These are the slides from Paul Rouke's talk at Conversion World 2015 'From Simple to Radical - Exploiting the Full Spectrum of Testing Opportunities'.
In Paul's experience, often one of the most under-used and under-valued elements of optimisation is exploiting the full breadth of test opportunities. From doing iterative site changes to having the confidence to plan and implement more radical, progressive or innovative tests, businesses should always be open minded. In this session Paul shares how PRWD work with businesses to ensure the full spectrum of test opportunities are explored to deliver growth.
Paul Rouke is Founder & Director of Full-Service Conversion Optimisation Agency PRWD.
Conversion World is the worlds 1st online CRO conference, with 30 global conversion experts providing insights and valuable takeaways over the course of 3 days.
2. @paulrouke #CROworld
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
4. @paulrouke #CROworld
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
5. @paulrouke #CROworld
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
7. @paulrouke #CROworld
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
9. @paulrouke #CROworld
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
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Ad-hoc simple testing with weak
hypotheses is a complete waste of time
Intelligent, insight driven simple testing
will develop your test & learn culture
14. @paulrouke #CROworld
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
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Poorly planned radical testing can damage
your business & testing momentum
Intelligent, insight driven radical testing
can help transform & grow your business
19. @paulrouke #CROworld
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
23. @paulrouke #CROworld
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
25. @paulrouke #CROworld
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?
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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
34. @paulrouke #CROworld
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
36. @paulrouke #CROworld
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
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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
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The 2 biggest influencers to running
successful radical tests?
1) Deep, genuine user understanding
2) Meaningful insights from prior tests
42. @paulrouke #CROworld
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
46. @paulrouke #CROworld
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
48. @paulrouke #CROworld
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
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49. PAUL ROUKE
Founder & Director of
Optimisation
@paulrouke
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