Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Tying in Qualitative Data: Conversion Rate Optimization Panel from SMX Advanced 2015

957 views

Published on

"Powerful Questions for Powerful Results". Conversion rate optimization tips by Purna Virji from the Conversion Rate Rockstars panel at SMX Advanced 2015.

Published in: Marketing
  • Be the first to comment

Tying in Qualitative Data: Conversion Rate Optimization Panel from SMX Advanced 2015

  1. 1. #SMX #22B @PurnaVirji By: Purna Virji, CEO of Purview Marketing Powerful Questions For Powerful Results: Collecting Qualitative Data
  2. 2. #SMX #22B @PurnaVirji Hi!
  3. 3. #SMX #22B @PurnaVirji Image Source: http://playerintel.com/goodnight-mr-spock/
  4. 4. #SMX #22B @PurnaVirji Image Source: http://en.memory-alpha.wikia.com/wiki/Vulcan_mind_meld
  5. 5. #SMX #22B @PurnaVirji What often happens… Image Source: http://www.teamphoria.com/lessons-on-engagement-from-office-space/
  6. 6. #SMX #22B @PurnaVirji Ideas and theories are buzzing. Image Source: http://www.fanpop.com/clubs/office-space/videos/1569572/title/office-space-memo
  7. 7. #SMX #22B @PurnaVirji Don’t Start Brainstorming!
  8. 8. #SMX #22B @PurnaVirji We Need More Information First Image Source: https://s-media-cache-ak0.pinimg.com/736x/7e/5e/2b/7e5e2b9078901622a2c38353fa05cec9.jpg
  9. 9. #SMX #22B @PurnaVirji + Media Cost Opportunity Cost Testing is Expensive
  10. 10. #SMX #22B @PurnaVirji Listen to the HiPPOs Take ideas directly from others Only look at quantitative data Ways to Fail
  11. 11. #SMX #22B @PurnaVirji Give Yourself an Edge Give 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
  12. 12. #SMX #22B @PurnaVirji Study Qualitative Data i.e. Read Minds and Discover • Wants and needs • Interaction with site • Why they leave • Why they buy
  13. 13. #SMX #22B @PurnaVirji Insights we can get 1. Purchase Motivations 2. Purchase Funnel Experience 3. Barriers to Conversion
  14. 14. #SMX #22B @PurnaVirji Questions We’ll Want Answered
  15. 15. #SMX #22B @PurnaVirji 1. Purchase Motivations To better frame your purchase triggers, you’ll want to know…
  16. 16. #SMX #22B @PurnaVirji Why do your customers need your product? i.e. What opportunities will the use of your product bring them?
  17. 17. #SMX #22B @PurnaVirji Have they tried a similar product before?
  18. 18. #SMX #22B @PurnaVirji What are they missing out by not having it?
  19. 19. #SMX #22B @PurnaVirji How do they plan to use your product?
  20. 20. #SMX #22B @PurnaVirji After having used your product, what do they think the benefits are?
  21. 21. #SMX #22B @PurnaVirji 2. Purchase Funnel Experience To learn what it takes to close the sale, you’ll want to know…
  22. 22. #SMX #22B @PurnaVirji How did they find out about you?
  23. 23. #SMX #22B @PurnaVirji What attracted them to your site?
  24. 24. #SMX #22B @PurnaVirji What did they like?
  25. 25. #SMX #22B @PurnaVirji What were they surprised to learn?
  26. 26. #SMX #22B @PurnaVirji If there was one thing they would change, what would it be?
  27. 27. #SMX #22B @PurnaVirji 3. Barriers to Conversions To identify reasons why they don’t convert, you’ll want to know…
  28. 28. #SMX #22B @PurnaVirji Did they find everything they were looking for?
  29. 29. #SMX #22B @PurnaVirji How trustworthy did they feel your brand is?
  30. 30. #SMX #22B @PurnaVirji Why did they decide to not purchase?
  31. 31. #SMX #22B @PurnaVirji Was there any info they could not connect with?
  32. 32. #SMX #22B @PurnaVirji After visiting, what did they do next? –Purchase from competitor? –Not purchase at all?
  33. 33. #SMX #22B @PurnaVirji Do they feel a competitor has a better value prop?
  34. 34. #SMX #22B @PurnaVirji Was there something more you could have done to persuade them?
  35. 35. #SMX #22B @PurnaVirji Note: Use these as the basis to form additional Qs.
  36. 36. #SMX #22B @PurnaVirji 7 Ways to Get Your Hands on The Data Image credit: pixshark.com
  37. 37. #SMX #22B @PurnaVirji You can easily do it yourself.
  38. 38. #SMX #22B @PurnaVirji 1. Be the Consumer Go Through Full-Funnel Desktop + Mobile Ask Questions Record Reactions + Thoughts Image Source:http://communicatebetterblog.com/wp-content/uploads/2014/03/grand-budapest-concierge.jpg
  39. 39. #SMX #22B @PurnaVirji 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
  40. 40. #SMX #22B @PurnaVirji • Camtasia Tools: 1. Be the Consumer • Magitest Image Source:http://communicatebetterblog.com/wp-content/uploads/2014/03/grand-budapest-concierge.jpg
  41. 41. #SMX #22B @PurnaVirji 1. Be the Consumer • Time: • Cost: 0-$ Resources
  42. 42. #SMX #22B @PurnaVirji 2. Ask the Sales Reps Reach out to top performers: Sales Team Customer Service
  43. 43. #SMX #22B @PurnaVirji 2. Ask the Sales Reps Feedback on marketing messaging What gets people excited? What helps them close the sale?
  44. 44. #SMX #22B @PurnaVirji 2. Ask the Sales Reps Common complaints? Common confusion areas? Common objections? - Easiest objections to overcome?
  45. 45. #SMX #22B @PurnaVirji 2. Ask the Sales Reps Qualify what’s “common” Get significant numbers Be careful:
  46. 46. #SMX #22B @PurnaVirji 2. Ask the Sales Reps • Time: • Cost: 0 Resources
  47. 47. #SMX #22B @PurnaVirji Review Their Sales Funnels • Value prop • Selling style • Overcome objections 3. Check Out the Competition
  48. 48. #SMX #22B @PurnaVirji Indirect Competition • Better understand audience • How they communicate • Different buttons to push 3. Check Out the Competition
  49. 49. #SMX #22B @PurnaVirji • Time: • Cost: 0 3. Check Out the Competition Resources
  50. 50. #SMX #22B @PurnaVirji 4. Read Reviews Great way to get honest + emotional reactions
  51. 51. #SMX #22B @PurnaVirji Good Reviews: • Identify what resonates • How they use the product • What they praise 4. Read Reviews
  52. 52. #SMX #22B @PurnaVirji Bad Reviews: • Friction points • Expectations vs. reality • Weak points in funnel 4. Read Reviews
  53. 53. #SMX #22B @PurnaVirji • Time: • Cost: 0 4. Read Reviews Resources
  54. 54. #SMX #22B @PurnaVirji 5. Pick up the Phone Not Crazy - Really Helps!
  55. 55. #SMX #22B @PurnaVirji • Create call list + question list • Gather team • Start calling! 5. Pick up the Phone
  56. 56. #SMX #22B @PurnaVirji 5. Pick up the Phone • Allows for open dialogue • Puts human face to the customer
  57. 57. #SMX #22B @PurnaVirji • Time: • Cost: 0 5. Pick up the Phone Resources
  58. 58. #SMX #22B @PurnaVirji Identify segments to poll • Active customers: –Why they bought? –What they like? 6. Surveys
  59. 59. #SMX #22B @PurnaVirji Identify segments to poll • Visitors who did not convert: –Why didn’t they convert? –What they plan to do next? 6. Surveys
  60. 60. #SMX #22B @PurnaVirji Identify segments to poll • Site visitors: –General feedback while on the site 6. Surveys
  61. 61. #SMX #22B @PurnaVirji Frame questions well • No leading or yes/no Qs • Open-ended Qs work best 6. Surveys
  62. 62. #SMX #22B @PurnaVirji Great slidedeck from @StephBeadell • http://bit.ly/good_Qs 6. Surveys
  63. 63. #SMX #22B @PurnaVirji Tools I Use: • SurveyMonkey • 4Q • Qualaroo 6. Surveys
  64. 64. #SMX #22B @PurnaVirji 6. Surveys Resources • Time: • Cost: $-$$
  65. 65. #SMX #22B @PurnaVirji • Identify demos carefully • Create structured set of questions • Tool: UserTesting.com 7. Usability Studies
  66. 66. #SMX #22B @PurnaVirji • Ask testers to find your product • Have them walk through full path + visit the competition 7. Usability Studies
  67. 67. #SMX #22B @PurnaVirji Gather reactions – ad/listing – landing page – purchase experience – expectations vs. reality? – competitor experience 7. Usability Studies
  68. 68. #SMX #22B @PurnaVirji Excellent example of user testing script: –From Steve Krug –http://bit.ly/ux_script 7. Usability Studies
  69. 69. #SMX #22B @PurnaVirji 101 tip (but important) • Review heat maps + scroll behavior – How much and what types of info Tools –CrazyEgg –ClickTale 7. Usability Studies
  70. 70. #SMX #22B @PurnaVirji • Time: • Cost: $$-$$$ 7. Usability Studies Resources
  71. 71. #SMX #22B @PurnaVirji 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
  72. 72. #SMX #22B @PurnaVirji • Create hypotheses and test plans • Prioritize testing opportunities based on: –Test cost and opp. cost –Potential impact Now You’re Well Equipped
  73. 73. #SMX #22B @PurnaVirji • Don’t have to do all seven –Start with first five –More the better • Past Results –Lifts over 30%-40% Make the Case
  74. 74. #SMX #22B @PurnaVirji In Summary Gather Qualitative Data Create Better- Informed Testing Plans Reap Rewards!
  75. 75. #SMX #22B @PurnaVirji Tools & References: Tools Mentioned: – Crazyegg – Clicktale – Camtasia – Magitest – SurveyMonkey – 4Q – Qualaroo – Usertesting.com
  76. 76. #SMX #22B @PurnaVirji Additional Reading: –http://bit.ly/good_qs –http://bit.ly/ux_script Tools & References:
  77. 77. #SMX #22B @PurnaVirji Good Luck and Thank You! Image Source: http://www.themarysue.com/wp-content/uploads/2015/04/Mr-Spock-mr-spock-10874060-1036-730.jpg
  78. 78. #SMX #22B @PurnaVirji THANK YOU! Join us @SMX East NEW YORK CITY Sept. 29th – Oct. 1st 2015

×