@paulrouke #DMS2015

HOW TO AVOID A

WEBSITE REDESIGN

DISASTER

PAUL ROUKEFounder & Director of Optimisation at PRWD

@paulrouke

@paulrouke #DMS2015

@paulrouke #DMS2015

@paulrouke #DMS2015

@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

@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 go

@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?

@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) things to

get cut in order to reduce budgets or save time

@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 Business

Growth (CBG) potential”Paul Rouke, Founder of PRWD

@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 &

growing your

business

@paulrouke #DMS2015

A few savvy

businesses have

started evolving

@paulrouke #DMS2015

@paulrouke #DMS2015

ITERATIVE

A/B TESTINGINNOVATIVE

A/B TESTING

OPPORTUNITY

Almost all

businesses stay

about here

You have to

embrace full

spectrum

testing

@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.

@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 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

@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 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

@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/CROresourcesPaul Rouke, Founder of

PRWD