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Uncover Insights in 60 Minutes for Rapid Growth with a Single Survey

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In competitive markets, one of the only (if not… the only) sustainable competitive advantages left is operationalizing customer insight into action as fast as possible.

The easiest place to start is with a single well-planned, well-executed, and well-operationalized survey. But most of the time — if surveys are done at all — they’re often: a) instrumented incorrectly leading to nothing actionable; b) completed using a methodology that will jeopardize the integrity of the data; c) not analyzed for actionable insight; or d) actionable insight is not operationalized.

Don’t worry – it happens to the best (really… you’d be shocked). But let’s fix that for you.

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Uncover Insights in 60 Minutes for Rapid Growth with a Single Survey

  1. 1. Uncover Insights in 60 Minutes for Rapid Growth with a Single Survey DMZ, August 2, 2017 Toronto
  2. 2. Ashley Greene, J.D. I teach. I consult. I write. I speak. CEO & Founder of Instratify. Lawyer by training. Operationalize Customer Insight. Double Your Organic Growth. www.instratify.co | thecustomerweekly.curated.co
  3. 3. Does Any Of These Apply to You? • You want to build a BIG business. • You want to make impact. • You strive for at least 100% Y-o-Y growth. • You crave clarity on how to make your marketing resonate better, sell more effectively, and build better, more useful products. • You... know you need to keep disrupting once you get "there" or you'll be disrupted.
  4. 4. Dr. Peter Diamonds Chairman & CEO, XPRIZE “40 percent of today's F500 companies on the S&P 500 will no longer exist in 10 years.”
  5. 5. Noah Kagen Founder, SumoMe / AppSumo “One single survey produced insane returns.”
  6. 6. Right Questions. Right People.
  7. 7. 1. Did you consider buying Monthly1K? Yes/No. 2. Can you explain further your answer in more detail? Be specific. 3. What’s the single most important thing holding you back from starting your business?
  8. 8. Action.
  9. 9. How Do I Get More Traffic?
  10. 10. Should We Build Feature A or Feature B Next?
  11. 11. How Do I Increase Top Line Conversions?
  12. 12. Should I Run Facebook Ads?
  13. 13. Every 1 Hour Spent on Customer Insight… Saves At Least 10 Hours Doing The Wrong Stuff.
  14. 14. Traffic • Twitter • Search • Content Marketing
  15. 15. A vs B • Video conferencing • More integrations
  16. 16. Conversions • Get more done in less time with 50% less email. • Complete a 9-hour workday in 6 hours… every day.
  17. 17. Facebook Ads? • No.
  18. 18. Survey Framework 1. Design. 2. Analyze. 3. Operationalize for Growth.
  19. 19. Design
  20. 20. What Is The Objective?
  21. 21. New…?
  22. 22. Get Inside Their Heads?
  23. 23. Product-Market Fit?
  24. 24. Copy / Messaging?
  25. 25. Confirm?
  26. 26. Organic Growth?
  27. 27. Who Are We Asking?
  28. 28. Recent Customers?
  29. 29. Repeat Customers?
  30. 30. People Who Didn’t Buy? Users?
  31. 31. People Who Didn’t Buy/Convert to Paid?
  32. 32. Highest LTV Customers? Lowest LTV Customers?
  33. 33. Churned?
  34. 34. How Many People Do We Need To Ask?
  35. 35. 1 > 0.
  36. 36. Should We Bribe People To Respond?
  37. 37. How Are We Asking?
  38. 38. When Are We Asking?
  39. 39. How Long Should It Be?
  40. 40. How Much Context Do You Give?
  41. 41. What Are We Asking?
  42. 42. Start Easy. Always.
  43. 43. Know How You Will Segment.
  44. 44. 2nd/3rd Q Most Important.
  45. 45. Open-Ended + Measure
  46. 46. 10 Question Design Rules You Need To Follow AKA The 10 Critical Mistakes To Avoid.
  47. 47. Question Design Rule #1 Questions need to be purposely designed to solicit data on the objectives of the survey.
  48. 48. Ask Yourself… • Why are you doing this survey? • What’s the business objective? • What are you going to do with the data?
  49. 49. Question Design Rule #2 Writing questions that move that needle take time.
  50. 50. Write questions a 5th grader would have no trouble answering. Word Carefully
  51. 51. Write the question in as few words as possible. Be Brief And Specific.
  52. 52. Require almost no cognitive effort to understand. No Heavy Lifting
  53. 53. Question Design Rule #3 Just like in a courtroom, no leading questions.
  54. 54. How Easy Did You Find The Checkout Process?
  55. 55. Please Describe Your Checkout Experience.
  56. 56. Question Design Rule #4 Ask one question at a time.
  57. 57. How Was Your Shopping and Checkout Experience?
  58. 58. Tell Us About Your Shopping Experience With Us…
  59. 59. Can You Walk Us Through Your Checkout Experience?
  60. 60. Question Design Rule #5 Avoid “only” and “just”. And never and always.
  61. 61. Question Design Rule #6 Don’t ask ranking scale questions. Instead, make choices binary. Most / least. Best / worst.
  62. 62. This.
  63. 63. Not This.
  64. 64. Question Design Rule #7 Don’t ask about future behaviour. Or hypotheticals. Or what they want.
  65. 65. Would You Buy This?
  66. 66. What Would You Do When/If…
  67. 67. Would You Want Feature X?
  68. 68. Question Design Rule #8 Do ask about what people don’t want.
  69. 69. What’s Your Single Biggest Challenge With X?
  70. 70. Question Design Rule #9 Do ask about current behaviour (as in today). Or past behaviour.
  71. 71. Question Design Rule #10. If you're not following up with why, you're doing it wrong.
  72. 72. Question Design Rule #11. Always ask at least one exploring / open- ended question.
  73. 73. Donald Rumsfeld Former U.S. Defence Secretary "As we know, there are known knowns; there are things we know we know. We also know there are known unknowns; that is to say we know there are some things we do not know. But there are also unknown unknowns—the ones we don’t know we don't know."
  74. 74. Analysis
  75. 75. • Who are your best customers? What are their common characteristics? What are their value prop(s)? Use cases? How can we encourage more of this behaviour? • Swipeable copy. • Where else do they shop? How often do they look at your website? • What hints do we have about their emotional state?
  76. 76. Cognitive Biases. Can’t Avoid Them.
  77. 77. 1. Initial Review
  78. 78. 2. Throw Most Important Open-Ended Question Into Word Cloud
  79. 79. 3. Export to Excel
  80. 80. 1. Clean up data. 2. Hide irrelevant data. 3. Make column titles standout and freeze. 4. Add column next to open-ended responses. 5. Sort sheet by segmenting question for analysis - Q#2.
  81. 81. 4. Code Open-Ended Answers
  82. 82. 5. Data-Mining
  83. 83. 6. Interpret. Find Patterns. Log Testable Ideas.
  84. 84. Look Trends in Happiest Customers
  85. 85. Identify Trends In Less Happy Customers
  86. 86. Compare & Contrast 1. What differentiates our loyal customers from everyone else? 2. What can we do to encourage that behaviour to turn more customers into loyal customers? 3. And how can we attract more loyal customers in the first place?
  87. 87. 7. Write Summary Report of Key Learnings.
  88. 88. Operationalizing
  89. 89. Put Results To Use ASAP.
  90. 90. Model Marketing, Product, and Sales Around Making Your Best Customers Happier and Creating More Best Customers.
  91. 91. 5 Quick Wins Guaranteed From This ONE Survey.
  92. 92. H1 A/B test based on trends observed in happiest customers. Steal their words.
  93. 93. Replace Copy Replace key website copy with words emphasized in the word cloud(s).
  94. 94. Create Comparison Landing Pages Highlight your unique benefits against X whether it’s a competitor or competitive alternative.
  95. 95. Acquisition If there’s 1-2 channels your happiest customers came from, start focusing more on optimizing those.
  96. 96. Improvements Prioritization.
  97. 97. Bonus 3 Surveys You Should Be Running Today.
  98. 98. Thank You Page What almost stopped you, if anything, from [buying or signing up] today?
  99. 99. Recent Log-In What [are/were] you hoping [product name] would do for you when you originally [tried it/signed up/ bought]?
  100. 100. Exit Why didn’t you [complete purchase / sign-up] today?
  101. 101. 1 More Bonus
  102. 102. Thank You! Want my email survey script and 2 excel frameworks to do all this? http://thecustomerweekly.curated.co

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