Putting Customers First: How To Build Data-Driven Strategies To Ensure Customer Loyalty
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When opinions take a backseat and data takes control, you can be sure of incremental revenue by building data-informed digital experiences that your customers will love. In this webinar, learn how to develop an evidence-based approach instead of an opinion-based approach. Watch webinar recording here - https://vwo.com/resources/webinars/how-to-build-data-driven-strategies-ensuring-customer-loyalty/
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Putting Customers First: How To Build Data-Driven Strategies To Ensure Customer Loyalty
- 1. Putting Customers First How To Build Data-Driven Strategies To Ensure Customer Loyalty Michael Laps Co-Founder and Strategy Director, Yoghurt Digital Vipul Bansal Co-Marketing Manager, VWO
- 3. Our DNA
- 6. A systematic approach for improving user experience in order to increase the amount of users taking a desired business action. In short, you’re crafting customer journeys that convert. What Is CRO? 6
- 7. 1. Users come to your site for a reason. Make it easy for them to do what they need to do. 2. Learn about your customers intimately - their pain points, needs, motivations and behaviours. 3. Acquisition is expensive, competitive, and only getting worse on both fronts. There’s $92 spent on acquisition for every $1 spent on conversion. 4. You’re no longer being compared to your competitors. You’re now being compared to the best digital experiences in the world. Why Is CRO Important? 7
- 10. 4. Implement & Measure A/B testing and direct implementation 3. Hypothesise Develop a list of ideas for testing and a list of ideas for implementation 2. Analysis Look for patterns that are validated across multiple data sources 1. Research Deeply understand your users, their needs, pains and gains Growth Methodology Methodology 10
- 11. We’re looking for trends and patterns. 11
- 12. Prototyping, Testing & Validation ➔ Wireframe ➔ Mockups ➔ Visual Design ➔ A/B Testing ➔ Post-Test Analysis Defining & Ideation ➔ Affinity Mapping & Card Sorting ➔ User Journey Mapping & Flows ➔ Persona Profiles ➔ Ideation & Solutions Quantitative Research ➔ Analytics ➔ Heat, Scroll & Click Maps ➔ Session Recordings ➔ Surveys Qualitative Research ➔ Usability, Functionality, Design & Content Audit ➔ Cross Browser Testing ➔ Customer Interviews ➔ User Testing ➔ Competitor Analysis Define, Ideate, Test & ValidateDiscover & Understand Research 12
- 13. Define, Ideate, Test & ValidateDiscover & Understand Tools 13
- 14. Research is the most important part. If you get this wrong, then your hypothesis are wrong. And if your hypothesis are wrong, then your testing and implementation initiatives will fail. And if those initiatives fail, then bad things will happen. Take your time. Dive deeper. Ask more questions. Do more research to support and validate your thinking. Take Your Time 14
- 15. In-depth UX research relies on a strong qualitative research foundation to truly understand customers, their needs and how to meet them. Research is comprised of two phases: Phase #1: Discovery Interviews and users tests with users to uncover issues in the user journey and to understand their motivations, fears and beliefs. The website is also assessed against best practices using quantitative methods. Phase #2: Validation Using customer surveys and live surveys, the issues uncovered in the discovery phase are quantified to highlight prioritisation of our findings. The remaining user tests and interviews are aimed at validating early findings and to flesh out personas and user journeys to the fullest. Timelines Setup Set up research tools Google Analytics audit Goals and events audit Google Analytics analysis Month 1 Research Phase #1: DiscoveryMonth 2 Research Phase #2: ValidationMonth 3 Research Completed UX research report Ongoing testing and optimisation strategy Month 4 User test and interviews #1-5 Live surveys #1-2 Heatmaps User test and interviews #6-9 Live survey #3-4 Customer survey Personas User journeys Information architecture review Scrollmaps Analytics modelling Timelines 15
- 16. Q1 Month 1 Month 2 Month 3 Q2 Month 4 Month 5 Month 6 Q3 Month 7 Month 8 Month 9 Q4 Month 10 Month 11 Month 12 Idea 2 Idea 3 Idea 4 Idea 5 Idea 1 Item 2 Item 3 Item 4 Item 5 Item 1 Implement & Measure 16
- 17. A/B Testing Variations A/B tests typically have one variation, but depending on the hypothesis, traffic and conversion rate, it’s possible to test up to three variations. Device Type Unless a test has a hypothesis specifically focused on a certain device type, we recommend testing responsive versions of each test to see how it performs across desktop, tablet and mobile. We also never run two tests on one device type simultaneously (i.e. two tests on desktop simultaneously), as it prevents you from knowing which test is having the positive / negative impact. Waterfall Tests are also run as a waterfall, meaning as soon as one test finishes, the next test is launched. So while there is no overlap between tests, there’s also no lag time. DesignsWeek 1 DevelopmentWeek 2 Launch - Post-test reporting includes detailed performance analysis, insights and learnings for the next round of tests - A follow-up test may be required if the result isn’t significant Test Report Weeks 3-4 - Designs are coded on into the A/B testing software - Development is tested and thoroughly QA’d - Preview links for the test are reviewed ahead of final sign-off - Tests require a minimum of seven full days of data - Tests require a minimum of 250 conversions per variation - Depending on the traffic, conversion rate and uplift, tests can run from between 7 - 35 days Timelines - Hypotheses are taken and conceptualised - Designs are generated - Feedback and sign-off prior to development Week 5 17
- 19. ➔ What search terms are your customers using to find and browse your products? ➔ What questions are your customers asking? ➔ What information do they need in order to make their decision? SEO & Content 19
- 20. Biddable ➔ What search terms are your customers using to find and browse your products? ➔ What are the major pain points and motivations that are driving their decision-making? ➔ Who do your customers see as your competitors? ➔ What unique selling propositions would make them choose you over them? ➔ How many touch-points do your customers need before purchasing? ➔ What biddable channels do your customers interact with? Is social or YouTube relevant? 20
- 21. Email Marketing & CRM ➔ What are common questions customers ask post-delivery of your product / service? ➔ How long does it take for a customer to re-purchase? How frequently do they re-purchase? ➔ What would need to happen for your customers to become vocal advocates? ➔ What are the persona profiles for your customers? How does the segmentation and language need to differ between them? 21
- 22. Next Steps 22
- 23. Part 1: Tools 1. Install Hotjar for session recordings and live surveys 2. Install Crazy Egg for heat mapping 3. Install Formisimo if you have forms that need to be tracked (including long checkout processes) 4. Install either Optimizely or VWO Part 2: Tracking 1. Think about what type of insights you need to help you make decisions 2. Use Google Analytics to identify key pages 3. Setup all of the tools to start tracking those pages immediately Part 3: Cross-Reference Data 1. Compare consumer needs to business needs / plans / goals 2. Pick the strategy that will address the consumer needs as much as possible, without ignoring those of the business Actionables 23
- 24. THANK YOU! Any questions regarding this presentation should be directed to: CONFIDENTIALITY This document is commercial in confidence and has been prepared by Yoghurt Digital for purposes of reviewing by VWO webinar attendees only. Viewing or copying of this document by any other party other than VWO webinar attendees is prohibited. Michael Co-Founder 24
- 25. Thank You! Q&A
Notas do Editor
- These are some of the components of a behavioural research report, covering both qualitative and quantitative methods. Now regardless of whether you end up rebuilding your website or going down the optimisation route, this has to be your starting point. If you’re not starting with data, you’re definitely ending with chaos. When the stakes are this high, you want to be making decisions based on more than “gut feel”. We recommend you combine all of these data sources to get a complete picture of who your customer actually is beyond basic personas. What are their behavioural patterns? How do they perceive you in relation to your competitors? What do they see as your strengths and weaknesses? What usability and functionality features do they find valuable? Once you know all of this, you simply cross-reference this against the realities and limitations within your business to determine what would be the most effective strategy to address both the needs of consumers and the business. But either way, you’ll have a strategic roadmap for optimisation - whether it be via a rebuild or an A/B testing program. I find it genuinely strange that despite companies investing countless months and tens - if not hundreds - of thousands of dollars into a complete overhaul, they’re unwilling to invest a fraction of that into behavioural research beforehand to protect their investment. It’s the equivalent of asking a stranger to invest $100,000 into a random company on the stockmarket that you picked out of a hat. You really hope it’s a winner, but there’s no evidence to support the idea that it will be. When would that ever happen?!
- These are some of the components of a behavioural research report, covering both qualitative and quantitative methods. Now regardless of whether you end up rebuilding your website or going down the optimisation route, this has to be your starting point. If you’re not starting with data, you’re definitely ending with chaos. When the stakes are this high, you want to be making decisions based on more than “gut feel”. We recommend you combine all of these data sources to get a complete picture of who your customer actually is beyond basic personas. What are their behavioural patterns? How do they perceive you in relation to your competitors? What do they see as your strengths and weaknesses? What usability and functionality features do they find valuable? Once you know all of this, you simply cross-reference this against the realities and limitations within your business to determine what would be the most effective strategy to address both the needs of consumers and the business. But either way, you’ll have a strategic roadmap for optimisation - whether it be via a rebuild or an A/B testing program. I find it genuinely strange that despite companies investing countless months and tens - if not hundreds - of thousands of dollars into a complete overhaul, they’re unwilling to invest a fraction of that into behavioural research beforehand to protect their investment. It’s the equivalent of asking a stranger to invest $100,000 into a random company on the stockmarket that you picked out of a hat. You really hope it’s a winner, but there’s no evidence to support the idea that it will be. When would that ever happen?!
- So here are your key action items for when you get back to the office: Install one of either Hotjar or Lucky Orange, as well as Crazy Egg, Formisimo and either Optimizely or VWO. These are the tools you’ll be using to gather your data, as well as A/B test your various hypothesis. Set all of the tools up properly and let them run for a few weeks and collect data. This will take you less than an hour to do, so get it done today. Once it’s done, you don’t have to revisit it for a few weeks. Set aside time every 4-6 weeks to analyse the data and identify key behavioural patterns and opportunities for improvement. Match this up with your own list of actionables and see how much crossover there is. From there, you can make an educated decision on whether you should be building a new website or building a testing strategy.