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Maturing from Conversion Optimisation to Business Optimisation
#measurefest
www.CROmaturityaudit.com
@paulrouke
#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
#measurefest @paulrouke
PRWD’s Conversion Optimisation Experience
1. Why CRO ’s Value is Limited2. The PRWD Solution3. Client Success Story4. The CTA
What you’ll hear today
@paulrouke#measurefest
#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.
#measurefest @paulrouke
11 Reasons Why The Value of CRO is Often Limited
1. CRO is seen as just a tactic, rather than a growth strategy2. There isn’t CEO and C-suite buy-in3. Egotism and opinion drive decision making4. Being “customer centric” is said, not really done5. There isn’t a multi-disciplinary team6. There is limited understanding of statistics7. There is limited understanding of psychology8. The business has a siloed mentality9. The business has a fixed mindset10. Experimentation isn’t embedded in to company culture11. There is no improvement model or framework in place
#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
#measurefest @paulrouke
The Challenge We All Have
No clear guidelinesNo structure or frameworkNo way to measure improvementsNo 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:
#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
#measurefest @paulrouke
The Conversion Optimisation Maturity Model ™
#CROelite17
www.prwd.co.uk/maturitymodel
#measurefest @paulrouke
The 21 Assessment Points of the Maturity Model ™
1.0 Strategy & Culture1.01 Core Business Strategy1.02 Business Mindset1.03 Senior, Influential Champion1.04 Continuous Learning1.05 Product-Led versus Customer-Led
2.0 Tools & Technology2.01 Analytics Tool Configuration2.02 Voice of Customer & Behavioural Insight2.03 Business-wide Access to Results & Learnings2.04 Competence Operating the Testing Platform
3.0 People & Skills3.01 Behavioural & User Research Resource3.02 Data & Analytics Resource3.03 UX Design Resource3.04 Development Resource3.05 Experienced Lead Strategist3.06 Understanding of Statistics
4.0 Process & Methodology4.01 Hypothesis Development4.02 Test Prioritisation4.03 Test Design Process4.04 QA & UAT Process4.05 Test Analysis4.06 Test Results & Learnings Report
#measurefest @paulrouke
Audit Your Business in 10 Minutes
www.CROmaturityaudit.com
in September 2016
@paulrouke#measurefest
#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%
#measurefest @paulrouke
Suntransfers Maturity Audit Scores
34%
STRATEGY & CULTURE
33%
TOOLS & TECHNOLOGY
34%
PEOPLE & SKILLS
36%
PROCESS & METHODOLOGY
#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
#measurefest @paulrouke
The Biggest Challenges To Overcome
1. Speed to resolve problems2. Lack of internal resources / experience3. Culture of senior management designing websites4. No experience of testing5. Lack of data or user insight6. Little history of agency investment7. Too many issues - where do we start?
First 12 months
+
@paulrouke#measurefest
#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
+
#measurefest @paulrouke
Mobile Search Form Redesign
CONTROL VARIATION
+14.3%INCREASE IN
TRANSACTIONS
#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?”
#measurefest @paulrouke
Suntransfers.com KPI Impact 2016-2017
-59%FUNNEL
ABANDONMENT
+7%CHANCE OF CONVERSION WITHIN 2 SESSIONS
-12%DECREASE IN PAGES PER SESSION
#measurefest @paulrouke
Arresting the Rate of CR Decline from Traffic Growth
#measurefest @paulrouke
Suntransfers.com Business Growth 2016-2017
+36%REVENUEGROWTH+37%
INCREASE IN TOTAL BOOKINGS
+117%INCREASE IN MOBILE BOOKINGS
in September 2017
@paulrouke#measurefest
#measurefest @paulrouke
Suntransfers Maturity Audit Scores
69%
STRATEGY & CULTURE
57%
TOOLS & TECHNOLOGY
65%
PEOPLE & SKILLS
62%
PROCESS & METHODOLOGY
#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
Year 2….Business Optimisation
#measurefest @paulrouke
#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
#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
Audit your business or your clients in 10 minutes for FREEwww.CROmaturityaudit.com
Will you join companies & agencies around the world?
#measurefest @paulrouke