powerful questions for powerful results: collecting qualitative data by purna virji
TRANSCRIPT
#SMX #22B @PurnaVirji
By: Purna Virji, CEO of Purview Marke8ng
Powerful Questions For Powerful Results:
Collecting Qualitative Data
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Increase yourChances ofCRO success...
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...by probingthe mindof your
customer.Image Source: h?p://en.memory-‐alpha.wikia.com/wiki/Vulcan_mind_meld
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What often happens…
Image Source: h?p://www.teamphoria.com/lessons-‐on-‐engagement-‐from-‐office-‐space/
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Ideas and theories are buzzing.
Image Source: h?p://www.fanpop.com/clubs/office-‐space/videos/1569572/8tle/office-‐space-‐memo
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We Need More Information First
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Listen to the HiPPOs
Take ideas directly from others
Only look at quantitative data
Ways to Fail
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Give Yourself an Edge Give Yourself
an Edge
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Study Qualitative Data
i.e. Read Minds and Discover • Wants and needs • Interaction with site • Why they leave • Why they buy
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Insights we can get
1. Purchase Motivations
2. Purchase Funnel Experience
3. Barriers to Conversion
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1. Purchase Motivations
To better frame your purchase triggers, you’ll want to know…
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Why do your customers need your product?
i.e. What opportunities will the use of your
product bring them?
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2. Purchase Funnel Experience
To learn what it takes to close the sale, you’ll want
to know…
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3. Barriers to Conversions
To identify reasons why they don’t convert, you’ll want to know…
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After visiting, what did they do next?
– Purchase from competitor? – Not purchase at all?
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1. Be the Consumer
Go Through Full-Funnel Desktop + Mobile
Ask Questions
Record Reactions + Thoughts Image Source:h?p://communicatebe?erblog.com/wp-‐content/uploads/2014/03/grand-‐budapest-‐concierge.jpg
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Identify Weak Points
Compare Against User Data
Surprisingly Effective
1. Be the Consumer
Image Source:h?p://communicatebe?erblog.com/wp-‐content/uploads/2014/03/grand-‐budapest-‐concierge.jpg
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• Camtasia
Tools:
1. Be the Consumer
• Magitest
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2. Ask the Sales Reps
Reach out to top performers:
Sales Team
Customer Service
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2. Ask the Sales Reps
Feedback on marketing messaging
What gets people excited?
What helps them close the sale?
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2. Ask the Sales Reps
Common complaints?
Common confusion areas?
Common objections? - Easiest objections to overcome?
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2. Ask the Sales Reps
Qualify what’s “common” Get significant numbers
Be careful:
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Review Their Sales Funnels • Value prop • Selling style
• Overcome objections
3. Check Out the Competition
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Indirect Competition • Better understand audience
• How they communicate • Different buttons to push
3. Check Out the Competition
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Good Reviews: • Identify what resonates • How they use the product • What they praise
4. Read Reviews
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Bad Reviews: • Friction points • Expectations vs. reality • Weak points in funnel
4. Read Reviews
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• Create call list + question list • Gather team • Start calling!
5. Pick up the Phone
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5. Pick up the Phone
• Allows for open dialogue • Puts human face to the customer
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Identify segments to poll • Active customers:
– Why they bought? – What they like?
6. Surveys
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Identify segments to poll • Visitors who did not convert:
– Why didn’t they convert? – What they plan to do next?
6. Surveys
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Identify segments to poll • Site visitors:
– General feedback while on the site
6. Surveys
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Frame questions well • No leading or yes/no Qs • Open-ended Qs work best
6. Surveys
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• Identify demos carefully • Create structured set of questions • Tool: UserTesting.com
7. Usability Studies
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• Ask testers to find your product • Have them walk through full
path + visit the competition
7. Usability Studies
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Gather reactions – ad/listing – landing page – purchase experience – expectations vs. reality? – competitor experience
7. Usability Studies
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Excellent example of user testing script:
– From Steve Krug – http://bit.ly/ux_script
7. Usability Studies
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101 tip (but important) • Review heat maps + scroll behavior
– How much and what types of info
Tools – CrazyEgg – ClickTale
7. Usability Studies
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Now You’re Well Equipped • Identify standouts
– Top objections: How to address – Top purchase triggers: How to play them up? – How much info is consumed: Ideate layout
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• Create hypotheses and test plans
• Prioritize testing opportunities based on: – Test cost and opp. cost – Potential impact
Now You’re Well Equipped
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• Don’t have to do all seven – Start with first five – More the better
• Past Results – Lifts over 30%-40%
Make the Case
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In Summary
Gather Qualitative
Data
Create Better-
Informed Testing Plans
Reap Rewards!
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Tools & References:
Tools Mentioned:
– Crazyegg – Clicktale – Camtasia – Magitest
– SurveyMonkey – 4Q – Qualaroo – Usertesting.com
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Additional Reading: – http://bit.ly/good_qs – http://bit.ly/ux_script
Tools & References:
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Good Luck and Thank You!
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