conversion optimisation - stories from the front line - paul rouke from prwd at nux manchester

@paulrouke #NUXUK

CONVERSION

OPTIMISATION

STORIES FROM

THE FRONT LINE

PAUL ROUKE

Founder & Director of Optimisation

@paulrouke

2ND JUNE 2014

NUX MANCHESTER

@paulrouke #NUXUK

Founded in 2004 by Paul Rouke Conversion optimisation specialists Head office in Manchester, UK with clients across Europe Work on-going with brands to analyse, review, test and optimise site experiences Specialise in desktop, tablet & mobile conversion optimisation

ABOUT PRWD

@paulrouke #NUXUK

@paulrouke #NUXUK

The 4 types of business we work with What makes a top conversion optimiser? 13 A/B testing case studies 7 key takeaways 1 link to 6 years worth of CRO insights We’re continually hiring…

OVERVIEW

@paulrouke #NUXUK

THE 4 TYPES OF BUSINESS WE

WORK WITH

@paulrouke #NUXUK

1. GO ON THEN LETS GIVE IT A GO!

@paulrouke #NUXUK

2. LETS DO THIS FOR A FEW MONTHS

@paulrouke #NUXUK

3. THIS COULD BE VERY IMPORTANT

@paulrouke #NUXUK

4. THIS WILL BE A CENTRAL STRATEGY

@paulrouke #NUXUK

The 4 types of business we work with What makes a top conversion optimiser? 13 A/B testing case studies 7 key takeaways 1 link to 6 years worth of CRO insights We’re continually hiring…

OVERVIEW

@paulrouke #NUXUK

WHAT MAKES A TOP

CONVERSION OPTIMISER?

@paulrouke #NUXUK

Behavioural Researchers Web Analysts UX Designers Front End Developers Psychologists

PRWD’S

MULTI-

DISCIPLINARY

TEAM

@paulrouke #NUXUK

Passionate Inquisitive Pro-active Solution orientated User-centric thinking Confidence Utmost integrity

7 THINGS WE

LOOK FOR AT

PRWD

@paulrouke #NUXUK

The 4 types of business we work with What makes a top conversion optimiser? 13 A/B testing case studies 7 key takeaways 1 link to 6 years worth of CRO insights We’re continually hiring…

OVERVIEW

@paulrouke #NUXUK

13 A/B TESTING CASE STUDIES

@paulrouke #NUXUK

Last 30 A/B Test Results

@paulrouke #NUXUK

Over 85% of tests deliver an uplift in Primary Conversion Rate The 3 tests in the + 31% category delivered 43%, 72% and 503% increases Excluding the negative results and 31%+ results, the average uplift per test is 10.9% All tests including negative results provided key learning‘s

Results for PRWD Clients

@paulrouke #NUXUK

Option 1

@paulrouke #NUXUK

Option 2

@paulrouke #NUXUK

Result

+ 7% Design Appointment Completion

CLARITY OFTEN BEATS PERSUASION

@paulrouke #NUXUK

Option 1

@paulrouke #NUXUK

Option 2

@paulrouke #NUXUK

Result

+ 4.3% Sitewide Purchase Conversion Rate

SITEWIDE, GIVE VISITORS UNIQUE REASONS TO STAY & CONVERT

@paulrouke #NUXUK

Option 1

@paulrouke #NUXUK

Option 2

@paulrouke #NUXUK

Result

+ 20% Brochure Requests

CONSISTENTLY COMMUNICATE HOW GOOD YOU ARE

@paulrouke #NUXUK

Option 1

@paulrouke #NUXUK

Option 2

@paulrouke #NUXUK

Result

+ 78% New visitor sign-ups

BE BOLD & PROVIDE EARLY & EASY OPPORTUNITIES TO CONVERT

@paulrouke #NUXUK

Option 1

@paulrouke #NUXUK

Option 2

@paulrouke #NUXUK

Result

+ 28% Click through rate

@paulrouke #NUXUK

Result

+ 43% Premium Subscriptions

QUALIFY VISITORS EARLY & FOCUS TEST ANALYSIS ON YOUR END CONVERSION METRIC

@paulrouke #NUXUK

Option 1

@paulrouke #NUXUK

Option 2

@paulrouke #NUXUK

Result

+ 18% Brochure Requests

BE BOLD, USE CUSTOMER INSIGHT & EMBRACE DISCONTINUOUS TESTING

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Option 1

@paulrouke #NUXUK

Option 2

@paulrouke #NUXUK

Result

+ 7% New Paid Subscriptions

STREAMLINE VISITORS PATH TO CONVERSION AS MUCH AS POSSIBLE

@paulrouke #NUXUK

Option 1

@paulrouke #NUXUK

Option 2

@paulrouke #NUXUK

Result

+ 4% Purchase Conversion Rate

KEEP VISITORS FOCUSSED ON THE PRIMARY CONVERSION THROUGHOUT

@paulrouke #NUXUK

GET REVISING

SIGN-UP TABLE

Price doesn’t put me off, although the basic package is more than enough for me. I think the site has already got everything I need.

Moderated user testing participant

@paulrouke #NUXUK

Option 1

@paulrouke #NUXUK

Option 2

@paulrouke #NUXUK

Result

+ 185% Premium Sign-ups

TEST FUNDAMENTAL BUSINESS GROWTH HYPOTHESES

@paulrouke #NUXUK

Option 1

@paulrouke #NUXUK

Option 2

@paulrouke #NUXUK

Result

+ 22% Brochure Requests

TEST DIFFERENT PERSUASION TECHNIQUES: E.G. SOCIAL PROOF VERSUS AUTHORITY

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Option 1

@paulrouke #NUXUK

Option 2

@paulrouke #NUXUK

Result

+ 28% Brochure Requests

+ 20% Design Appointments

AT THE RIGHT TIME RELEVANT POP-UPS CAN DRAMATICALLY IMPROVE CONVERSION

@paulrouke #NUXUK

Option 1

@paulrouke #NUXUK

Option 2

@paulrouke #NUXUK

Result

+ 7% Brochure Requests

RUTHLESSLY REMOVE UN-NECESSARY CONTENT TO REDUCE DISTRACTION

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Option 1

@paulrouke #NUXUK

Option 2

@paulrouke #NUXUK

Result

+ 4.7% Post Creation Conversion Rate

@paulrouke #NUXUK

Result

+ 40% Registration Conversion Rate

PERSUASIVE COPYWRITING IS CRUCIAL FOR CHANGING VISITOR PERCEPTION

@paulrouke #NUXUK

The 4 types of business we work with What makes a top conversion optimiser? 13 A/B testing case studies 7 key takeaways 1 link to 6 years worth of CRO insights We’re continually hiring…

OVERVIEW

@paulrouke #NUXUK

7 KEY TAKEAWAYS

@paulrouke #NUXUK

Provide sitewide visibility of your most differentiating proposition messages Users are very rarely rationale – find this out through A/B testing Bigger does not always mean better when it comes to the size and complexity of the change Don't be afraid to ask visitors to convert early in the journey – & keep it simple Remove distractions wherever possible Speaking to your customers and target customers remains a fundamental technique Don’t ever think of testing as just about button colours - optimisation can be used to test fundamental business hypotheses

7 KEY

TAKEWAWAYS

FOR TESTING

SUCCESS

1. 2. 3. 4. 5. 6. 7.

@paulrouke #NUXUK

The 4 types of business we work with What makes a top conversion optimiser? 13 A/B testing case studies 7 key takeaways 1 link to 6 years worth of CRO insights We’re continually hiring…

OVERVIEW

@paulrouke #NUXUK

SECTION TITLE

SLIDES

bit.ly/CROSTORIES

CRO RESOURCE LIBRARY

bit.ly/CROresources

@paulrouke #NUXUK

The 4 types of business we work with What makes a top conversion optimiser? 13 A/B testing case studies 7 key takeaways 1 link to 6 years worth of CRO insights We’re continually hiring…

OVERVIEW

@paulrouke #NUXUK

WE’RE CONTINUALLY HIRING

@paulrouke #NUXUK

Web Analytics UX Design Front End Development Psychology Behavioural Research

IF YOU OR

SOMEONE YOU

KNOW HAVE A

PASSION FOR

AT LEAST 1 OF

THESE…

PLEASE EMAIL

interested@prwd.co.uk

@paulrouke #NUXUK

THANKS TO

YOU ALL

FOR COMING

ALONG &

TAKING PART

PAUL ROUKE

Founder & Director of Optimisation

@paulrouke

2ND JUNE 2014

NUX MANCHESTER