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.

Ayat Shukairy (Co-Founder, Invesp) - Why "Customer First" Fails, And What To Do About It

70 views

Published on

This video for this talk from Business of Software Conference USA 2018 will be published here soon: http://businessofsoftware.org/videos

Published in: Business
  • Be the first to comment

  • Be the first to like this

Ayat Shukairy (Co-Founder, Invesp) - Why "Customer First" Fails, And What To Do About It

  1. 1. @ayat WHY CUSTOMERFIRST FAILS
  2. 2. About me Queen of CRO for past 12 years Move over Mother of Dragons, because I am the mother of not 3, but 4 monsters Youngest is a mini Elmyra If I find downtime: movie and TV show buff @ayat
  3. 3. In caseyou forgot ELMYRA @ayat
  4. 4. How we think visitorsbehave @ayat
  5. 5. How visitorsreallybehave @ayat
  6. 6. @ayat A different kind of customer journey @ayat
  7. 7. IT ALWAYS COMES DOWN TO THE CUSTOMER
  8. 8. PERFORMANCE TIME The age of instant gratification The natural Cycle of change Future State What we expect Current State
  9. 9. @ayat WE ARE IN THE AGE BEYOND COMMODITIZED PRODUCTS AND SERVICES
  10. 10. @ayat An experience of a lifetime
  11. 11. @ayat Customer-centric companies are 60% more profitable compared to companies that are not focused on the customer.
  12. 12. @ayat 48% of marketers are only moderately confident in the ability of their organizations’ core touch points to reach and engage with the customer
  13. 13. @ayat 70% of marketers have suboptimal or no ability to integrate customer data between online and offline sources;
  14. 14. @ayat 80% don’t apply customer value scores; and, 74% can’t recognize customers in real time
  15. 15. Paying lip service
  16. 16. ACTIONS SPEAK LOUDER THAN WORDS
  17. 17. @ayat BE DATA DRIVEN
  18. 18. A recent article by Toby McKenna on AdAge spoke of the “Three resolutions for data-driven marketers in 2018.” He said they are: Demand fresher data Revise your definition of “in-market” consumers Shift your approach from myopic to broad-based (and forward thinking)
  19. 19. @ayat
  20. 20. @ayat
  21. 21. @ayat Be Innovative BE INNOVATIVE
  22. 22. “If you can increase the number of experiments you try from a hundred to a thousand, you dramatically increase the number of innovations you produce.” - Amazon CEO Jeff Bezos @ayat
  23. 23. Testing Fixing UI/UX Collaborating with teams Innovating Getting the big win DELIGHT: visitors by :
  24. 24. @ayat BE COLLABORATIVE
  25. 25. BURN SILOS DOWN
  26. 26. Integrated functional growth teams •Pinterest Twitter •Linkedin •Dropbox •BitTorrent •Airbnb •FT •ING •Spotify •Booking.com Source: bit.ly/GHmodel CEO VP Product VP Engineering VP Marketing OnboardingSignups Notifications Product ManagerProduct Manager Product Manager EngineerEngineer Engineer DesignerDesigner Designer Data ScientistData Scientist Data Scientist Functional Growth Team
  27. 27. Create teams designed for growth
  28. 28. No process
  29. 29. ALL MARKETING ACTIVITIES SHOULD HAVE A PROCESS Image source: https://gph.is/1R3fsmm
  30. 30. MOST COMPANIES BELIEVE IN IT, BUT MOST OF THEM DO NOT KNOW HOW TO DO IT Image source: http://gph.is/2ezw1jJ
  31. 31. Poor data collection
  32. 32. How do you fix the problem of long wait time at the elevator ?
  33. 33. I think or feel it but don’t or won’t say it Top of Mind I sense it but can’t find words to express it I’m not aware of it but might recognize it if promoted I can’t recognize it but it strongly influences how I feel and what I do CONSCIOUSSUBCONSCIOUS Traditional “voice of the customer” methods get at these.. … and some of these
  34. 34. PLANNING THE RESEARCH you determine the research goal, what questions to ask, what methods to use, how many people will participate. CONDUCTING THE RESEARCH you carry out your research and gather data. ANALYZING THE RESULTS you analyze the collected data looking for patterns and actionable insights. Steps of qualitative research
  35. 35. @ayat One-on-One Focus Group Usability Surveys Type of Knowledge General Data about market Focus on a narrow website functionality Ability to interact with participants In depth persona views General views about market No market knowledge Limited market knowledge Maybe Maybe Qualitative research methods overview
  36. 36. STEPS TO QUAL RESEARCH Identify if you even need it (to solve current problem) Identify your goal 1 2
  37. 37. Identify your personal bias Identify your participants 4 3
  38. 38. Don’t limit your research methods Format questions correctly 5 6
  39. 39. Analyze data and propagate 7
  40. 40. 1. Can’t find the information I need 2. Not ready to sign-up 3. Feeling rushed 4. Looking for cost 5. What is it going to take? Result: understanding of visitor concerns = testing ideas “WHAT IS PREVENTING YOU FROM SIGNING UP?”
  41. 41. Test Fix Right away Investigate Action Can’t find the information I need Not ready to sign-up Feeling Rushed Looking for costs Answers What is it going to take? “WHAT IS PREVENTING YOU FROM SIGNING UP?”
  42. 42. WHY? Clarified Process Clear benefits displayed Price is clearly displayed Free option clearly displayed Two-page Sign-up
  43. 43. @ayat One-on-One Focus Group Usability Surveys Type of Knowledge General Data about market Focus on a narrow website functionality Ability to interact with participants In depth persona views General views about market No market knowledge Limited market knowledge Maybe Maybe Qualitative research methods overview
  44. 44. Case study Interview to understand why customers are leaving the subscription after 1-3 months. @ayat
  45. 45. 2 groups: 1-those wholeftthe service between 1 –3 months 2-Thosewhostayedwiththe service over3 months. @ayat
  46. 46. Canceled participants Describe why youdecided to sign up What did youlikemost about the service? Least? Describe whyyoudecided to cancel Twodifferent set of questions +3 Month customers Describe whyyouhad decided to sign-up What do youlikemost about the service? What would youtell someone who is considering to sign-up? @ayat
  47. 47. No Context
  48. 48. Who are you targeting?
  49. 49. People tell you who they are, but we ignore it – because we want them to be who we want them to be “ “
  50. 50. Not all customersare the same Not all customers gothrough the sameexperience
  51. 51. Whenyou optimize, you make it easierfor visitors to complete tasks… • Everyvisitorcomes toyoursiteto: • Answer a question • Find a solution (product/service) to a problem • Compare options • Convert • Complete a task • Whattaskaretheytryingtoaccomplish? • Whatbehavioryou’retryingtohelp andfacilitate?
  52. 52. Seven Questions To Ask 1. What is the visitor intent? 2. What is the context of the visit? 3. Wheredoes the experience start? 4. Wheredoes the experience finish? 5. What are yourvisitor feeling enteringthe experience? 6. How brand-aware is the visitor? 7. Whereis the visitor in thebuyingfunnel?
  53. 53. CUSTOMER EXPERIENCES
  54. 54. @ayat CUSTOMER EXPERIENCES Experience Intent Context Start End Visitor feeling upon entering Brand- awareness Buying stage User searching for skin care products for men on google lands on website Wondering if a good skin care product Sitting at home, browsing on phone Landed on the homepage Cart page Looking around – level of interest Non-recognition Early User on our email list gets a promotional email with a 10% discount Looking to solve existing problem Clicked on an offer using mobile phone Landed on bookmarked page Order Excited Brand Late User watches video of showing the effectiveness of product Wondering if a good solution to skin problems Clicked on an ad influencer channel Landed on landing page First step of Curious – Non-recognition Mid
  55. 55. Prioritizing what to do first
  56. 56. Typical approach to making changes on a site Because we saw (HIPPO hates this) We expect that (removing the new filtration design that performs better than original) will cause (the office to cool down for a day) We’ll measure this using (by fudging the numbers, and lying about the truth)
  57. 57. It should never be about putting out fires
  58. 58. What are the results of the scrutinize phase? Page Experience Item Discovered Type 1 HP New visitor looking to purchase Use of stock image that does Expert review 2 HP New visitor looking to purchase Lack of continuity in Expert review 3 HP New visitor looking to purchase Too many competing paths… Qual. analysis 4 HP New visitor looking to purchase Competing calls to action… Qual. analysis 5 PDP Returning visitor comparing No clear value proposition… Qual. analysis 6 PDP Returning visitor comparing CSS styling issues on Edge Quant. analysis 7 PDP Returning visitor comparing Lack of search functionality… Quant. analysis 8 PDP Returning visitor comparing CSS styling issues on Edge Quant. analysis 9 PDP Returning visitor comparing Lack of search functionality… Quant. analysis 10 PDP Returning visitor comparing CSS styling issues on Edge Quant. analysis 11 PDP Returning visitor comparing Lack of search functionality… Quant. analysis 12 CDP New visitor looking to purchase CSS styling issues on Edge Quant. analysis 13 CDP New visitor looking to purchase Lack of search functionality… Expert review 14 CDP New visitor looking to purchase CSS styling issues on Edge Quant. analysis 15 CDP New visitor looking to purchase Lack of search functionality… Expert review
  59. 59. Identify & Classify F R A IT RO IF
  60. 60. FIX IT RIGHT AWAY (stop the bleeding) INSTRUMENT RESEARCH OPPORTUNIT Y INVESTIGAT E FURTHER F R A IT RO IF Where should I start?
  61. 61. • Separate problem identification from possible solutions • Use 18 different factors to weight each line item • Assign different priorities for different line items INVESP prioritization model
  62. 62. • Potential Impact • Was the problem discovered through expert review? • Was the problem discovered through qualitative research? • Was the problem discovered through user testing? • Was the problem discovered through heatmaps/Video recording? • Was the problem discovered through analytics? • Problem above the fold? OBJECTIVE SUBJECTIVE PERSONAL OPINION DATA DRIVEN Invesp prioritization model - Problem factors
  63. 63. Does the test idea enhance primary conversion goal? Is implementing the change easy (politically, LOE)? Adding or removing an element? Does the test idea increase visitor trust? Does the test idea reduce FUDs? Does the test idea incentivize visitors to act right away? Does the test idea increase engagement? Type of change Type of page % of page views Invesp prioritization model – Testing ideas
  64. 64. Page Experience Item Discovered Type Classification Priority 1 HP New visitor looking to purchase Use of stock image that does Expert review Stop the bleeding 11 2 HP New visitor looking to purchase Lack of continuity in Expert review Research opp. 12 3 HP New visitor looking to purchase Too many competing paths… Qual. analysis Instrument 13 4 HP New visitor looking to purchase Competing calls to action… Qual. analysis Research opp. 1 5 PDP Returning visitor comparing No clear value proposition… Qual. analysis Research opp. 14 6 PDP Returning visitor comparing CSS styling issues on Edge Quant. analysis Research opp. 2 7 PDP Returning visitor comparing Lack of search functionality… Quant. analysis Investigate Further 15 8 PDP Returning visitor comparing CSS styling issues on Edge Quant. analysis Stop the bleeding 3 9 PDP Returning visitor comparing Lack of search functionality… Quant. analysis Investigate Further 4 10 PDP Returning visitor comparing CSS styling issues on Edge Quant. analysis Investigate Further 5 11 PDP Returning visitor comparing Lack of search functionality… Quant. analysis Stop the bleeding 8 12 CDP New visitor looking to purchase CSS styling issues on Edge Quant. analysis Research opp. 6 13 CDP New visitor looking to purchase Lack of search functionality… Expert review Research opp. 7 14 CDP New visitor looking to purchase CSS styling issues on Edge Quant. analysis Research opp. 9 15 CDP New visitor looking to purchase Lack of search functionality… Expert review Test 10 Classification Research opportunity Investigate further Stop the bleeding Instrument Problems New Features Type Post prioritization
  65. 65. Politically difficult and expensive
  66. 66. Get buy-in from TOP MANAGEMENT
  67. 67. Sell it Bring The Customer To Life 1 2 3 4 Reach Outside The Organization Involve The Front Lines Embrace The Data
  68. 68. @ayat A SPECIAL GIFT Your Complete Conversion Optimization Start-up Kit Download Your CRO Start-up Kit: http://bit.ly/startcro
  69. 69. THANK YOU! Stay connected @ayat in/ayatshukairy/ayat@invesp.com

×