Why Are We Doing Cro? What Are We Doing Here? - Paul Rouke at Conversion Conference UK 2015

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WHY ARE WE DOING CRO?

WHAT ARE WE DOING HERE?

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Batch versus

Isolation Testing?

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Batch versus

Isolation Testing?

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WHY

KEEP

TESTING

?

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WHY

KEEP

GOING?

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500 attendees in 2015 140 attendees in 2015

120 attendees in 2012

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That is a lot of money

being spent on

a lot of traffic

£8.1bn

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SEO CRO

Get more traffic Optimise conversion rates?

Is “optimise” bold enough? Is it just tweaking?

We all know that reducing

conversion rates can be a good thing

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There isn’t a single clear purpose

for optimisation

Our Industries

Big Challenge

- yet@paulrouke#convcon

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2 acronyms 1 lost industry

CRO MVT

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MVT NVT NHTNo Value Testing No Hypothesis TestingMulti-Variate Testing

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CRO

CRO

CBG

Continuous Revenue Optimisation

Continuous Business Growth

Conversion Rate Optimisation

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CRO

CROContinuous Revenue Optimisation

CBGContinuous Business Growth

Conversion Rate Optimisation

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Forget WTW –

this is possibly the

most damaging A/B

testing case study in

our industry – ever

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Optimisation is NOT about button testing goddammit

& don’t even go there with “it’s a marketing budget filler”

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So how do we do optimisation “properly”?

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“If you double the intelligence behind

your test hypotheses you’re going to

double your Continuous Business

Growth (CBG) potential”Paul Rouke, Founder of PRWD

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for

CBG

5 drivers

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WHY ARE WE TESTING THIS?

IS THERE A VALID REASON?

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1. INSIGHT DRIVEN

HYPOTHESES

The stronger the why behind your hypotheses,

the bigger commercial impact you have

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ITERATIVE

TESTINGINNOVATIVE

TESTING

OPPORTUNITY

Most businesses

stay about here

You have to

embrace full

spectrum

testing

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2. FULL SPECTRUM

TESTING

Only by exploiting the full spectrum of

test opportunities will you exploit your

full growth potential

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VANITYCRO

METRICSNumber of tests run per month

Number of tests run this year

Number of tests currently live

Number of variations in our latest MVT

Biggest conversion rate impact test

SANITYCBG

METRICS% of tests which deliver an uplift

Average % increase on primary metric

% of tests which are conclusive

% of tests which deliver genuine learnings

YTY change in revenue per visitor

MTM change in cost per acquisition

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“When you build quality foundations

first, you are allowing yourself to

exploit quantity opportunities as you

mature ”Paul Rouke, Founder of PRWD

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3. QUALITY,

THEN QUANTITY

Build quality foundations 1st to exploit

quantity opportunities as you mature

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4. TRUE STRATEGIC

APPRECIATION

With this your business can & will

become customer centric and data

driven

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5. EVOLVING

METHODOLOGY

A continually evolving

methodology will ensure

your business learns,

adapts & grows

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FIND YOUR

SWEET SPOT

For true Continuous Business Growth

you simply have to find your sweet spot

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CBGContinuous Business Growth