1. A Framework for a
CRO Project
Paddy Moogan
Head of Real Company Inbound Marketing Shit
Distilled

2. MAKE DISTILLED
AWESOME AT CRO

3. IT LOOKS EASY

4. IT IS RISKY

5. THIS CAN HAPPEN

6. WE HAD SOME
KNOWLEDGE

7. A FEW PEOPLE ACROSS
THE OFFICES

8. BUT THEY’RE ALL FULL
WITH REGULAR WORK

9. HIRING EXPERTISE ISN’T
EASY

10. EXPERTISE REQUIRES
LIVE PROJECTS

11. LIVE PROJECTS
REQUIRE EXPERTISE

12. VICIOUS CIRCLE

13. YOU DON’T NEED TO BE AN
EXPERT STRAIGHT AWAY

14. YOU CAN BECOME GOOD
ENOUGH

15. How good you are
Practice time
http://tedxtalks.ted.com/video/The-First-20-Hours-How-to-Learn

16. How good you are
Practice time
http://tedxtalks.ted.com/video/The-First-20-Hours-How-to-Learn

17. How good you are
20 hours
Practice time
http://tedxtalks.ted.com/video/The-First-20-Hours-How-to-Learn

18. MY SOLUTION

19. A FRAMEWORK FOR CRO
PROJECTS
(THAT EVERYONE CAN USE)

20. Discovery
Experiments
Review
Tools

21. Discovery
UNDERSTANDING THE BUSINESS
2 UNDERSTANDING THE CUSTOMER
3 GATHERING THE RIGHT DATA
1

22. UNDERSTANDING THE BUSINESS
Benchmark current performance

23. UNDERSTANDING THE BUSINESS
Clearly define business goals

24. UNDERSTANDING THE BUSINESS
Understand why the
company exists

25. UNDERSTANDING THE BUSINESS
List USPs over competitors

26. UNDERSTANDING THE BUSINESS
Map out the sales process including
all touch points

27. UNDERSTANDING THE CUSTOMER
List fears, concerns & needs
of the customer

28. UNDERSTANDING THE CUSTOMER
Identify the demographic
of target customers

29. UNDERSTANDING THE CUSTOMER
List the reasons why
they can’t buy

30. UNDERSTANDING THE CUSTOMER
List the reasons why
they won’t buy

31. GATHERING THE RIGHT DATA
Ensure goals / sales
are being tracked

32. GATHERING THE RIGHT DATA
Track each step of
the sales funnel

33. GATHERING THE RIGHT DATA
Setup appropriate customer
segments

34. GATHERING THE RIGHT DATA
Look for backend data too
i.e. cancellation rates

35. TOOLS FOR THIS SECTION

36. Experiments
A CLEAR METHODOLOGY
2 WIREFRAMES AND DESIGN
3 IMPLEMENTATION
1
4

37. A CLEAR METHODOLOGY
Have a clear hypothesis
(what success looks like)

38. A CLEAR METHODOLOGY
Forecast time it will take
for test to complete

39. A CLEAR METHODOLOGY
Original page receives enough
traffic as a control

40. A CLEAR METHODOLOGY
Know the potential risks

41. WIREFRAMES AND DESIGN
Communication is key here

42. WIREFRAMES AND DESIGN
Keep it on brand!

43. WIREFRAMES AND DESIGN
Ensure the new design is driven
by your research & data

44. IMPLEMENTATION
Communication is key here (again)

45. IMPLEMENTATION
Pre-deliver what needs to happen &
who needs to do it

46. TOOLS FOR THIS SECTION
TOOLS FOR THIS SECTION

47. Review
1
DATA ANALYSIS
PATIENCE!
2
3
SCALE

48. DATA ANALYSIS
2
Was
4
your hypothesis correct?

49. DATA ANALYSIS
2
4
Check for anomalies

50. PATIENCE
2
Don’t
4
keep hitting refresh!

51. SCALE THE IMPROVEMENTS
2
Roll
4
out the changes widely

52. Discovery
Experiments
Review
Tools

53. ??? PROFIT

54. Thank You!
Paddy Moogan
Head of Real Company Inbound Marketing Shit
Distilled
@paddymoogan
paddy.moogan@distilled.net