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#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.
@purnavirji#StateofSearch | @dfwsem
6m 6m 6m
@purnavirji
Purna Virji
Senior Client Dev. & Training Manager
Bing Ads, Microsoft
@purnavirji#StateofSearch | @dfwsem
Mo money, mo problemsNope.
Reading Minds vs. Regular Data
@purnavirji#StateofSearch | @dfwsem
Mo devices, mo problems
Reading Minds vs. Regular Data
@purnavirji#StateofSearch | @dfwsem
Reading Minds vs. Regular Data
Satya Nadella
CEO, Microsoft
The true scarce
commodity is
increasingly human
attention.
@purnavirji#StateofSearch | @dfwsem
Reading Minds vs. Regular Data
Our marketing efforts need to resemble
one-on-one conversations.
@purnavirji#StateofSearch | @dfwsem
Reading Minds vs. Regular Data
We need to understand our customers very,
very, very well.
@purnavirji#StateofSearch | @dfwsem
Today we’re talking about
Reading Minds vs.
Regular Data
Value of Q-Data Collecting Q-Data Uses of Q-Data
@purnavirji#StateofSearch | @dfwsem
Reading Minds vs. Regular Data
@purnavirji#StateofSearch | @dfwsem
Reading Minds vs. Regular Data
@purnavirji#StateofSearch | @dfwsem
Qualitative Data is
powerful because…
It answers the why
behind the what.
Reading Minds vs. Regular Data
@purnavirji#StateofSearch | @dfwsem
Reading Minds vs. Regular Data
Convert
like a boss
@purnavirji#StateofSearch | @dfwsem
Reading Minds vs. Regular Data
@purnavirji#StateofSearch | @dfwsem
Today we’re talking about
Reading Minds vs.
Regular Data
Value of Q-Data Collecting Q-Data Uses of Q-Data
@purnavirji#StateofSearch | @dfwsem
Insights we can get
Reading Minds vs. Regular Data
Purchase
Motivations
Purchase Funnel
Experience
Barriers to
Conversion
@purnavirji#StateofSearch | @dfwsem
1. Purchase motivations
Value of Q-Data
Goal:
Understand audience + better frame
purchase triggers
@purnavirji#StateofSearch | @dfwsem
Value of Q-Data
Imagine…
@purnavirji#StateofSearch | @dfwsem
Value of Q-Data
@purnavirji#StateofSearch | @dfwsem
Why do your customers
need your product?
Value of Q-Data
@purnavirji#StateofSearch | @dfwsem
Have they tried a similar
product before?
Value of Q-Data
@purnavirji#StateofSearch | @dfwsem
What are they missing
out by not having it?
Value of Q-Data
@purnavirji#StateofSearch | @dfwsem
How do they plan to
use your product?
Value of Q-Data
@purnavirji#StateofSearch | @dfwsem
@purnavirji#StateofSearch | @dfwsem
2. Purchase funnel experience
Value of Q-Data
Goal: Learn what it takes to
close the sale
@purnavirji#StateofSearch | @dfwsem
Value of Q-Data
Imagine…
@purnavirji#StateofSearch | @dfwsem
Value of Q-Data
@purnavirji#StateofSearch | @dfwsem
How did they find
out about you?
Value of Q-Data
@purnavirji#StateofSearch | @dfwsem
What attracted them to
your site?
Value of Q-Data
@purnavirji#StateofSearch | @dfwsem
What did they like?
Value of Q-Data
@purnavirji#StateofSearch | @dfwsem
What were they
surprised to
learn?
Value of Q-Data
@purnavirji#StateofSearch | @dfwsem
If there was one thing
they would change,
what would it be?
Value of Q-Data
@purnavirji#StateofSearch | @dfwsem
@purnavirji#StateofSearch | @dfwsem
3. Barriers to conversions
Goal: Identify + overcome friction
areas
Value of Q-Data
@purnavirji#StateofSearch | @dfwsem
Value of Q-Data
For example
@purnavirji#StateofSearch | @dfwsem
Value of Q-Data
@purnavirji#StateofSearch | @dfwsem
Why did they decide to
not purchase?
Value of Q-Data
@purnavirji#StateofSearch | @dfwsem
How trustworthy did they feel
your brand is?
Value of Q-Data
@purnavirji#StateofSearch | @dfwsem
Did they find everything they
were looking for?
Value of Q-Data
@purnavirji#StateofSearch | @dfwsem
After visiting,
what did they do next?
Value of Q-Data
@purnavirji#StateofSearch | @dfwsem
@purnavirji#StateofSearch | @dfwsem
Use these as the basis to
form additional Qs.
Note:
Value of Q-Data
@purnavirji#StateofSearch | @dfwsem
Today we’re talking about
Reading Minds vs.
Regular Data
Value of Q-Data Collecting Q-Data Uses of Q-Data
@purnavirji#StateofSearch | @dfwsem
Low effort,
DIY methods
Collecting Q-Data
@purnavirji#StateofSearch | @dfwsem
1. Be the consumer
Collecting Q-Data
@purnavirji#StateofSearch | @dfwsem
Go through the full funnel
desktop + mobile
Collecting Q-Data
1. Be the consumer
@purnavirji#StateofSearch | @dfwsem
Read reviews + scope competition
Collecting Q-Data
1. Be the consumer
@purnavirji#StateofSearch | @dfwsem
Record reactions + thoughts
Collecting Q-Data
1. Be the consumer
@purnavirji#StateofSearch | @dfwsem
Tools:
Image Source:http://communicatebetterblog.com/wp-content/uploads/2014/03/grand-budapest-concierge.jpg
Collecting Q-Data
1. Be the consumer
@purnavirji#StateofSearch | @dfwsem
Resources
Collecting Q-Data
0-$
@purnavirji#StateofSearch | @dfwsem
2. Ask the sales reps
Collecting Q-Data
@purnavirji#StateofSearch | @dfwsem
2. Ask the sales reps
Sales team
Collecting Q-Data
Customer service
Reach out to top performers:
@purnavirji#StateofSearch | @dfwsem
2. Ask the sales reps
Collecting Q-Data
Feedback on marketing
messaging
@purnavirji#StateofSearch | @dfwsem
What gets people excited?
2. Ask the sales reps
Collecting Q-Data
@purnavirji#StateofSearch | @dfwsem
What helps them close the sale?
2. Ask the sales reps
Collecting Q-Data
@purnavirji#StateofSearch | @dfwsem
Common complaints or
confusion areas?
2. Ask the sales reps
Collecting Q-Data
@purnavirji#StateofSearch | @dfwsem
Common objections?
Easiest objections to overcome?
2. Ask the sales reps
Collecting Q-Data
@purnavirji#StateofSearch | @dfwsem
Qualify what’s “common”
Get significant numbers
2. Ask the sales reps
Collecting Q-Data
Be careful:
@purnavirji#StateofSearch | @dfwsem
Resources
2. Ask the sales reps
Collecting Q-Data
0
@purnavirji#StateofSearch | @dfwsem
Resource-heavier:
Collecting Q-Data
(and practically
always worth it!)
@purnavirji#StateofSearch | @dfwsem
3. Surveys
Collecting Q-Data
@purnavirji#StateofSearch | @dfwsem
3. Surveys
Why they bought?
Collecting Q-Data
What they like?
Identify
segments to poll
Active customers:
@purnavirji#StateofSearch | @dfwsem
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:
@purnavirji#StateofSearch | @dfwsem
3. Surveys
General feedback
while on the site
Collecting Q-Data
Identify
segments to poll
Site visitors:
@purnavirji#StateofSearch | @dfwsem
3. Surveys
Collecting Q-Data
Frame questions
well
No leading or yes/no Qs
Open-ended Qs work best
@purnavirji#StateofSearch | @dfwsem
3. Surveys
http://bit.ly/good_Qs
Collecting Q-Data
Great slidedeck from
@StephBeadell
@purnavirji#StateofSearch | @dfwsem
Tools I’ve used:
3. Surveys
Collecting Q-Data
SurveyMonkey
4Q
Qualaroo
@purnavirji#StateofSearch | @dfwsem
3. Surveys
Collecting Q-Data
$-$$
Resources
@purnavirji#StateofSearch | @dfwsem
4. Usability studies
Collecting Q-Data
@purnavirji#StateofSearch | @dfwsem
4. Usability studies
Ask testers to find your product
Collecting Q-Data
@purnavirji#StateofSearch | @dfwsem
4. Usability studies
Have them walk through full path
+ visit the competition
Collecting Q-Data
@purnavirji#StateofSearch | @dfwsem
4. Usability studies
Collecting Q-Data
Gather
reactions
Ad/landing page
Purchase experience
Expectations vs. reality?
Competitor experience
@purnavirji#StateofSearch | @dfwsem
4. Usability studies
Collecting Q-Data
Excellent user testing
script sample:
From Steve Krug
http://bit.ly/ux_script
@purnavirji#StateofSearch | @dfwsem
4. Usability studies
UserTesting.com
Collecting Q-Data
Tool I’ve used:
@purnavirji#StateofSearch | @dfwsem
4. Usability studies
Collecting Q-Data
$$-$$$
Resources
@purnavirji#StateofSearch | @dfwsem
Today we’re talking about
Reading Minds vs.
Regular Data
Value of Q-Data Collecting Q-Data Uses of Q-Data
@purnavirji#StateofSearch | @dfwsem
CRO:
Test smarter.
Uses of Q-Data
@purnavirji#StateofSearch | @dfwsem
Identify standouts
Top objections:
How to address
Uses of Q-Data
@purnavirji#StateofSearch | @dfwsem
Identify standouts
Top purchase triggers:
How to play them up?
Uses of Q-Data
@purnavirji#StateofSearch | @dfwsem
Identify standouts
How much info is consumed:
Ideate layout
Uses of Q-Data
@purnavirji#StateofSearch | @dfwsem
Collecting Q-Data
Create
hypotheses
and test plans
Plan tests
@purnavirji#StateofSearch | @dfwsem
Collecting Q-Data
Prioritize testing opportunities:
Test cost and opp. cost
Potential impact
Plan tests
@purnavirji#StateofSearch | @dfwsem
Remarketing
Remarketing
@purnavirji#StateofSearch | @dfwsem
Data collected=
Remarketing list
Remarketing
@purnavirji#StateofSearch | @dfwsem
Expand keyword lists
Think purchase motivations
Remarketing
@purnavirji#StateofSearch | @dfwsem
More-targeted ad copy
Think purchase triggers +
barriers
Remarketing
@purnavirji#StateofSearch | @dfwsem
Remarketing
Helps you avoid the Creepiness Factor
Save money and avoid
looking like a stalker.
@purnavirji#StateofSearch | @dfwsem
Remarketing
The best remarketing advice...ever
@purnavirji#StateofSearch | @dfwsem
SEO
SEO
@purnavirji#StateofSearch | @dfwsem
Customer data=
Better engagement
SEO
@purnavirji#StateofSearch | @dfwsem
Content that resonates
SEO
@purnavirji#StateofSearch | @dfwsem
More effective outreach
SEO
@purnavirji#StateofSearch | @dfwsem
PPC
PPC
@purnavirji#StateofSearch | @dfwsem
Customer data=
Campaign Structure
PPC
@purnavirji#StateofSearch | @dfwsem
Better local + mobile
PPC
@purnavirji#StateofSearch | @dfwsem
Target + bid like a boss
PPC
@purnavirji#StateofSearch | @dfwsem
Lead Gen
Lead Gen
@purnavirji#StateofSearch | @dfwsem
Customer data=
Effective drip campaigns
Lead Gen
@purnavirji#StateofSearch | @dfwsem
Key Takeaways
1. Understand what you need to
understand
2. Get the right answers
3. Create more powerful hypotheses
4. Implement cross-channel
@purnavirji#StateofSearch | @dfwsem
Let’s chat
linkedin.com/in/purnavirji
@purnavirji
Thank You Dallas!
@purnavirji
@bingads

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Get All Up in That Business - State of Search 2015

Editor's Notes

  1. But first, I’m here to tell you that Notorious B.I.G. was wrong. It’s not more money more problems.
  2. It’s more devices more problems, especially for us marketers.
  3. As our CEO Satya Nadella has said, “The true scarce commodity is increasingly human attention”. In a world where you will all check phones roughly 20 times before the end of this session, scattering your attention from brand to brand and device to device, how does any remarketing campaign effectively cut through the clutter?
  4. 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.
  5. You can do this while also Increasing your chances of CRO success by probing the mind of your customer.
  6. Today we’re going to talk all about qualitative data and how it can turbo charge your conversion optimization efforts and your remarketing efforts.
  7. 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.
  8. We can’t see the full picture without adding in the human.
  9. 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.
  10. 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.
  11. We can’t see the full picture without adding in the human.
  12. 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.
  13. We can understand- our customers and their Purchase motivations, the purchase funnel experience as well as identify any friction points or barriers to conversion.
  14. Let’s go through an example and run through how each Q can come into play. Imagine you owned a company that sold language courses and wanted to promote your German courses.
  15. What are they getting from you? Why do they want what you have?
  16. 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.
  17. Let’s go through an example. Imagine now you owned a company that made the coolest computers in the world. Kind of like MSFt but different  You’d launched a brand new computer and were trying to best showcase it’s features and benefits.
  18. Was it word of mouth, a PPC ad, an SEO result?
  19. What core message in your creative piqued their interest?
  20. What did they like on your site, about your product and/or brand?
  21. Was there anything about the product/brand/shipping that surprised them?
  22. I love this Q. It’s so ripe to get insights into what put them off, but phrased in a very open way.
  23. 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.
  24. There’s a great example from a well-loved brand I want to share with you. Like several of you here, I love shoes.
  25. 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.
  26. Did the latest cat video distract them? Or perhaps it was price, competition or something on the site that turned them off?
  27. Purchase from competitor? Or Not purchase at all?
  28. Okay, now we know what we want to ask, let me show you some simple ways to gather this data.
  29. Here are two free and fast ways to DIY.
  30. 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.
  31. Behave just as a consumer would, including reviews reviews (yes the not so good ones as well) and check out the competitors.
  32. To move through the experience without stopping to write things down, use tools to record your reactions and thoughts as you do this.
  33. Have the sales team shed some light here.
  34. This will all help you craft your messaging.
  35. This grey background isn’t working for me. Can we switch out?
  36. 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.
  37. Tools like survey monkey are great for this.
  38. 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.
  39. 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.
  40. 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.
  41. 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.
  42. Identify demos carefully, Create structured set of questions
  43. 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.
  44. Okay so how can this tie into remarketing?
  45. 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.
  46. If you found out that your customers always compare prices, expand keyword lists to your competitor’s names and product titles.
  47. 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
  48. 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! E.g. if you know they like to comparison shop, you can have sitelinks for comparison charts.
  49. 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!
  50. Use Petplan example
  51. Use Petplan example
  52. Use Petplan example