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 Virji
Senior 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 Virji
Senior Client Dev. & Training Manager
Bing Ads, Microsoft

Mo money, mo problemsNope.
Reading Minds vs. Regular Data

Mo devices, mo problems

Satya Nadella
CEO, 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

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

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 funnel
desktop + 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?
Identify
segments to poll
Visitors who did not convert:

3. Surveys
General feedback
while on the site
Collecting Q-Data
Identify
segments to poll
Site visitors:

3. Surveys
Collecting Q-Data
Frame questions
well
No leading or yes/no Qs
Open-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
SurveyMonkey
4Q
Qualaroo

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 page
Purchase experience
Expectations vs. reality?
Competitor experience

Collecting Q-Data
Excellent user testing
script sample:
From Steve Krug
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 Factor
Save 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 Takeaways
1. 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

Get All Up in That Business - State of Search 2015

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