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

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  • @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 UKs biggest growth success stories such as AO.com

    and Shop Direct Group

    Average 541% ROI delivered through PRWDs Growth Methodology with a focus on

    psychology and customer research, delivering full spectrum testing

    ABOUT PRWD

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    The classic website redesign will die

    Replaced by

    Data Driven Redesign (DDR)

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    But why?!

    I like the classic

    way

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    You are switching between

    2 very different experiences

    & introducing 100s or 1000s of changes in one go

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    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?

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    The HIPPO overrules insights,

    intelligence & data

    more on the HIPPO later

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    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

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    A/B testing isnt even a

    consideration for

    redesigning online

    experiences

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    A/B Testing is not about tweaking

    button colours & copy

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    In the last 10 years how many times has

    this brand redesigned their website?

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    Amazon are accurately measuring the

    impact of changes in a controlled manner

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    If you double the intelligence behind

    your test hypotheses youre going to

    double your Continuous Business

    Growth (CBG) potentialPaul Rouke, Founder of PRWD

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    So what exactly is

    Data Driven

    Redesign (DDR)?

    & why does it need to

    replace your next redesign?

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    You are capturing the revenue lost

    between the usual website redesigns

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    You identify both simple

    & radical ways to improve

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    Agility minimises wasted time

    & creates the opportunity to out-grow your competition

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    You continually

    learn about your

    prospects &

    customers

    Whilst continually

    increasing

    revenues &

    growing your

    business

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    A few savvy

    businesses have

    started evolving

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    ITERATIVE

    A/B TESTINGINNOVATIVE

    A/B TESTING

    OPPORTUNITY

    Almost all

    businesses stay

    about here

    You have to

    embrace full

    spectrum

    testing

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    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.

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    Control

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    PRWD Variation

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    Result

    + 20%Brochure Requests

    CONSISTENTLY COMMUNICATE HOW GOOD YOU ARE

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    Option 1

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    Option 2

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    Result

    + 22%Brochure Requests

    TEST DIFFERENT PERSUASION TECHNIQUES: E.G. SOCIAL PROOF VERSUS AUTHORITY

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    + 18%Brochure Requests

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    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

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    Control

    RADICAL & INNOVATIVE A/B TESTING

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    PRWD Test Variation

    RADICAL & INNOVATIVE A/B TESTING

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    Result

    + 78%New visitor sign-ups

    RADICAL & INNOVATIVE A/B TESTING

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    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

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    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

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