Presentation from eMetrics Summit, Milan, Nov. 2016

1. How to compete against
the big fish
Presented by Mogens Møller
CEO OF Sleeknote & CRO Specialist

2. CEO & Co-Founder
Mogens Møller
Engage your visitors and turn them into customers

5. European
Championship 1992

11. Own bricks and mortar shop: Søvn & Comfort (Sleep & Comfort)

12. I speak with shop owners and webmasters about these concerns all the time.

13. I don’t have a magic formular.

14. But I’ve also done A LOT of mistakes and A LOT of user research. It’s the fruit from all these mistakes and user-research I’ll present today.

15. Today1of How you can compete against the big fish
3 examples
incl. cases and action take-aways
2you can repeat again and again
3-step process
incl. link to templates and guides

16. sleeknote.com/emetrics
slide deck

17. How to compete against the big fish
Example #1
Imagine you are about to buy a new pillow. 4-5 min.

19. Most websites are simple
Order receivers
Most of the time, we don’t know exactly what product we want. We know what kind of product we want.
We know the product category, but not the exact product.

21. How to compete against the big fish
Take Away #1
Don’t be a stupid
order receiver
Help and guide your visitors
to find the right product

22. Don’t copy cases
Be inspired by principles

25. How to compete against the big fish
Example #2
Often the case is: We don’t know the exact destination, but we have decided to travel either south or north. 7-8 min.

27. Persona

29. BULLSHIT

30. The Stock Photo Trap

31. The Stock Photo Trap

32. The Stock Photo Trap

37. Persona (simplified)
Facts
- Møller Byskov Family
- First time skiing with the kids
Needs and Wishes
- Great kids area
- No drunk Danish afterskiers
- Close to Autobahn
- Good super markets

38. How to compete against the big fish
Take Away #2
Know your customers
and create real personas
Good blog posts, books, and videos about creating personas
Link: goo.gl/dnb9xH

39. All skiers A Real Family
with real needs and problems
The Happy Stock Family

41. How to compete against the big fish
Example #3
The persona is a young guy going to Thailand with his friends and scuba diving for the first time. 11-12 min.

43. Case
You’re running a small company.
You need a good and simple printer.

44. Case
You work in a growing business.
You want to buy an optimization workshop.
But You’re not sure which package to choose.

48. How to compete against the big fish
Take Away #3
Create no-brainers
Assume your visitors are
always in a hurry

49. If you want to beat The Big Fish
Take Away #3
Create no-brainers
Assume your visitors are
always in a hurry

50. How to compete against the big fish
Don’t be an order receiver
Help and guide your visitors
to find the right product
#1
#2
#3
Know your customers
and create real personas
Create no-brainers
Assume your visitors are
always in a hurry

51. customer centric

52. customer centric80% of companies say
they’re customer centric
But only 8% of customers agree
Source: http://bain.com/bainweb/pdfs/cms/hotTopics/closingdeliverygap.pdf

53. Target:
Specific niche
Smaller audience

54. Not just a random A/B test.

55. Repeatable
process
16 min.

56. If you optimize without
having a process,
You might as well just go
to the casino

57. Repeatable process
step #1
daily
AUTO EMAILS

59. Document with all questions
Link: goo.gl/hqfXWl
More ressources
Book
Roadmap to revenue
by Kristin Zhivago
Link: goo.gl/Ja54dO
Blog posts
You Don't Know Your Customer And It's
Crippling Your Growth
Link: goo.gl/UQEAsP
How to Create Customer Feedback
Loops at Scale
Link: goo.gl/9pdqEJ
Auto emails
questions

60. You learn
What your most valuable traffic
sources are (not only last click).#1
Which competitors you actually
compete against.#2
What information you are missing
on your website.#3
The most important reasons why
people are not converting.#4
What words your customers use to
describe your product.#5
Email template
Email template
Link: goo.gl/DRhRWq

61. Email template(incl. video)

62. Repeatable process
step #2
Quarterly
Phone interviews
19 min.

63. If you don’t regularly talk to customers
You lose the finger on the pulse
You need that to create the best
New features, new products, Vision, product roadmap

65. Phone
interviews
to-do list
Book 1 day in your calendar
1-2 months from now
#1
Make an agenda
A work day ~ 7 hours & 30 min.
Each interview ~ 15-20 min.
But book 30 min. to each interview (toilet break, go more in depth etc.)
= 15 customer interviews
#2
Create time slots
Download my template: goo.gl/t2QFtK
#3
Send emails
Download my template: goo.gl/67J6Qy
If a customer can’t make it. Book him for next quarter
#4
Prepare opening pitch#5
Download my template: goo.gl/ZEjMBE

66. You learn
How are your customers daily
working lives#1
What are your customers
struggling with right now#2
What do the customers love
about your service/product#3
What do the customers not like
about your service/product#4
How do the customers want your
service/product to improve#5
Phone interviews

67. Repeatable process
step #3
every half year
testsUserUsability
22 min.

69. 1 2
Need a
good script
Hard to
find testersCustomers, Partners, Social Media, Coffee shop,
Physical store, Train, Employment agency
Read my guide: goo.gl/DeZk0Q

70. Small talk
Introduction
Scenario
Google
Competitors
First impression
Tasks
Final questions
Usability test
script
1
2
3
4
5
6
7
8
My usability test script
Link: goo.gl/afhwe6
Checklist to usability testing
Link: goo.gl/82hrkt

71. You learn
The most critical usability issues
on your website#1
Why people click on specific
Google search results#2
How potential customers compare
you to your competitors#3
Usability tests

72. The best usability tests
Leave you in tears

73. This will be You
before the
usability test
begins
We’ve just launched
the new website.
What can possibly
go wrong?

74. And You
when the
usability test
begins

75. You
when the
usability test
is over

76. Your developers
when you pass the
results from the
usability tests
Ohh, come on!
Did you test
with monkeys?

77. Your developers
when you tell them,
you now will do
usability testing
regularly

78. This is when you go
from best friends
to worst enemies

79. sleeknote.com/emetrics
slide deck

80. sleeknote.com/emetrics
Don’t be an
order receiver

84. Use your
advantages
sleeknote.com/emetrics

85. Be customer centric

86. Repeatable
process

87. And you will outcompete
the big fish

88. Thanks for
listening
mm@sleeknote.com
sleeknote.com/emetrics