Planned your CRO strategy for 2017 yet? In this presentation Paul Rouke (CEO and Founder, PRWD) and Sushant Sharma (Marketing Manager, VWO) share what are the essential elements for successful CRO and business growth in the new year.

1. Evaluate and Execute:
Planning Your Conversion
Optimisation for 2017

2. Paul Rouke
Founder & CEO at PRWD
Sushant Sharma
Marketing Manager at VWO

3. • Conversion Rate Optimization enthusiast
• Channel and Co-Marketing Operations at VWO
• Works on Content Partnership and Co-Branding/Marketing
campaigns between VWO and similar SAAS brands
@Sushant6759
Hi, I’m Sushant!

4. @VWO | @PRWD
Use #thinkCRO in your Tweets
Talk To Us On Twitter

5. Hi, I’m Paul - @paulrouke!
● 17 years experience in UX and conversion optimisation
● CEO at conversion optimisation agency PRWD
● Opening keynote speaker at Elite Camp 2016
● Author of www.CROgrowthbook.com ft 17 thought leaders inc.
Bryan Eisenberg, Craig Sullivan, Peep Laja and Angie Shottmuller
#GrowthLeaders

6. Brands we work with
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7. PRWD’s International Partnership
PRWD are the sole UK agency of the Global Optimization Group.
The GO Group is a network of the world’s leading conversion optimisation agencies
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8. Setting the foundations
for successful CRO in 2017
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9. Before we start, ask yourself...
➢ Does your business have a growth mindset?
➢ Are you a product-led or customer-led business?
➢ Do you invest in tools & technology without the
resources or expertise to harness them?
➢ How often do you speak to users?
➢ Do you have someone senior within your business
championing customer centricity and experimentation?
➢ Do you have an intelligent methodology behind you’re
A/B testing strategy?
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10. The Conversion Optimisation Maturity Model™
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11. Strategy & Culture
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12. AO.com - £1.2bn annual revenue, £2bn valuation
bit.ly/awesomeAO
#GrowthLeaders

13. Questions for your business
➢ Does your CEO and C-suite understand and
value the importance of strategic conversion
optimisation to grow your business?
➢ How connected is your conversion
optimisation strategy with your core
business growth strategy?
➢ Does your business put people first –
listening to both customers and employees?
➢ Does your business have a fixed mindset,
focusing on what you have always done, or
does it have a growth mindset, embracing
challenge & change?
#GrowthLeaders

14. Tools & Technology
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15. Moss Bros. +30% pre-tax profits in 2016
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16. Moss Bros. user centered redesign impact
bit.ly/mossbrosredesign
#GrowthLeaders

17. ➢ How well configured is your analytics platform to
track visitor behaviour at a granular level?
➢ How is your business utilising voice of customer
and behavioural insight tools to provide a rich
understanding of visitor experiences?
➢ How do you provide access to experiment results
and customer learnings to people from across
different areas of your business?
➢ What resources and capability do you have to
harness the features and functionality of your
testing tool?
Questions for your business
#GrowthLeaders

18. People & Skills
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19. Schuh: £270m revenue, multi-channel retail leader
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20. Schuh user centered redesign impact
bit.ly/schuhredesign
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21. ➢ What budget do we have for investing in user research
and specialist behavioural research resources?
➢ How specialised are the people who are analysing your
online performance?
➢ How open and humble are your designers for
collaborating with other people from across your
business?
➢ What level of resource do you have in front end
development to increase testing velocity?
➢ Do you have someone senior and influential leading your
conversion optimisation strategy?
Questions for your business
#GrowthLeaders

22. Process & Methodology
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23. Skyscanner - $1.4bn global brand
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24. ➢ Do you have a customer insight driven “why?”
behind you’re A/B test hypotheses?
➢ How does your business prioritise resources on
different tests that could impact the business?
➢ How do you go about designing test variations,
and how much does egotism play a part in
decision making?
➢ What level of analytics experience do you
harness for doing in-depth data analysis on
completed tests?
➢ What type of test results document do you
produce and how clear are the customer
learnings – if there are any?
Questions for your business
#GrowthLeaders

25. How strategic & mature
is your approach
to conversion optimisation?
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26. The five levels of maturity
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27. Assess your business maturity in 10 minutes
Its FREE
Start your
action plan
for 2017
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28. Stuart McMillan
Deputy Head of ECommerce
In all honesty, the maturity audit was a wake-up call.
Since the audit we have re-organised the Ecommerce team to
better support optimisation, and while we still have a way to
go, I think we’re already seeing a more mature CRO effort.
www.CROmaturityaudit.com
#GrowthLeaders

29. The Complete Conversion Optimization Platform

30. STRATEGY AND CULTURE

31. #ThinkCRO
DEVELOP/PROMOTE A CRO DRIVEN CULTURE
Get buy-in from top management
Get teams to accept and adopt a CRO-centric work model
Know what your goals are - micro and macro

32. #ThinkCRO
How to Get Management Buy-in?
Highlight Improved User Experience as a Double Win
Present a Competitive Analysis
Stress the Gaps in Your Current Approach
Show Them the Data
Show Them the Money

33. CRO TOOLS AND TECHNOLOGIES

34. #ThinkCRO
HEATMAP/SCROLLMAP
Visualize click and scroll behavior
SESSION/VISITOR RECORDING
See actual recordings of how visitors navigate your website
FORM ANALYTICS
Analyze how visitors interact with your forms
Tools to Observe Users

35. #ThinkCRO
Heatmaps and Scrollmaps
helps you visualize visitors
clicks and scrolls to
understand what actions
they do on your website that
could either lead them to a
conversion or drop off
Heatmaps and Scrollmaps

36. #ThinkCRO
Session recordings playback
your visitors actual page
interactions and how they
navigate through your
website without distracting
the visitor from their
desired goals
Session Recordings

37. #ThinkCRO
Session recordings playback
your visitors actual page
interactions and how they
navigate through your
website without distracting
the visitor from their
desired goals
An Example of Session Recording

38. #ThinkCRO
Form analysis tools help you
dig deeper into how visitors
behave with a form on every
field level. It gives you
insights on where users are
hesitate and drop off
Form Analysis

39. #ThinkCRO
Explain the metrics
Form Analysis

40. PEOPLE AND SKILLS

41. #ThinkCRO
People and Skills
Skills critical for proper functioning of a CRO program
Job descriptions of different members of a CRO team
Two things you should know when setting up a CRO team:

42. #ThinkCRO
People and Skills
Analytics. To have a successful CRO program, you need to understand your data and
derive insights
User experience design. Being able to prototype great user experience is important
Marketing and copywriting. Working on pricing strategies, composing an effective
value proposition, and other relevant activities
Consumer psychology
Email marketing
Critical skills needed in a CRO team

43. #ThinkCRO
People and Skills
A Strategist. Focuses on managing the program and deciding the goals. Usually knows the most
about conversion journeys, user personas and persuasion design. Owns the KPIs.
An Analyst. Looks at data before and after the test, connects it with other important data sources
and helps everyone understand the test outcomes.
A Conversion Centered Designer. Graphic designer who focuses on conversion centered
design.
A Copywriter. Someone who’s great with the written word and can write to reduce anxieties, ease
friction, persuade and delight visitors.
A Developer. To help you run your tests with optimized front-end code and send events or record
goals in your analytics software.

44. PROCESS AND METHODOLOGY

45. #ThinkCRO
1. Set up a long-term calendar for a CRO program
2. Set a Goal
3. Find Opportunities for Optimization
4. Create Hypothesis
5. Develop Variation
6. Analyse Test Results
7. Build a knowledge repository of learning from the past CRO campaigns
The Ideal CRO Implementation Process

46. LEARNINGS AND FINAL WORDS

48. HOPE THAT WAS USEFUL.
OVER TO PAUL.

49. Start your 2017 action plan TODAY!
Its FREE
Start your
action plan
for 2017
#GrowthLeaders