This video for this talk from Business of Software Conference USA 2018 will be published here soon: http://businessofsoftware.org/videos

1. @ayat
WHY
CUSTOMERFIRST
FAILS

2. About me
Queen of CRO for past 12 years
Move over Mother of Dragons, because I am the
mother of not 3, but 4 monsters
Youngest is a mini Elmyra
If I find downtime: movie and TV show buff
@ayat

3. In caseyou
forgot
ELMYRA
@ayat

4. How we think visitorsbehave
@ayat

5. How visitorsreallybehave
@ayat

6. @ayat
A different kind of customer journey
@ayat

7. IT ALWAYS COMES DOWN
TO THE CUSTOMER

8. PERFORMANCE
TIME
The age of instant gratification
The natural
Cycle of change
Future
State
What we expect
Current State

9. @ayat
WE ARE IN THE AGE BEYOND COMMODITIZED
PRODUCTS AND SERVICES

10. @ayat
An experience of a lifetime

11. @ayat
Customer-centric companies are
60% more profitable compared to companies
that are not focused on the customer.

12. @ayat
48% of marketers are only moderately confident
in the ability of their organizations’ core touch
points to reach and engage with the customer

13. @ayat
70% of marketers have suboptimal or no ability to
integrate customer data between online and offline
sources;

14. @ayat
80% don’t apply customer value scores; and, 74%
can’t recognize customers in real time

15. Paying
lip service

16. ACTIONS SPEAK LOUDER THAN WORDS

17. @ayat
BE DATA DRIVEN

18. A recent article by Toby McKenna on AdAge spoke of
the “Three resolutions for data-driven marketers in
2018.” He said they are:
Demand fresher
data
Revise your definition of
“in-market” consumers
Shift your approach from
myopic to broad-based
(and forward thinking)

19. @ayat

20. @ayat

21. @ayat
Be Innovative
BE INNOVATIVE

22. “If you can increase the number of
experiments you try from a hundred to a
thousand, you dramatically increase the
number of innovations you produce.”
- Amazon CEO Jeff Bezos
@ayat

23. Testing
Fixing
UI/UX
Collaborating
with teams
Innovating
Getting
the big win
DELIGHT: visitors by :

24. @ayat
BE COLLABORATIVE

25. BURN SILOS
DOWN

26. Integrated functional growth teams
•Pinterest Twitter
•Linkedin
•Dropbox
•BitTorrent
•Airbnb
•FT
•ING
•Spotify
•Booking.com
Source: bit.ly/GHmodel
CEO
VP Product
VP Engineering VP Marketing
OnboardingSignups Notifications
Product ManagerProduct Manager Product Manager
EngineerEngineer Engineer
DesignerDesigner Designer
Data ScientistData Scientist Data Scientist
Functional Growth
Team

27. Create teams
designed for
growth

28. No process

29. ALL
MARKETING
ACTIVITIES
SHOULD
HAVE A
PROCESS
Image source: https://gph.is/1R3fsmm

30. MOST
COMPANIES
BELIEVE IN IT,
BUT MOST OF
THEM DO NOT
KNOW HOW TO
DO IT
Image source: http://gph.is/2ezw1jJ

32. Poor data collection

33. How do you fix the problem of
long wait time at the elevator ?

35. I think or feel it but don’t or
won’t say it
Top of Mind
I sense it but can’t find words
to express it
I’m not aware of it but might
recognize it if promoted
I can’t recognize it but it strongly
influences how I feel and what I do
CONSCIOUSSUBCONSCIOUS
Traditional “voice of the customer” methods get at these..
… and some of these

36. PLANNING THE RESEARCH
you determine the research goal, what
questions to ask, what methods to use,
how many people will participate.
CONDUCTING THE RESEARCH
you carry out your research
and gather data.
ANALYZING THE RESULTS
you analyze the collected data looking
for patterns and actionable insights.
Steps of qualitative research

37. @ayat
One-on-One Focus Group Usability Surveys
Type of Knowledge
General Data about market
Focus on a narrow website functionality
Ability to interact with participants
In depth persona
views
General views about
market
No market
knowledge
Limited market
knowledge
Maybe
Maybe
Qualitative research methods overview

38. STEPS TO QUAL RESEARCH
Identify if you even need it
(to solve current problem)
Identify your goal
1 2

39. Identify your personal bias Identify your participants
4 3

40. Don’t limit your research methods Format questions correctly
5 6

41. Analyze data and propagate
7

42. 1. Can’t find the information I need
2. Not ready to sign-up
3. Feeling rushed
4. Looking for cost
5. What is it going to take?
Result: understanding of visitor
concerns = testing ideas
“WHAT IS PREVENTING YOU FROM SIGNING UP?”

43. Test Fix Right away Investigate Action
Can’t find the information I need
Not ready to sign-up
Feeling Rushed
Looking for costs
Answers
What is it going to take?
“WHAT IS PREVENTING YOU FROM SIGNING UP?”

44. WHY?
Clarified Process
Clear benefits displayed
Price is clearly displayed
Free option clearly displayed
Two-page Sign-up

45. @ayat
One-on-One Focus Group Usability Surveys
Type of Knowledge
General Data about market
Focus on a narrow website functionality
Ability to interact with participants
In depth persona
views
General views about
market
No market
knowledge
Limited market
knowledge
Maybe
Maybe
Qualitative research methods overview

46. Case study
Interview to understand why customers are leaving the
subscription after 1-3 months.
@ayat

47. 2 groups:
1-those wholeftthe service between 1 –3 months
2-Thosewhostayedwiththe service over3 months.
@ayat

48. Canceled participants
Describe why youdecided to sign up
What did youlikemost about the service?
Least?
Describe whyyoudecided to cancel
Twodifferent set of questions
+3 Month customers
Describe whyyouhad decided to sign-up
What do youlikemost about the service?
What would youtell someone who is considering to sign-up?
@ayat

49. No Context

50. Who are you targeting?

51. People tell you who they are, but we ignore it –
because we want them to be who we want them to be
“ “

52. Not all customersare the same
Not all customers gothrough the sameexperience

53. Whenyou optimize,
you make it easierfor
visitors to complete
tasks…
• Everyvisitorcomes toyoursiteto:
• Answer a question
• Find a solution (product/service) to a problem
• Compare options
• Convert
• Complete a task
• Whattaskaretheytryingtoaccomplish?
• Whatbehavioryou’retryingtohelp andfacilitate?

54. Seven
Questions
To Ask
1. What is the visitor intent?
2. What is the context of the visit?
3. Wheredoes the experience start?
4. Wheredoes the experience finish?
5. What are yourvisitor feeling enteringthe experience?
6. How brand-aware is the visitor?
7. Whereis the visitor in thebuyingfunnel?

56. CUSTOMER EXPERIENCES

57. @ayat
CUSTOMER EXPERIENCES
Experience Intent Context Start End
Visitor feeling
upon entering
Brand-
awareness
Buying stage
User searching for skin care
products for men on google
lands on website
Wondering if
a good skin care
product
Sitting at home,
browsing on
phone
Landed on the
homepage
Cart page
Looking around –
level of interest
Non-recognition Early
User on our email list gets a
promotional email with a 10%
discount
Looking to solve
existing problem
Clicked on an
offer using mobile
phone
Landed on
bookmarked page
Order Excited Brand Late
User watches video of
showing the effectiveness of
product
Wondering if
a good solution to
skin problems
Clicked on an ad
influencer
channel
Landed on
landing page
First step of Curious – Non-recognition Mid

58. Prioritizing
what to do first

59. Typical approach to making changes on a site
Because we saw
(HIPPO hates this)
We expect that
(removing the new filtration
design that performs better
than original) will cause
(the office to cool down for a
day)
We’ll measure this using
(by fudging the numbers,
and lying about the truth)

60. It should never be about
putting out fires

61. What are
the results
of the
scrutinize
phase?
Page Experience Item Discovered Type
1
HP
New visitor looking to purchase Use of stock image that does Expert review
2 HP New visitor looking to purchase Lack of continuity in Expert review
3 HP New visitor looking to purchase Too many competing paths… Qual. analysis
4 HP New visitor looking to purchase Competing calls to action… Qual. analysis
5 PDP Returning visitor comparing No clear value proposition… Qual. analysis
6 PDP Returning visitor comparing CSS styling issues on Edge Quant. analysis
7 PDP Returning visitor comparing Lack of search functionality… Quant. analysis
8 PDP Returning visitor comparing CSS styling issues on Edge Quant. analysis
9 PDP Returning visitor comparing Lack of search functionality… Quant. analysis
10 PDP Returning visitor comparing CSS styling issues on Edge Quant. analysis
11 PDP Returning visitor comparing Lack of search functionality… Quant. analysis
12 CDP New visitor looking to purchase CSS styling issues on Edge Quant. analysis
13 CDP New visitor looking to purchase Lack of search functionality… Expert review
14 CDP New visitor looking to purchase CSS styling issues on Edge Quant. analysis
15 CDP New visitor looking to purchase Lack of search functionality… Expert review

62. Identify & Classify
F R A IT RO IF

63. FIX IT RIGHT AWAY
(stop the bleeding)
INSTRUMENT RESEARCH
OPPORTUNIT
Y
INVESTIGAT
E FURTHER
F R A IT RO IF
Where should I start?

64. • Separate problem identification from
possible solutions
• Use 18 different factors to weight each
line item
• Assign different priorities for different
line items
INVESP prioritization model

65. • Potential Impact
• Was the problem discovered through expert review?
• Was the problem discovered through qualitative research?
• Was the problem discovered through user testing?
• Was the problem discovered through heatmaps/Video recording?
• Was the problem discovered through analytics?
• Problem above the fold?
OBJECTIVE
SUBJECTIVE
PERSONAL
OPINION
DATA
DRIVEN
Invesp prioritization model - Problem factors

66. Does the test idea enhance primary conversion
goal?
Is implementing the change easy (politically, LOE)?
Adding or removing an element?
Does the test idea increase visitor trust?
Does the test idea reduce FUDs?
Does the test idea incentivize visitors to act right
away?
Does the test idea increase engagement?
Type of change
Type of page
% of page views
Invesp prioritization model – Testing ideas

67. Page Experience Item Discovered Type Classification Priority
1
HP
New visitor looking to purchase Use of stock image that does Expert review Stop the bleeding 11
2 HP New visitor looking to purchase Lack of continuity in Expert review Research opp. 12
3 HP New visitor looking to purchase Too many competing paths… Qual. analysis Instrument 13
4 HP New visitor looking to purchase Competing calls to action… Qual. analysis Research opp. 1
5 PDP Returning visitor comparing No clear value proposition… Qual. analysis Research opp. 14
6 PDP Returning visitor comparing CSS styling issues on Edge Quant. analysis Research opp. 2
7 PDP Returning visitor comparing Lack of search functionality… Quant. analysis Investigate Further 15
8 PDP Returning visitor comparing CSS styling issues on Edge Quant. analysis Stop the bleeding 3
9 PDP Returning visitor comparing Lack of search functionality… Quant. analysis Investigate Further 4
10 PDP Returning visitor comparing CSS styling issues on Edge Quant. analysis Investigate Further 5
11 PDP Returning visitor comparing Lack of search functionality… Quant. analysis Stop the bleeding 8
12 CDP New visitor looking to purchase CSS styling issues on Edge Quant. analysis Research opp. 6
13 CDP New visitor looking to purchase Lack of search functionality… Expert review Research opp. 7
14 CDP New visitor looking to purchase CSS styling issues on Edge Quant. analysis Research opp. 9
15 CDP New visitor looking to purchase Lack of search functionality… Expert review Test 10
Classification
Research opportunity
Investigate further
Stop the bleeding
Instrument
Problems
New Features
Type
Post prioritization

68. Politically difficult
and expensive

69. Get buy-in from
TOP MANAGEMENT

70. Sell it
Bring The
Customer To Life
1 2 3 4
Reach Outside
The Organization
Involve The Front
Lines
Embrace The
Data

71. @ayat
A SPECIAL GIFT
Your Complete Conversion
Optimization Start-up Kit
Download Your CRO Start-up Kit:
http://bit.ly/startcro

72. THANK
YOU!
Stay connected
@ayat in/ayatshukairy/ayat@invesp.com