords, LPs
Vague LP that tells me nothing. A
market so crowded, how does
anyone make any money?
#DMSSO #AlwaysBeTesting @DuaneBrown

19. ▪ Add Friction
– Pricing Grid
– Short Submission Form
– Exit Popup
– Phone To Book App.
– Long Submission Form
– Double Opt In
– Intro VideoWhat To Add?
#DMSSO #AlwaysBeTesting @DuaneBrown

20. ▪ Add Friction
– Pricing Grid
– Short Submission Form
Why These Two?
– Set Pricing Expectations
– Knowing What You Want
#DMSSO #AlwaysBeTesting @DuaneBrown

21. ▪ Results
– 4 $25,000 Deals
– $150,000 SQL in 60 Days
#DMSSO #AlwaysBeTesting @DuaneBrown

22. Site

23. Tech Debt Is Slowing
Down Your Marketing
Team.
Story #2
#TestingInsights
#DMSSO #AlwaysBeTesting @DuaneBrown

24. ▪ Current Process
– Local Pages
– SEO Heavy
– Manual Tasks
2 months….not working.
Wasting company time.
#DMSSO #AlwaysBeTesting @DuaneBrown

26. ▪ What’s Our POV
– Time #LivingYourBestLife
– No Discounts
– Customer Success
#DMSSO #AlwaysBeTesting @DuaneBrown

27. ▪ What’s Our POV
– Time #LivingYourBestLife
– No Discounts
– Customer Success
▪ Fixing Homepage and Funnel
– Scaled £50K to £10MM
– 20% MoM Growth
– Lowered CPA by 27% to £21
#DMSSO #AlwaysBeTesting @DuaneBrown

28. Don’t Be Right. Move
The Business In The
Right Direction.
Story #3
#TestingInsights
#DMSSO #AlwaysBeTesting @DuaneBrown

29. Old Design
New Design
Design Does
Not Matter

30. Old Design
New Design
Conversion Rate
3.3 % VS 2.1%

31. Don’t Be Right. Move
The Business In The
Right Direction.
Story #3
#TestingInsights
#DMSSO #AlwaysBeTesting @DuaneBrown

32. Tips & Tricks

33. ▪ What Do We Use It For?
– Finding Bugs
– Surveys
– Heatmaps
– Recording
The one tool we use to find out
about our customers.
#DMSSO #AlwaysBeTesting @DuaneBrown

34. Humans

35. ▪ Walking The Lonely Road
– Always Talk To Customers
– Be Data Informed
– No HIPPOs/Arrogant People
– Always Be Testing
– Opinions/Bias Can Kill
– Don’t Test To Much
– Have Fun!
Will You Risk It All?
#DMSSO #AlwaysBeTesting @DuaneBrown

36. Homework
Netflix:
https://channels.theinnovationenterpri
se.com/presentations/quasi-
experimentation-at-netflix-beyond-a-
b-testing
www.slideshare.net/xamat/netflix-
recommendations-beyond-the-5-stars
#DMSSO #AlwaysBeTesting @DuaneBrown

37. The End.
Thank you.
About Me
● Lived 5 Cities. 3 Continents
● Traveled 40 Countries
● Huge Gaming & Tech Nerd
● Brands: ASOS, Ogilvy, Unbounce, Jack Will,
Yarnspiration, ChildLine and Grant Thornton
#DMSSO #AlwaysBeTesting @DuaneBrown
@DuaneBrown