In this presentation Suntransfers.com Marketing Director Nathan Timmins and PRWD Founder Paul Rouke present a case study of what it took to go from starting A/B testing to establishing a mindset of experimentation and customer centricity within 12 months - using PRWD's Maturity Model

1. Maturing from
Conversion Optimisation
to Business Optimisation
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www.prwd.co.uk/maturitymodel

2. Travel & Retail Sectors Combining
Paul Rouke
Founder &
Director of Optimisation
PRWD
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Nathan Timmins
Marketing Director
Suntransfers.com

3. Optimising Suntransfers.com
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4. PRWD’s Conversion Optimisation Experience
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5. 1. Why is Conversion Optimisation’s Value Limited?
2. The CRO Lightbulb Moment
3. Suntransfers in September 2016
4. The Partnership in the First 12 Months
5. Suntransfers in September 2017
6. Year 2 at Suntransfers – “Business Optimisation”
What you’ll hear today
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6. What is Conversion Optimisation (CRO)?
In internet marketing, conversion optimisation,
or conversion rate optimisation (CRO) is a system
for increasing the percentage of visitors to a
website that convert into customers, or more
generally, take any desired action on a webpage.
It is commonly referred to as CRO.
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7. 11 Reasons Why The Value of CRO is Often Limited
1. CRO is seen as just a tactic, rather than a growth strategy
2. There isn’t CEO and C-suite buy-in
3. Egotism and opinion drive decisions
4. Being “customer centric” is said, not really done
5. There isn’t a multi-disciplinary team
6. There is limited understanding of statistics
7. There is limited understanding of psychology
8. The business has a siloed mentality
9. The business has a fixed mindset
10. Experimentation isn’t embedded in to company culture
11. There is no improvement model or framework in place
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8. The Butterfly Effect in Conversion Optimisation
1. Misunderstood
2. Unappreciated
3. Lack of human investment
4. Lack of user research
5. Lack of intelligence
6. Lack of integrity
7. Lack of learnings
8. Little to no impact
9. Lost faith
bit.ly/CRObutterfly
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9. The Conversion Optimisation Lightbulb Moment
We are not just running experiments to optimise for conversion & revenue…
We are introducing a mindset of customer centricity and
experimentation across the entire business
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10. The Challenge We All Have
No clear guidelines
No structure or framework
No way to measure improvements
No way to benchmark your business
It is incredibly complex to optimise a business so that they
embed customer centricity and experimentation
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11. The 4 Pillars of Conversion Optimisation Maturity
1.0 STRATEGY
& CULTURE
2.0 TOOLS
& TECHNOLOGY
3.0 PEOPLE
& SKILLS
4.0 PROCESS
& METHODOLOGY
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TRANSFORMATIVE
81-100
STRATEGIC
61-80
PROGRESSIVE
41-60
ASPIRING
21-40
BEGINNER
0-20

12. The Conversion Optimisation Maturity Model ™
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www.prwd.co.uk/maturitymodel

13. The 21 Assessment Points of the Maturity Model ™
1.0 Strategy & Culture
1.01 Core Business Strategy
1.02 Business Mindset
1.03 Senior, Influential Champion
1.04 Continuous Learning
1.05 Product-Led versus Customer-Led
2.0 Tools & Technology
2.01 Analytics Tool Configuration
2.02 Voice of Customer & Behavioural Insight
2.03 Business-wide Access to Results & Learnings
2.04 Competence Operating the Testing Platform
3.0 People & Skills
3.01 Behavioural & User Research Resource
3.02 Data & Analytics Resource
3.03 UX Design Resource
3.04 Development Resource
3.05 Experienced Lead Strategist
3.06 Understanding of Statistics
4.0 Process & Methodology
4.01 Hypothesis Development
4.02 Test Prioritisation
4.03 Test Design Process
4.04 QA & UAT Process
4.05 Test Analysis
4.06 Test Results & Learnings Report
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14. in September 2016
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15. Suntransfers vs 2017 Travel Industry Average
TRANSFORMATIVE
81-100
STRATEGIC
61-80
PROGRESSIVE
41-60
ASPIRING
21-40
BEGINNER
0-20
75%
Travel Industry Average
34%

16. 1.0 Strategy & Culture
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1.01 Core Business Strategy
1.02 Business Mindset
1.03 Senior, Influential Champion
1.04 Continuous Learning
1.05 Product-Led versus Customer-Led
34%
September 2016
ASPIRING
0 50 100

17. 2.0 Tools & Technology
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2.01 Analytics Tool Configuration
2.02 Voice of Customer & Behavioural Insight Tools
2.03 Business-wide Access to Experiment Results & Learnings
2.04 Competence Harnessing the Testing Platform
33%
September 2016
ASPIRING
0 50 100

18. 3.0 People & Skills
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3.01 Behavioural & User Research Resource
3.02 Data & Analytics Resource
3.03 UX Design Resource
3.04 Development Resource
3.05 Experienced Lead Strategist
3.06 Understanding & Appreciation of Statistics
34%
September 2016
ASPIRING
0 50 100

19. Internal & External People & Skills Split
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Skillset
Project Management
User Research
Data Analysis
UX Design
Development
Strategy
Test Analysis
Business Modelling
September 2016

20. 4.0 Process & Methodology
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4.01 Hypothesis Development
4.02 Test Prioritisation
4.03 Test Design Process
4.04 Quality Assurance & UAT
4.05 Test Analysis
4.06 Test Results & Learnings Report
36%
September 2016
ASPIRING
0 50 100

21. The Biggest Challenges To Overcome
1. Speed to resolve problems
2. Lack of internal resources / experience
3. Culture of senior management designing websites
4. No experience of testing
5. Lack of data or user insight
6. Little history of agency investment
7. Too many issues - where do we start?
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22. First 12 months
+
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23. Key Activities which Fuelled Growth & Mindset Change
1. In-depth 1-1 user research in months 1-2
2. Collaborative sketching & ideation in month 3
3. Engaged with the CTO to get full stack developer buy-in
4. The use of HotJar to provide intelligent, continuous feedback
5. A very bold, insight driven redesign of the mobile search form
6. Communication and collaboration with customer service team
7. Continuous JDI changes alongside simple to complex A/B tests
+
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24. + 14% Transactions
Mobile Search Form
Major Redesign

25. What Led To Thinking “Business Optimisation”?
✓ Some truly fantastic test results,
providing clear evidence as to the
growth opportunities that exist
across the customer experience
✓ Wider team engagement and results
sharing, leading to the other
departments becoming experimental
✓ A recognition of the importance of
gaining continuous user feedback,
embedding customer centric
thinking
✓ A combination of both iterative and
innovative thinking, often challenging
what has been the standard business
approach to date
✓ The rapid pace of change and
momentum due to Suntransfers
having a true growth mindset
✓ An inquisitive nature both internally
and with PRWD, asking the question
“what if we started optimising this
area of the business?”
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26. The Client <> Agency Partnership
1. Mutual respect
2. Open-minded
3. Collaborative
4. Evolving
5. Trust
+
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27. Suntransfers.com KPI Impact 2016-2017
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-59%
FUNNEL
ABANDONMENT
+7%
CHANCE OF CONVERSION
WITHIN 2 SESSIONS
-12%
DECREASE IN PAGES PER SESSION

28. Arresting the Rate of CR Decline from Traffic Growth

29. Suntransfers.com Business Growth 2016-2017
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+36%
REVENUE
GROWTH
+37%
INCREASE IN TOTAL BOOKINGS
+117%
INCREASE IN MOBILE BOOKINGS

30. in September 2017
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31. 1.0 Strategy & Culture Maturity Improvements
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0 50 100
1.01 Core Business Strategy
1.02 Business Mindset
1.03 Senior, Influential Champion
1.04 Continuous Learning
1.05 Product-Led versus Customer-Led
69%
September 2017
STRATEGIC
1.01 Core Business Strategy
1.02 Business Mindset
1.03 Senior, Influential Champion
1.04 Continuous Learning
1.05 Product-Led versus Customer-Led
34%
September 2016
ASPIRING
0 50 100

32. 2.0 Tools & Technology Maturity Improvements
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57%
September 2017
PROGRESSIVE
2.01 Analytics Tool Configuration
2.02 Voice of Customer & Behavioural Insight Tools
2.03 Business-wide Access to Experiment Results & Learnings
2.04 Competence Harnessing the Testing Platform
33%
September 2016
ASPIRING
0 50 100
2.01 Analytics Tool Configuration
2.02 Voice of Customer & Behavioural Insight Tools
2.03 Business-wide Access to Experiment Results & Learnings
2.04 Competence Harnessing the Testing Platform
0 50 100

33. 3.0 People & Skills Maturity Improvements
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65%
September 2017
STRATEGIC
3.01 Behavioural & User Research Resource
3.02 Data & Analytics Resource
3.03 UX Design Resource
3.04 Development Resource
3.05 Experienced Lead Strategist
3.06 Understanding & Appreciation of Statistics
34%
September 2016
ASPIRING
0 50 100
3.01 Behavioural & User Research Resource
3.02 Data & Analytics Resource
3.03 UX Design Resource
3.04 Development Resource
3.05 Experienced Lead Strategist
3.06 Understanding & Appreciation of Statistics
0 50 100

34. Internal & External People & Skills Split
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Skillset
Project Management
User Research
Data Analysis
UX Design
Development
Strategy
Test Analysis
Business Modelling
September 2016 September 2017

35. 4.0 Process & Methodology Maturity Improvements
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62%
September 2017
STRATEGIC
4.01 Hypothesis Development
4.02 Test Prioritisation
4.03 Test Design Process
4.04 Quality Assurance & UAT
4.05 Test Analysis
4.06 Test Results & Learnings Report
36%
September 2016
ASPIRING
0 50 100
4.01 Hypothesis Development
4.02 Test Prioritisation
4.03 Test Design Process
4.04 Quality Assurance & UAT
4.05 Test Analysis
4.06 Test Results & Learnings Report
0 50 100

36. Year 2….
Business Optimisation
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37. Year 2 = Business Optimisation at Suntransfers.com
1. Customer service optimisation
2. My account optimisation
3. Site performance optimisation
4. Operational efficiency optimisation
5. Acquisition investment optimisation
6. Country by country optimisation
7. Seasonality optimisation
8. LTV optimisation
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38. What Potential does Conversion Optimisation have?
Conversion optimisation has the potential to establish a
mindset transformation within a business:
maturing to becoming a truly customer centric
organisation that embraces experimentation, innovation
and long term thinking to outperform their competitors
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39. 1. Get your copy of the Maturity Model ™
www.prwd.co.uk/maturitymodel
2. Audit your business @ www.CROmaturityaudit.com
3. Benchmark your business
4. Identify your biggest improvement areas
5. Continue maturing your approach to CRO
The 5 top tips on the path from conversion
optimisation to business optimisation
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