These are the slides from Paul Rouke's talk 'How to Avoid a Redesign Disaster Like M&S' which he gave at Marketing Week Live 2015. This talk shows you how a data driven approach is transforming the way marketers approach website redesigns and avoid a redesign disaster. It also shows you how you can implement this within a business and the benefits you’ll gain by doing so. Paul Rouke is Founder & Director of Full-Service Conversion Optimisation Agency PRWD. MWL has been described as 'big, it's buzzy, and brilliant.' A conference from the people behind Marketing Week, Econsultancy, Design Week and Creative Review, they're continually striving to better serve the UK's marketing community. To do so, they've created MWL to reflect the biggest opportunities, threats and challenges.

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HOW TO AVOID A WEBSITE
REDESIGN DISASTER LIKE M&S
PAUL ROUKE
Founder & Director of Optimisation at PRWD

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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

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The classic website redesign will die
Replaced by
data driven website redesign (DDR)

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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

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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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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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Testing is not about tweaking
colours & copy

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You identify both simple
& radical ways to improve

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Agility minimises wasted time

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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.

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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 Lift
Rev
Change
ROI
£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 Lift
Rev
Change
ROI
£100,000 285,000 3% £514,000 - - 514%
£90,000 257,000 3.45% £532,000 15% +£18,000 532%

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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

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“THERE CAN BE NO
GREAT ACCOMPLISHMENT
WITHOUT CONTROLLED RISK.”
Paul Rouke

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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
1
2
4
3
5
WHERE TO START…

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CONTROL YOUR
OWN DESTINY

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THANK YOU FOR
LISTENING
PAUL ROUKE
Founder & Director of
Optimisation
@paulrouke
FIND OUT MORE AT
STAND MB25