From Simple to Radical - Exploiting the Full Spectrum of Testing Opportunities - Paul Rouke at Conversion World 2015

@paulrouke #CROworld
SIMPLE
TESTING
RADICAL
TESTING
OPPORTUNITY

FROM SIMPLE TO RADICAL
EXPLOITING THE FULL SPECTRUM
OF TESTING OPPORTUNITIES
PAUL ROUKE
Founder & Director of Optimisation at PRWD
www.paulrouke.co.uk / www.prwd.co.uk

OUT-GROW YOUR
COMPETITION
By embracing the full spectrum of
research & insight driven
testing opportunities

What is the difference?
What are the influencing factors?
Why choose each type?
When are you best choosing each type?
What business impact does each type deliver?
8 steps to out-grow your competition
FROM SIMPLE
TO RADICAL
TESTING

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
540% ROI delivered on average through PRWD’s Six Step Optimisation Method
ABOUT PRWD

WHAT IS
THE DIFFERENCE?

SIMPLE TESTING
Headline changes
Copy changes
Image changes
Button size changes
Button text changes
Content removal
Page layout changes
Removing or optimising form fields
Go on then if you must… button colour changes
IN SUMMARY
The vast majority of
testing that takes place

Control
SIMPLE TESTING

PRWD Test Variation
SIMPLE TESTING

Result
+ 4.7%Reply Conversion Rate
SIMPLE TESTING

Ad-hoc simple testing with weak
hypotheses is a complete waste of time
Intelligent, insight driven simple testing
will develop your test & learn culture

RADICAL TESTING
Complete page redesigns
Primary template page redesigns
Business hypotheses testing
Business proposition testing
Tests prior to changing back-end systems
Reducing steps within a flow ie. Checkout, application, registration
Full website redesigns
IN SUMMARY
Very few businesses invest
in this type of testing

Control
RADICAL TESTING

PRWD Test Variation
RADICAL TESTING

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

Poorly planned radical testing can damage
your business & testing momentum
Intelligent, insight driven radical testing
can help transform & grow your business

WHAT ARE THE
INFLUENCING FACTORS?

SIMPLE TESTING

RADICAL TESTING

WHY CHOOSE
EACH TYPE?

Quick wins
Start to learn
Use your tool
Limited resources
Political business
Build momentum
Demonstrate ROI
Develop a culture
IN SUMMARY
You want to walk before you
start running with testing
WHY CHOOSE SIMPLE TESTING?

Result
+ 4.3%Sitewide Purchase Conversion Rate
Over £250k in additional revenue
SIMPLE TESTING

Really shift user behaviour
Quantifiable evidence for a major change
Prior to back-end system changes
Business proposition evaluation
Reached local maximum
Value proposition learning
Simplify a stepped process
Data driven website redesign
WHY CHOOSE RADICAL TESTING?
IN SUMMARY
You want grow your business
rather than just optimise your
business performance

Finding the commercial sweet spot
between a free and premium
subscription model

GET REVISING
SIGN-UP TABLE
+ 185%Premium Subscriptions
- 10%
Free Sign-ups

Radical testing is a planned ceremony,
not a shotgun wedding

WHEN ARE YOU BEST
CHOOSING EACH TYPE?

Quick win test opportunities
Primary proposition headlines
Primary CTA’s in to sign-up process
When imagery is key
Sitewide value proposition messages
Landing pages with forms
WHEN TO CHOOSE SIMPLE TESTING
IN SUMMARY
When you have non-optimised
primary pages in your user journey

When you have bold and/or innovative ideas built off previous test insights & deep user understanding
If you have run a range of iterative tests on a key page and are now struggling to impact page performance
After you have run tests aimed at understanding what USP’s most resonate with your target audience
When there is an opportunity to deliver a radically different user experience aimed at simplifying a process
ie. Registration, checkout, application
When there will be a considerable development cost to fully implementing a proposed solution
When you have quite low traffic and want to reduce your test length
When data driven optimisation is truly part of your company culture
WHEN TO CHOOSE RADICAL TESTING
When you are ready to grow your business and
not just optimise your business performance

PRWD Test
Variation
RADICAL TESTING

Result
+ 18%Brochure Requests
RADICAL TESTING

The 2 biggest influencers to running
successful radical tests?
1) Deep, genuine user understanding
2) Meaningful insights from prior tests

WHAT BUSINESS IMPACT
DOES EACH TYPE HAVE?

BUSINESS IMPACT THROUGH SIMPLE TESTING

BUSINESS IMPACT THROUGH RADICAL TESTING

8 STEPS TO OUT-GROW
YOUR COMPETITION

Foundations - get the right foundations in place for optimisation
Quality – focus on quality of tests, then quantity
Intelligence - start with intelligent, research driven simple tests
Identification – use simple test insights & research to identify radical test opportunities
Momentum - build up testing momentum, buy-in and awareness of learnings
Business case – use ROI from simple testing to provide the business case for radical testing
Go radical - begin planning and delivering radical tests alongside simple testing
Growth - grow faster than your competition by exploiting the full spectrum of testing opportunities
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8 STEPS TO EXPLOIT THE FULL SPECTRUM OF TESTING OPPORTUNITIES
8

PAUL ROUKE
Founder & Director of
Optimisation
@paulrouke
THANK YOU FOR LISTENING
HERE’S MY FINAL CTA…
OVER 65 CRO ARTICLES
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From Simple to Radical - Exploiting the Full Spectrum of Testing Opportunities - Paul Rouke at Conversion World 2015

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From Simple to Radical - Exploiting the Full Spectrum of Testing Opportunities - Paul Rouke at Conversion World 2015