the four steps to digital transformation - prwd founder & ceo paul rouke

MORE THAN A/B TESTING

The Four Steps to Digital Transformation

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What is Digital Transformation?

Digital Transformation is a significant change

to the core foundations of a business:

from its culture & mindset to its way of operating:

From product-led to customer-led thinking.

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Why Is Digital Transformation Important?

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Planning for and working on Digital

Transformation ensures a business will

achieve long term, sustainable success whilst

out-growing their biggest competitors.

PRWD & Digital Transformation

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17 years experience in digital transformation, starting as the 1st web designer at £2bn retailer Shop Direct in 1999

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Brands We’ve Worked With…

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Planning for Digital Transformation

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Digital Transformation Across The Globe

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The Digital TransformationOpportunity for Retailers

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The Two Types of Digital Transformation

Talking the Talk

Walking the Walk

to

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Why Are So Many Companies “Talking the Talk”?

ComfortZone

Where Digital Transformation

Happens

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Is Your Business Inside or Outside

It’s Comfort Zone?

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Start Asking These Challenging Questions

› Does your business have a growth mind-set?

› 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 your users?

› Do you have someone senior within your business championing customer centricity and digital

transformation?

› Do you have an intelligent methodology behind

you’re A/B testing strategy?

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What Do High Growth Brands Do?

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High Growth Characteristics

What High Growth Brands Do DigitalTransformation

Strategic ConversionOptimisation

Listen to Customers

Break Down Silos

Embrace Change

Move Quickly

Instill a Growth Mindset

Think & Plan Long Term

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Start Planning for Digital Transformation

To plan your digital transformation,

you need to know where your business is

now, and what are your biggest areas of

opportunities moving forward

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The Four Steps of Digital Transformation

The Conversion Optimisation Maturity Model™

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› Hypothesis Development› Test Prioritisation

› Test Design Process

› QA & UAT Process› Test Analysis

› Test Results & Learnings

› Core Business Growth Strategy› Business Mindset

› Influential Champion

› Continuous Learning› Product-Led v Customer-Led

› Analytics Platform› Voice of Customer

› Knowledge Sharing

› Testing Platform

› Behavioural Research› Data & Analytics

› UX Design

› Development› Statistics

› Influential Lead

BEGINNER ASPIRING STRATEGIC TRANSFORMATIVEPROGRESSIVE

The Five Levels of Maturity

BEGINNER ASPIRING STRATEGIC TRANSFORMATIVEPROGRESSIVE

Your business is at the

start of your journey of

introducing conversion

optimisation and you

want to know how to

build an effective

process.

Your business has

established some

important foundations

in preparation for

starting to truly

become a customer

centric brand.

Your business

recognises that user

insight driven

conversion

optimisation is a

core driver of

business growth

and is starting

to see its impact.

Your business is using

intelligent, customer

insight driven

conversion optimisation

to both optimise and

deliver strategic

enhancements to your

online user experience,

in turn growing your

business.

Your business is in the

elite - you have made

customer centricity

and intelligent

conversion

optimisation

absolutely central to

your growth

ambitions, and you

are out-performing

your competition.

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STEP ONEStrategy & Culture

AO.com - £1.2bn Annual Revenue, £2bn Valuation

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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 – both

employees and customers?

› Does your business have a fixed mindset, focusing

on what you have always done, or does it have a

growth mindset, embracing challenge & change?

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STEP TWOTools & Technology

Moss Bros + 30% Pre-Tax Profits in 2016

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Moss Bros. User-Centered Redesign Impact

+25%Uplift in desktop conversion

+36%Uplift in mobile conversion

bit.ly/mossbrosredesign

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Questions For Your Business

› 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?

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STEP THREEPeople & Skills

Schuh: £270m Revenue, Multi-channel Leader

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Schuh User-Centered Redesign Impact

30

+45%Uplift in mobile conversion

bit.ly/schuhredesign

Questions For Your Business

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› 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?

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STEP FOURProcess & Methodology

Skyscanner - $1.6bn Valuation Global Brand

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Questions For Your Business

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› 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?

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How Strategic & Mature is Your Approach to

Conversion Optimisation?

The Five Levels of Maturity

BEGINNER ASPIRING STRATEGIC TRANSFORMATIVEPROGRESSIVE

✔ No real research

✔ Basic A/B testing

✔ No buy-in

✔ Limited resources

✔ Doing remote

research

✔ Simple A/B testing

✔ Some appreciation

from senior

managers

✔ Some resources

✔ Doing

moderated

research

✔ Testing big

changes

✔ Senior director

buy-in

✔ Increasing multi-

disciplinary

resources

✔ Cross device and

regular moderated

research

✔ Testing strategic

changes to your UX

✔ C-suite buy-in to

optimisation

✔ Harnessing

psychologists and

data scientists

✔ Muliti-channel in-

depth moderated

research

✔ Experimentation is

part of your DNA

✔ Company wide

buy-in & growth

mindset

✔ A complete multi-

disciplinary,

growing team

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Assess Your Business Maturity in 10 Minutes

www.CROmaturityaudit.com

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Its FREE Start your ACTION plan today21 questions across the 4 steps

BEGINNER ASPIRING STRATEGIC TRANSFORMATIVEPROGRESSIVE

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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.

Stuart McMillan

Deputy Head of ECommerce

www.CROmaturityaudit.com