Get All Up in That Business - State of Search 2015

#DSDC15 | @purnavirji

Get All Up in That Business

Collecting Qualitative Data for Smarter Marketing + CRO

Purna VirjiSenior Bing Ads Client Dev. & Training

Manager, Microsoft

@purnavirji #StateofSearch | @dfwsem

Avocado margeritas.

#DFWSEM

The food. ‘nuff said.

Nicest people. Ever.

Cowboys.It’s beautiful.


6m 6m 6m

@purnavirji

Purna VirjiSenior Client Dev. & Training ManagerBing Ads, Microsoft


Mo money, mo problemsNope.

Reading Minds vs. Regular Data


Mo devices, mo problems




Satya NadellaCEO, Microsoft

The true scarce commodity is increasingly human attention.



Our marketing efforts need to resemble

one-on-one conversations.



We need to understand our customers very, very, very well.


Today we’re talking about

Reading Minds vs. Regular Data Value of Q-Data Collecting Q-Data Uses of Q-Data






Qualitative Data is powerful because…It answers the why behind the what.




Convert like a boss







Insights we can get


Purchase Motivations

Purchase Funnel

Experience

Barriers to Conversion


1. Purchase motivations

Value of Q-Data

Goal: Understand audience + better frame purchase triggers


Value of Q-Data

Imagine…


Value of Q-Data


Why do your customers need your product?

Value of Q-Data


Have they tried a similar product

before?

Value of Q-Data


What are they missing out by not

having it?

Value of Q-Data


How do they plan to use your product?

Value of Q-Data



2. Purchase funnel experience

Value of Q-Data

Goal: Learn what it takes to close the sale


Value of Q-Data

Imagine…


Value of Q-Data


How did they find out about you?

Value of Q-Data


What attracted them to your site?

Value of Q-Data


What did they like?

Value of Q-Data


What were they surprised to learn?

Value of Q-Data


If there was one thing

they would change, what would it be?

Value of Q-Data



3. Barriers to conversions

Goal: Identify + overcome friction areas

Value of Q-Data


Value of Q-Data

For example


Value of Q-Data


Why did they decide to not purchase?

Value of Q-Data


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



Use these as the basis to form additional Qs.

Note:

Value of Q-Data





Low effort, DIY methods

Collecting Q-Data


1. Be the consumer

Collecting Q-Data


Go through the full funneldesktop + mobile

Collecting Q-Data

1. Be the consumer


Read reviews + scope competition

Collecting Q-Data

1. Be the consumer


Record reactions + thoughts

Collecting Q-Data

1. Be the consumer


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-Data

0-$


2. Ask the sales reps

Collecting Q-Data



Sales team

Collecting Q-Data

Customer service

Reach out to top performers:



Collecting Q-Data

Feedback on marketing messaging


What gets people excited?


Collecting Q-Data


What helps them close the sale?


Collecting Q-Data


Common complaints or confusion areas?


Collecting Q-Data


Common objections?Easiest objections to overcome?


Collecting Q-Data


Qualify what’s “common”Get significant numbers


Collecting Q-Data

Be careful:


Resources


Collecting Q-Data

0


Resource-heavier:

Collecting Q-Data

(and practically always worth it!)


3. Surveys

Collecting Q-Data


3. Surveys

Why they bought?

Collecting Q-Data

What they like?

Identify segments to poll

Active customers:


3. Surveys

Why didn’t they convert?

Collecting Q-Data

What they plan to do next?


Visitors who did not convert:


3. Surveys

General feedback while on the site

Collecting Q-Data


Site visitors:


3. Surveys

Collecting Q-Data

Frame questions well

No leading or yes/no QsOpen-ended Qs work best


3. Surveys

http://bit.ly/good_Qs

Collecting Q-Data

Great slidedeck from @StephBeadell




Tools I’ve used:

3. Surveys

Collecting Q-Data

SurveyMonkey4QQualaroo


3. Surveys

Collecting Q-Data

$-$$

Resources


4. Usability studies

Collecting Q-Data



Ask testers to find your product

Collecting Q-Data



Have them walk through full path + visit the competition

Collecting Q-Data



Collecting Q-Data

Gather reactions

Ad/landing pagePurchase experienceExpectations vs. reality?Competitor experience



Collecting Q-Data

Excellent user testing script sample:From Steve Krughttp://bit.ly/ux_script

http://bit.ly/ux_script

http://bit.ly/ux_script



UserTesting.com

Collecting Q-Data

Tool I’ve used:



Collecting Q-Data

$$-$$$

Resources





CRO:Test smarter.

Uses of Q-Data


Identify standouts

Top objections: How to address

Uses of Q-Data


Identify standouts

Top purchase triggers: How to play them up?

Uses of Q-Data


Identify standouts

How much info is consumed: Ideate layout

Uses of Q-Data


Collecting Q-Data

Create hypotheses and test plans

Plan tests


Collecting Q-Data

Prioritize testing opportunities:Test cost and opp. cost Potential impact

Plan tests


Remarketing

Remarketing


Data collected=

Remarketing list

Remarketing


Expand keyword lists

Think purchase motivations

Remarketing


More-targeted ad copy

Think purchase triggers + barriers

Remarketing


Remarketing

Helps you avoid the Creepiness FactorSave money and avoid looking like a stalker.


Remarketing

The best remarketing advice...ever


SEO

SEO


Customer data=

Better engagement

SEO


Content that resonates

SEO


More effective outreach

SEO


PPC

PPC


Customer data=

Campaign Structure

PPC


Better local + mobile

PPC


Target + bid like a boss

PPC


Lead Gen

Lead Gen


Customer data=

Effective drip campaigns

Lead Gen


Key Takeaways1. Understand what you need to

understand

2. Get the right answers

3. Create more powerful hypotheses

4. Implement cross-channel


Let’s chat linkedin.com/in/purnavirji

@purnavirji

Thank You Dallas!

@purnavirji@bingads