Collecting Qualitative Data for Smarter Marketing and CRO - SMX Milan 2015 Conversion Rate Rockstars
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Quantitative data isn't always enough-- learn why qualitative data is so vital for conversion rate success. I'll share tips on how to collect it and how to use it for multi-channel success.
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Collecting Qualitative Data for Smarter Marketing and CRO - SMX Milan 2015 Conversion Rate Rockstars
- 1. #SMX #14B @PurnaVirji#bingads Ready, Set, Go! Collecting Qualitative Data for Smarter Marketing + CRO Purna Virji Senior Bing Ads Client Dev. & Training Manager, Microsoft
- 2. #SMX #14B @PurnaVirji#bingads 6m 6m 6m @purnavirji Purna Virji Senior Client Dev. & Training Manager Bing Ads, Microsoft
- 3. #SMX #14B @PurnaVirji#bingads Today we’re talking about Reading Minds vs. Regular Data Value of Q-Data Collecting Q-Data Uses of Q-Data
- 4. #SMX #14B @PurnaVirji#bingads Reading Minds vs. Regular Data
- 6. #SMX #14B @PurnaVirji#bingads Reading Minds vs. Regular Data Our marketing efforts need to resemble one-on-one conversations.
- 7. #SMX #14B @PurnaVirji#bingads Reading Minds vs. Regular Data We need to understand our customers very, very, very well.
- 8. #SMX #14B @PurnaVirji#bingads Qualitative Data is powerful because… It answers the why behind the what. Reading Minds vs. Regular Data
- 9. #SMX #14B @PurnaVirji#bingads Reading Minds vs. Regular Data Convert like a boss
- 10. #SMX #14B @PurnaVirji#bingads Today we’re talking about Reading Minds vs. Regular Data Value of Q-Data Collecting Q-Data Uses of Q-Data
- 11. #SMX #14B @PurnaVirji#bingads Insights we can get Reading Minds vs. Regular Data Purchase Motivations Purchase Funnel Experience Barriers to Conversion
- 12. #SMX #14B @PurnaVirji#bingads 1. Purchase motivations Value of Q-Data Goal: Understand audience + better frame purchase triggers
- 13. #SMX #14B @PurnaVirji#bingads Value of Q-Data
- 14. #SMX #14B @PurnaVirji#bingads Why do your customers need your product? Value of Q-Data
- 15. #SMX #14B @PurnaVirji#bingads Have they tried a similar product before? Value of Q-Data
- 16. #SMX #14B @PurnaVirji#bingads What are they missing out by not having it? Value of Q-Data
- 17. #SMX #14B @PurnaVirji#bingads How do they plan to use your product? Value of Q-Data
- 19. #SMX #14B @PurnaVirji#bingads 2. Purchase funnel experience Value of Q-Data To learn what it takes to close the sale
- 20. #SMX #14B @PurnaVirji#bingads Value of Q-Data
- 21. #SMX #14B @PurnaVirji#bingads How did they find out about you? Value of Q-Data
- 22. #SMX #14B @PurnaVirji#bingads What attracted them to your site? Value of Q-Data
- 23. #SMX #14B @PurnaVirji#bingads What did they like? Value of Q-Data
- 24. #SMX #14B @PurnaVirji#bingads What were they surprised to learn? Value of Q-Data
- 25. #SMX #14B @PurnaVirji#bingads If there was one thing they would change, what would it be? Value of Q-Data
- 27. #SMX #14B @PurnaVirji#bingads 3. Barriers to conversions To identify reasons why they don’t convert Value of Q-Data
- 28. #SMX #14B @PurnaVirji#bingads Value of Q-Data
- 29. #SMX #14B @PurnaVirji#bingads Why did they decide to not purchase? Value of Q-Data
- 30. #SMX #14B @PurnaVirji#bingads How trustworthy did they feel your brand is? Value of Q-Data
- 31. #SMX #14B @PurnaVirji#bingads Did they find everything they were looking for? Value of Q-Data
- 32. #SMX #14B @PurnaVirji#bingads After visiting, what did they do next? Value of Q-Data
- 34. #SMX #14B @PurnaVirji#bingads Use these as the basis to form additional Qs. Note: Value of Q-Data
- 35. #SMX #14B @PurnaVirji#bingads Today we’re talking about Reading Minds vs. Regular Data Value of Q-Data Collecting Q-Data Remarketing
- 36. #SMX #14B @PurnaVirji#bingads Low effort, DIY methods Collecting Q-Data
- 37. #SMX #14B @PurnaVirji#bingads 1. Be the consumer Collecting Q-Data
- 38. #SMX #14B @PurnaVirji#bingads Go through the full funnel desktop + mobile Collecting Q-Data 1. Be the consumer
- 39. #SMX #14B @PurnaVirji#bingads Read reviews + scope competition Collecting Q-Data 1. Be the consumer
- 40. #SMX #14B @PurnaVirji#bingads Record reactions + thoughts Collecting Q-Data 1. Be the consumer
- 41. #SMX #14B @PurnaVirji#bingads Tools: Image Source:http://communicatebetterblog.com/wp-content/uploads/2014/03/grand-budapest-concierge.jpg Collecting Q-Data 1. Be the consumer
- 42. #SMX #14B @PurnaVirji#bingads Resources Collecting Q-Data 0-$
- 43. #SMX #14B @PurnaVirji#bingads 2. Ask the sales reps Collecting Q-Data
- 44. #SMX #14B @PurnaVirji#bingads 2. Ask the sales reps Sales team Collecting Q-Data Customer service Reach out to top performers:
- 45. #SMX #14B @PurnaVirji#bingads 2. Ask the sales reps Collecting Q-Data Feedback on marketing messaging
- 46. #SMX #14B @PurnaVirji#bingads What gets people excited? 2. Ask the sales reps Collecting Q-Data
- 47. #SMX #14B @PurnaVirji#bingads What helps them close the sale? 2. Ask the sales reps Collecting Q-Data
- 48. #SMX #14B @PurnaVirji#bingads Common complaints or confusion areas? 2. Ask the sales reps Collecting Q-Data
- 49. #SMX #14B @PurnaVirji#bingads Common objections? 2. Ask the sales reps Collecting Q-Data
- 50. #SMX #14B @PurnaVirji#bingads Qualify what’s “common” Get significant numbers 2. Ask the sales reps Collecting Q-Data Be careful:
- 51. #SMX #14B @PurnaVirji#bingads Resources 2. Ask the sales reps Collecting Q-Data 0
- 52. #SMX #14B @PurnaVirji#bingads Resource-heavier: Collecting Q-Data (and practically always worth it!)
- 53. #SMX #14B @PurnaVirji#bingads 3. Surveys Collecting Q-Data
- 54. #SMX #14B @PurnaVirji#bingads 3. Surveys Why they bought? Collecting Q-Data What they like? Identify segments to poll Active customers:
- 55. #SMX #14B @PurnaVirji#bingads 3. Surveys Why didn’t they convert? Collecting Q-Data What they plan to do next? Identify segments to poll Visitors who did not convert:
- 56. #SMX #14B @PurnaVirji#bingads 3. Surveys General feedback while on the site Collecting Q-Data Identify segments to poll Site visitors:
- 57. #SMX #14B @PurnaVirji#bingads 3. Surveys Collecting Q-Data Frame questions well No leading or yes/no Qs Open-ended Qs work best
- 58. #SMX #14B @PurnaVirji#bingads 3. Surveys http://bit.ly/good_Qs Collecting Q-Data Great slidedeck from @StephBeadell
- 59. #SMX #14B @PurnaVirji#bingads Tools I’ve used: 3. Surveys Collecting Q-Data SurveyMonkey 4Q Qualaroo
- 60. #SMX #14B @PurnaVirji#bingads 3. Surveys Collecting Q-Data $-$$ Resources
- 61. #SMX #14B @PurnaVirji#bingads 4. Usability studies Collecting Q-Data
- 62. #SMX #14B @PurnaVirji#bingads 4. Usability studies Ask testers to find your product Collecting Q-Data
- 63. #SMX #14B @PurnaVirji#bingads 4. Usability studies Have them walk through full path + visit the competition Collecting Q-Data
- 64. #SMX #14B @PurnaVirji#bingads 4. Usability studies Collecting Q-Data Gather reactions Ad/landing page Purchase experience Expectations vs. reality? Competitor experience
- 65. #SMX #14B @PurnaVirji#bingads 4. Usability studies Collecting Q-Data Excellent user testing script sample: From Steve Krug http://bit.ly/ux_script
- 66. #SMX #14B @PurnaVirji#bingads 4. Usability studies UserTesting.com Collecting Q-Data Tool I’ve used:
- 67. #SMX #14B @PurnaVirji#bingads 4. Usability studies Collecting Q-Data $$-$$$ Resources
- 68. #SMX #14B @PurnaVirji#bingads Today we’re talking about Reading Minds vs. Regular Data Value of Q-Data Collecting Q-Data Uses of Q-Data
- 69. #SMX #14B @PurnaVirji#bingads CRO: Test smarter. Uses of Q-Data
- 70. #SMX #14B @PurnaVirji#bingads Identify standouts Top objections: How to address Collecting Q-Data
- 71. #SMX #14B @PurnaVirji#bingads Identify standouts Top purchase triggers: How to play them up? Collecting Q-Data
- 72. #SMX #14B @PurnaVirji#bingads Identify standouts How much info is consumed: Ideate layout Collecting Q-Data
- 73. #SMX #14B @PurnaVirji#bingads Collecting Q-Data Create hypotheses and test plans Plan tests
- 74. #SMX #14B @PurnaVirji#bingads Collecting Q-Data Prioritize testing opportunities: Test cost and opp. cost Potential impact Plan tests
- 76. #SMX #14B @PurnaVirji#bingads Data collected= Remarketing list Remarketing
- 77. #SMX #14B @PurnaVirji#bingads More-targeted ad copy Think purchase triggers + barriers Remarketing
- 78. #SMX #14B @PurnaVirji#bingads Remarketing The best remarketing advice...ever
- 80. #SMX #14B @PurnaVirji#bingads Customer data= Better engagement SEO
- 82. #SMX #14B @PurnaVirji#bingads Customer data= Campaign Structure PPC
- 83. #SMX #14B @PurnaVirji#bingads Lead Gen Lead Gen
- 84. #SMX #14B @PurnaVirji#bingads Customer data= Effective drip campaigns Lead Gen
- 85. #SMX #14B @PurnaVirji#bingads Key Takeaways 1. Understand what you need to understand 2. Get the right answers 3. Create more powerful hypotheses 4. Implement cross-channel
- 86. #SMX #14B @PurnaVirji#bingads Let’s chat linkedin.com/in/purnavirji @purnavirji
Editor's Notes
- Today we’re going to talk all about qualitative data and how it can turbo charge your conversion optimization efforts and your remarketing efforts.
- We’re lucky in digital marketing that we have access to powerful quantitative data, but because we have all this data we can overlook the qualitative aspect. The difference lies in the fact that one is purely numbers while the other is human data.
- Ridiculous and impossible as it may sound, our remarketing efforts need to feel like one-on-one conversations. We need to engage with our customers, we need to interest them, charm them. And we can do that by being very relevant and making it all about them.
- You can do this while also Increasing your chances of CRO success by probing the mind of your customer.
- I’m a huge believer in the power of qualitative data since it is essentially answers the “why” behind the what and allows us to get inside the minds of our customers. Information we couldn’t get from just the numbers. Both together are practically limitless in power.
- We’re lucky in digital marketing that we have access to powerful quantitative data, but because we have all this data we can overlook the qualitative aspect. The difference lies in the fact that one is purely numbers while the other is human data.
- Let’s look at the valuable insights we can get and I’ll share some key questions to ask to help you get this info.
- We can understand- Purchase motivations, the purchase funnel experience as well as identify any friction points or barriers to conversion.
- Through these Qs, you could glean that a large percent of your customers want your products because they’re traveling to Germany on business and learning a German will help them with their work and impress their colleagues. What they could miss out on by not having the product? By not learning German they could risk getting lost while navigating the country. Have they tried to learn German before? Maybe they have terrible memories of high school language class and incomprehensible grammar rules, so we can emphasize how this approach takes away that pain to make the sales copy stronger. And since they commute to work, we can share how easy it is to learn German while they are commuting.
- What are they getting from you? Why do they want what you have?
- Through this Qs, you can discover that a large segments are coming to your site as a result of press that focused on particular features- the comp weigh only one pound and the battery lasted for 3 weeks straight– both of which are key benefits that attracted them to your site. They were surprised to learn about the powerful operating system as well, and they wished we’d go into more details about it. You could then tweak your copy to keep them engaged and tie in the most resonating features into remarketing copy as well.
- Was it word of mouth, a PPC ad, an SEO result?
- What core message in your creative piqued their interest?
- What did they like on your site, about your product and/or brand?
- Was there anything about the product/brand/shipping that surprised them?
- I love this Q. It’s so ripe to get insights into what put them off, but phrased in a very open way.
- Zappos great example of offering free return shipping to eliminate the barrier of people worrying about what happens if the shoes don’t fit well. As a result of understanding a barrier to conversion and overcoming it, they’re doing extremely well.
- Did the latest cat video distract them? Or perhaps it was price, competition or something on the site that turned them off?
- Purchase from competitor? Or Not purchase at all?
- Okay, now we know what we want to ask, let me show you some simple ways to gather this data.
- Here are two free and fast ways to DIY.
- Get a couple of colleagues or friends to volunteer to be customer simulators– ideally, you’d want to go through this yourself, even if you have been to your site a million times this week alone.
- Behave just as a consumer would, including reviews reviews (yes the not so good ones as well) and check out the competitors.
- To move through the experience without stopping to write things down, use tools to record your reactions and thoughts as you do this.
- Have the sales team shed some light here.
- This will all help you craft your messaging.
- This grey background isn’t working for me. Can we switch out?
- Okay, those two free methods are fantastic to start with…in less than 2 hours you could have brand new insights, so why not kick it up a notch? Here are 2 resource heavier options that I guarantee are worth it.
- Tools like survey monkey are great for this.
- When I was in-house at a retailer, we’d get these insights on why people didn’t convert by asking the sales reps but also by adding the survey tool 4Q on our site. When people left it popped up a short survey with 4 quick qs and was one of the best decisions we made….we were so surprised to learn the reasons why people left and we made some very profitable navigation edits as a result of info we got.
- Encouraged by our 4Q results, we tested adding on Qualaroo to the site, which allows people to share their thoughts at any point while navigating the site. We didn’t get as many respondents, but when we did it was usually really helpful…it seemed that if people took the time to give feedback, they were generous with their opinions.
- There are entire fields of research devoted to the study of survey Qs, but since we only have 20 min, here’s some quick advice– and a helpful resource.
- Okay, this is really helpful, but the most resource intensive. I’ve done this a few times, and usually for the big changes, for examples a website redesign, a launch of a new product or new offer, sales research.
- Identify demos carefully, Create structured set of questions
- When using this during a website redesign, what most surprised us was how difficult our new supposedly easy to use navigation structure was to those very unfamiliar with the site.
- Okay so how can this tie into remarketing?
- So you have all of this qualitative data – the most efficient way to put it to use is through Remarketing. Incorporate everything you’ve learned about your customer and begin there when creating your remarketing lists.
- If you found that your customers respond better to free shipping than to discount sales, target them with ad copy that calls out free shipping. If you found that your customers spend a lot of time reading product reviews, include one in your ad copy description
- Best of all, Qualitative data also helps Remarketing not come across as creepy-- we know our audience so much better we can really be seen as helpful and not as stalkers!
- Use Petplan example
- Use Petplan example
- Use Petplan example