Tactical vs Strategic CRO: Know the Difference

Thank you. Alright. Let us get started. Simon, just a small note to attendees as well. Before starting with the actual discussion, I want to let attendees know that you too can participate in the discussion.

Go to webinar does not allow me to switch on your cameras, but I can switch on your mic So do share on the your thoughts on the questions being discussed.

Send me a request using the chat. Other questions box from the control panel, and I will be happy to unmute you.

Simon, please take it away. Everyone, it’s enthusiastic. A budget was just unlocked for a conversation rate optimization. Everyone on the team is excited at the prospect of beginning the optimization journey for a business.

Only, as a week’s pass by, the energy dials down Results do not meet expectations, project, lose extraction, and stakeholders start losing interest and focus.

Does that sound familiar? Probably because a lot of companies have had this type of start with the CRO project. The work was focused on tactical optimization. It resulted in a series of negative repo effects.

There’s a real difference between tactical and strategic CRO And that is what I want you to take away from this presentation. Let’s dive in. I’m sorry. We’re a serial manager at Country Networkets.

We build you a CRO process that involves customer research, customer journey mapping, business intelligence, and we try to tie all of that together to build you process that’s gonna deliver growth for your company all the all the while having fun.

So as mentioned, feel free to write your questions in that chat we will review them in the course of the presentation, or we can also answer them at the at the very end.

So feel free to post any question that you that may come up as we go over this content.

And let’s review our game plan here. So 3 key steps. The first 1, I want you to be able to learn to recognize technical CRO and to understand its limits. Second, I’m gonna teach you how to switch gears into strategic mode.

It’s gonna be an iterative process, and we’re gonna do it 1 step at a time, but you’re able to do it, and I’m gonna give you first couple actionable steps to to make your way towards the strategic optimization journey.

And finally, I wanna argue with real tools and also real life examples on how to actually do it so that this presentation is actionable, and you can go ahead today or tomorrow and start immediately doing some strategic work.

So first, it’s important that we define what is tactical 0. And the way that I’ll define it is conducting optimization efforts that are either based on UX 2 weeks that are reminder or on best practices.

And I wanna give you a couple of examples so that you’re able to recognize some of these initiatives that may not have happened already in the company.

But sometimes we might see a team building a landing page from scratch, and we don’t have a real reason why we’re creating a new page for this specific campaign.

Or maybe you’ve heard that we’re designing a page or a full website, but we’re not able to explain why we’re making all these changes at once.

There’s other tactical initiatives that are much smaller on a scale. For example, changing a headline or a hero image just for the sake of doing it.

Or there’s also the types of experiments that people are gonna build with low level of effort, no developers involved, and only using a visual editor tool with basic skills in HTML and CSS.

That is involves a bunch of challenges with the fact that probably we’re not fully developing a feature for all the device types, the browsers, and there’s a lot of drawbacks that are likely to happen with these types of technical efforts.

So we definitely recommend going against that.

Next, I want to share with you 4 key symptoms of technical CRO, and I want you to be able to identify when these symptoms happen and for you to understand what kind of drawbacks come with them.

And this is how you’re gonna see all the ripple effects that come with the technical work when we’re doing CRM. So First, there are mostly flat test results.

So that’s something that you can observe at the high level. And when you you you see these flat test results, if you start looking individually at tests, some of them will seem like they should have never been tested.

They should not have been prioritized, and there’s just another cure reason why this was on top of the list and why it went all the way up to the website.

Then when you zoom out and you look at the tests as a whole, you’ll see that multiple tests are shipped, but you don’t see anything that connects them.

They seem scattered on the site, and there are there’s a lack of a connective tissue between everything that’s tested. You’ll see that with the programs that have mostly flat test results, oftentimes prioritization doesn’t even exist.

So we’re not even able to Tell, what are the ideas and the insights that are on top of our list versus bottom or middle? So that’s an issue because then it also means our issues are not grounded in any sort of supporting evidence.

If we don’t have anything that backs why we’re testing, then the issue is We don’t know what we’re testing for, we don’t know what we’re solving for exactly, and that’s what causes these results to be most if you have.

Repole effects. The next step is, stakeholders start losing buying, and sometimes it’s even team members who are involved on the day to day for the project.

This forces the project to do a shift. It’s unpleasant because it shifts some immediate gains, we are on a clock. It’s a ticking time bomb, and you feel like you’re a fight fight.

You have to correct course rapidly because otherwise you feel like you’ll lose the entire buyer and then the project becomes at risk of being passed or completely stopped.

This in turn is shifts the expectations towards short term, and so it results in stress and pressure.

For the teams delivering and executing on the on the CRO initiatives, but also for its stakeholders and for everyone who’s even remotely involved in a project.

It creates stress and pressure, and that trickles down into top level leadership. We’re gonna start expecting quick ROI. Issue with that is it’s gonna be really difficult to shift that expectation back towards the process itself in CRM.

And so all in all, this aspect of losing the buy in with CRO is mostly caused by the fact that optimizations don’t feel impactful.

But also they are not. Lack of strategy can sign is a third symptom, and This is often because tests are, when we look at results, it’s only focused on numbers.

So we’re not able to to gather more than, hey, we have an uplift or decrease. There’s a statistical significance, but the fact that it’s solidly focused on numbers means that we’re not learning anything.

Neither about our customers or about our business. That’s for another house are also not challenging our business assumptions.

If business as some sort of assumptions or things that we’ve done the same way forever just because these things have to be challenged for us to be able to innovate and achieve exponential growth.

But the issue with all of that is we’re not learning, and the aspect that we’re not learning is because we didn’t have anything that went into the test prior to launching.

Research. We’re lacking this entire aspect of conducting research, having a clear strategy for what we’re testing and why.

Let me summarize that. Upensations are not customer focused. That’s a real problem here. So we’re we can’t learn about our customers if we’re not building our tests with a customer in mind.

Of course, there are no strategic insights when you don’t have this grounded evidence, to then be able to say I validated or invalidated what we thought when going into the test.

I’ll wrap this up with, say, ignoring the customer journey and this comes in multiple ways, shapes, and forms.

So first, when you start getting into these short term expectations, focus on immediate gains and having a ticking time bomb to solve a CRO program that is not ROI positive.

Sometimes stakeholders start comparing CRO to acquisition channels.

This is wrong because, technically, if your CRO program performs, then it reinforces and adds value to your entire acquisition funnel, but it is not and mechanism to acquire your customers rather once they’re acquired, then they run out to your website, and that’s when most of the CR work out builds, you’re trying to convert those acquired customers.

When it starts being impaired, then the ROI equation is definitely not the same.

And if you’re trying to build a process for a long time and set up everything to deliver multiple willing tests, It’s possible that at the start, there’s a bit of a ramp up time. So there’s a big disconnect here.

Sometimes stakeholders in talk about leadership may ask that you act as a bed aid for poor performance for 1 channel, where it’s paid, social email, it still leads you to a situation where you feel rushed and you have to deliver results rapidly.

And that often shifts the focus from building a process and having the core research to try and capture, you know, their no hanging fruits or leverage in best practice or pull an idea from a blog because it’s faster and you’re gonna be able to execute in a short form.

All in all, what that does is your optimization program is missing some key touch points in the customer journey. For example, we talked about your requisition tunnel.

Then when your user clicks clicked on an ad, the next step is landing on a website, and there’s a window between 1 and 5 or 10 seconds where they’re just asking a bunch of questions like, does the website fit but whatever I clicked on before?

Am I able to achieve what I’m looking for?

And are there any signs that I’m not at the right place? So if the lending experience fails at capturing and maintaining data as part of our customer. And we’ve entirely lost the opportunity to convert them to get them to buy.

There’s a post purchase experience as well So once the customer has bought, as bought, then there’s a real real reason for you to try to capture more information from this person because they have other options, but they chose to buy your product and from your website.

So if you’re able to understand that process from their point of view, then there’s likely optimizations you can do for other customers as well.

Finally, there’s also exit intent. No matter if the customer confirmed it on your side or just browsed or even just bounced. There’s a reason they quit on your side.

And maybe it’s because of content, maybe there’s another reason and possibly they were comparing other stuff. If you don’t capture that data, how are you gonna make optimizations that are meaningful for customers.

So out of these 4 symptoms, with other ripple effects that we’ve just mentioned, what’s a common theme? Well, we’re just We have a lack of qualitative feedback.

We’re not turning anything. Our work also doesn’t return actionable next steps or insights, we’re not able to build block upon block and create something that evolves and grows over time.

Our if you picture a flywheel is like if all the air going into the flywheel goes right out instead of accelerating it.

The issue is that with technical CRO, you have no guarantee that’s what you optimize for is a real problem for the customer.

If you don’t know what’s a real problem for the customer, then or you’re gonna solve important things and have an important impact. Let me rephrase that.

If you’re not able to identify the levers for growth, and the things that suppress your conversion rates, then you will remain in this sort of vicious circle and not be able to achieve growth with your experimentation.

Okay. So the fastest growing startups, I’ll test strategically, and you can see here there’s 4 curves that they pick different levels of growth, 2 out of 4 are red. And that’s because in business typically, we’re trying to grow.

So even if we have a stagnant growth, that’s insufficient. We’re trying to achieve more than that. You can see how exponential growth is related to high level of sophistication with your testing.

So let’s define that together. Suffisticated testing is making sure that your inputs for tests, for optimization, for everything in your program always come first from research.

So you have an actual real evidence that you’re that you’re activating. You wanna make sure that Incytes are value, but when you’re able to stack more insights, then they increase in value.

For example, you find something from 1 source of research If you’re able to add multiple other touch points that support that, then this research insights gained value and should become prioritized in your mind.

The ideas themselves, you should have this backlighting list of test ideas that are based on research.

Should be prioritized, and there’s a bunch of frameworks that you can find online. Just make sure that you prioritize these things, so you’re able to have a top of the list, a middle of the list and bottom.

You should only test what’s on the top. When you do all of these things, you have a research and prioritize these ideas. What it does is it reassures you that what you’re solving is a really shoe for your customers.

We typically call them conversion rule blocks. You can call them however you like. And what this is typically is every test should be based on the problem statements.

There is this issue and we’re trying to solve it with this solution. I level of sophistication also mean that your testing is iterative. What are your test 1 last recent conclusive?

You should keep testing against that hypothesis if you think that your app can either create a better variant we think that there’s more learnings to be uncovered, or you think that you’re maybe potentially able to create different experiences that resonates differently.

That’s how you innovate.

If you just stop every time that you have a test win or a test us, then you’re losing the opportunity to leverage a learning curve for the first iteration to then follow-up more variants and get accelerated learnings, and also explore and discover maybe new areas and avenues that you added considered, but your customers spot puzzling to it.

So over time, with sophisticated testing, you gain a complete and a holistic understanding of your customers due to these multiple of research touch points that each are related to customer journey stages, and that all helps you build this very strong understanding out of that being supported by your testing insights that will validate and invalidate some of the findings that you have.

Okay. So we’ve talked about testing, but I also wanna relate that to she can see here on this graph. Our best practices ad hoc testing and finally holistic process with customer research.

All increase in win rates for experimentation programs. So it’s not only testing sophistication that that helps to grow but also research sophistication.

So I want you to understand that if you’re highly sophisticated, you create more win in your program. More wins signify you have greater chances at getting ROI.

The moment you get an ROI positive case is also the moment that stress pressure drops down. The perception of risk is allocated for all of your stakeholders, including top level leadership.

That means it unlocks you more opportunities to start in exploring innovate and try to go into wild areas that you feel like you’re able to maybe discover untapped potential but you know that you don’t have to hit a test win right now and have this following tests until the program is stopped.

More wins also mean a steeper exponential growth exponential growth curve. So that’s back to the slide that we were just looking before.

The faster you grow, obviously the better it is for your business. So Let me sum out of that. Find level of sophistication with both testing and research. Simply means being customer focused.

Okay. 4 key steps for you to be able to shift from tactical to strategic CRO. This is going to be an iterative journey. It’s not going to be fully done overnight. You have to start somewhere, and these are my 4 key recommendations.

For you to get a ball rolling immediately. 1 is start conducting only certain components of the CRO process. This is important because you need the whole process in place to capture the most value. You need the research.

You need the documentation. You need the testing. You need a test plan that’s super clear before going into the test, and then you need a test reporting after the test. That’s clear both on their numerical results and their learnings.

You also have to isolate the country in law blocks, the problem statement, and that is done through research. You cannot get it. You should not just fill in a room in your team and decide the conversion model. That is not how you do it.

Rather you run the research, and when you see recurbing things, those are the collision roadblocks. Let me re remind you. If you don’t solve a real issue for your customers, you’re unlikely to gain traction with experimentation.

As simple as that. Third, collect primary customer research and market research. And what you wanna do is get a 360 degree understanding of your customers. You won’t touch points across the entire customer journey, not only the website.

You want to understand your customers before they buy as they buy after they bought. You want to understand what are the option, what are the buying criteria, but at the considered other than your product, these things are critical.

And if you capture all of that, you’re gonna realize that there’s a lot of insights to reboot, activate as part of your testing.

Finally, create and manage rigorous documentation That is the most boring part of CRO, but it’s also the most important because as the time goes, you’re gonna want to reference back to what you did before.

You need to understand when were the insights collected, are they still up to date or do we need to refresh them?

What insights generated test wins, what insights generated test losses are we able to take that and kind of build something new to try and transform that lust into an iteration that wins?

Or are we able to take 1 test 1 from before and turn it into winning tests on other pages of the site. This step is just needed if you want to build upon your learnings and gain that exponential growth.

Wanna put this all over together once again. I’m gonna repeat myself. Strategic CRO simply comes from being customer focused. So let’s start putting customers at the start of your optimization process.

We’re gonna do that with research. Here, all I wanna do is express how much research opportunity you have, and you’ll obviously not conduct all of these research methods.

It’s important for you to realize that if you pick a couple of those and you start capturing those insights, you’re gonna be able to have a good understanding of your customer.

And over time, you can run 1 or more research method every set period of time, and it’s gonna help you increase that understanding and stay on top of your marketing customers.

So I wanna talk a bit about the research road map because it’s important that you add research to the project, but you can do so in an incremental manner, and I just want that to be, you know, not too overwhelming in your workflow.

So first let me just get started by saying, their goal is to simplify. A bunch of preconceptions that we have in the market is, research is complex It’s expensive, it’s time consuming.

We don’t need none of them, and we’re able to circumvent this preconception by simplifying our process to the absolute basics. I recommend you conduct 1 research method in 2 weeks, spend maybe 2, 3 hours on it.

If that pace isn’t good for you, do 1 every month of every 4 weeks or 6 weeks, The faster you connect research, the more research methods you do, the better, but it also has to be at a pace that you’re able to sustain.

Every time, just try to collect 15 to 20 hypotheses. If you’re looking at 4 pages, that’s 5 insights per page. You’re totally able to do that by trusting.

I recommend your refresh rate sites at least once per year. That’s because it’s gonna allow you to make sure that if there’s any shifts in the market or from your customers, you identify that rapidly.

And finally, it’s an iterative process. Don’t try to get it perfect, just do your best, capture those insights, I recommend that you visit the sites of Nielsen Norma, and they have a bunch of articles that share the methodology.

So here I’m sharing the the high level steps these articles are gonna give you the step by step in detail on how to achieve the research. My my advice is, don’t try to over complexify.

Do your best. And as we do the research in you, come back to sort of certain methods, you’re gonna improve over time. We’re collecting that insights is already gonna add that much value to your program.

Alright. I want us to explore 3 different research methods together, and I wanted to find them with you before we dive in. So first is user path and follow analysis.

This is an analytics research method where we try to under understand segments We try to pinpoint specific behaviors, and we just try to understand from the high value pages from our important funnels.

Are the drop drop off points that happen for our customers?

Second, we’re gonna review an exit intent poll. There, we’re just trying to understand what are the questions what are the objections that customers have at the last minute that prevent them from concordating thoroughly.

And finally, we’re gonna review value proposition creation. This is a fun 1 because it’s pretty fuzzy, but as a qualitative research method, it helps you build a unique value proposition.

That stands out from the entire market, direct and substitute competitors. And then you you create these value propositions, and you just have to iteratively test against them.

In any case, out of those 3 research methods and also all the other ones that are grayed out, the point is you collect, collect the research, gather insights, and then you activate them through testing.

You should never just take an insight from research as Brandon. We really recommend you activate those insights through testing. So let’s dive in for our first 1. User path and follow analysis.

This time we conduct we conducted with e commerce gifting Flowers websites. And for these clients, they had an issue that the the whole vertical at parity. Customers at an increasing level of skepticism because every offer is the same.

Products all look similar, and there’s a point where when everything kind of is difficult to differentiate, and customers are not sure of Uto Trust and Uto Not Trust. They also have doubts because it’s gifting flower arrangements.

So most people will order a flower arrangement, but send it to the address of their gift recipient. So they don’t even get the chance to themselves since the quality the delivery of the the gift before it is sent in the seat.

So the app does that their arrangement looks the same, but it’s delivered at the door, when they sell the website from a professional photo shoot.

That’s rightly so. So on the website, for our specific clients, We also found that customers had a hard time getting to the right product. They have a very specific context in mind they’re giving a gift.

So if we’re not able to give them options that fit exactly the use case they haven’t mind, then they’re not able to buy. So, I will run this analysis before we get into the insights.

Is first, we’re just trying to understand the primary traffic sources. So here, trying to understand, do most of our audience come from paid search or paid social or maybe we have a lot of audience that’s coming directly from organic.

This is important, because their intent is not the same based on what channel they come from. Just try to get an overarching understanding of where your customers come from.

Second, go into your basic reports in your analytics tool and look for device type channels, campaigns just look at anywhere that you could find a gap. That’s gonna be a good starting point.

Once you have that gap, then go into the user flow reports and the landing page reports. And try to understand if there is any follow-up points in your funnels or in your important key steps on your site.

As we tie these steps, 2 and 3 together, just try to identify these problems and then formulate hypotheses to try to fix them.

So here’s what we did with these clients. First, we identified that more than half of the total traffic comes from mobile devices. Then when we looked at e commerce conversion rate, on their tire sites.

We found that mobile converts twice as bad as desktop. So as you add these 2 different and it starts from 2 basic reports. Together, we have a clear untapped potential with mobile devices for their country on the full site.

We didn’t stop there, but I also wanted to stop here myself and tell you, you’re able to run these 2 reports by yourself don’t have to do anything other than just browse the platform and find those gaps.

You’re able to do that yourself. Okay. So back with this untapped potential with mobile, we decided not to stop there, and we wanted to do the final reports.

And what we found out is that session learning on the home page that do not bounce, only a quarter of those 28 percent would get to a product page.

So let’s let’s all agree here that we’re very early in the buying journey. This is just at this stage of of gathering information and maybe comparison.

There’s a huge drop off between people landing on the home page and the PDP. There’s this just paints a very clear picture that there’s untapped potential we’re not getting people to the product page.

If we want them to buy a flower arrangements, that’s kind of a critical step. So these insights from analytics are pulled from these simple reports.

You’re able to run the same sort of analysis, and I am willing to bet that there’s at least 1 drop off point and follow out follow out step for your customers that you’re able to optimize them.

So we found the problem here, take care of that land on the home page, and that have a mobile device, almost never get to a proper page.

We wanted to validate that, so just cross reference with a different research method. Here. So we looked at Chrome maps, and we found out that more than half of the visitors leave the home page before they even scroll.

You can see that by the very drastic switch between the red and green in this in this in this Chrome up. Then we looked at heat maps, what we found is that the main close to action gets below 3 percent click through rate.

The second 1, which isn’t even visible Above the fold, you have to scroll in your viewport, is clicking not even 1 percent.

So this validates that people don’t engage with the content on the home page. With their mobile devices, but if you can’t see on the right of your screen, the heavy regular menu on this website is heavily kicked up.

So we’ve totally confirmed that the mobile sessions, that land from the home page just don’t really engage and that’s why probably they never get to a product page.

So here’s what we hypothesized is that if you look just below the first CTA, there’s a single product displayed, and we thought probably that customers feel like there’s a lack of variety or maybe this single product doesn’t fit their gifting circumstances that they have in mind.

So that is stopping them from going any further on the site. Here’s how we decided to solve that. We hypothesized that they probably want to show 2 products instead of 1 per tile.

And that’s in their totals report, instead of 1 product, it’s 4 then it increases this perception of very, you know, lots of options, and that got people to actually convert and create 10 percent increase in transactions.

And that didn’t only increase transactions. It had impacts for product page visits as well and increased engagement on the home page.

This was a really good experiment that transformed the early experience on the home page from showing a single product in a scroller that’s hard to see into a clear 2 by 2 for product out in your device report.

Alright. Second, we’re gonna review an excellent tent pole. This is for a lead gen outdoor kitchen sub, and they have a very specific website because you have 2 options for buying them.

I know you buy what they call a predesigned model, where those are common orders from customers, and so they pre built them internally in the company.

So when you order them, they’re ready to go and they’re shipped quickly to your place.

Or if you’re more someone who’s passionate and wanna build something unique and customized, then you’re able to use A3D tool and absolutely choose every single piece of your other kitchen yourself.

Whether it’s the appliance, the finish, the coverage up style, all of it is up to you.

So you’re using this 3 d tool, but because you’ve fully designed and personalized your product, then there’s a bigger time frame between you making the order and getting it delivered because it has to be fully built in the factory.

How to run an exited Temple is very simple.

Choose any UX research tool that you can find. You can just type that in Google and find any sort of tool that you like. Type the tool on your website and then set up a poll to trigger on exit intent.

Use this exact question format that I’ve listed here, it’s super important that you do not change your wording because Wish tested that a lot, and this is the best wording to capture valuable responses.

What, if anything, prevented you from converting it today?

These are the open ended question So if you are tempted to go and give multiple choices, do not, reserve the merge, leave an open ended feel, and let people tell them in their home words what they think cut them from converting.

I recommend you target pages specific to convergence. So, for example, maybe you don’t wanna put your exit intent poll on a blog.

And target desktop devices only, that’s because there’s a window that’s gonna appear on the screen to ask question, and the smaller screen size, the more it’s gonna be disruptive and invasive.

So we like that stuff because it’s gonna be only a small part of the total few part of the device. If you have data collection issues, then you might consider mobile, but otherwise we really recommend staying to desktop first.

Aim to collect a sample size of a hundred responses that’s gonna allow you to have statistically meaningful results with this research method. And then categorize the issues in a spreadsheet and create a graph with percentages.

We found that there is usually universally between 3 to 7 reasons for abandoning the site. So you’re gonna be able to find these categories and also realize their relative impact, 1 to another.

Then, the voice of the customer sample and look at them 1 by 1 individually and try to understand what’s the feedback that the customers are giving us.

They spend the time sharing that, so we’re gonna spend the time reviewing and understanding. We’re looking for common themes here, and we’re looking to understand how important each of the issues that we’re unifying are.

Reeding the responses is what has the value, the percentages on the graph are just a supporting element, and there it’s another priority.

So I repeat, this is this is not a quantitative research method. It’s qualitative. What you’re trying to do is capture the voice of customer.

Authentic real customer feedback. Once you’ve done that, the next step is just setting down and writing maybe 05:10 hypotheses on how you can solve those problems for your servers.

So this is what we did with this client. Looking at the graph, we find that there’s 4 to 5 different objections that are similar in importance between 12 and 21 percent of relative importance.

We try to understand the main issues that prevent them from converting, it’s important that this graph only serves as getting your sense of the importance of either of those issues.

So now, Let’s go look into specific voice of the customer samples, and try to understand in the initial responses what value are we able to capture.

So this here, as it’s simple, in your typical research, you should have 1 or graph like this, 1 full table like this for each of the categories. But here I’m sharing a bit of bit of each categories to help you see the the big picture.

And so as we were looking into these individual responses, what we found out is there’s 2 different customer journey stages these customers are at.

After their first early on in the process at the product selection stage, they’re trying to find the right setup.

They have questions about the appliances or they have questions about the finishing style. And then we found that there’s later stages of responses where customers seem to be set on 1 product they wanna buy.

But now they’re not sure about delivery times, or pricing, or other aspects that are related to a later stage in the passenger.

So it’s important that you think through the individual responses that you read, In this case, we rework the graph differently.

It’s not as important to look at each individual issues when we found out is there’s 2 stages customers have questions and objections. So buying process is based on the assembly, the pricing time, and the delivery time.

Those are all questions and objections that happen after we selected the product. Then we found in Blue B product options being the appliances, size and shape, and finish and style. Those are all questions about it.

How do I build my product to let it fit my needs and my desires? So we’ve reworked this site. With its second section on the home page, which was aimed at guiding people either towards the predesigned options or the custom.

Only a bunch of problems happen with this initial controller you can see. First, the image view implied that there was a difference in scale between the 2 options.

The price also supported that. This is not true because you could buy kitchens of varied size in both options The only difference is whether you buy something that’s been predesigned or you create your own.

The bullet points have been changed as well, and maybe it’s something small for you to see. But initially, we’re very proud and just offering light, number of options and and general information, but we rather decided to switch it.

To buying journey stages, so explaining the different timelines, explaining the different pricing, and explaining the process of designing your own versus buying something that’s coming That created an 18.

6 lift in leads for this client just because we clarified both the product selection stage and the buying journey stage. Unt to our third research method here.

Val proposition development. This was for a satellite that offers real estate investing resources on their site. And I wanna teach you how to do the value proposition development because it might seem like a fuzzy research method.

First step is identifying your direct and substitute competitors. Not that businesses have a focus that’s myopic under direct competition, but I really advise you that you should find your substitute competition, the best you can.

Then out in their main site pages, search for their paid lending pages, look at their ads, any online asset that it may have.

Then you try to find their copy, their market positioning, If they have competitive advantages, their narratives can even look at visuals and try to capture the most out of what exists in the market.

What you’re trying to do is create a holistic view of what are the options and where do we sit.

Most of the time, if there’s a circle that represents the market, your company sits somewhere in the middle. Maybe it’s more centered or maybe it’s more of of flying, but most of the time, you’re part of a pack.

So now, next up is leveraging your existing research, your voice of the customer shampoo, and we’re gonna try and create net new value propositions stand out that could appeal to customers.

So from the circle, you try to fully pull out of it and create new stuff that’s different. That could resonate with customers. And with every research method, you should test out of your insights.

And here, you’re gonna create value propositions, so you have no guarantee that they’re gonna work. Unless you test them. So what we did with our client, did we remove the logos of a bunch of players in in the playing field.

What we realized is that without the logos, if we were to put all of these options on the left hand side, we’re not able to associate the copy asset that you see here to the brand.

And so we definitely realize that there’s a lot of parity in the market. I will also even say, if you look at the color scheme, everything is black on white, the font is typically very heavy.

It’s like bold and you’ll find that there’s a lot of great backgrounds, and even the cost reduction or there’s either gray black or blue. So we’re very condensed into how we display our content in this in this industry.

They’re inspired in the vertical. So we identify the gaps in the market, and here we have 4 key gaps that we found. First, there’s pattern in the messaging.

Everyone, that’s about the same thing be slightly different, but a messaging center for everyone. Second, there’s a vertical white focus on jargon and technical terms, and that’s not why resin is with customers.

But we find that it’s very technical language, and it’s not really made accessible to any customer who would go on the site. We also found that it’s feature focus, right at customer’s focus.

So the messaging doesn’t really focus on what a customer’s wants or what they’re trying to achieve and it’s only feature done, focused on what they’re actually able to do on a second.

That ties into the last point where everything is that’s focused rather than outcome focused.

I wanna take a minute here because When you think about real estate investing, you’re you’re in the mindset of someone who’s who’s an investor.

What they’re doing is maybe they’re finding enjoyment in the act of investing, but most likely that’s not the key reason that they’re doing it.

So here’s what we did with our clients. We try to understand the real motivation that investors have. The reality is that I’m quoting, investing in the real estate.

Or investing performance or building something real. These are all task focused messaging. There’s buried into that. The issues that investors do not invest because they act itself, rather they have a goal in mind.

So what’s that goal? What’s that motivation? What we found is that they wanna achieve financial independence. And what they want her is if real estate is gonna be the tool in the row for them to achieve that.

So we understood the real motivations and we decided to break out from the market. And we used 2 keywords in this value proposition to speak to that.

Unlock it in your potential to make them realize that there’s another value that they’re gonna be able to achieve it and we want this to be positively aimed so that they feel like With this website and its resources, they’re gonna find success.

This generated the 4.

49 lift in sign ups, That just shows you our being customer focused and creating this headline that’s based on their real motivation of the customer that is different from what every well everyone else sets in the market just creates this competitive advantage in the the shape of a test 1.

And now, we’re able to use this same insight from this test and replicate it across other side pages, across other channels like paid search, email, and leverage that and make sure that we build upon it to capture the most time possible.

So we discussed our big customer focused comes from doing the research. A customer focused approach allows you to have this high level of sophistication with CRO.

And that is how you achieve ROI, you keep stakeholders engaged and excited. So let’s get strategic. I want you to take away 3 action items out of this session. First. Use your UX research tool and set up an exit intent poll.

It’s quick and easy. It’s gonna take you maybe 10 minutes or 15 minutes, and then you just have to wait a couple of weeks until you collect your sample of a hundred voice of customer responses.

Then all you have to do is document and categorize that assembles into issues, and you’ll find that there’s 3 to 7 main objections your customers most likely have, and just try to craft hypotheses to solve that.

With the same tool, you should be able to review Deepgrams and scroll maps. It’s pretty easy.

Try to hang for a a sample of maybe 3000 sessions per page just so data is reliable. And then, it can get a lot complex, but for getting started, just for things that, 1, get noticed, and 2 things that are completely missed.

And those are gonna be valuable insights for you to find out to move content around or to optimize places where you want people to focus attention and click.

If you’re reviewing all 5 pages, and you create 5 insights per page, you have between 20 and 25 hypotheses.

Actually, we can do that. Finally, explore user path and follow-up points. It’s an another nice research method. And if you have a data scientist to help you, that’s gonna be great, but you don’t need it.

You’re able to do that yourself. So discover your other performing segments, go into basic reports, and just try to connect the dots between the different insights that you’re discovering.

And just with that, you’re gonna be able to find up to opportunities and places where customers could be mounting for longer on your site, and although we lead you to a conversion.

So any questions on my page to answer them? Let me know and was sure captured in a lot of insights, Simon. I’ll request all attendees to let us know if there’s any questions, Simon is here.

And, yeah, I’ll be happy to unmute you. SIS switch on my light. Yeah. Any questions or in the house you’d want to reach out, you have you have assignments credentials.

He’s quite active on LinkedIn these days. You can hit him up. All let us know, we’ll be more than happy to, you know, redirect your queries to Simon.

Thank you for a wonderful, wonderful presentations, Simon. It was well prepared. And I personally loved the inside, some of which I I’ll implement myself So, yeah, thank you for all the effort.

Thank you for all attendees for showing up today, and hopefully see you again. And you have a good 1. Thank you. Have a nice day, Simon. Have a happy week. You all. Bye. Likewise.