Tying in Qualitative Data: Conversion Rate Optimization Panel from SMX Advanced 2015

#SMX #22B @PurnaVirji
By: Purna Virji, CEO of Purview Marketing
Powerful Questions
For Powerful Results:
Collecting Qualitative Data

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What often happens…
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Ideas and theories are buzzing.
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Don’t Start Brainstorming!

We Need More
Information First
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+
Media Cost Opportunity Cost
Testing is Expensive

Listen to the HiPPOs
Take ideas directly from others
Only look at quantitative data
Ways to Fail

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

Insights we can get
1. Purchase Motivations
2. Purchase Funnel Experience
3. Barriers to Conversion

Questions We’ll Want Answered

1. Purchase Motivations
To better frame your purchase
triggers, you’ll want to know…

Why do your customers
need your product?
i.e. What opportunities will the use of your
product bring them?

Have they tried a similar
product before?

What are they missing
out by not having it?

How do they plan to
use your product?

After having used your
product, what do they think
the benefits are?

2. Purchase Funnel Experience
To learn what it takes to
close the sale, you’ll want
to know…

How did they find
out about you?

What attracted them to
your site?

What did they like?

What were they surprised to
learn?

If there was one thing
they would change,
what would it be?

3. Barriers to Conversions
To identify reasons
why they don’t convert,
you’ll want to know…

Did they find everything
they were looking for?

How trustworthy did they
feel your brand is?

Why did they decide to
not purchase?

Was there any info they could
not connect with?

After visiting,
what did they do next?
–Purchase from competitor?
–Not purchase at all?

Do they feel a competitor
has a better value prop?

Was there something more
you could have done to
persuade them?

Note:
Use these as the basis to
form additional Qs.

7 Ways to Get Your
Hands on The Data
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You can
easily do it
yourself.

1. Be the Consumer
Go Through Full-Funnel
Desktop + Mobile
Ask Questions
Record Reactions + Thoughts
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Identify Weak Points
Compare Against User Data
Surprisingly Effective
1. Be the Consumer

• Camtasia
Tools:
1. Be the Consumer
• Magitest

1. Be the Consumer
• Time:
• Cost: 0-$
Resources

2. Ask the Sales Reps
Reach out to top performers:
Sales Team
Customer Service

Feedback on marketing messaging
What gets people excited?
What helps them close the sale?

Common complaints?
Common confusion areas?
Common objections?
- Easiest objections to overcome?

Qualify what’s “common”
Get significant numbers
Be careful:

• Time:
• Cost: 0
Resources

Review Their Sales Funnels
• Value prop
• Selling style
• Overcome objections
3. Check Out the Competition

Indirect Competition
• Better understand audience
• How they communicate
• Different buttons to push

• Time:
• Cost: 0
Resources

4. Read Reviews
Great way to get
honest + emotional reactions

Good Reviews:
• Identify what resonates
• How they use the product
• What they praise
4. Read Reviews

Bad Reviews:
• Friction points
• Expectations vs. reality
• Weak points in funnel
4. Read Reviews

• Time:
• Cost: 0
4. Read Reviews
Resources

5. Pick up the Phone
Not Crazy - Really Helps!

• Create call list + question list
• Gather team
• Start calling!

• Allows for open dialogue
• Puts human face to the customer

• Time:
• Cost: 0
Resources

Identify segments to poll
• Active customers:
–Why they bought?
–What they like?
6. Surveys

• Visitors who did not convert:
–Why didn’t they convert?
–What they plan to do next?
6. Surveys

• Site visitors:
–General feedback while on the site
6. Surveys

Frame questions well
• No leading or yes/no Qs
• Open-ended Qs work best
6. Surveys

Great slidedeck from @StephBeadell
• http://bit.ly/good_Qs
6. Surveys

Tools I Use:
• SurveyMonkey
• 4Q
• Qualaroo
6. Surveys

6. Surveys
Resources
• Time:
• Cost: $-$$

• Identify demos carefully
• Create structured set of questions
• Tool: UserTesting.com
7. Usability Studies

• Ask testers to find your product
• Have them walk through full
path + visit the competition

Gather reactions
– ad/listing
– landing page
– purchase experience
– expectations vs. reality?
– competitor experience

Excellent example of
user testing script:
–From Steve Krug
–http://bit.ly/ux_script

101 tip (but important)
• Review heat maps + scroll behavior
– How much and what types of info
Tools
–CrazyEgg
–ClickTale

• Time:
• Cost: $$-$$$
Resources

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

• Create hypotheses and test plans
• Prioritize testing opportunities based on:
–Test cost and opp. cost
–Potential impact
Now You’re Well Equipped

• Don’t have to do all seven
–Start with first five
–More the better
• Past Results
–Lifts over 30%-40%
Make the Case

In Summary
Gather
Qualitative
Data
Create
Better-
Informed
Testing
Plans
Reap
Rewards!

Tools & References:
Tools
Mentioned:
– Crazyegg
– Clicktale
– Camtasia
– Magitest
– SurveyMonkey
– 4Q
– Qualaroo
– Usertesting.com

Additional Reading:
–http://bit.ly/good_qs
–http://bit.ly/ux_script
Tools & References:

Good
Luck
and
Thank
You!
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THANK YOU!
Join us @SMX East
NEW YORK CITY
Sept. 29th – Oct. 1st 2015

Tying in Qualitative Data: Conversion Rate Optimization Panel from SMX Advanced 2015

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