Get All Up in That Business - State of Search 2015

Editor's Notes

• #5: But first, I’m here to tell you that Notorious B.I.G. was wrong. It’s not more money more problems.
• #6: It’s more devices more problems, especially for us marketers.
• #7: As our CEO Satya Nadella has said, “The true scarce commodity is increasingly human attention”. In a world where you will all check phones roughly 20 times before the end of this session, scattering your attention from brand to brand and device to device, how does any remarketing campaign effectively cut through the clutter?
• #8: Ridiculous and impossible as it may sound, our remarketing efforts need to feel like one-on-one conversations. We need to engage with our customers, we need to interest them, charm them. And we can do that by being very relevant and making it all about them.
• #9: You can do this while also Increasing your chances of CRO success by probing the mind of your customer.
• #10: Today we’re going to talk all about qualitative data and how it can turbo charge your conversion optimization efforts and your remarketing efforts.
• #11: We’re lucky in digital marketing that we have access to powerful quantitative data, but because we have all this data we can overlook the qualitative aspect. The difference lies in the fact that one is purely numbers while the other is human data.
• #12: We can’t see the full picture without adding in the human.
• #13: I’m a huge believer in the power of qualitative data since it is essentially answers the “why” behind the what and allows us to get inside the minds of our customers. Information we couldn’t get from just the numbers. Both together are practically limitless in power.
• #14: We’re lucky in digital marketing that we have access to powerful quantitative data, but because we have all this data we can overlook the qualitative aspect. The difference lies in the fact that one is purely numbers while the other is human data.
• #15: We can’t see the full picture without adding in the human.
• #16: Let’s look at the valuable insights we can get and I’ll share some key questions to ask to help you get this info.
• #17: We can understand- our customers and their Purchase motivations, the purchase funnel experience as well as identify any friction points or barriers to conversion.
• #19: Let’s go through an example and run through how each Q can come into play. Imagine you owned a company that sold language courses and wanted to promote your German courses.
• #21: What are they getting from you? Why do they want what you have?
• #25: Through these Qs, you could glean that a large percent of your customers want your products because they’re traveling to Germany on business and learning a German will help them with their work and impress their colleagues. What they could miss out on by not having the product? By not learning German they could risk getting lost while navigating the country. Have they tried to learn German before? Maybe they have terrible memories of high school language class and incomprehensible grammar rules, so we can emphasize how this approach takes away that pain to make the sales copy stronger. And since they commute to work, we can share how easy it is to learn German while they are commuting.
• #27: Let’s go through an example. Imagine now you owned a company that made the coolest computers in the world. Kind of like MSFt but different  You’d launched a brand new computer and were trying to best showcase it’s features and benefits.
• #29: Was it word of mouth, a PPC ad, an SEO result?
• #30: What core message in your creative piqued their interest?
• #31: What did they like on your site, about your product and/or brand?
• #32: Was there anything about the product/brand/shipping that surprised them?
• #33: I love this Q. It’s so ripe to get insights into what put them off, but phrased in a very open way.
• #34: Through this Qs, you can discover that a large segments are coming to your site as a result of press that focused on particular features- the comp weigh only one pound and the battery lasted for 3 weeks straight– both of which are key benefits that attracted them to your site. They were surprised to learn about the powerful operating system as well, and they wished we’d go into more details about it. You could then tweak your copy to keep them engaged and tie in the most resonating features into remarketing copy as well.
• #36: There’s a great example from a well-loved brand I want to share with you. Like several of you here, I love shoes.
• #37: Zappos great example of offering free return shipping to eliminate the barrier of people worrying about what happens if the shoes don’t fit well. As a result of understanding a barrier to conversion and overcoming it, they’re doing extremely well.
• #38: Did the latest cat video distract them? Or perhaps it was price, competition or something on the site that turned them off?
• #41: Purchase from competitor? Or Not purchase at all?
• #44: Okay, now we know what we want to ask, let me show you some simple ways to gather this data.
• #45: Here are two free and fast ways to DIY.
• #46: Get a couple of colleagues or friends to volunteer to be customer simulators– ideally, you’d want to go through this yourself, even if you have been to your site a million times this week alone.
• #48: Behave just as a consumer would, including reviews reviews (yes the not so good ones as well) and check out the competitors.
• #49: To move through the experience without stopping to write things down, use tools to record your reactions and thoughts as you do this.
• #52: Have the sales team shed some light here.
• #58: This will all help you craft your messaging.
• #59: This grey background isn’t working for me. Can we switch out?
• #61: Okay, those two free methods are fantastic to start with…in less than 2 hours you could have brand new insights, so why not kick it up a notch? Here are 2 resource heavier options that I guarantee are worth it.
• #63: Tools like survey monkey are great for this.
• #64: When I was in-house at a retailer, we’d get these insights on why people didn’t convert by asking the sales reps but also by adding the survey tool 4Q on our site. When people left it popped up a short survey with 4 quick qs and was one of the best decisions we made….we were so surprised to learn the reasons why people left and we made some very profitable navigation edits as a result of info we got.
• #65: Encouraged by our 4Q results, we tested adding on Qualaroo to the site, which allows people to share their thoughts at any point while navigating the site. We didn’t get as many respondents, but when we did it was usually really helpful…it seemed that if people took the time to give feedback, they were generous with their opinions.
• #66: There are entire fields of research devoted to the study of survey Qs, but since we only have 20 min, here’s some quick advice– and a helpful resource.
• #70: Okay, this is really helpful, but the most resource intensive. I’ve done this a few times, and usually for the big changes, for examples a website redesign, a launch of a new product or new offer, sales research.
• #71: Identify demos carefully, Create structured set of questions
• #75: When using this during a website redesign, what most surprised us was how difficult our new supposedly easy to use navigation structure was to those very unfamiliar with the site.
• #77: Okay so how can this tie into remarketing?
• #85: So you have all of this qualitative data – the most efficient way to put it to use is through Remarketing. Incorporate everything you’ve learned about your customer and begin there when creating your remarketing lists.
• #86: If you found out that your customers always compare prices, expand keyword lists to your competitor’s names and product titles.
• #87: If you found that your customers respond better to free shipping than to discount sales, target them with ad copy that calls out free shipping. If you found that your customers spend a lot of time reading product reviews, include one in your ad copy description
• #88: Best of all, Qualitative data also helps Remarketing not come across as creepy-- we know our audience so much better we can really be seen as helpful and not as stalkers! E.g. if you know they like to comparison shop, you can have sitelinks for comparison charts.
• #89: Best of all, Qualitative data also helps Remarketing not come across as creepy-- we know our audience so much better we can really be seen as helpful and not as stalkers!
• #91: Use Petplan example
• #95: Use Petplan example
• #99: Use Petplan example