• Conversion Rate Optimisation

8th Oct 2014

3 min

It’s all over for another year. Over 80 Marketing & Ecommerce Directors attended across our London and Manchester events with attendees from Amsterdam and speakers from as far as Canada, it was truly an international affair. A massive thanks to our guest speakers Andre Morys, Chris Goward and Matthew Lawson.

If you’re interested in attending PRWDReveal in 2015 make sure you register your interest with us via our contact page.

Here’s a roundup of 3 key take aways.

1. Website redesigns are becoming a thing of the past

The current process of redesigning isn’t the right strategy for growth. It also gives your competitors a great opportunity to gain an advantage while you’re busy working on your next redesign. Here’s why; you spend months planning, developing and launching a whole new redesign. But what impact will it have on your key metrics? You’ve made so many changes that you don’t have any idea what resonates with your customers and what doesn’t. The likelihood is that you’ve spent time and money developing features and functionality that your customers may not even use or see the benefit in and could negatively impact your key metrics.

Meanwhile your competitors take a CRO approach to redesigning. They’ve spent time understanding their customers and consumer psychology, prioritising hypothesise based and then tested them. They then implement the things which gave a clear statistical uplift, gaining further insight into their customers while giving a clear measurable uplift from the work. So in the year or so you’ve been working towards a website redesign they’ve been implementing changes and constantly improving their site, making compounding improvements over the same period.

 

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2. Forget Conversion Rates

Yes, you heard me right! It’s so important to set the right goals. Conversion rates are a good indicator of performance but really it’s about growth. When looking at growth overall ensure you are measuring the right things from the start and for each test, for example, measuring the impact on average order value, online revenue and any efficiencies through cost savings i.e decrease in returns, will give you a fuller picture and may also be metrics that internal stakeholders are more familiar with.

 

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3. You need a multi-disciplinary team

Many business spend a lot of time getting “the right tool” in place when they first decide to do optimisation. But the tool is simply the method of running tests. To be really successful and drive serious growth you need to apply the right brains behind the tool to get the best results. Expertise which will help develop the strongest hypotheses for testing include;

  • UX and user researchers
  • Developers
  • Copywriters
  • Data Analysts
  • Neuromarketing specialists
  • Behavioral Researchers

 

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