how to avoid a website redesign disaster like m&s - paul rouke at marketing week live 2015
TRANSCRIPT
@PRWD @paulrouke
#MWL2015
HOW TO AVOID A WEBSITE
REDESIGN DISASTER LIKE M&S
PAUL ROUKEFounder & Director of Optimisation at PRWD
@PRWD @paulrouke
#MWL2015
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
Average of 541% ROI delivered through PRWD’s Six Step Optimisation Method
ABOUT PRWD
@PRWD @paulrouke
#MWL2015
The classic website redesign will die
Replaced by
data driven website redesign (DDR)
@PRWD @paulrouke
#MWL2015
In the last 10 years how many times has
this brand redesigned their website?
@PRWD @paulrouke
#MWL2015
You continually
learn about your
customers whilst
improving business
performance
@PRWD @paulrouke
#MWL2015
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.
@PRWD @paulrouke
#MWL2015
Result
+ 22%Brochure Requests
TEST DIFFERENT PERSUASION TECHNIQUES: E.G. SOCIAL PROOF VERSUS AUTHORITY
@PRWD @paulrouke
#MWL2015
43% reduction in cost-per-acquisition
48% increase in monthly leads
92% increase in highest value lead type – design appointment with printed brochure
OVERALL SLIDEROBES RESULTS FROM
OUR OPTIMISATION PROGRAMME
@PRWD @paulrouke
#MWL2015
Based on a one month period for an ecommerce site, AOV of £60
SCENARIO
ACQ. Spend Sessions CR Revenue CR LiftRev
ChangeROI
£100,000 285,000 3% £514,000 - - 514%
@PRWD @paulrouke
#MWL2015
Based on a one month period for an ecommerce site, AOV of £60
What happens if we reduce acquisition costs and reinvest it in improving CR?
SCENARIO
ACQ. Spend Sessions CR Revenue CR LiftRev
ChangeROI
£100,000 285,000 3% £514,000 - - 514%
£90,000 257,000 3.45% £532,000 15% +£18,000 532%
@PRWD @paulrouke
#MWL2015
Based on a one month period for an ecommerce site, AOV of £60
What happens if we reduce acquisition costs further to deliver bigger uplifts?
SCENARIO
ACQ. Spend Sessions CR Revenue CR Lift Rev Change ROI
£100,000 285,000 3% £514,000 - - 514%
£90,000 257,000 3.45% £532,000 15% +£18,000 532%
£80,000 228,000 3.9% £600,000 30% +£87,000 600%
@PRWD @paulrouke
#MWL2015
“THERE CAN BE NO
GREAT ACCOMPLISHMENT
WITHOUT CONTROLLED RISK.”
Paul Rouke
@PRWD @paulrouke
#MWL2015
Buy-in - get the right foundations in place for optimisation
Skills – identify key skills inc. user research, UX, copy, dev, psychology
Intelligence – create initial test hypotheses using multiple sources
Quality – focus on simple tests with strong hypotheses – not quantity
Visibility – share results & learnings company wide
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WHERE TO START…