Wait, I'd like to give you a call

If you want to chat about how we can help you increase your website performance, or just get some more information, fill in the form below and I'll get in touch. Speak soon, Amy Robinson

Menu
Clients inc. Skyscanner, The North Face & Lakeland
Powerful Growth Optimisation Methodology™
1600 hours observing online consumer behaviour

PRWD DELIVER A 106% INCREASE IN FORUM POSTING FOR THE STUDENT ROOM

 

Introduction

The Student Room (TSR) is the world’s largest online student community attracting over 5 million unique visitors per month. The website aims to open discussions between students and is comprised of forums and guides covering a wealth of topics. Each month there are over 3 million forum posts created by students from across the world.

TSR approached PRWD to review existing customer data, recommend a robust data configuration, conduct user research and improve engagement on the site through learnings from A/B testing. The primary objective of the optimisation programme was for TSR to understand their users so that they could learn how to target and engage with them more effectively.

The optimisation programme focused on increasing new visitor sign ups, forum posts and gaining a true understanding of how TSR’s users behave on the site; their motivations, concerns and what is important to them.

What we did

Following PRWD’s Growth Optimisation MethodologyTM, we start every optimisation programme with an in-house discovery workshop, and so this was our first step with the TSR optimisation programme. Working closely with the TSR team from the very beginning of the partnership helped us to build a strong relationship and also allowed us to quickly understand how the business worked, collaboratively work through any business challenges and plan out programme activities that were most suited to the team and the way in which they work.

PRWD then gathered insights which would go on to support hypotheses for testing. The following activities were carried out to gain vital, new business and user insights:

The research uncovered:

A/B Testing programme

Following PRWD’s Growth Optimisation MethodologyTM, we then triangulated the data, research and behavioural insights along with potential impact, to identify the tests which should be moved to the top of the testing schedule.

Here are just a few of the iterative and innovative hypothesis for tests we ran during the first six months of the TSR optimisation programme:

Design & Build Test Concepts

Irrespective of how strong a test hypothesis is, if the design execution isn’t handled carefully, the test is far less likely to deliver the projected improvement in the primary conversion metric. To create high standard design executions and encourage shared learning, we collectively evaluated ideas and designs for test executions with different levels of stakeholders from TSR by completing the following activities:

Optimisation programme results

Overall Impact

“Working with the PRWD team on The Student Room presented a brand new challenge. Up until this point our focus had been on e-commerce sites, whereas The Student Room is a free to use student community site.  The programme identified key areas of potential and from this we began to focus on the home page as a registration driver, introduced the option for guest users to post, and overhaul our registration process to include new user engagement. The programme had a very positive impact on site wide engagement and registration.

Our company culture has changed from zero optimisation to running 10-15 tests a month over the last year.

Is optimisation a continuous strategy at The Student Room Group? I’d say it’s more part of our DNA!” (Pete Taylor)

How would you describe working with PRWD?

“In two words, world changing. Prior to working with PRWD we had briefly worked with others in this space but had seen little to no impact on the core business KPI’s.

“PRWD’s techniques and thorough process’s not only opened our eyes to how CRO, done with integrity, can improve bottom line KPI’s, but also improve overall site engagement and user experience.” (Pete Taylor)

What are PRWD’s main strengths?

“For The Student Room Group, the openness of PRWD’s shared learning ethos, teaching our team the processes and helping in-bed a culture of measure test and learn, was invaluable and therefore their greatest strength. However if you couple that with the breadth of knowledge held in their multi-disciplinary team, and their main focus and specialism in user research and data analysis makes them true experts in the field. PRWD have been a pleasure to work with.” (Pete Taylor)

Test Case study: TSR homepage

Increased new visitor registration conversion rate by 72%

What we did

Control

The Student Room Optimisation Programme Control

Test Variation

The Student Room Optimisation Programme Variant

Results

Key Learnings

* from Sept to Dec 2013

"

Working with the PRWD team on The Student Room presented a brand new challenge. Up until this point our focus had been on e-commerce sites, whereas The Student Room is a free to use student community site. The programme identified key areas of potential and from this we began to focus on the homepage as a registration driver, introduced the option for guest users to post, and overhaul our registration process to include new user engagement. The programme had a very positive impact on site wide engagement and registration.

Our company culture has changed from zero optimisation to running 10-15 tests a month over the last year.

Is optimisation a continuous strategy at The Student Room Group? I’d say it’s more part of our DNA!

Testimonial Pete Taylor - Director of Optimisation at The Student Room Group

Contact

 

Call Us On

CALL US ON
0161 228 0585

Email Us At

 

Or send us a message