lessons in customer intent

Lessons in Customer Intent

PRESENTED BY: RYAN GLASS | @RYANGPHX | #DSD15

Digital Marke4ng Program Manager

RYAN GLASS | @RYANGPHX | #DSD15

1999 2011

A HISTORY OF

Customer Service


AND USER TESTING

User TesCng > CRO > SEO > Digital MarkeCng

Secretly…

I Love Marke4ng


…but I hate selling.

Connec4ng People To Solu4ons FTW

How Do You Earn


Life-‐Long Customers

1. Excellent Service


Does your site

Support Your User Or is it just a shopping cart?


Excellent Service?

Is this how we help people now?


2. Never Stop Learning from Them


Never Stop Learning


Test

Measure

Analyze

Design

DESIGN BEFORE DATA?

This Sh*t again?


3. Surprise & Delight


THESE GUYS USED TO

Totally Nail It

Surprise & Delight

PRE-‐FUNNEL, OR NON-‐FUNNEL, CONTENT EARNS LOVE


Surprise & Delight

Have the CONTENT BEFORE they ask


“Be the first brand that comes to mind”

-‐ Rand, probably

Examples in Customer Intent


A CONFIRMATION

Naviga4on Removal Test


Internal Nav CRO data: internal links are confusing Customer: Whoa guy!


This page? Built to capture organic, long-‐tail


Internal Nav Debacle


SO WE HID THE LINKS

It worked! But… The experience was awful


What we learned

Many visitors want MORE INFO


NOT JUST A clearer process

Next Step


Create a take-‐away, EXCHANGE FOR EMAIL MARKETING and

recapture

A WIN

Major City Pages


Major City Pages

ADDRESS weakness RYAN GLASS | @RYANGPHX | #DSD15

Major City Pages

BASED ON CUSTOMER MIGRATION DATA


Moving to:

So let’s show that we’re the “moving experts”


Get Results & Refine


Next Step

Really enhanced content, DEMONSTRATE LOCAL EXPERTISE


Thank you Free high-‐fives available in the hallway


Marketing