Collecting Qualitative Data for Smarter Marketing and CRO - SMX Milan 2015 Conversion Rate Rockstars

PowerPoint Presentation

Ready, Set, Go!Collecting Qualitative Data for Smarter Marketing + CRO

Purna VirjiSenior Bing Ads Client Dev. & Training Manager, Microsoft

#SMX #14B@PurnaVirji#bingads

Page 1Bing SMB Advertisers Search Ads11/12/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

@purnavirji

Purna VirjiSenior Client Dev. & Training ManagerBing Ads, Microsoft

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Today were talking about

Reading Minds vs. Regular Data

Value of Q-DataCollecting Q-DataUses of Q-Data

#SMX #14B@PurnaVirji#bingadsToday were going to talk all about qualitative data and how it can turbo charge your conversion optimization efforts and your remarketing efforts. Page 3Bing SMB Advertisers Search Ads11/12/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.


#SMX #14B@PurnaVirji#bingadsWere lucky in digital marketing that we have access to powerful quantitative data, but because we have all this data we can overlook the qualitative aspect. The difference lies in the fact that one is purely numbers while the other is human data. Page 4Bing SMB Advertisers Search Ads11/12/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.



Reading Minds vs. Regular DataOur marketing efforts need to resemble one-on-one conversations.

#SMX #14B@PurnaVirji#bingadsRidiculous and impossible as it may sound, our remarketing efforts need to feel like one-on-one conversations. We need to engage with our customers, we need to interest them, charm them. And we can do that by being very relevant and making it all about them.


Reading Minds vs. Regular DataWe need to understand our customers very, very, very well.

#SMX #14B@PurnaVirji#bingadsYou can do this while also Increasing your chances of CRO success by probing the mind of your customer. Page 7Bing SMB Advertisers Search Ads11/12/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Qualitative Data is powerful because

It answers the why behind the what. Reading Minds vs. Regular Data

#SMX #14B@PurnaVirji#bingadsIm a huge believer in the power of qualitative data since it is essentially answers the why behind the what and allows us to get inside the minds of our customers. Information we couldnt get from just the numbers. Both together are practically limitless in power.


Reading Minds vs. Regular DataConvertlike a boss

#SMX #14B@PurnaVirji#bingadsWere lucky in digital marketing that we have access to powerful quantitative data, but because we have all this data we can overlook the qualitative aspect. The difference lies in the fact that one is purely numbers while the other is human data. Page 9Bing SMB Advertisers Search Ads11/12/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.




#SMX #14B@PurnaVirji#bingadsLets look at the valuable insights we can get and Ill share some key questions to ask to help you get this info. Page 10Bing SMB Advertisers Search Ads11/12/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Insights we can get Reading Minds vs. Regular Data

Purchase MotivationsPurchase Funnel ExperienceBarriers to Conversion

#SMX #14B@PurnaVirji#bingadsWe can understand- Purchase motivations, the purchase funnel experience as well as identify any friction points or barriers to conversion. Page 11Bing SMB Advertisers Search Ads11/12/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

1. Purchase motivations Value of Q-Data Goal: Understand audience + better frame purchase triggers



Value of Q-Data

#SMX #14B@PurnaVirji#bingadsThrough these Qs, you could glean that a large percent of your customers want your products because theyre traveling to Germany on business and learning a German will help them with their work and impress their colleagues. What they could miss out on by not having the product? By not learning German they could risk getting lost while navigating the country. Have they tried to learn German before? Maybe they have terrible memories of high school language class and incomprehensible grammar rules, so we can emphasize how this approach takes away that pain to make the sales copy stronger. And since they commute to work, we can share how easy it is to learn German while they are commuting.


Why do your customers need your product?

Value of Q-Data

#SMX #14B@PurnaVirji#bingadsWhat are they getting from you? Why do they want what you have?


Have they tried a similar product before?Value of Q-Data

#SMX #14B@PurnaVirji#bingads What are they missing out by not having it?Value of Q-Data

#SMX #14B@PurnaVirji#bingads How do they plan to use your product?Value of Q-Data



2. Purchase funnel experience Value of Q-Data To learn what it takes to close the sale



Value of Q-Data

#SMX #14B@PurnaVirji#bingadsThrough this Qs, you can discover that a large segments are coming to your site as a result of press that focused on particular features- the comp weigh only one pound and the battery lasted for 3 weeks straight both of which are key benefits that attracted them to your site. They were surprised to learn about the powerful operating system as well, and they wished wed go into more details about it. You could then tweak your copy to keep them engaged and tie in the most resonating features into remarketing copy as well. Page 20Bing SMB Advertisers Search Ads11/12/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

How did they find out about you?Value of Q-Data

#SMX #14B@PurnaVirji#bingadsWas it word of mouth, a PPC ad, an SEO result? Page 21Bing SMB Advertisers Search Ads11/12/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

What attracted them to your site?Value of Q-Data

#SMX #14B@PurnaVirji#bingadsWhat core message in your creative piqued their interest? Page 22Bing SMB Advertisers Search Ads11/12/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

What did they like?Value of Q-Data

#SMX #14B@PurnaVirji#bingadsWhat did they like on your site, about your product and/or brand? Page 23Bing SMB Advertisers Search Ads11/12/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

What were they surprised to learn?

Value of Q-Data

#SMX #14B@PurnaVirji#bingadsWas there anything about the product/brand/shipping that surprised them? Page 24Bing SMB Advertisers Search Ads11/12/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

If there was one thing they would change, what would it be?Value of Q-Data

#SMX #14B@PurnaVirji#bingadsI love this Q. Its so ripe to get insights into what put them off, but phrased in a very open way. Page 25Bing SMB Advertisers Search Ads11/12/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.


3. Barriers to conversions To identify reasons why they dont convertValue of Q-Data



Value of Q-Data

#SMX #14B@PurnaVirji#bingadsZappos great example of offering free return shipping to eliminate the barrier of people worrying about what happens if the shoes dont fit well. As a result of understanding a barrier to conversion and overcoming it, theyre doing extremely well.


Why did they decide to not purchase? Value of Q-Data

#SMX #14B@PurnaVirji#bingadsDid the latest cat video distract them? Or perhaps it was price, competition or something on the site that turned them off? Page 29Bing SMB Advertisers Search Ads11/12/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

How trustworthy did they feel your brand is?Value of Q-Data


Did they find everything they were looking for?Value of Q-Data


After visiting, what did they do next?Value of Q-Data

#SMX #14B@PurnaVirji#bingadsPurchase from competitor? Or Not purchase at all?


#SMX #14B@PurnaVirji#bingads Use these as the basis to form additional Qs.Note:Value of Q-Data




Value of Q-DataCollecting Q-DataRemarketing

#SMX #14B@PurnaVirji#bingadsOkay, now we know what we want to ask, let me show you some simple ways to gather this data. Page 35Bing SMB Advertisers Search Ads11/12/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Low effort, DIY methodsCollecting Q-Data

#SMX #14B@PurnaVirji#bingadsHere are two free and fast ways to DIY.


1. Be the consumer Collecting Q-Data

#SMX #14B@PurnaVirji#bingadsGet a couple of colleagues or friends to volunteer to be customer simulators ideally, youd want to go through this yourself, even if you have been to your site a million times this week alone. Page 37Bing SMB Advertisers Search Ads11/12/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Go through the full funneldesktop + mobileCollecting Q-Data

1. Be the consumer


Read reviews + scope competition Collecting Q-Data1. Be the consumer

#SMX #14B@PurnaVirji#bingadsBehave just as a consumer would, including reviews reviews (yes the not so good ones as well) and check out the competitors. Page 39Bing SMB Advertisers Search Ads11/12/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Record reactions + thoughts Collecting Q-Data1. Be the consumer

#SMX #14B@PurnaVirji#bingadsTo move through the experience without stopping to write things down, use tools to record your reactions and thoughts as you do this. Page 40Bing SMB Advertisers Search Ads11/12/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Tools: Image Source:http://communicatebetterblog.com/wp-content/uploads/2014/03/grand-budapest-concierge.jpg

Collecting Q-Data 1. Be the consumer



Resources

Collecting Q-Data0-$


2. Ask the sales reps Collecting Q-Data

#SMX #14B@PurnaVirji#bingadsHave the sales team shed some light here. Page 43Bing SMB Advertisers Search Ads11/12/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

2. Ask the sales reps Sales teamCollecting Q-Data Customer serviceReach out to top performers:



2. Ask the sales reps Collecting Q-DataFeedback on marketing messaging


What gets people excited?2. Ask the sales reps Collecting Q-Data


What helps them close the sale?2. Ask the sales reps Collecting Q-Data


Common complaints or confusion areas?2. Ask the sales reps Collecting Q-Data


Common objections?

2. Ask the sales reps Collecting Q-Data

#SMX #14B@PurnaVirji#bingadsThis will all help you craft your messaging. Page 49Bing SMB Advertisers Search Ads11/12/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Qualify whats commonGet significant numbers2. Ask the sales reps Collecting Q-DataBe careful:

#SMX #14B@PurnaVirji#bingadsThis grey background isnt working for me. Can we switch out?


Resources2. Ask the sales reps Collecting Q-Data

0


Resource-heavier:

Collecting Q-Data

(and practically always worth it!)

#SMX #14B@PurnaVirji#bingadsOkay, those two free methods are fantastic to start within less than 2 hours you could have brand new insights, so why not kick it up a notch? Here are 2 resource heavier options that I guarantee are worth it.


3. Surveys Collecting Q-Data


3. Surveys Why they bought?Collecting Q-Data What they like?Identify segments to pollActive customers:

#SMX #14B@PurnaVirji#bingadsTools like survey monkey are great for this. Page 54Bing SMB Advertisers Search Ads11/12/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

3. Surveys Why didnt they convert? Collecting Q-Data What they plan to do next?Identify segments to pollVisitors who did not convert:

#SMX #14B@PurnaVirji#bingadsWhen I was in-house at a retailer, wed get these insights on why people didnt convert by asking the sales reps but also by adding the survey tool 4Q on our site. When people left it popped up a short survey with 4 quick qs and was one of the best decisions we made.we were so surprised to learn the reasons why people left and we made some very profitable navigation edits as a result of info we got. Page 55Bing SMB Advertisers Search Ads11/12/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

3. Surveys General feedback while on the siteCollecting Q-Data Identify segments to pollSite visitors:

#SMX #14B@PurnaVirji#bingadsEncouraged by our 4Q results, we tested adding on Qualaroo to the site, which allows people to share their thoughts at any point while navigating the site. We didnt get as many respondents, but when we did it was usually really helpfulit seemed that if people took the time to give feedback, they were generous with their opinions. Page 56Bing SMB Advertisers Search Ads11/12/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

3. Surveys Collecting Q-Data Frame questions wellNo leading or yes/no QsOpen-ended Qs work best

#SMX #14B@PurnaVirji#bingadsThere are entire fields of research devoted to the study of survey Qs, but since we only have 20 min, heres some quick advice and a helpful resource. Page 57Bing SMB Advertisers Search Ads11/12/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

3. Surveys http://bit.ly/good_Qs Collecting Q-Data Great slidedeck from @StephBeadell



Tools Ive used:3. Surveys Collecting Q-Data SurveyMonkey4QQualaroo


3. Surveys Collecting Q-Data

$-$$

Resources


4. Usability studies Collecting Q-Data

#SMX #14B@PurnaVirji#bingadsOkay, this is really helpful, but the most resource intensive. Ive done this a few times, and usually for the big changes, for examples a website redesign, a launch of a new product or new offer, sales research. Page 61Bing SMB Advertisers Search Ads11/12/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

4. Usability studies Ask testers to find your productCollecting Q-Data

#SMX #14B@PurnaVirji#bingadsIdentify demos carefully, Create structured set of questions


4. Usability studies Have them walk through full path + visit the competitionCollecting Q-Data


4. Usability studies Collecting Q-Data Gather reactions

Ad/landing pagePurchase experienceExpectations vs. reality?Competitor experience


4. Usability studies Collecting Q-Data Excellent user testing script sample:From Steve Krughttp://bit.ly/ux_script


4. Usability studies UserTesting.comCollecting Q-Data Tool Ive used:

#SMX #14B@PurnaVirji#bingadsWhen using this during a website redesign, what most surprised us was how difficult our new supposedly easy to use navigation structure was to those very unfamiliar with the site. Page 66Bing SMB Advertisers Search Ads11/12/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

4. Usability studies Collecting Q-Data

$$-$$$

Resources





#SMX #14B@PurnaVirji#bingadsOkay so how can this tie into remarketing? Page 68Bing SMB Advertisers Search Ads11/12/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

CRO:Test smarter.Uses of Q-Data



Identify standouts Top objections: How to addressCollecting Q-Data


Identify standouts Top purchase triggers: How to play them up?Collecting Q-Data


Identify standouts How much info is consumed: Ideate layoutCollecting Q-Data


Collecting Q-Data Create hypotheses and test plansPlan tests


Collecting Q-Data Prioritize testing opportunities:Test cost and opp. cost Potential impact Plan tests



Remarketing

Remarketing

#SMX #14B@PurnaVirji#bingads Data collected=Remarketing listRemarketing

#SMX #14B@PurnaVirji#bingadsSo you have all of this qualitative data the most efficient way to put it to use is through Remarketing. Incorporate everything youve learned about your customer and begin there when creating your remarketing lists. Page 76Bing SMB Advertisers Search Ads11/12/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

More-targeted ad copyThink purchase triggers + barriersRemarketing

#SMX #14B@PurnaVirji#bingadsIf you found that your customers respond better to free shipping than to discount sales, target them with ad copy that calls out free shipping. If you found that your customers spend a lot of time reading product reviews, include one in your ad copy description Page 77Bing SMB Advertisers Search Ads11/12/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

RemarketingThe best remarketing advice...ever

#SMX #14B@PurnaVirji#bingadsBest of all, Qualitative data also helps Remarketing not come across as creepy-- we know our audience so much better we can really be seen as helpful and not as stalkers!


SEO

SEO

#SMX #14B@PurnaVirji#bingads Customer data=Better engagementSEO

#SMX #14B@PurnaVirji#bingadsUse Petplan example Page 80Bing SMB Advertisers Search Ads11/12/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

PPC

PPC

#SMX #14B@PurnaVirji#bingads Customer data=Campaign StructurePPC


Lead Gen

Lead Gen

#SMX #14B@PurnaVirji#bingads Customer data=Effective drip campaignsLead Gen


Key TakeawaysUnderstand what you need to understand

Get the right answers

Create more powerful hypotheses

Implement cross-channel



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Collecting Qualitative Data for Smarter Marketing and CRO - SMX Milan 2015 Conversion Rate Rockstars

Marketing

Transcript of Collecting Qualitative Data for Smarter Marketing and CRO - SMX Milan 2015 Conversion Rate Rockstars