Paul Rouke
Founder & Director of Optimisation
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  • News & Events

13th Dec 2012

4 min

Press Release

The former Head of E-commerce Conversion at Shop Direct Group, Paul Postance, has joined PRWD as they continue to increase their expertise and capacity.


Paul Rouke and Paul Postance from PRWD


At Shop Direct Group, Paul was responsible for generating additional sales revenue exceeding £50 million through optimisation of desktop, tablet and mobile websites. He built and led a talented team to ensure maximum conversion was consistently being delivered across the brand portfolio. During his time he developed, implemented and enjoyed the results of a unique operating model, whilst working closely with brand directors across the group to ensure customer experience was as vibrant as the conversion figures.

Prior to working in multi-channel retail with Shop Direct, Paul worked at both Royal Bank of Scotland and Thomas Cook in senior optimisation and customer experience roles, and these experiences contribute to Paul’s wealth of commercial, data driven expertise. During the last 7 years Paul has regularly presented at boardroom level, allowing for stronger business cases to be developed to invest in testing tools, user research projects and on-going optimisation strategies.

PRWD are a usability and conversion rate optimisation consultancy who work with multi-channel retailers including AllSaints, Molton Brown, Footasylum, Monsoon Accessorize, Speedo and Lakeland. Paul’s addition to the team has strengthened their ability to provide strategic services to new and existing clients. This involves establishing a robust research, testing and optimisation strategy to provide a platform on which to continually increase on-site conversion whilst reducing acquisition costs. Paul’s appointment perfectly complements PRWD’s existing skills and experiences in understanding consumer behaviour and site performance. This combination of customer research, data and on-going testing allows them to deliver improved commercial impact for clients.

This, Head of Usability & Conversion at PRWD Paul Rouke explains, is the future:

“When the opportunity arose to bring Paul in to our team, we were absolutely delighted and moved very quickly. What Paul was responsible for at Shop Direct in planning and implementing their optimisation strategy is exactly what our clients are starting to ask us to help them with. Combining this with both customer insights and analytics, I genuinely see as being the future for brands in sectors such as retail, banking and travel and tourism. On-site optimisation will be the new search engine optimisation.”

“Our clients, including our latest multi-channel retailer Footasylum, are already starting to harness our teams enhanced skills and experiences to become more customer centric and data driven businesses. We are working closely with brands to optimise the performance of their website, mobile and tablet experiences to increase conversion and most importantly profit.”

“Taking on Paul also continues our approach of only enhancing our team with the most respected people working in our industry. What you see is what you get with PRWD – our team all have a wealth of commercial experience which clients begin harnessing from the moment they begin working with us.”

On joining the PRWD team, Paul Postance commented:

“Having followed PRWD’s usability and research work over time, I saw a unique opportunity to combine these mature skills with the newer disciplines of conversion optimisation and am very happy to be collaborating with Paul and the wider team.

“What’s it all about? Well, data driven improvements alone will take your progress to a certain level by shifting performance measures and levers, and research led improvements give benefits but the specific measurement of these is problematic. So, by linking these two areas we have a far more valuable and useful toolset to offer. What this essentially gives clients is a synergistic value-add where we understand the business proposition, advise improvements, then follow through with a strategic programme to measure, monitor, and monetise the customer interactions.”

“It’s far easier to increase conversion than to increase the number of customers but many sites have not embraced this yet (‘For every $92 spent acquiring visitors, only $1 is spent on converting them’ – Econsultancy 2012). We have a multi-disciplinary and robust system that we can apply to both large and small businesses, to help them increase their value without increasing acquisition cost.”

About PRWD
PRWD was established in 2006 by usability and optimisation specialist Paul Rouke, and they specialise in web usability, persuasion and on-site optimisation. Paul Postance joins PRWD’s highly experienced optimisation team.

Clients include:

  • AllSaints
  • Lakeland
  • Molton Brown
  • Hitachi
  • Speedo
  • Monsoon Accessorize
  • Molton Brown
  • Manchester Tourist Board
  • Stella McCartney
  • Bank of America
  • Oxfam
  • Footasylum
  • Pentland Brands
  • British Cycling

For more information please contact:
Paul Rouke at PRWD
Tel: 0161 228 0585