B2B and B2C: What is the differenece and where is my biggest opportunity
The Biggest Growth Opportunity is Right Under Your Nose
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Transcript of The Biggest Growth Opportunity is Right Under Your Nose
How do you unlock growth for your business? By starting with a deep understanding of your current users.
Twitter @SeanEllis
How Most People Think About Growth
• Get more people to my website
• Low conversion rate so send even more people
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But Some Getting Smarter
• A/B test to improve conversions
Test 10 things and 1 will be better than other 9
• Random testing is time consuming and rarely makes meaningful improvements
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Better Approach:Start With Two Questions
What do visitors want?
What’s stopping them from getting it?
Figuring Out What Visitors Want
• Referring keyword data (getting harder)
• Path analysis (what links are they actually clicking?)
• Ask them…
Twitter @SeanEllis
Asking Visitors What They Want
During visit via site survey
After visit via follow up conversation or survey
• Can only ask those who actually convert
• Ask “What were you originally looking for?” and “why?”
• Worth having lots of conversations about this
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• You don’t have what they want
• Bad job communicating that you have what they want
• Something about your solution is scary
• Something about the website is confusing
• Something on the website is broken
What’s Stopping Conversions?
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How to Identify Conversion Issues
• Path analysis in analyticsWhere do they abandon?
Study that spot
• Ask them via exit survey“Is something preventing you from checking out?”
Example: Why we had 97% drop off at download
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Conversion Issues Through Usability Tests
When are people confused, nervous, skeptical, frustrated?Example of frustration (video motivated developers)
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Might Lack Need/Solution Fit
• Unqualified visitorsBest if “must have” solution for critical need
• May completely lack product/market fit
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If Need/Solution Fit, Then…
Build Desire, Reduce Friction
Desire – Friction = Conversion Rate
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How Do You Build Desire?
A/B test landing pages
Highlight product benefit in context to what visitor wants.
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Twitter @SeanEllis
Be Sure to Maintain Desire
• Attention spans are short, front load AHA moments until key benefit delivered
• How do you identify AHA moments?
Think out loud testing
Plan Your Initial Tests
• Recommend starting with 10 tests
4 messaging tests to optimize need/solution match
4 tests to address points of confusion, fear, breakage, etc.
2 tests that front load AHA moments
Twitter @SeanEllis
Twitter @SeanEllis
Double Down
• Focus early testing in the area that yielded biggest improvements in actual sales.
Helps drive organizational support for process
Quickly reduces wasted bounces
Continuous Process Accelerates Growth
• Optimization is a never-ending process.• Every improvement makes marketing easier.
Twitter @SeanEllis
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