What you should consider when building your conversion strategy - presentation held by Paul Rouke at www.ecommday.com Become customer centric, do your user research discover the Conversion Optimisation Maturity Model.

1. What EveryConversion
Strategy is Missing

2. Presentation held at
International Ecommerce Day
www.omniconvert.com
Event brought by Omniconvert

3. The Last Five Years in Conversion Optimisation
1. Misunderstood
2. Unappreciated
3. Lack of hum a n investment
4. Lack of user research
5. Lack ofintelligence
6. Lack of integrity
7. Lack oflearnings
8. Little to no impact
9. Lost faith
#GrowthLeaders

4. “Why aren’t businesses growing
through conversion optimisation?”
#GrowthLeaders

5. www.CROgrowthbook.com
FREE download –bit.ly/CROgrowthbook
50 Growth Ideas - http://bit.ly/50-Growth-Ideas
@paulrouke

6. 1. Strategy &Culture
2. Tools &Technology
3. People &Skills
4. Process &Methodology
#GrowthLeaders @paulrouke
The 4 Pillars of Strategic CRO

7. Conversion OptimisationMaturity Model™
#GrowthLeaders

8. PILLAR 1
Strategy &Culture

9. Conversion OptimisationMaturity Model™
#GrowthLeaders

10. “CRO should not be seen
as a tactic - it needs to be
embedded in the culture”
Bryan Eisenberg
“Why aren’t businesses growing
through conversion optimisation?”
@paulrouke

11. Strategy &Culture –Lessons forSage
#GrowthLeaders

12. AO.com - £1.2bn Annual Revenue, £2bn Valuation
bit.ly/awesomeAO
#GrowthLeaders

13. Strategy &Culture –Lessons forRetailers
1. Customer centricity starts with user research
2. Experimentation should be valued business wide
3. Siloed thinking needs to be demolished
4. Culture change starts from the C EO
5. Jeff Bezos should be the inspiration
#GrowthLeaders

14. PILLAR 2
Tools &Technology

15. Conversion OptimisationMaturity Model™
#GrowthLeaders

16. “There is a Gartner Hype
Cycle for A/B testing and
many companies end up
stuck in the unproductive
part, doing testing that
doesn’t shift the needle or
more significantly,isn’t
teaching you anything for
the effort”
Craig Sullivan
“Why aren’t businesses growing
through conversion optimisation?”
#GrowthLeaders

17. Moss Bros +30% Pre-Tax Profits in2016
#GrowthLeaders

18. Tools &Technology –Lessons forRetailers
1. The most important tool is people’s brains
2. Enterprise technology isn’t the answer
3. Sharing experimentation learnings is key
4. Google Analytics should be continually optimised
5. Testing platform expertise drives true value
#GrowthLeaders

19. PILLAR 3
People &Skills

20. Conversion OptimisationMaturity Model™
#GrowthLeaders

21. “A lack of focus
on thecustomer’s
non-conscious mind”
Roger Dooley
“Why aren’t businesses growing
through conversion optimisation?”

22. Schuh: £270m Revenue, Multi-channel Leader
#GrowthLeaders

23. bit.ly/thenewHIPPO

24. Adobe Champion The New HiPPO
#GrowthLeaders

25. People &Skills–Lessons for Retailers
1. The re-invented HIPPO can be transformational
2. Psychology & persuasion is your secret weapon
3. UX designers require a mindset change
4. Developers should seek out the “why?”
5. Behavioural research skills are invaluable
www.omniconvert.co
m

26. PILLAR 4
Process &Methodology

27. Conversion OptimisationMaturity Model™
#GrowthLeaders

28. “They are talking
the talk but not
walking the walk”
Paul Rouke
“Why aren’t businesses growing
through conversion optimisation?”
www.omniconvert.com

29. Skyscanner - £1.4bn GlobalBrand
www.omniconvert.co
m

30. Process &Methodology –Lessons forRetailers
1. Insight driven hypotheses rule
2. Creative collaboration techniques are key
3. Data and statistics expertise is crucial
4. Data integrity and storytelling bring C R O to life
5. The full spectrum of A/B testing grows businesses
#GrowthLeaders

31. So What IsEveryConversion
Strategy Missing?
#GrowthLeaders @paulrouke

32. Conversion OptimisationMaturity Model™
#GrowthLeaders

33. PRWD Conversion Optimisation Maturity Model ™
w w w.CROm aturityaudit.co m
32

34. Omniconvert – the complete CRO tool
www.omniconvert.co
m
A/B testing - wysiwyg editor,
split URL testing, multi-page
testing
Actionable Surveys - Cart abandonment
surveys with real time objection treatment,
Net Promoter Score, Buyer Persona
identification
Web Personalization - change the visitor's
experience in real time using on-page
variables based on your preferences
Interactions - pop-ups, bars, widgets which
can be triggered on load, on scroll, on the
exit intent of the visitors
Advanced Segmentation - Geo-targeting,
Weather condition, new vs returning, mobile
vs desktop, traffic source, pages visited in
the current session, GTM, data layer, first
party data etc.