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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What often happens…

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Ideas and theories are buzzing.

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Don’t Start Brainstorming!

We Need More Information First

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Media Cost Opportunity Cost

Testing is Expensive

Listen to the HiPPOs

Take ideas directly from others

Only look at quantitative data

Ways to Fail

Give Yourself an EdgeGive

Yourself an Edge

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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

Insights we can get

1. Purchase Motivations

2. Purchase Funnel Experience

3. Barriers to Conversion

Questions We’ll Want Answered

1. Purchase Motivations

To better frame your purchase triggers, you’ll want to know…

Why do your customers

need your product?

i.e. What opportunities will the use of your product bring them?

Have they tried a similar product before?

What are they missing out by not having it?

How do they plan to use your product?

After having used your product, what do they think the benefits are?

2. Purchase Funnel Experience

To learn what it takes to

close the sale, you’ll want to know…

How did they find out about you?

What attracted them to your site?

What did they like?

What were they surprised to learn?

If there was one thing

they would change, what would it be?

3. Barriers to Conversions

To identify reasons why they don’t convert,

you’ll want to know…

Did they find everything they were looking for?

How trustworthy did they feel your brand

Why did they decide to not purchase?

Was there any info they could

not connect with?

After visiting, what did they do

next?–Purchase from

competitor?–Not purchase at all?

Do they feel a competitor has a better value prop?

Was there something more you could have

done to persuade them?

Use these as the basis to form additional Qs.

7 Ways to Get Your Hands on The Data

Image credit: pixshark.com

You can easily do it yourself.

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

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

• CamtasiaTools:

1. Be the Consumer

• Magitest

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

1. Be the Consumer

• Time:

• Cost: 0-$

Resources

2. Ask the Sales Reps

Reach out to top performers:

Sales Team

Customer Service

Feedback on marketing messaging

What gets people excited?

What helps them close the sale?

Common complaints?

Common confusion areas?

Common objections? - Easiest objections to overcome?

Qualify what’s “common”Get significant numbers

Be careful:

• Time:

• Cost: 0

Resources

Review Their Sales Funnels• Value prop

• Selling style• Overcome objections

3. Check Out the Competition

Indirect Competition• Better understand audience

• How they communicate• Different buttons to push

• Time:

• Cost: 0

Resources

4. Read Reviews

Great way to get honest + emotional reactions

Good Reviews:• Identify what resonates• How they use the

product• What they praise

4. Read Reviews

Bad Reviews:• Friction points• Expectations vs. reality• Weak points in funnel

4. Read Reviews

• Time:

• Cost: 0

4. Read Reviews

Resources

5. Pick up the Phone

Not Crazy - Really Helps!

• Create call list + question list• Gather team• Start calling!

• Allows for open dialogue• Puts human face to the customer

• Time:

• Cost: 0

Resources

Identify segments to poll• Active customers:

–Why they bought?–What they like?

6. Surveys

Identify segments to poll• Visitors who did not convert:

–Why didn’t they convert? –What they plan to do next?

6. Surveys

Identify segments to poll• Site visitors:

–General feedback while on the site

6. Surveys

Frame questions well• No leading or yes/no Qs• Open-ended Qs work best

6. Surveys

Great slidedeck from @StephBeadell• http://bit.ly/good_Qs

6. Surveys

Tools I Use:• SurveyMonk

ey• 4Q• Qualaroo

6. Surveys

Resources

• Time:

• Cost: $-$$

• Identify demos carefully• Create structured set of questions• Tool: UserTesting.com

7. Usability Studies

• Ask testers to find your product

• Have them walk through full path + visit the competition

Gather reactions– ad/listing– landing page– purchase experience– expectations vs. reality?– competitor experience

Excellent example of user testing script:

–From Steve Krug–http://bit.ly/ux_script

101 tip (but important)•Review heat maps + scroll behavior

– How much and what types of info

Tools–CrazyEgg–ClickTale

• Time:

• Cost: $$-$$$

Resources

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

• Create hypotheses and test plans

• Prioritize testing opportunities based on:–Test cost and opp. cost –Potential impact

Now You’re Well Equipped

• Don’t have to do all seven–Start with first five–More the better

• Past Results–Lifts over 30%-40%

Make the Case

In Summary

Gather Qualitative

Create Better-

Informed Testing Plans

Reap Rewards!

Tools & References:

Tools Mentioned:

– Crazyegg– Clicktale– Camtasia– Magitest

– SurveyMonkey– 4Q– Qualaroo– Usertesting.com

Additional Reading:

–http://bit.ly/good_qs –http://bit.ly/ux_script

Tools & References:

Good Luck and Thank You!

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THANK YOU!

Join us @SMX East

NEW YORK CITY

Sept. 29th – Oct. 1st 2015

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

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