In today’s ever changing digital world, new technologies and critical consumer demands ask the most from any organisation. Personalisation, 1 on 1 combinations at scale are examples that require a different way of thinking and working.
What can you learn from companies that have a culture of a/b testing, have a customer first mindset and have data informed design strategy to help you make the right decisions?
2. Confidential & Proprietary
Source: http://angloafrican.com/facebook-artificial-intelligence-wants-to-get-close-to-you/
CRO:
Making the right decisions within a
continuously changing digital world
3.
4. How do you know
you are making the
rights decisions?
5. A 150 million pound website redesign that lead to a
8,1% decrease in online sales
Source: http://www.digital-tonic.co.uk/digital-tonic-blog/went-wrong-marks-spencer-website-redesign-made-lose-sales/
6. Digg redesign - 26% loss of traffic
Source: http://readwrite.com/2010/09/23/digg_redesign_tanks_traffic_down_26/
15. per day
At bus stop, listen
to new music playlist
8:30am
Buy new tote to
take to Coachella
11:15am
Browse festival
styles on YouTube
7:15pm
On bus, check email
for sales this weekend
5:29pm
At lunch, play Scrabble
while waiting in line
1:33pm
Use flashlight app to
find dropped earring
11:09pm
Use maps to get
directions to
Creole food truck
1:13pm
At work, book
Coachella tickets
11:36am
Wake up and
read news online
6:50am
On the bus, read articles
about Coachella
8:42am
150x
Source: http://www.criteo.com/news/press-releases/2016/05/mobile-commerce-at-the-tipping-point-almost-half-of-all-uk-ecommerce-transactions-now-take-place-on-mobile/
16. Almost half of UK eCommerce transactions (48.9%) now
take place on mobile devices, up 6 percent year-on-year.
Source: http://www.criteo.com/news/press-releases/2016/05/mobile-commerce-at-the-tipping-point-almost-half-of-all-uk-ecommerce-transactions-now-take-place-on-mobile/
18. Proprietary + ConfidentialProprietary + Confidential
Proprietary + Confidential
In 2016 we expect to see industries
where more than 50% of traffic is
24. Confidential & Proprietary
Large firms struggle to keep up with digital
innovation according to a recent study by KPMG and Harvey Nash
Source: http://www.consultancy.uk/news/2171/large-firms-struggle-to-keep-up-with-digital-innovation
25. 2 out of 3 digital transformation
projects fail
According to a new study from Genpact
Source: http://www.consultancy.uk/news/2656/two-thirds-of-digital-transformation-projects-fail
26. “Only 5% of organizations feel that digital gives
them a point of differentiation over their
competitors,”
according to an Accenture study published in October 2015.
27. Large IT projects run 45 percent over budget and 7
percent over time, while delivering 56 percent less
value than predicted.
28. 17 percent of IT projects go so
bad that they can threaten the
very existence of the company
30. 1955 vs. 2014;
88% are gone
Only 68 survived…..
Source: http://www.aei.org/publication/fortune-500-firms-in-1955-vs-2014-89-are-gone-and-were-all-better-off-because-of-that-dynamic-creative-destruction/
34. Public Internet Company Capitalizations (1995 - 2015)
Source: http://www.slideshare.net/kleinerperkins/internet-trends-v1/6-6Public_Internet_Company_Market_Capitalizations
44. ● Big redesigns are not the way to go
● New technologies are being adopted faster
● The mobile tipping point is coming
● Innovations is happening faster and faster
and large corporations are finding it
difficult to adapt
● The impact of making the wrong decisions
is getting bigger
● Test your marketing message at scale
45. In a world of
continuous
change
companies need to
improve
continuously…..
47. Confidential & Proprietary
‘It is not the strongest of the
species who survive, nor the most
intelligent but the ones most
responsive to change’
Charles Darwin
49. A 150 million pound website redesign that lead to a
8,1% decrease in online sales
Source: http://www.digital-tonic.co.uk/digital-tonic-blog/went-wrong-marks-spencer-website-redesign-made-lose-sales/
50. How do you know
you are making the
rights decisions?
51. Evolve through a framework of continuous a/b
testing of incremental changes
Think big
and make
incremental
changes
A/B test &
measure
true impact
Look at
your
customer's
behaviour
Look at
your data
59. Insights: The 25-34 years old mobile users are more likely to not add products to the cart. However,
on desktop, they’re the more likely to do so. Are we dealing with cross devices users?
Look at
your data
65. Kohl’s hypothesis:
The retailer set out to test the hypothesis
that opening stores an hour later would
not lead to a significant drop in sales
A/B test &
measure
true
impact
66. So how do you
know you are
making decisions
that create an
impact?
67. Evolve through a framework of continuous a/b
testing of incremental changes
Think big
and make
incremental
changes
A/B test &
measure
true impact
Look at
your
customer's
behaviour
Look at
your data
68. 30% of A/B tests is successful.
This also means that if you do
not a/b test, there is a 70%
chance that if you implement
a change on your website it
will have no or a negative
impact on your revenue.
72. Google confidential | Do not distribute
“If you’re Picasso don’t A/B test,
but for the rest of us it’s humbling
to evaluate our ideas….”
— By Colin McFarland, skyscanner