how to compete against the big fish (emetrics summit, milan, nov. 2016)
TRANSCRIPT
How to compete against
the big fish
Presented by Mogens Møller CEO OF Sleeknote & CRO Specialist
CEO & Co-FounderMogens Møller
Engage your visitors and turn them into customers
European Championship 1992
Own bricks and mortar shop: Søvn & Comfort (Sleep & Comfort)
I speak with shop owners and webmasters about these concerns all the time.
I don’t have a magic formular.
But I’ve also done A LOT of mistakes and A LOT of user research. It’s the fruit from all these mistakes and user-research I’ll present today.
Today1of How you can compete against the big fish
3 examplesincl. cases and action take-aways 2you can repeat again and again
3-step processincl. link to templates and guides
sleeknote.com/emetricsslide deck
How to compete against the big fish
Example #1
Imagine you are about to buy a new pillow. 4-5 min.
Most websites are simple Order receivers
Most of the time, we don’t know exactly what product we want. We know what kind of product we want. We know the product category, but not the exact product.
How to compete against the big fish Take Away #1
Don’t be a stupid order receiver
Help and guide your visitors to find the right product
Don’t copy cases Be inspired by principles
How to compete against the big fish
Example #2
Often the case is: We don’t know the exact destination, but we have decided to travel either south or north. 7-8 min.
Persona
BULLSHIT
The Stock Photo Trap
The Stock Photo Trap
The Stock Photo Trap
Persona (simplified)
Facts - Møller Byskov Family - First time skiing with the kids
Needs and Wishes - Great kids area - No drunk Danish afterskiers - Close to Autobahn - Good super markets
How to compete against the big fish Take Away #2
Know your customersand create real personas
Good blog posts, books, and videos about creating personas Link: goo.gl/dnb9xH
All skiers A Real Familywith real needs and problems
The Happy Stock Family
How to compete against the big fish
Example #3
The persona is a young guy going to Thailand with his friends and scuba diving for the first time. 11-12 min.
Case You’re running a small company.
You need a good and simple printer.
Case You work in a growing business.
You want to buy an optimization workshop. But You’re not sure which package to choose.
How to compete against the big fish Take Away #3
Create no-brainersAssume your visitors are
always in a hurry
If you want to beat The Big Fish Take Away #3
Create no-brainersAssume your visitors are
always in a hurry
How to compete against the big fish
Don’t be an order receiver Help and guide your visitors to find the right product
#1
#2
#3
Know your customers and create real personas
Create no-brainers Assume your visitors are always in a hurry
customer centric
customer centric80% of companies say they’re customer centric
But only 8% of customers agree
Source: http://bain.com/bainweb/pdfs/cms/hotTopics/closingdeliverygap.pdf
Target: Specific niche Smaller audience
Not just a random A/B test.
Repeatable process
16 min.
If you optimize without having a process,
You might as well just go to the casino
Repeatable process
step #1
daily
AUTO EMAILS
Document with all questions Link: goo.gl/hqfXWl
More ressources
Book Roadmap to revenue by Kristin Zhivago Link: goo.gl/Ja54dO
Blog postsYou Don't Know Your Customer And It's Crippling Your GrowthLink: goo.gl/UQEAsP How to Create Customer Feedback Loops at Scale Link: goo.gl/9pdqEJ
Auto emails questions
You learnWhat your most valuable traffic sources are (not only last click).#1
Which competitors you actually compete against.#2
What information you are missing on your website.#3
The most important reasons why people are not converting. #4
What words your customers use to describe your product. #5
Email template
Email template Link: goo.gl/DRhRWq
Email template (incl. video)
Repeatable process
step #2
Quarterly
Phone interviews
19 min.
If you don’t regularly talk to customers
You lose the finger on the pulseYou need that to create the best
New features, new products, Vision, product roadmap
Phone interviews to-do list
Book 1 day in your calendar1-2 months from now
#1
Make an agendaA work day ~ 7 hours & 30 min.
Each interview ~ 15-20 min.
But book 30 min. to each interview (toilet break, go more in depth etc.)
= 15 customer interviews
#2
Create time slotsDownload my template: goo.gl/t2QFtK
#3
Send emailsDownload my template: goo.gl/67J6Qy
If a customer can’t make it. Book him for next quarter
#4
Prepare opening pitch#5Download my template: goo.gl/ZEjMBE
You learnHow are your customers daily working lives#1
What are your customers struggling with right now #2
What do the customers love about your service/product#3
What do the customers not like about your service/product #4
How do the customers want your service/product to improve#5
Phone interviews
Repeatable process
step #3
every half year
testsUserUsability
22 min.
1 2Need a
good scriptHard to
find testersCustomers, Partners, Social Media, Coffee shop,
Physical store, Train, Employment agency
Read my guide: goo.gl/DeZk0Q
Small talk
Introduction
Scenario
Competitors
First impression
Tasks
Final questions
Usability test script
1
2
3
4
5
6
7
8
My usability test script Link: goo.gl/afhwe6
Checklist to usability testing Link: goo.gl/82hrkt
You learnThe most critical usability issues on your website#1
Why people click on specific Google search results#2
How potential customers compare you to your competitors#3
Usability tests
The best usability tests Leave you in tears
This will be You before the
usability test begins
We’ve just launched the new website.
What can possibly go wrong?
And You when the
usability test begins
You when the
usability test is over
Your developers when you pass the results from the
usability tests
Ohh, come on! Did you test
with monkeys?
Your developers when you tell them,
you now will do usability testing
regularly
This is when you go from best friends to worst enemies
sleeknote.com/emetricsslide deck
sleeknote.com/emetrics
Don’t be an order receiver
Use your advantages
sleeknote.com/emetrics
Be customer centric
Repeatable process
And you will outcompete
the big fish
