Sunny Hunt of Hunter Interaction spoke to SLCSEM on Jan 21, 2014. Understanding consumer behavior, identifying segments and bringing the right people to your site in the first place can have a massive impact on conversion. See real case studies and insights by our own Salt Lake professional Sunny Hunt from Hunt Interaction.

1. #SLCSEM @sunnyhunt

2. Only about 22% of businesses
are satisfied with their
conversion rates.
-econsultancy
#SLCSEM @sunnyhunt

3. #SLCSEM @sunnyhunt

4. “Conversion rate is stagnant (or
dropping).”
“Our CAC is skyrocketing.”
“The marketing campaign bombed.”
“Our repeat purchases are dying.”
“Customer service is whining about
being overloaded, again.”
#SLCSEM @sunnyhunt

5. #SLCSEM @sunnyhunt

6. Your “ideal” customer
isn’t simply a person who has cash
and is willing to spend it with you.
#SLCSEM @sunnyhunt

7. Everyone is not your
customer.
- Seth Godin
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8. Wouldn’t it be great if
customers:
•Converted faster
•Required fewer “touches”
•Spent more
•Stayed longer
•Provided more predictable
business outcomes?
#SLCSEM @sunnyhunt

9. #SLCSEM @sunnyhunt

10. 0.96%
6.52%
#SLCSEM @sunnyhunt

11. Do your customers:
• Buy only with sales or
discounts?
• Regularly shop your
competition?
• Return your products at a high
rate?
• Trash you on social media?
• Harass your customer service
team?
#SLCSEM @sunnyhunt

12. #SLCSEM @sunnyhunt

13. Segmentation
1. Identify your #1 business
goal
2. Segment customers
behaviorally
3. Segment customers based
on values
4. Reverse engineer your
customer segments to
attract more like them.
#SLCSEM @sunnyhunt

14. #1 Business Goal – Increase the number of active customers
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15. #1 Business Goal – Increase the number of active customers
#SLCSEM @sunnyhunt

16. • Cancelation rate
• Customer conversion channel
• Determine level of “maintenance”
• Run a test targeted to this group
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17. • 1:1 Interviews
– Media and content consumption
– Improve their lives
– Favorite brands
– Charitable causes
• 4 Questions
1. What do our customers value in their lives?
2. What are our customers passionate about?
3. How does our product make our customers’ lives better?
4. How can we deliver value for our customers that’s better
than our competition?
#SLCSEM @sunnyhunt

18. • 1:1 Customer Interviews
• Customer Advisory Board
• Google – Affinity data and Analytics
• Buy Customer Data – (validation)
• Monitor Social Media – (validation)
#SLCSEM @sunnyhunt

19. • Keep it simple
• Focus on creating 4-6 “groups”
• This is a discipline, not a one-time project
• Segments don’t live in the marketing
department
#SLCSEM @sunnyhunt

20. • Your marketing isn’t about your
technology, it’s about filling a need your
customers have.
• Use words, phrases and values your
customers express to create meaningful
content.
#SLCSEM @sunnyhunt

21. • “I’d rather be at my daughter’s soccer game
than mowing the lawn.”
• “I’m so busy on the weekends, I don’t have
time to mow my lawn.”
• “I don’t want to own lawn mower anymore.”
• “I need to get my HOA off my back, but I’m
too busy to mow my lawn.”
#SLCSEM @sunnyhunt

22. #SLCSEM @sunnyhunt

23. WHAT DO I HAVE TO DO TO GIVE YOU MY MONEY?
1. Simplify, simplify, simplify
• Reduce number of purchase options
• Easy to understand instructions
2. THEN Assess nitpicky abandonment issues.
• Merchandising issues
• Form abandonment issues
• Error messages
#SLCSEM @sunnyhunt

24. Old School New School
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25. Premium pricing for single-use customers
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26. • Continue the Conversation
– Cross-sell opportunities
– Help combat seasonality
– Encourage repeat purchases
• Startups: Beta Launches & Metered
Invites
– Don’t let them forget who you are!
– Continue to build excitement
#SLCSEM @sunnyhunt

27. “I want this, today!” 3 months later: “Instacart, who?”
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28. 4 months elapsed. Nuthin’ but crickets.
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29. Improved anticipated seasonal
attrition rate by ~15%
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30. • Tip #1 – Find the RIGHT Kind of Customer
• Tip #2 – Messaging based on CUSTOMERS’
needs
• Tip #3 – Simplify your purchase process
• Tip #4 – Continue the conversation after
conversion.
#SLCSEM @sunnyhunt

31. KNOW THY CUSTOMER
BEFORE INVESTING TIME OR CASH.
#SLCSEM @sunnyhunt

32. WHERE TO FIND / STALK ME
(totally kidding about the stalking part)
#SLCSEM @sunnyhunt
Sunny Hunt
CEO/Founder
sunny@huntinteraction.com
@sunnyhunt
+SunnyHunt
/in/Sunnyhunt/