Digital Marketing in 2019
Number 1 Tip by Paul Rouke
#DigitalMarketingin2019
#DigitalMarketingin2019

2019 Number 1 Tip from Paul Rouke, PRWD CEO
Start Speaking, 1-1, In-person,
with Your Customers
#DigitalMarketingin2019

Why Do 1-1 User Research?
ü 100% the most effective way to start becoming truly customer centric
ü Totally underutilized marketing investment
ü It is a true competitive advantage
ü Customer centricity transcends your whole business
ü Customer centricity is a timeless approach for any business
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1-1 User Research in 5 Steps
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1 – Recruit Some of Your Customers
• Ask them if they would like to to share their feedback and
suggestions on your business and service
• Offer around £50 for 1 hour of their time
• Arrange a time and location for their 1-1 session
• Arrange 6-8 sessions in 1 day to consolidate the customer learnings
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2 – Develop 3-5 Opening Questions
1. What were the reasons you chose our business over others?
2. What do you see as being unique about our business
compared to others in this industry?
3. If anything, what nearly stopped you from choosing us?
4. What would you miss most about our business if you couldn't
use us anymore?
5. What is the one additional thing you would love to see us
provide for you?
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3 – Develop 2-3 Realistic Scenarios
1. Make them natural
2. Make them open ended, particularly the 1st one
3. Make a list of questions you will ask your customers during
each scenario to dig deeper
4. Decide on which 1-2 of your competitor websites your
customers will also visit
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4 – Conduct the 1-1 Research Sessions
1. Use Lookback to record the session (and even livestream it for some of
your team wherever they are based)
2. Make the sessions feel natural
3. Build rapport with the customer from the start
4. Make your customer feel like their opinions are genuinely valued
5. Emphasise that there are no right or wrong answers
6. Don't ask leading questions - instead use questions like "tell me more
about that" or "can you share your thoughts at this stage" and "how
would you describe the experience so far?"
7. Listen 95% of the time
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4 – Conduct the 1-1 Research Sessions
>> ask closing questions
1. What was the best part of the experience you have just used and why?
2. What is the 1 biggest improvement you would suggest we make to our
product or service, and why?
3. Have your opinions of our brand changed in any way since before you
did this research today?
Thank your customer for their time, and ask if they are interested in taking
part in future 1-1 research as you improve your product and service
#DigitalMarketingin2019

5 – Produce & Share 1-3min Video Clips
1. These clips of key themes from the customer research can be the most
powerful evidence to your C-suite and any HIPPOs you may have of the
importance of speaking to your customers 1-1
2. These clips can be the catalyst for your business embracing the
timeless, customer-centric mindset that 99.9% of business don't have
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The CRO Maturity Model
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The Maturity Model
In Full Detail
bit.ly/CROMaturityModel
(Instant download)
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The Maturity Audit - www.CROmaturityaudit.com
Free to use by any company globally, launched in late 2016

1.0 STRATEGY & CULTURE 2.0 TOOLS & TECHNOLOGY 3.0 PEOPLE & SKILLS 4.0 PROCESS & METHODOLOGY
PRWD’s 4 Pillars of Maturity
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“In all honesty, the maturity audit was a wake-up call.
Since the audit we have re-organised the E-commerce
team to better support optimisation, and while we
still have a way to go, I think we’re already seeing
a more mature CRO effort.”
Stuart McMillan, Deputy Head of Ecommerce
#DigitalMarketingin2019

“The maturity audit we did with PRWD was incredibly
insightful and valuable for building a more user-
centric product development team and we have since
used the learnings to spearhead improvements within
the team and throughout the organisation.”
Deborah Clarke, Director of Product
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The Vision
Empower companies around the world to
become customer-centric, making happier
employees and happier customers

The Mission
Establish PRWD’s Maturity Model as the Industry
Standard Model which companies around the world,
in any sector, of most sizes, use annually to assess
and benchmark their approach and culture of
conversion optimisation and customer centricity

Why Are We Doing This?
§ Companies big & small don’t really know what they are doing in CRO
§ Non CRO agencies don’t really know what they are doing in CRO
§ Company culture and strategy are hugely influential for CRO
§ Companies waste huge amount of money on tools & tech in digital
§ There is a lack of maturity across the globe in CRO
§ One go-to Maturity Model & industry benchmarking will raise standards
globally, across sectors and across countries

1 – Brands That Have Audited Their Business Already