How to Avoid a Website Redesign Disaster Like M&S - Paul Rouke at Marketing Week Live 2015

@PRWD @paulrouke

#MWL2015

HOW TO AVOID A WEBSITE

REDESIGN DISASTER LIKE M&S

PAUL ROUKEFounder & Director of Optimisation at PRWD

@PRWD @paulrouke

#MWL2015

@PRWD @paulrouke

#MWL2015

@PRWD @paulrouke

#MWL2015

@PRWD @paulrouke

#MWL2015

A full service conversion optimisation agency based in the UK

Optimising online experiences since 2004

The UK representative of the Global Conversion Alliance,

alongside WiderFunnel, WebArts & Conversionista

Conducted over 600 hours of in-depth user research across multiple sectors

Average of 541% ROI delivered through PRWD’s Six Step Optimisation Method

ABOUT PRWD

@PRWD @paulrouke

#MWL2015

@PRWD @paulrouke

#MWL2015

The classic website redesign will die

Replaced by

data driven website redesign (DDR)

@PRWD @paulrouke

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But why?!

I like the classic

way

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You are switching between

2 very different experiences

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They have all the latest

bells & whistles

@PRWD @paulrouke

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The HIPPO overrules insights,

intelligence & data

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Lip service is paid to

“being customer centric”

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In the last 10 years how many times has

this brand redesigned their website?

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@PRWD @paulrouke

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They are accurately measuring the

impact in a controlled manner

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So what exactly is

data driven website

design (DDR)?

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@PRWD @paulrouke

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Testing is not about tweaking

colours & copy

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@PRWD @paulrouke

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You identify both simple

& radical ways to improve

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Agility minimises wasted time

@PRWD @paulrouke

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You continually

learn about your

customers whilst

improving business

performance

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A few savvy

businesses have

started evolving

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It’s the future. Honestly.

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Sliderobes

Sliderobes are specialists in fitted sliding wardrobe doors and storage.

They offer customers creative solutions to their storage problems, with an end -to-end service through design, manufacture and installation.

@PRWD @paulrouke

#MWL2015

Control

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PRWD Variation

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Result

+ 20%Brochure Requests

CONSISTENTLY COMMUNICATE HOW GOOD YOU ARE

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Option 1

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Option 2

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Result

+ 22%Brochure Requests

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

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+ 18%Brochure Requests

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43% reduction in cost-per-acquisition

48% increase in monthly leads

92% increase in highest value lead type – design appointment with printed brochure

OVERALL SLIDEROBES RESULTS FROM

OUR OPTIMISATION PROGRAMME

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Getting buy-in from

your decision makers

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Based on a one month period for an ecommerce site, AOV of £60

SCENARIO

ACQ. Spend Sessions CR Revenue CR LiftRev

ChangeROI

£100,000 285,000 3% £514,000 - - 514%

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Based on a one month period for an ecommerce site, AOV of £60

What happens if we reduce acquisition costs and reinvest it in improving CR?

SCENARIO

ACQ. Spend Sessions CR Revenue CR LiftRev

ChangeROI

£100,000 285,000 3% £514,000 - - 514%

£90,000 257,000 3.45% £532,000 15% +£18,000 532%

@PRWD @paulrouke

#MWL2015

Based on a one month period for an ecommerce site, AOV of £60

What happens if we reduce acquisition costs further to deliver bigger uplifts?

SCENARIO

ACQ. Spend Sessions CR Revenue CR Lift Rev Change ROI

£100,000 285,000 3% £514,000 - - 514%

£90,000 257,000 3.45% £532,000 15% +£18,000 532%

£80,000 228,000 3.9% £600,000 30% +£87,000 600%

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“THERE CAN BE NO

GREAT ACCOMPLISHMENT

WITHOUT RISK.”

Neil Armstrong

@PRWD @paulrouke

#MWL2015

“THERE CAN BE NO

GREAT ACCOMPLISHMENT

WITHOUT CONTROLLED RISK.”

Paul Rouke

@PRWD @paulrouke

#MWL2015

@PRWD @paulrouke

#MWL2015

Buy-in - get the right foundations in place for optimisation

Skills – identify key skills inc. user research, UX, copy, dev, psychology

Intelligence – create initial test hypotheses using multiple sources

Quality – focus on simple tests with strong hypotheses – not quantity

Visibility – share results & learnings company wide

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WHERE TO START…

@PRWD @paulrouke

#MWL2015

CONTROL YOUR

OWN DESTINY

@PRWD @paulrouke

#MWL2015

THANK YOU FOR

LISTENING

PAUL ROUKE

Founder & Director of

Optimisation

@paulrouke

FIND OUT MORE AT

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