Planned your CRO strategy for 2017 yet?
In this presentation Paul Rouke (CEO and Founder, PRWD) and Sushant Sharma (Marketing Manager, VWO) share what are the essential elements for successful CRO and business growth in the new year.
3. • Conversion Rate Optimization enthusiast
• Channel and Co-Marketing Operations at VWO
• Works on Content Partnership and Co-Branding/Marketing
campaigns between VWO and similar SAAS brands
@Sushant6759
Hi, I’m Sushant!
5. Hi, I’m Paul - @paulrouke!
● 17 years experience in UX and conversion optimisation
● CEO at conversion optimisation agency PRWD
● Opening keynote speaker at Elite Camp 2016
● Author of www.CROgrowthbook.com ft 17 thought leaders inc.
Bryan Eisenberg, Craig Sullivan, Peep Laja and Angie Shottmuller
#GrowthLeaders
7. PRWD’s International Partnership
PRWD are the sole UK agency of the Global Optimization Group.
The GO Group is a network of the world’s leading conversion optimisation agencies
#GrowthLeaders
9. Before we start, ask yourself...
➢ Does your business have a growth mindset?
➢ 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 users?
➢ Do you have someone senior within your business
championing customer centricity and experimentation?
➢ Do you have an intelligent methodology behind you’re
A/B testing strategy?
#GrowthLeaders
13. 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 –
listening to both customers and employees?
➢ 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
16. Moss Bros. user centered redesign impact
bit.ly/mossbrosredesign
#GrowthLeaders
17. ➢ 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?
Questions for your business
#GrowthLeaders
21. ➢ 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?
Questions for your business
#GrowthLeaders
24. ➢ 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?
Questions for your business
#GrowthLeaders
25. How strategic & mature
is your approach
to conversion optimisation?
#GrowthLeaders
27. Assess your business maturity in 10 minutes
Its FREE
Start your
action plan
for 2017
#GrowthLeaders
28. Stuart McMillan
Deputy Head of ECommerce
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.
www.CROmaturityaudit.com
#GrowthLeaders
31. #ThinkCRO
DEVELOP/PROMOTE A CRO DRIVEN CULTURE
Get buy-in from top management
Get teams to accept and adopt a CRO-centric work model
Know what your goals are - micro and macro
32. #ThinkCRO
How to Get Management Buy-in?
Highlight Improved User Experience as a Double Win
Present a Competitive Analysis
Stress the Gaps in Your Current Approach
Show Them the Data
Show Them the Money
34. #ThinkCRO
HEATMAP/SCROLLMAP
Visualize click and scroll behavior
SESSION/VISITOR RECORDING
See actual recordings of how visitors navigate your website
FORM ANALYTICS
Analyze how visitors interact with your forms
Tools to Observe Users
35. #ThinkCRO
Heatmaps and Scrollmaps
helps you visualize visitors
clicks and scrolls to
understand what actions
they do on your website that
could either lead them to a
conversion or drop off
Heatmaps and Scrollmaps
36. #ThinkCRO
Session recordings playback
your visitors actual page
interactions and how they
navigate through your
website without distracting
the visitor from their
desired goals
Session Recordings
37. #ThinkCRO
Session recordings playback
your visitors actual page
interactions and how they
navigate through your
website without distracting
the visitor from their
desired goals
An Example of Session Recording
38. #ThinkCRO
Form analysis tools help you
dig deeper into how visitors
behave with a form on every
field level. It gives you
insights on where users are
hesitate and drop off
Form Analysis
41. #ThinkCRO
People and Skills
Skills critical for proper functioning of a CRO program
Job descriptions of different members of a CRO team
Two things you should know when setting up a CRO team:
42. #ThinkCRO
People and Skills
Analytics. To have a successful CRO program, you need to understand your data and
derive insights
User experience design. Being able to prototype great user experience is important
Marketing and copywriting. Working on pricing strategies, composing an effective
value proposition, and other relevant activities
Consumer psychology
Email marketing
Critical skills needed in a CRO team
43. #ThinkCRO
People and Skills
A Strategist. Focuses on managing the program and deciding the goals. Usually knows the most
about conversion journeys, user personas and persuasion design. Owns the KPIs.
An Analyst. Looks at data before and after the test, connects it with other important data sources
and helps everyone understand the test outcomes.
A Conversion Centered Designer. Graphic designer who focuses on conversion centered
design.
A Copywriter. Someone who’s great with the written word and can write to reduce anxieties, ease
friction, persuade and delight visitors.
A Developer. To help you run your tests with optimized front-end code and send events or record
goals in your analytics software.
45. #ThinkCRO
1. Set up a long-term calendar for a CRO program
2. Set a Goal
3. Find Opportunities for Optimization
4. Create Hypothesis
5. Develop Variation
6. Analyse Test Results
7. Build a knowledge repository of learning from the past CRO campaigns
The Ideal CRO Implementation Process