Tying in Qualitative Data: Conversion Rate Optimization Panel from SMX Advanced 2015
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Transcript of Tying in Qualitative Data: Conversion Rate Optimization Panel from SMX Advanced 2015
#SMX #22B @PurnaVirji
By: Purna Virji, CEO of Purview Marketing
Powerful QuestionsFor Powerful Results:
Collecting Qualitative Data
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Hi!
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Image Source: http://playerintel.com/goodnight-mr-spock/
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Image Source: http://en.memory-alpha.wikia.com/wiki/Vulcan_mind_meld
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What often happens…
Image Source: http://www.teamphoria.com/lessons-on-engagement-from-office-space/
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Ideas and theories are buzzing.
Image Source: http://www.fanpop.com/clubs/office-space/videos/1569572/title/office-space-memo
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Don’t Start Brainstorming!
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We Need More Information First
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+
Media Cost Opportunity Cost
Testing is Expensive
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Listen to the HiPPOs
Take ideas directly from others
Only look at quantitative data
Ways to Fail
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Give Yourself an EdgeGive
Yourself an Edge
Image Source: http://www.imagozone.com/var/albums/albume/U2%20No%20Line%20on%20the%20Horizon/U2%20-%20No%20Line%20On%20The%20Horizon012.jpg
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Study Qualitative Data
i.e. Read Minds and Discover
• Wants and needs• Interaction with site• Why they leave• Why they buy
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Insights we can get
1. Purchase Motivations
2. Purchase Funnel Experience
3. Barriers to Conversion
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Questions We’ll Want Answered
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1. Purchase Motivations
To better frame your purchase triggers, you’ll want to know…
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Why do your customers
need your product?
i.e. What opportunities will the use of your product bring them?
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Have they tried a similar product before?
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What are they missing out by not having it?
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How do they plan to use your product?
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After having used your product, what do they think the benefits are?
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2. Purchase Funnel Experience
To learn what it takes to
close the sale, you’ll want to know…
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How did they find out about you?
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What attracted them to your site?
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What did they like?
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What were they surprised to learn?
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If there was one thing
they would change, what would it be?
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3. Barriers to Conversions
To identify reasons why they don’t convert,
you’ll want to know…
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Did they find everything they were looking for?
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How trustworthy did they feel your brand
is?
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Why did they decide to not purchase?
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Was there any info they could
not connect with?
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After visiting, what did they do
next?–Purchase from
competitor?–Not purchase at all?
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Do they feel a competitor has a better value prop?
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Was there something more you could have
done to persuade them?
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Note:
Use these as the basis to form additional Qs.
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7 Ways to Get Your Hands on The Data
Image credit: pixshark.com
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You can easily do it yourself.
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1. Be the Consumer
Go Through Full-FunnelDesktop + Mobile
Ask Questions
Record Reactions + ThoughtsImage Source:http://communicatebetterblog.com/wp-content/uploads/2014/03/grand-budapest-concierge.jpg
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Identify Weak Points
Compare Against User Data
Surprisingly Effective
1. Be the Consumer
Image Source:http://communicatebetterblog.com/wp-content/uploads/2014/03/grand-budapest-concierge.jpg
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• CamtasiaTools:
1. Be the Consumer
• Magitest
Image Source:http://communicatebetterblog.com/wp-content/uploads/2014/03/grand-budapest-concierge.jpg
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1. Be the Consumer
• Time:
• Cost: 0-$
Resources
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2. Ask the Sales Reps
Reach out to top performers:
Sales Team
Customer Service
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2. Ask the Sales Reps
Feedback on marketing messaging
What gets people excited?
What helps them close the sale?
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2. Ask the Sales Reps
Common complaints?
Common confusion areas?
Common objections? - Easiest objections to overcome?
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2. Ask the Sales Reps
Qualify what’s “common”Get significant numbers
Be careful:
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2. Ask the Sales Reps
• Time:
• Cost: 0
Resources
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Review Their Sales Funnels• Value prop
• Selling style• Overcome objections
3. Check Out the Competition
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Indirect Competition• Better understand audience
• How they communicate• Different buttons to push
3. Check Out the Competition
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• Time:
• Cost: 0
3. Check Out the Competition
Resources
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4. Read Reviews
Great way to get honest + emotional reactions
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Good Reviews:• Identify what resonates• How they use the
product• What they praise
4. Read Reviews
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Bad Reviews:• Friction points• Expectations vs. reality• Weak points in funnel
4. Read Reviews
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• Time:
• Cost: 0
4. Read Reviews
Resources
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5. Pick up the Phone
Not Crazy - Really Helps!
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• Create call list + question list• Gather team• Start calling!
5. Pick up the Phone
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5. Pick up the Phone
• Allows for open dialogue• Puts human face to the customer
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• Time:
• Cost: 0
5. Pick up the Phone
Resources
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Identify segments to poll• Active customers:
–Why they bought?–What they like?
6. Surveys
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Identify segments to poll• Visitors who did not convert:
–Why didn’t they convert? –What they plan to do next?
6. Surveys
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Identify segments to poll• Site visitors:
–General feedback while on the site
6. Surveys
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Frame questions well• No leading or yes/no Qs• Open-ended Qs work best
6. Surveys
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Great slidedeck from @StephBeadell• http://bit.ly/good_Qs
6. Surveys
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Tools I Use:• SurveyMonk
ey• 4Q• Qualaroo
6. Surveys
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6. Surveys
Resources
• Time:
• Cost: $-$$
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• Identify demos carefully• Create structured set of questions• Tool: UserTesting.com
7. Usability Studies
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• Ask testers to find your product
• Have them walk through full path + visit the competition
7. Usability Studies
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Gather reactions– ad/listing– landing page– purchase experience– expectations vs. reality?– competitor experience
7. Usability Studies
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Excellent example of user testing script:
–From Steve Krug–http://bit.ly/ux_script
7. Usability Studies
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101 tip (but important)•Review heat maps + scroll behavior
– How much and what types of info
Tools–CrazyEgg–ClickTale
7. Usability Studies
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• Time:
• Cost: $$-$$$
7. Usability Studies
Resources
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Now You’re Well Equipped
• Identify standouts–Top objections: How to address–Top purchase triggers: How to play them up?
–How much info is consumed: Ideate layout
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• Create hypotheses and test plans
• Prioritize testing opportunities based on:–Test cost and opp. cost –Potential impact
Now You’re Well Equipped
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• Don’t have to do all seven–Start with first five–More the better
• Past Results–Lifts over 30%-40%
Make the Case
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In Summary
Gather Qualitative
Data
Create Better-
Informed Testing Plans
Reap Rewards!
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Tools & References:
Tools Mentioned:
– Crazyegg– Clicktale– Camtasia– Magitest
– SurveyMonkey– 4Q– Qualaroo– Usertesting.com
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Additional Reading:
–http://bit.ly/good_qs –http://bit.ly/ux_script
Tools & References:
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Good Luck and Thank You!
Image Source: http://www.themarysue.com/wp-content/uploads/2015/04/Mr-Spock-mr-spock-10874060-1036-730.jpg
#SMX #22B @PurnaVirji
THANK YOU!
Join us @SMX East
NEW YORK CITY
Sept. 29th – Oct. 1st 2015