powerful questions for powerful results: collecting qualitative data by purna virji

#SMX #22B @PurnaVirji

By: Purna Virji, CEO of Purview Marke8ng

Powerful Questions For Powerful Results:

Collecting Qualitative Data


Hi!


Increase yourChances ofCRO success...

Image Source: h?p://playerintel.com/goodnight-‐mr-‐spock/


...by probingthe mindof your

customer.Image Source: h?p://en.memory-‐alpha.wikia.com/wiki/Vulcan_mind_meld


What often happens…

Image Source: h?p://www.teamphoria.com/lessons-‐on-‐engagement-‐from-‐office-‐space/


Ideas and theories are buzzing.

Image Source: h?p://www.fanpop.com/clubs/office-‐space/videos/1569572/8tle/office-‐space-‐memo


Don’t Start Brainstorming!


We Need More Information First

Image Source: h?ps://s-‐media-‐cache-‐ak0.pinimg.com/736x/7e/5e/2b/7e5e2b9078901622a2c38353fa05cec9.jpg


+

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

Image Source: h?p://www.imagozone.com/var/albums/albume/U2%20No%20Line%20on%20the%20Horizon/U2%20-‐%20No%20Line%20On%20The%20Horizon012.jpg


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

Image credit: pixshark.com


You can easily do it yourself.


1. Be the Consumer

Go Through Full-Funnel Desktop + Mobile

Ask Questions

Record Reactions + Thoughts Image Source:h?p://communicatebe?erblog.com/wp-‐content/uploads/2014/03/grand-‐budapest-‐concierge.jpg


Identify Weak Points

Compare Against User Data

Surprisingly Effective

1. Be the Consumer

Image Source:h?p://communicatebe?erblog.com/wp-‐content/uploads/2014/03/grand-‐budapest-‐concierge.jpg


•  Camtasia

Tools:

1. Be the Consumer

•  Magitest

Image Source:h?p://communicatebe?erblog.com/wp-‐content/uploads/2014/03/grand-‐budapest-‐concierge.jpg


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





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




Resources


Identify segments to poll •  Active customers:

– Why they bought? – What they like?

6. Surveys


Identify segments to poll •  Visitors who did not convert:

– Why didn’t they convert? – What they plan to do next?

6. Surveys


Identify segments to poll •  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!

Image Source: h?p://www.themarysue.com/wp-‐content/uploads/2015/04/Mr-‐Spock-‐mr-‐spock-‐10874060-‐1036-‐730.jpg


THANK YOU!

Join us @SMX East NEW YORK CITY

Sept. 29th – Oct. 1st 2015

powerful questions for powerful results: collecting qualitative data by purna virji

Data & Analytics