Paul Rouke shares insights on the different cultures that exist within organisations that PRWD work with on their conversion optimisation programme, and shares what it takes to become a top conversion optimiser. Paul then talks through the hypotheses, results and learnings from 13 A/B tests that PRWD have run for clients, including radical homepage redesigns, form redesigns, sitewide proposition test, pop-up tests and button wording tests

1. @paulrouke #NUXUK
CONVERSION
OPTIMISATION
STORIES FROM
THE FRONT LINE
PAUL ROUKE
Founder & Director of
Optimisation
@paulrouke
2ND JUNE 2014
NUX MANCHESTER

2. @paulrouke #NUXUK
Founded in 2004 by Paul Rouke
Conversion optimisation specialists
Head office in Manchester, UK with clients
across Europe
Work on-going with brands to analyse,
review, test and optimise site experiences
Specialise in desktop, tablet & mobile
conversion optimisation
ABOUT PRWD

3. @paulrouke #NUXUK

4. @paulrouke #NUXUK
The 4 types of business we work with
What makes a top conversion optimiser?
13 A/B testing case studies
7 key takeaways
1 link to 6 years worth of CRO insights
We’re continually hiring…
OVERVIEW

5. @paulrouke #NUXUK
THE 4 TYPES OF BUSINESS WE
WORK WITH

6. @paulrouke #NUXUK
1. GO ON THEN LETS GIVE IT A GO!

7. @paulrouke #NUXUK
2. LETS DO THIS FOR A FEW MONTHS

8. @paulrouke #NUXUK
3. THIS COULD BE VERY IMPORTANT

9. @paulrouke #NUXUK
4. THIS WILL BE A CENTRAL STRATEGY

10. @paulrouke #NUXUK
The 4 types of business we work with
What makes a top conversion optimiser?
13 A/B testing case studies
7 key takeaways
1 link to 6 years worth of CRO insights
We’re continually hiring…
OVERVIEW

11. @paulrouke #NUXUK
WHAT MAKES A TOP
CONVERSION OPTIMISER?

12. @paulrouke #NUXUK
Behavioural Researchers
Web Analysts
UX Designers
Front End Developers
Psychologists
PRWD’S
MULTI-
DISCIPLINARY
TEAM

13. @paulrouke #NUXUK
Passionate
Inquisitive
Pro-active
Solution orientated
User-centric thinking
Confidence
Utmost integrity
7 THINGS WE
LOOK FOR AT
PRWD

14. @paulrouke #NUXUK
The 4 types of business we work with
What makes a top conversion optimiser?
13 A/B testing case studies
7 key takeaways
1 link to 6 years worth of CRO insights
We’re continually hiring…
OVERVIEW

15. @paulrouke #NUXUK
13 A/B TESTING CASE STUDIES

16. @paulrouke #NUXUK
Last 30 A/B Test Results

17. @paulrouke #NUXUK
Over 85% of tests deliver an uplift in Primary Conversion
Rate
The 3 tests in the + 31% category delivered 43%, 72% and
503% increases
Excluding the negative results and 31%+ results, the average
uplift per test is 10.9%
All tests including negative results provided key learning‘s
Results for PRWD Clients

18. @paulrouke #NUXUK
Option 1

19. @paulrouke #NUXUK
Option 2

20. @paulrouke #NUXUK
Result
+ 7%Design Appointment Completion
CLARITY OFTEN BEATS PERSUASION

21. @paulrouke #NUXUK
Option 1

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Option 2

23. @paulrouke #NUXUK
Result
+ 4.3%Sitewide Purchase Conversion Rate
SITEWIDE, GIVE VISITORS UNIQUE REASONS TO STAY & CONVERT

24. @paulrouke #NUXUK
Option 1

25. @paulrouke #NUXUK
Option 2

26. @paulrouke #NUXUK
Result
+ 20%Brochure Requests
CONSISTENTLY COMMUNICATE HOW GOOD YOU ARE

27. @paulrouke #NUXUK
Option 1

28. @paulrouke #NUXUK
Option 2

29. @paulrouke #NUXUK
Result
+ 78%New visitor sign-ups
BE BOLD & PROVIDE EARLY & EASY OPPORTUNITIES TO CONVERT

30. @paulrouke #NUXUK
Option 1

31. @paulrouke #NUXUK
Option 2

32. @paulrouke #NUXUK
Result
+ 28%Click through rate

33. @paulrouke #NUXUK
Result
+ 43%Premium Subscriptions
QUALIFY VISITORS EARLY & FOCUS TEST ANALYSIS ON YOUR END CONVERSION METRIC

34. @paulrouke #NUXUK
Option 1

35. @paulrouke #NUXUK
Option 2

36. @paulrouke #NUXUK
Result
+ 18%Brochure Requests
BE BOLD, USE CUSTOMER INSIGHT & EMBRACE DISCONTINUOUS TESTING

37. @paulrouke #NUXUK
Option 1

38. @paulrouke #NUXUK
Option 2

39. @paulrouke #NUXUK
Result
+ 7%New Paid Subscriptions
STREAMLINE VISITORS PATH TO CONVERSION AS MUCH AS POSSIBLE

40. @paulrouke #NUXUK
Option 1

41. @paulrouke #NUXUK
Option 2

42. @paulrouke #NUXUK
Result
+ 4%Purchase Conversion Rate
KEEP VISITORS FOCUSSED ON THE PRIMARY CONVERSION THROUGHOUT

43. @paulrouke #NUXUK
GET REVISING
SIGN-UP TABLE
Price doesn’t put me off, although the
basic package is more than enough for
me.
I think the site has already got
everything I need.
Moderated user testing participant

44. @paulrouke #NUXUK
Option 1

45. @paulrouke #NUXUK
Option 2

46. @paulrouke #NUXUK
Result
+ 185%Premium Sign-ups
TEST FUNDAMENTAL BUSINESS GROWTH HYPOTHESES

47. @paulrouke #NUXUK
Option 1

48. @paulrouke #NUXUK
Option 2

49. @paulrouke #NUXUK
Result
+ 22%Brochure Requests
TEST DIFFERENT PERSUASION TECHNIQUES: E.G. SOCIAL PROOF VERSUS AUTHORITY

50. @paulrouke #NUXUK
Option 1

51. @paulrouke #NUXUK
Option 2

52. @paulrouke #NUXUK
Result
+ 28%Brochure Requests
+ 20%Design Appointments
AT THE RIGHT TIME RELEVANT POP-UPS CAN DRAMATICALLY IMPROVE CONVERSION

53. @paulrouke #NUXUK
Option 1

54. @paulrouke #NUXUK
Option 2

55. @paulrouke #NUXUK
Result
+ 7%Brochure Requests
RUTHLESSLY REMOVE UN-NECESSARY CONTENT TO REDUCE DISTRACTION

56. @paulrouke #NUXUK
Option 1

57. @paulrouke #NUXUK
Option 2

58. @paulrouke #NUXUK
Result
+ 4.7%Post Creation Conversion Rate

59. @paulrouke #NUXUK
Result
+ 40%Registration Conversion Rate
PERSUASIVE COPYWRITING IS CRUCIAL FOR CHANGING VISITOR PERCEPTION

60. @paulrouke #NUXUK
The 4 types of business we work with
What makes a top conversion optimiser?
13 A/B testing case studies
7 key takeaways
1 link to 6 years worth of CRO insights
We’re continually hiring…
OVERVIEW

61. @paulrouke #NUXUK
7 KEY TAKEAWAYS

62. @paulrouke #NUXUK
Provide sitewide visibility of your most
differentiating proposition messages
Users are very rarely rationale – find this
out through A/B testing
Bigger does not always mean better when it
comes to the size and complexity of the
change
Don't be afraid to ask visitors to convert
early in the journey – & keep it simple
Remove distractions wherever possible
Speaking to your customers and target
customers remains a fundamental technique
Don’t ever think of testing as just about
button colours - optimisation can be used to
test fundamental business hypotheses
7 KEY
TAKEWAWAYS
FOR TESTING
SUCCESS
1.
2.
3.
4.
5.
6.
7.

63. @paulrouke #NUXUK
The 4 types of business we work with
What makes a top conversion optimiser?
13 A/B testing case studies
7 key takeaways
1 link to 6 years worth of CRO insights
We’re continually hiring…
OVERVIEW

64. @paulrouke #NUXUK
SECTION TITLE
SLIDES
bit.ly/CROSTORIES
CRO RESOURCE LIBRARY
bit.ly/CROresources

65. @paulrouke #NUXUK
The 4 types of business we work with
What makes a top conversion optimiser?
13 A/B testing case studies
7 key takeaways
1 link to 6 years worth of CRO insights
We’re continually hiring…
OVERVIEW

66. @paulrouke #NUXUK
WE’RE CONTINUALLY HIRING

67. @paulrouke #NUXUK
Web Analytics
UX Design
Front End Development
Psychology
Behavioural Research
IF YOU OR
SOMEONE YOU
KNOW HAVE A
PASSION FOR
AT LEAST 1 OF
THESE…
PLEASE EMAIL
interested@prwd.co.uk

68. @paulrouke #NUXUK
THANKS TO
YOU ALL
FOR COMING
ALONG &
TAKING PART
PAUL ROUKE
Founder & Director of
Optimisation
@paulrouke
2ND JUNE 2014
NUX MANCHESTER