These are Paul Rouke's slides from the first ever PRWD Reveal Online. On-site optimisation can deliver the best return on investment of any marketing activity. In this presentation, Founder & Director of PRWD Paul reveals the crucial elements you need to get the 541% ROI that we deliver on average during an optimisation programme. PRWD Reveal is a one day conference that shows you how to implement a robust growth strategy which can deliver major uplifts in sales revenue and profitability, as well as changing the way you develop your brand, innovate your offering and redesign your website.

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FORGET ABOUT CONVERSION RATES
ITS ABOUT BUSINESS GROWTH
Paul Rouke
Founder & Director of Optimisation
#PRWDReveal

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ARE YOU TWEAKING
OR GROWING?

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CONSIDER 2 SCENARIOS

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COMPARE 2 MORE SCENARIOS

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The more visitors you convert, the more you grow
The more you grow, the more visitors you convert
The more visitors you convert, the more market share you take
STOP TWEAKING, START GROWING

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Who would like
more market share?

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optimisation is the future of
marketing.
Customer driven full spectrum

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No methodology
Poor quality hypotheses
Lack of genuine customer insight
Low test success rate
Small or negligible average uplift
COMMON REASONS BUSINESSES DON’T
GROW THROUGH OPTIMISATION
Most investment is on the tool
The easy option is still
acquisition
Testing is just tweaking
Its been done in silo
People simply don’t have the
time

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So how can your business
grow through optimisation?

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THE 8 ESSENTIAL INGREDIENTS

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1. GROWTH
FOUNDATIONS

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Quality of the user research undertaken
Quality of the data analysis
Quality of the test hypotheses
Quality of the testing process
Quality of the impact of testing
Quality of the analysis and learnings taken
Quality of the team we are developing at PRWD
PRWD’S
GROWTH
METHODOLOGY
UNDERPINNED
BY QUALITY

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2. USER BEHAVIOUR
UNDERSTANDING

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The 5 biggest myths about
user research
1) An on-site survey is good enough
2) Remote user testing is good enough
3) People will say what you want to hear
4) 1-1 research is clinical & un-natural
5) 1-1 research is too expensive

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3. INTELLIGENT
INSIGHTS

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4. FOCUS &
PRIORITISATION

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5. INTELLIGENT
TESTING

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ITERATIVE
TESTING
INNOVATIVE
TESTING
OPPORTUNITY
Most businesses
stay about here
You should
embrace full
spectrum
testing

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6. FULL SPECTRUM
TESTING

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Control
ITERATIVE TESTING

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PRWD Test Variation
ITERATIVE TESTING

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Result
+ 4.7%Reply Conversion Rate
ITERATIVE TESTING

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Control
INNOVATIVE TESTING

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PRWD Test Variation
INNOVATIVE TESTING

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Result
+ 78%New visitor sign-ups
BE BOLD & PROVIDE EARLY & EASY OPPORTUNITIES TO CONVERT
INNOVATIVE TESTING

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BUSINESS IMPACT THROUGH SIMPLE, ITERATIVE TESTING

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BUSINESS IMPACT THROUGH RADICAL, INNOVATIVE TESTING

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7. SANITY METRICS

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Sanity rather than
vanity metrics

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VANITY
CRO
METRICS
Number 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
SANITY
CRO
METRICS
% of tests which deliver an uplift
Average % increase on primary metric
% of tests which are conclusive
% of tests which deliver genuine learnings
% of tests which deliver over 5% CR
increase

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Control
INNOVATIVE TESTING

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PRWD Test
Variation
INNOVATIVE TESTING

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Result
+ 18%Brochure Requests
INNOVATIVE TESTING

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Control
INNOVATIVE TESTING

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PRWD Test
Variation
INNOVATIVE TESTING

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Result
+ 31%Brochure Requests
INNOVATIVE TESTING

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8. COMMITMENT

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Growth through intelligent testing is hard work
Becoming truly customer centric is hard work
But remember this life lesson…
“hard work pays off”

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Traffic Conversion
Intelligent testing is your biggest growth lever

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CONTROL YOUR
OWN DESTINY
Before your competitors start controlling theirs…