In his talk at UXRiga 2017 conference, Mogens Møller was revealing how to beat large websites like Amazon by understanding how to motivate your visitors and by competing on parameters where the big fish suck!
10. But I’ve done A LOT of mistakes and A LOT of user research. It’s the fruit from all these mistakes and user-research I’ll present today.
11. Today1of How you can compete against the big fish
3 examples
incl. cases and action take-aways
2you can repeat again and again
3-step process
incl. link to templates and guides
sleeknote.com/uxriga2017
slide deck
16. They truly love their shops. But they are afraid. Because their online sales are not increasing as they expected.
17. They are convinced it’s because the “Big Fish” are taking their customers. Big marketplaces, warehouses, chain shops etc.
18. This is the situation for a lot of shop owners today. They fear the future! They thought online shopping was the future - the new source of infinity growth. But it’s not anymore.
25. It’s simple: We’re experts on everything you need for your ski vacation. And we know our target audience very well.
So we do everything we can to help people in our physical shop to find the product that matches their needs.
26. In the big chain shops there are so many employees. And naturally, they can't all be experts.
29. 1of How you can compete against the big fish
3 examples
incl. cases and action take-aways
2you can repeat again and again
3-step process
incl. link to templates and guides
30. How to compete against the big fish
Example #1
Imagine you are about to buy a new pillow. 6 min.
31.
32. Most websites are simple
Order receivers
Most of the time, we don’t know exactly what product we want. We know what kind of product we want. We know the product category, but not the exact product.
33.
34. How to compete against the big fish
Take Away #1
Don’t be a stupid
order receiver
Help and guide your visitors
to find the right product
38. How to compete against the big fish
Example #2
Ski vacation. Often the case is: We don’t know the exact destination, but we have decided to travel either south or north. 10 min.
49. What’s happening, dad???
Why are we not driving?
Ohh well, I can just as well let go
of a little fart.
It might get us driving again!!!
Winston
50. Persona (simplified)
Facts
- Møller Byskov Family
- First time skiing with the kids
Needs and Wishes
- Great kids area
- No drunk Danish afterskiers
- Close to Autobahn
- Good super markets
52. How to compete against the big fish
Take Away #2
Know your customers
and create real personas
Good blog posts, books, and videos about creating personas
Link: goo.gl/dnb9xH
53.
54. How to compete against the big fish
Example #3
The persona is a young guy going to Thailand with his friends and scuba diving for the first time. 15 min.
65. How to compete against the big fish
Take Away #3
Create no-brainers
Assume your visitors are
always in a hurry
66. If you want to beat The Big Fish
Take Away #3
Create no-brainers
Assume your visitors are
always in a hurry
67. How to compete against the big fish
Don’t be an order receiver
Help and guide your visitors
to find the right product
#1
#2
#3
Know your customers
and create real personas
Create no-brainers
Assume your visitors are
always in a hurry
70. 80% of companies say
they’re customer centric
But only 8% of customers agree
Source: http://bain.com/bainweb/pdfs/cms/hotTopics/closingdeliverygap.pdf
75. Document with all questions
Link: goo.gl/hqfXWl
More ressources
Book
Roadmap to revenue
by Kristin Zhivago
Link: goo.gl/Ja54dO
Blog posts
You Don't Know Your Customer And It's
Crippling Your Growth
Link: goo.gl/UQEAsP
How to Create Customer Feedback
Loops at Scale
Link: goo.gl/9pdqEJ
Auto emails
questions
76. You learn
What your most valuable traffic
sources are (not only last click).#1
Which competitors you actually
compete against.#2
What information you are missing
on your website.#3
The most important reasons why
people are not converting.#4
What words your customers use to
describe your product.#5
Email template
Email template
Link: goo.gl/DRhRWq
78. If you don’t regularly talk to customers
You lose the finger on the pulse
You need that to create the best
New features, pricing structure, Vision, product roadmap
80. Phone
interviews
to-do list
Book 1 day in your calendar
1-2 months from now
#1
Make an agenda
A work day ~ 7 hours & 30 min.
Each interview ~ 15-20 min.
But book 30 min. to each interview (toilet break, go more in depth etc.)
= 15 customer interviews
#2
Create time slots
Download my template: goo.gl/t2QFtK
#3
Send emails
Download my template: goo.gl/67J6Qy
If a customer can’t make it. Book him for next quarter
#4
Prepare opening pitch#5
Download my template: goo.gl/ZEjMBE
81. You learn
How your customers daily
working lives are#1
What your customers are
struggling with right now#2
What your customers like
about your service/product#3
What your customers don’t like
about your service/product#4
How your customers want your
service/product to improve#5
Phone interviews
82. You need to learn how customers behave and
what they need. In other words:
focus on their problem,
not their suggested solution
– Cindy Alvarez
85. 1 2
Need a
good script
Hard to
find testersCustomers, Partners, Social Media, Coffee shop,
Physical store, Train, Employment agency
Read my guide: goo.gl/DeZk0Q
87. You learn
The most critical usability issues
on your website#1
Why people click on specific
Google search results
#2
How potential customers compare
you to your competitors#3
Usability tests