Weaving CRO and Agile methodologies: A Big Brand Case Study

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Weaving CRO and Agile methodologies: A big brand case study. Laura Nelson | WooConf 2017 @Laura_Nelson | @pragmaticweb | pragmatic.agency

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About Pragmatic @Laura_Nelson | @pragmaticweb | pragmatic.agency ● UK’s leading WordPress agency ● Based in Brighton, UK ● Team of 50 ● WordPress technology partner for enterprise businesses

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I’ll be covering @Laura_Nelson | @pragmaticweb | pragmatic.agency ● Introduction to CRO ● The case for Agile ● Sage: A big brand case study ● Takeaways

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An introduction to CRO @Laura_Nelson | @pragmaticweb | pragmatic.agency

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: A big brand case study

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About Sage @Laura_Nelson | @pragmaticweb | pragmatic.agency ● 6.2 million clients ● 13,000 employees ● 23 countries

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Sage & Pragmatic @Laura_Nelson | @pragmaticweb | pragmatic.agency Creation of a global platform with local instances | It needed to tie in legacy content where blogs were already in existence - and those blogs were on multiple different systems | Utilise tagging to help drive personalisation | It needed to be future-proofed for the digital transformation roadmap, which was to include in-depth personalisation and lead scoring | Increase web traffic | Drive subscriptions and engagement, including social shares and commenting | Provide a seamless journey between the website and blog, so that user journeys were not interrupted - and so that users could jump between the two from anywhere | | It needed to be one blog filtered for four different audience types | It needed to make the experts the heroes - it was to provide Sage Advice, after all, so those authors needed to have profiles and be trusted | Mobile-responsive and AMP-compatible

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CRO Audit @Laura_Nelson | @pragmaticweb | pragmatic.agency Thanks for reading. To get the latest Sage Advice straight to your inbox, why not subscribe to our weekly newsletter? Acknowledge value to visitor Link value to Business Goal We never sell your contact information and it will only be used to send your our newsletter Reassure about Balance of Trade Use steps instead of scrolling

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Enterprise CRO @Laura_Nelson | @pragmaticweb | pragmatic.agency Code freezes Ongoing Sprints of work Huge internal market Multiple stakeholders & sign off points

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An Agile approach to CRO @Laura_Nelson | @pragmaticweb | pragmatic.agency

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An Agile approach to CRO @Laura_Nelson | @pragmaticweb | pragmatic.agency Can we test it?

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An Agile approach to CRO @Laura_Nelson | @pragmaticweb | pragmatic.agency We’ve built it. Can we push live?

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An Agile approach to CRO @Laura_Nelson | @pragmaticweb | pragmatic.agency The data says X. Do we implement?

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An Agile approach to CRO @Laura_Nelson | @pragmaticweb | pragmatic.agency Can we test it?

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The CRO partnership

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Tips & Takeaways @Laura_Nelson | @pragmaticweb | pragmatic.agency ● Client commitment is key ● Never plan and build in the same sprint ● CRO is often to blame. Be sensitive and responsive ● Be aware of the internal market. Assist as much as possible ● It’s not always easy, but the results are worth it.

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Thank you! @Laura_Nelson | @pragmaticweb | pragmatic.agency