In this talk Paul Rouke, Founder & Director of Optimisation at full service conversion optimisation agency PRWD, explains what are the 4 critical areas to get right for businesses to truly be able to grow through having a data driven culture of continuous testing and learning. It provides insights based around experiences delivering conversion optimisation programmes for brands like Trend Micro, The North Face, The Student Room, Schuh, Vans and Speedo

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THE 4 CRITICAL AREAS
FOR SUCCESSFUL CRO
PAUL ROUKE
Founder & Director of Optimisation at PRWD
@paulrouke

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Optimisation is not “a project”.
Optimisation is the biggest growth
lever available for businesses.

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1. CUSTOMER
UNDERSTANDING
You may know your customer’s
but do you truly understand them?

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1. Conduct on-going user research at different stages of the
customer journey… including post conversion
2. Consistently speak to your front line staff – recognise the
nuggets of customer insight they can provide
3. Carry out competitor analysis as part of understanding
user behaviour around your brand
4. Gain customer feedback through testing an idea before
you put it into full development
WHERE TO START…

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2. OPEN-MINDED
COMPANY CULTURE
Be agile, embrace change, rip up your
development roadmap

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1. Get the right people involved from the very start
2. Identify a senior, influential champion and advocate
3. Provide visibility of impact & wider business learnings
4. Iterate, then innovate
WHERE TO START…

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ITERATIVE
TESTING
INNOVATIVE
TESTING
OPPORTUNITY

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RETHINK YOUR
REDESIGN
Stop the redesign cycle and test
your way to conversion growth

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3. OPTIMISATION
METHODOLOGY
Without one is like having
a car with no engine

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MORE TESTS VS MORE IMPACT
FIND A
BALANCE THAT
WORKS FOR
YOUR
ORGANISATION

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1. Develop & prioritise hypotheses based on multiple inputs –
particularly consumer research
2. Learn something valuable and transferable from every test
3. Develop an easy to access library of testing insights and
business learnings – and use it
WHERE TO START…

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4. DIVERSE, EXTENSIVE
KNOWLEDGE
From UX and copy, to technical and
psychology, expertise should underpin
what you test and how it’s delivered

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1. Develop hypotheses and test concepts using the experience
and brains of a variety of people
2. Pay close attention to the small details like copywriting for
conversion
3. Enrich your test designs through a genuine understanding
of the importance of the persuasive layer
WHERE TO START…

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In-depth, genuine, continuous
understanding of your visitors and
customers
An open-minded business culture that
embraces change and works with agility
A methodology and process which
delivers continuous results, learnings
and that ultimately affects your whole
business strategy
A multi-disciplinary and highly
experienced team of specialists
working together
THE 4 CRITICAL
AREAS FOR
LONG TERM
GROWTH
THROUGH CRO

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CONTROL YOUR
OWN DESTINY
Focus on these four foundational layers…
then exploit the opportunity to
out-grow your competition

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THANK YOU FOR
LISTENING
& HERE IS 6 YEARS
OF CRO RESOURCES
PAUL ROUKE
Founder & Director of
Optimisation
@paulrouke
bit.ly/CROresources