SURVEYS STINK! How to know EXACTLY what your customer wants WITHOUT ASKING!

Transcription

1 SURVEYS STINK! How to know EXACTLY what your customer wants WITHOUT ASKING! Justin Rondeau Director of Marketing, DigitalMarketer HI, I M JUSTIN RONDEAU I test things and make us more money I ve run 500+ & analyzed 3,000+ tests for both B2B & ecommerce companies Justin Rondeau Director of Marketing, DigitalMarketer I ve trained some of the leading optimization teams at fortune 500 companies I think mustaches are cool

2 2016 Was The Year Of The Survey - Rondeau Experts lamented about knowing your customer. Amazing books were written about the subject. Most marketers tried to use a survey to get more in depth user data IF YOU DON T KNOW, ASK! We ve all heard this before

3 What if I told you You can use this template to display more vertical images SOURCE GOES HERE They Don t Know Either What do we want?

4 What do we want? Meet Howard Moskowitz

5 What Kind Of Coffee Do You Like? A Rich, Dark Roast Is what most people would say What Kind Of Coffee Do You Like?

6 What Kind Of Coffee Do You Like? 25% It s really hard to design products by focus groups. A lot of times, people don t know what they want until you show it to them

7 PEOPLE DON T KNOW WHAT THEY WANT UNTIL THEY HAVE IT Problems With Surveys - Hawthorne Effect - Survey Bias - Researcher s Bias - Non Response Bias

8 Quick Question! 1. How Many Of You Know What A Heatmap is? 2. How May Of You Haven t Used Heatmaps Before? Act As You Normally Would

9 Survey Bias How we phrase our questions and answers can create biases Researcher s Bias Survey Question: How Much Do You Love Star Wars?

10 Non Response Bias Problems With Surveys - Subset of Audience - Inaccuracies due to question construction - Various external variables - Very tough to construct a fair survey

11 Perks Of Surveys - Quick Detailed Responses - Easy to use tech for data segments - Know what your customer thinks - Customer shows engagement with brand Two Types of Surveys

12 Survey Type 1: Micro Survey This is a Micro Survey

13 Pros of Micro Surveys - Easy to answer. - Use advanced triggering to target. - User is already active. - Less chance for bias. Another Example - Notice I asked For Numbers, Not High Traffic

14 Protip Trigger single question surveys at crucial moments in the customer journey, e.g., just purchased, signed up, etc Advanced Triggers Are Crucial (And Easy)

15 And Use Questions Like These! Was it was easy to find what you were looking for? Were the words/vocab used to define categories/subcategories clear to you? Do you have any suggestions to improve our website navigation? Does our website look credible to you? Is our pricing clear? More Questions! Is there anything else you d like to know before signing up with us? Will you shop with us again? Why/why not? Do you think the form has any confusing/unnecessary input fields? really ask things that are appropriate at that stage in the customer journey

16 Survey Type 1: Long Form Survey Long Form Example - Generally starts with benchmark questions for data splicing. - Takes more than a few seconds to complete - Often requires incentive

17 Issues with Long Form - Take too much time - Not made by pro surveyors - Not target market - Professional survey takers Protip If using surveys, rely on templates that have been created by professional surveyors!

18 Biggest Problem With Active User Tests: BIG DIFFERENCE BETWEEN WHAT YOU SAY & WHAT YOU DO We Need Something Better

19 Passive User Tests A user behavior test where the user doesn t know they are in a tested environment. STAY TO THE END! You ll see that you already have two of these data sources and I bet you aren t using them yet!

20 Heatmaps Where your users are clicking What You Can Learn - What stands out to visitors (and what doesn t) - Where visitors are scrolling - How long it takes for visitors to click content - Granular data on how different source traffic behaves.

21 Example % Increase In Sales When We Actually Made The Link Clickable Go Figure Tough Realization - Most compelling and persuasive content is only seen by 6% of visitors

22 Recordings How individuals are actually using your site What You Can Learn - How individuals are using your site. - Points of frustration on your page. - Your visitors page journey.

23 Our Cart! My Ugly Mock Up

24 What We Made Know What s Up With Your User Frantic mouse movement or frantic clicks = pissed off Quick vertical scrolls in opposite directions = looking for something Sharp movement to the top corner = about to exit (look at where this movement starts) Movement following copy = reading Suddenly no movement = Bathroom :p

25 Protip When setting recordings set strict parameters and use detailed filters to cut down time spent analyzing recordings. When your page is selected use the element selector

26 When your page is selected use the element selector When your page is selected use the element selector

27 Form Analytics Covers Form Usability What You Can Learn - Which fields are causing form drop off. - Which fields are confusing. - Which fields aren t causing problems. - Oh yeah, form conversion rate :)

28 FB Ad Template LM Form Conversion Rate On Mobile

29 On Mobile Look at that Time on Field

30 That Refill Rate Hurts My Bones

31 Now It s Better! 57% Decrease In Time Spent On Field 96% Decrease In Refills (this is HUGE)

32 Funnel Analytics See Visitor Drop Off And Customer Journey Path At The Campaign Level What You Can Learn - Easily Identify Holes - Pick pages that need some love

33 Funnel Average Conversion Rate Funnel Conversions On Desktop

34 Funnel Conversions On Mobile Protip Start here to pick pages where you set heatmaps, recordings, and/or form analytics.

35 Customer Service Questions What they REALLY Think Protip Ask your customer support team weekly the top 5 types of questions they are getting.

36 Or Ask Your Team These Questions What are the top 5 questions you get from customers? What is you answer to these questions? Are there any particular aspects of X that people don t understand? What aspects of X do people like the most/least? Have we missed anything important? Got something to add? Sales Questions What makes them buy

37 Protip Ask your sales team monthly what types of questions they are getting from prospects. Or Ask Your Team These Questions What are the top 5 questions you get from prospects? What is you answer to these questions? What is the biggest barrier keeping them from buying the product? Are there any selling points that work particularly well (or not so well)? If so, which ones? Have we missed anything important? Got something to add?

38 SURVEYS ARE SHORT SIGHTED AND ARE LIKELY INACCURATE GET YOUR DATA FROM USER BEHAVIOR, NOT FROM HOW THEY REPORT TO BEHAVE

39 QUESTIONS?