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@paulrouke #DMS2015
HOW TO AVOID A
WEBSITE REDESIGN
DISASTER
PAUL ROUKE
Founder & Director of Optimisation at PRWD
@paulro...
@paulrouke #DMS2015
@paulrouke #DMS2015
@paulrouke #DMS2015
@paulrouke #DMS2015
Optimising online experiences since 2004, offering consumer insight & process driven A/B
testing, stra...
@paulrouke #DMS2015
@paulrouke #DMS2015
The classic website redesign will die
Replaced by
Data Driven Redesign (DDR)
@paulrouke #DMS2015
But why?!
I like the classic
way
@paulrouke #DMS2015
You are switching between
2 very different experiences
& introducing 100’s or 1000’s of changes in one...
@paulrouke #DMS2015
They have all the latest
bells & whistles
But do your visitors really care?
& which old bells have now...
@paulrouke #DMS2015
The HIPPO overrules insights,
intelligence & data
more on the HIPPO later…
@paulrouke #DMS2015
Lip service is paid to
“being customer centric”
& “user testing” is one of the 1st (and easiest) thing...
@paulrouke #DMS2015
A/B testing isn’t even a
consideration for
redesigning online
experiences
@paulrouke #DMS2015
@paulrouke #DMS2015
A/B Testing is not about tweaking
button colours & copy
@paulrouke #DMS2015
In the last 10 years how many times has
this brand redesigned their website?
@paulrouke #DMS2015
@paulrouke #DMS2015
@paulrouke #DMS2015
Amazon are accurately measuring the
impact of changes in a controlled manner
@paulrouke #DMS2015
@paulrouke #DMS2015
“If you double the intelligence behind
your test hypotheses you’re going to
double your Continuous Bus...
@paulrouke #DMS2015
So what exactly is
Data Driven
Redesign (DDR)?
& why does it need to
replace your next redesign?
@paulrouke #DMS2015
You are capturing the revenue lost
between the usual website redesigns
@paulrouke #DMS2015
You identify both simple
& radical ways to improve
@paulrouke #DMS2015
Agility minimises wasted time
& creates the opportunity to out-grow your competition
@paulrouke #DMS2015
You continually
learn about your
prospects &
customers
Whilst continually
increasing
revenues &
growin...
@paulrouke #DMS2015
A few savvy
businesses have
started evolving
@paulrouke #DMS2015
@paulrouke #DMS2015
ITERATIVE
A/B TESTING
INNOVATIVE
A/B TESTING
OPPORTUNITY
Almost all
businesses stay
about here
You hav...
@paulrouke #DMS2015
Sliderobes
Sliderobes are specialists in fitted sliding wardrobe doors and storage.
They offer custome...
@paulrouke #DMS2015
Control
@paulrouke #DMS2015
PRWD Variation
@paulrouke #DMS2015
Result
+ 20%Brochure Requests
CONSISTENTLY COMMUNICATE HOW GOOD YOU ARE
@paulrouke #DMS2015
Option 1
@paulrouke #DMS2015
Option 2
@paulrouke #DMS2015
Result
+ 22%Brochure Requests
TEST DIFFERENT PERSUASION TECHNIQUES: E.G. SOCIAL PROOF VERSUS AUTHORITY
@paulrouke #DMS2015
+ 18%Brochure Requests
@paulrouke #DMS2015
@paulrouke #DMS2015
EXAMPLES OF INNOVATIVE A/B TESTING
Radical, insight driven page redesigns
Unique value proposition tes...
@paulrouke #DMS2015
Control
RADICAL & INNOVATIVE A/B TESTING
@paulrouke #DMS2015
PRWD Test Variation
RADICAL & INNOVATIVE A/B TESTING
@paulrouke #DMS2015
Result
+ 78%New visitor sign-ups
RADICAL & INNOVATIVE A/B TESTING
@paulrouke #DMS2015
8 STEPS FOR DATA DRIVEN REDESIGN
Foundations - get the right foundations (inc. HIPPO buy-in) in place ...
@paulrouke #DMS2015
CONTROL YOUR
OWN DESTINY
Before your competitors really start controlling theirs…
@paulrouke #DMS2015
THANK YOU FOR LISTENING
OVER 120 FREE A/B TESTING ARTICLES
bit.ly/CROresources
Paul Rouke, Founder of
...
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How To Avoid a Website Redesign Disaster - Paul Rouke at Digital Marketing Show 2015

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These are Paul Rouke's slides from the Digital Marketing Show 2015.

This talk shows you how a data driven approach to website redesigns is helping marketers avoid the dreaded redesign disaster. Paul provides 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.

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How To Avoid a Website Redesign Disaster - Paul Rouke at Digital Marketing Show 2015

  1. @paulrouke #DMS2015 HOW TO AVOID A WEBSITE REDESIGN DISASTER PAUL ROUKE Founder & Director of Optimisation at PRWD @paulrouke
  2. @paulrouke #DMS2015
  3. @paulrouke #DMS2015
  4. @paulrouke #DMS2015
  5. @paulrouke #DMS2015 Optimising online experiences since 2004, offering consumer insight & process driven A/B testing, strategic conversion optimisation programmes and business maturity audits The sole UK representative on the Global Optimisation Group, alongside world leading agencies WiderFunnel, Web Arts & Conversionista Senior team made up from some of the UK’s biggest growth success stories such as AO.com and Shop Direct Group Average 541% ROI delivered through PRWD’s Growth Methodology™ with a focus on psychology and customer research, delivering full spectrum testing ABOUT PRWD
  6. @paulrouke #DMS2015
  7. @paulrouke #DMS2015 The classic website redesign will die Replaced by Data Driven Redesign (DDR)
  8. @paulrouke #DMS2015 But why?! I like the classic way
  9. @paulrouke #DMS2015 You are switching between 2 very different experiences & introducing 100’s or 1000’s of changes in one go
  10. @paulrouke #DMS2015 They have all the latest bells & whistles But do your visitors really care? & which old bells have now been replaced which your visitors actually liked?
  11. @paulrouke #DMS2015 The HIPPO overrules insights, intelligence & data more on the HIPPO later…
  12. @paulrouke #DMS2015 Lip service is paid to “being customer centric” & “user testing” is one of the 1st (and easiest) things to get cut in order to reduce budgets or save time
  13. @paulrouke #DMS2015 A/B testing isn’t even a consideration for redesigning online experiences
  14. @paulrouke #DMS2015
  15. @paulrouke #DMS2015 A/B Testing is not about tweaking button colours & copy
  16. @paulrouke #DMS2015 In the last 10 years how many times has this brand redesigned their website?
  17. @paulrouke #DMS2015
  18. @paulrouke #DMS2015
  19. @paulrouke #DMS2015 Amazon are accurately measuring the impact of changes in a controlled manner
  20. @paulrouke #DMS2015
  21. @paulrouke #DMS2015 “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
  22. @paulrouke #DMS2015 So what exactly is Data Driven Redesign (DDR)? & why does it need to replace your next redesign?
  23. @paulrouke #DMS2015 You are capturing the revenue lost between the usual website redesigns
  24. @paulrouke #DMS2015 You identify both simple & radical ways to improve
  25. @paulrouke #DMS2015 Agility minimises wasted time & creates the opportunity to out-grow your competition
  26. @paulrouke #DMS2015 You continually learn about your prospects & customers Whilst continually increasing revenues & growing your business
  27. @paulrouke #DMS2015 A few savvy businesses have started evolving
  28. @paulrouke #DMS2015
  29. @paulrouke #DMS2015 ITERATIVE A/B TESTING INNOVATIVE A/B TESTING OPPORTUNITY Almost all businesses stay about here You have to embrace full spectrum testing
  30. @paulrouke #DMS2015 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.
  31. @paulrouke #DMS2015 Control
  32. @paulrouke #DMS2015 PRWD Variation
  33. @paulrouke #DMS2015 Result + 20%Brochure Requests CONSISTENTLY COMMUNICATE HOW GOOD YOU ARE
  34. @paulrouke #DMS2015 Option 1
  35. @paulrouke #DMS2015 Option 2
  36. @paulrouke #DMS2015 Result + 22%Brochure Requests TEST DIFFERENT PERSUASION TECHNIQUES: E.G. SOCIAL PROOF VERSUS AUTHORITY
  37. @paulrouke #DMS2015 + 18%Brochure Requests
  38. @paulrouke #DMS2015
  39. @paulrouke #DMS2015 EXAMPLES OF INNOVATIVE A/B TESTING Radical, insight driven page redesigns Unique value proposition testing Strategic growth opportunity testing Exploration tests prior to changing back-end systems Reducing steps within a flow i.e. checkout, application, registration Business model testing
  40. @paulrouke #DMS2015 Control RADICAL & INNOVATIVE A/B TESTING
  41. @paulrouke #DMS2015 PRWD Test Variation RADICAL & INNOVATIVE A/B TESTING
  42. @paulrouke #DMS2015 Result + 78%New visitor sign-ups RADICAL & INNOVATIVE A/B TESTING
  43. @paulrouke #DMS2015 8 STEPS FOR DATA DRIVEN REDESIGN Foundations - get the right foundations (inc. HIPPO buy-in) in place for optimisation Quality – focus on quality of A/B tests, then quantity Intelligence - start with intelligent, research driven simple iterative tests Identification – use insights from simple tests & research to identify redesign test opportunities Momentum – continually build up A/B testing momentum, buy-in and awareness of learnings Business case – use ROI from simple/iterative tests to provide the business case for redesign testing Go innovative - begin planning and delivering bold, innovative tests alongside iterative tests Growth - grow faster than your competition by exploiting the full spectrum of testing opportunities 1 2 3 4 5 6 7 8
  44. @paulrouke #DMS2015 CONTROL YOUR OWN DESTINY Before your competitors really start controlling theirs…
  45. @paulrouke #DMS2015 THANK YOU FOR LISTENING OVER 120 FREE A/B TESTING ARTICLES bit.ly/CROresources Paul Rouke, Founder of PRWD
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These are Paul Rouke's slides from the Digital Marketing Show 2015. This talk shows you how a data driven approach to website redesigns is helping marketers avoid the dreaded redesign disaster. Paul provides 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.

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