the 4 critical areas for successful cro - paul rouke at conversion world 2015

@paulrouke #CROworld

THE 4 CRITICAL AREAS

FOR SUCCESSFUL CRO

PAUL ROUKE

Founder & Director of Optimisation at PRWD

@paulrouke


Optimisation is not “a project”.

Optimisation is the biggest growth

lever available for businesses.


1. CUSTOMER

UNDERSTANDING

You may know your customer’s

but do you truly understand them?


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…


2. OPEN-MINDED

COMPANY CULTURE

Be agile, embrace change, rip up your

development roadmap


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…


ITERATIVE

TESTINGINNOVATIVE

TESTING

OPPORTUNITY


RETHINK YOUR

REDESIGN

Stop the redesign cycle and test

your way to conversion growth


3. OPTIMISATION

METHODOLOGY

Without one is like having

a car with no engine


MORE TESTS VS MORE IMPACT

FIND A

BALANCE THAT

WORKS FOR

YOUR

ORGANISATION


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…


4. DIVERSE, EXTENSIVE

KNOWLEDGE

From UX and copy, to technical and

psychology, expertise should underpin

what you test and how it’s delivered


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…


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


CONTROL YOUR

OWN DESTINY

Focus on these four foundational layers…

then exploit the opportunity to

out-grow your competition


THANK YOU FOR

LISTENING

PAUL ROUKE

Founder & Director of

Optimisation

@paulrouke

HERE’S MY FINAL CTA…

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