People Power - How Moss Bros built their optimisation culture - Paul Rouke at Conversion Elite

People Power:
How Moss Bros. Built Up Their
Optimisation Culture
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Moss Bros. User-Centered Redesign
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+25%
Uplift in desktop CR
+36%
Uplift in mobile CR

Conversion Optimisation Within Most Businesses
1. Misunderstood
2. Unappreciated
3. Lack of investment in people
4. Lack of user research
5. Lack of intelligence
6. Lack of integrity
7. Lack of learnings
8. Little to no impact
9. Losing faith
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The Five Levels of Maturity in
Conversion Optimisation
Beginner
A business is at the start of its journey of introducing conversion optimisation and wants to know how to build
an effective process.
Aspiring
A business has established some important foundations in preparation for starting to truly become a
customer centric brand.
Progressive
A business recognises that user insight-driven conversion optimisation is a core driver of business growth and
it’s starting to feel its impact.
Strategic
A business is using intelligent, customer insight-driven conversion optimisation to both optimise and deliver
strategic enhancements to the online user experience and is exceeding performance targets as a result.
Transformative
These businesses are the marketplace elite. They are outperforming their competition through being
customer-first and they have intelligent conversion optimisation at the core of its business growth strategy.
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1. Strategy & Culture
2. Tools & Technology
3. People & Skills
4. Process & Methodology
The Four Pillars of Optimisation

Conversion Optimisation Maturity Model™
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CRO should not be seen as a tactic - it needs to be
embedded in the culture
Bryan Eisenberg in The Growth Strategy That’s Being Ignored
www.CROgrowthbook.com
FREE download – bit.ly/CROgrowthbook
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Adobe Champion The New HiPPO
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Historically we’d taken the view that we would try and do online
what we knew worked offline. And whilst the principle of that is
good, it didn’t reflect the different ways in which our customers
interact with the brand online.
Matt Henton – Head of Ecommerce at Moss Bros.
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The standard Beginner has nobody at senior management level or
above leading or championing data driven optimisation
The standard Aspiring business has a senior manager who has some
responsibility for championing conversion optimisation
The standard Progressive business has a director who is championing
the importance of conversion optimisation
The standard Strategic business has someone within its C-suite
championing the importance of conversion optimisation
The standard Transformative business owner/CEO is championing
how conversion optimisation is fundamental to business growth plans
Why is it important?
Like any strategic objectives within a business,
conversion optimisation requires a senior,
influential champion to tap in to the growth
potential conversion optimisation has.
Striving to have the CEO and C-suite appreciating
and championing the strategic value of customer
insight driven conversion optimisation is
imperative for long term success.
Strategy & Culture
1.03 Senior, Influential Champion
Moss Bros. were here Moss Bros. are now hereKey:
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Strategy & Culture – Lessons from Moss Bros.
1. Customer centricity starts with user research
2. Experimentation should be valued business wide
3. Evolving from being product to customer led is key
4. Testing shouldn’t be used to settle design arguments
5. Optimisation can answer major strategic questions
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There is a Gartner Hype Cycle for A/B testing and many companies end up stuck in
the unproductive part, doing testing that doesn’t shift the needle or more
significantly, isn’t teaching you anything for the effort
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Craig Sullivan in The Growth Strategy That’s Being Ignored
www.CROgrowthbook.com
FREE download – bit.ly/CROgrowthbook

Whilst we did have a solid testing platform and programme in place, we
were failing to deliver substantial improvements to conversion rate and
our other success metrics. We recognised that we needed a more
strategic approach to our optimisation programme - one that was more
driven from user and data research than the somewhat ‘random’
approach to testing that we had in place.
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The standard Beginner business has has an analytics tool set up but
has had no additional configuration and tracking set-up
The standard Aspiring business’ analytics tool has some basic
additional configuration & tracking set-up
The standard Progressive business’ analytics tool has some enhanced
additional configuration & tracking set-up to understand user
behaviour
The standard Strategic business’ analytics tool has extensive and
advanced additional configuration & tracking set-up to understand
user behaviour
The standard Transformative business’ analytics tool has dedicated
resources to allow for continuous enhancement, configuration &
tracking to support conversion optimisation
Data integrity is critical if a business wants to alter
aspects of the user experience.
Typically, one of the biggest areas of improvement
is in the advanced configuration of the web
analytics platform to provide accurate, granual
level insights and give depth and clarity to
understanding visitor behaviour.
Tools & Technology
2.01 Analytics Tool Configuration
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Tools & Technology – Lessons from Moss Bros.
1. The most important tool is people’s brains
2. Enterprise technology needs people & process
3. Sharing experimentation learnings is key
4. Google Analytics should be continually optimised
5. Testing platform expertise drives true value
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The technical capability to build complex tests directly into our testing
platform has made a big difference to our ability to deploy tests more
quickly. And the analytical skills to scrutinise tests beyond a simple win-
or-lose outcome has led to an iterative approach to testing, which has
led to more tests achieving success.
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The standard Beginner business has no real front-end development
resource in place for optimisation
The standard Aspiring business has access to a small amount of front-
end development resource for optimisation
The standard Progressive business has some front-end development
resource ring-fenced for optimisation
The standard Strategic business invests in front-end development
resource as it is considered essential to both the complexity of tests it
delivers and the speed at which tests can be launched
The standard Transformative business has significant budget to invest
in experienced front-end development expertise, not just relying on
one person, and has the capability to deliver simple to complex tests
Specialists in both front-end and back-end
development is integral to realising the growth
potential of conversion optimisation.
Considered investment in front-end and back-end
development will remove the friction hindering
test implementation and allow for the creation of
more innovative experiments with a greater
chance of commercial impact.
People & Skills
3.04 Front End Development Resource
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People & Skills – Lessons from Moss Bros.
1. Behavioural research skills are invaluable
2. Advanced data analysis skills are integral
3. The re-invented HIPPO traits play a key role
4. A true multi-disciplinary team drives real value
5. Technical capability using the testing tool is key
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PILLAR 4
Process & Methodology

Originally our approach was led by the Moss Bros. team and hypothesis
creation was 100% an internal responsibility. Our testing tool occasionally
shared successes from other clients but this was never approached from
the perspective of our analytics data or our customer experiences.
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The standard Beginner believes tests aren’t typically based on a
hypothesis, instead based mainly on gut instinct
The standard Aspiring business typically runs tests that are based on a
basic hypothesis with little insight
The standard Progressive business typically runs tests based on a clear
hypothesis from data insight
The standard Strategic business typically runs tests based on a clear
hypothesis from data and consumer insight
The standard Transformative business typically runs tests based on a
clear hypothesis from data and consumer insight, prior test learnings
and persuasion principles
The process behind test hypotheses (and the
insights that inform them) is critical to the success
of conversion optimisation.
The more a business employs data insights, user
research, heuristics and other information streams
in to a test hypothesis, the greater chance a test
will be successful and provide additional user
behavior insight to take forward.
Process & Methodology
4.01 Hypothesis Development
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Process & Methodology – Lessons from Moss Bros.
1. Intelligent, insight driven hypotheses rule
2. Creative collaboration techniques are key
3. Data and statistics expertise is crucial
4. Data integrity and storytelling bring CRO to life
5. The full spectrum of A/B testing should be harnessed
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People, not technology, are
the true driving force behind
Conversion Optimisation

PRWD Conversion Optimisation Maturity Model ™
www.CROmaturityaudit.com
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People Power - How Moss Bros built their optimisation culture - Paul Rouke at Conversion Elite

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People Power - How Moss Bros built their optimisation culture - Paul Rouke at Conversion Elite