In this presentation at BrightonCRO, PRWD Founder and Director of Optimisation Paul Rouke shares 8 client stories and 8 lessons in Conversion Optimisation, where PRWD's core purpose of "Be The Change" has helped change the mindset within some of the worlds leading brands in the drinks, travel, retail and finance industry.

1. #BrightonCRO
8 Client Stories, 8 Lessons
in Conversion Optimisation

3. #BrightonCRO

4. What We Are
We are a UX and CRO agency, with 14 years experience working with a
wide range of prestigious and pioneering brands
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5. Who We Work With
Our work improves the user experience of businesses around the world,
including:
>>> Leading UK retailers
>>> Disruptive UK start-ups
>>> Leading price comparison websites
>>> Pioneering AI businesses
Global, industry leading:
>>> insurance brands
>>> sports brands
>>> education providers
>>> drinks brands

6. Helping change company mindset
is the most valuable thing we do
#BrightonCRO
Product
Led
Mindset
Customer
Led
Mindset

8. 8 Clients,
8 Stories,
8 Lessons.
1. Make People Happy
2. Engage Stakeholders
3. Change Mindsets
4. Influence Culture
5. Quality, Then Quantity
6. Its not CRO, its BO
7. Tactical to Strategic
8. Challenge the Status Quo
#BrightonCRO

9. 1. Make People Happy 2008

10. “Thank you so much for
listening to my ideas”
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1. Make People Happy

11. 1. Make People Happy
Spend time actively listening to end users,
allowing them to share their ideas
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12. 2. Engage Stakeholders 2012

13. “Please bring as many senior
stakeholders as you can in to
the kick-off session”
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2. Engage Stakeholders

14. 2. Engage Stakeholders
From the CEO to the CTO, engage
and enlighten stakeholders
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15. 3. Change Mindsets 2018

16. “How many people did you speak
to? How many followers do we
have on Facebook, 45 million?”
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3. Change Mindsets

17. 3. Change Mindsets
Use the power of user research
video clips to change decision
makers mindsets
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18. 4. Influence Culture 2014

19. “We do lots of user research, so
you don’t need to quote for any
of that in the partnership”
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4. Influence Culture

20. 4. Influence Culture
Whatusersdo.com and
Usertesting.com will never be
substitutes for 1-1 moderated research
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21. 5. Quality, Then Quantity 2015

22. “We are aiming to run 100 tests
this year. It will set the benchmark
for what the team can deliver”
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5. Quality, Then Quantity

23. 5. Quality, Then Quantity
Forget how many experiments
Booking.com run or how low their
success rate is. They are in the 0.1%.
In A/B testing, quality should come 1st
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24. 6. It’s not CRO, its BO 2017

25. “We are seeing our conversion rate
decline year-on-year, can you help?”
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6. Its not CRO, its BO

26. 6. Its not CRO, its BO
The more you open yourselves up to
customer feedback, the more that you
see opportunities to optimise your entire
business unfold
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27. 7. Tactical to Strategic 2016

28. “It would be great if you could
share what you have created
with other people”
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7. Tactical to Strategic

30. 7. Tactical to Strategic
Introduce a “What If We (WIF)…..”
mentality to drive strategic innovation
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31. 8. Challenge The Status Quo 2018

32. “I don’t want the Corsa,
I want the Rolls Royce”
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8. Challenge the Status Quo

33. 8. Challenge the Status Quo
Development roadmaps are never
100% locked down.
Videos from user research videos
can change everything.
#BrightonCRO

34. 8 Clients,
8 Stories,
8 Lessons.
1. Make People Happy
2. Engage Stakeholders
3. Change Mindsets
4. Influence Culture
5. Quality, Then Quantity
6. Its not CRO, its BO
7. Tactical to Strategic
8. Challenge the Status Quo
#BrightonCRO

35. PRWD’s CRO Maturity Model
What makes it unique in the CRO industry?
1. it is agency agnostic
2. it is tool agnostic
3. it is business sector agnostic
4. it is business size agnostic
5. it is CRO methodology agnostic
6. It is research methodology agnostic
7. 100% it is never used for lead generation

36. PRWD’s CRO Maturity Model
Get instant download of the CRO Maturity Model
bit.ly/CROMaturityModel

37. Careers
prwd.co.uk/careers
#BrightonCRO
@paulrouke
@PRWD
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