These are Paul Rouke's slides from the Digital Marketing Show 2015.
This talk shows you how a data driven approach to website redesigns is helping marketers avoid the dreaded redesign disaster. Paul provides shows you how you can implement this within a business and the benefits you’ll gain by doing so.
Paul Rouke is Founder & Director of Full-Service Conversion Optimisation Agency PRWD.
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Optimising online experiences since 2004, offering consumer insight & process driven A/B
testing, strategic conversion optimisation programmes and business maturity audits
The sole UK representative on the Global Optimisation Group, alongside world leading agencies
WiderFunnel, Web Arts & Conversionista
Senior team made up from some of the UK’s biggest growth success stories such as AO.com
and Shop Direct Group
Average 541% ROI delivered through PRWD’s Growth Methodology™ with a focus on
psychology and customer research, delivering full spectrum testing
ABOUT PRWD
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You are switching between
2 very different experiences
& introducing 100’s or 1000’s of changes in one go
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They have all the latest
bells & whistles
But do your visitors really care?
& which old bells have now been replaced
which your visitors actually liked?
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Lip service is paid to
“being customer centric”
& “user testing” is one of the 1st (and easiest) things to
get cut in order to reduce budgets or save time
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“If you double the intelligence behind
your test hypotheses you’re going to
double your Continuous Business
Growth (CBG) potential”
Paul Rouke, Founder of PRWD
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So what exactly is
Data Driven
Redesign (DDR)?
& why does it need to
replace your next redesign?
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Sliderobes
Sliderobes are specialists in fitted sliding wardrobe doors and storage.
They offer customers creative solutions to their storage problems, with an end-to-
end service through design, manufacture and installation.
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EXAMPLES OF INNOVATIVE A/B TESTING
Radical, insight driven page redesigns
Unique value proposition testing
Strategic growth opportunity testing
Exploration tests prior to changing back-end systems
Reducing steps within a flow i.e. checkout, application, registration
Business model testing
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8 STEPS FOR DATA DRIVEN REDESIGN
Foundations - get the right foundations (inc. HIPPO buy-in) in place for optimisation
Quality – focus on quality of A/B tests, then quantity
Intelligence - start with intelligent, research driven simple iterative tests
Identification – use insights from simple tests & research to identify redesign test opportunities
Momentum – continually build up A/B testing momentum, buy-in and awareness of learnings
Business case – use ROI from simple/iterative tests to provide the business case for redesign
testing
Go innovative - begin planning and delivering bold, innovative tests alongside iterative tests
Growth - grow faster than your competition by exploiting the full spectrum of testing opportunities
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