get all up in that business: collecting qualitative data for smarter remarketing by purna virji

#SMX #32c @PurnaVirji #bingads

By: Purna Virji, Sr. Bing Ads Client Dev & Training Specialist, Microsoft

Get All Up in That Business: Collecting Qualitative Data for Smarter Remarketing

Purna Virji Sr. Bing Ads Client Dev. & Training Specialist, Microsoft

Industry columnist

and speaker

Self-confessed

search nerd

Fun fact: Speak 6

languages

Today we’re talking about

Reading Minds vs. Regular Data Value of Q-Data Collecting Q-Data Remarketing

Mo money, mo problems Nope.

Reading Minds vs. Regular Data

Mo devices, mo problems

Infinite Finite

Satya Nadella CEO, Microsoft

The true scarce commodity is increasingly human attention.

Our remarketing efforts need to resemble one-on-one conversations.

Increase your chances of CRO success by probing the mind of your

customer.

Qualitative Data is powerful because…

It answers the why behind the what.

Helping us achieve our maximum profit potential.

Insights we can get

Purchase Motivations

Purchase Funnel Experience

Barriers to Conversion

1. Purchase motivations

Value of Q-Data

To better frame your purchase triggers, you’ll want to know…

Why do your customers need your product?

Value of Q-Data

Have they tried a similar product before?

Value of Q-Data

What are they missing out by not having it?

Value of Q-Data

How do they plan to use your product?

Value of Q-Data

For example

Value of Q-Data

2. Purchase funnel experience

Value of Q-Data

To learn what it takes to close the sale, you’ll want to know…

How did they find out about you?

Value of Q-Data

What attracted them to your site?

Value of Q-Data

What did they like?

Value of Q-Data

What were they surprised to learn?

Value of Q-Data

If there was one thing they would change, what would it be?

Value of Q-Data

For example

Value of Q-Data

3. Barriers to conversions

To identify reasons why they don’t convert, you’ll want to know…

Value of Q-Data

Why did they decide to not purchase?

Value of Q-Data

How trustworthy did they feel your brand is?

Value of Q-Data

Did they find everything they were looking for?

Value of Q-Data

Was there any info they could not connect with?

Value of Q-Data

After visiting, what did they do next?

Value of Q-Data

Was there something more you could have done to persuade

Value of Q-Data

For example

Value of Q-Data

Use these as the basis to form additional Qs.

Value of Q-Data

Low effort, DIY methods

Collecting Q-Data

1. Be the consumer

Collecting Q-Data

Go through the full funnel desktop + mobile

Collecting Q-Data

1. Be the consumer

Read reviews + scope competition

Collecting Q-Data

1. Be the consumer

Record reactions + thoughts

Collecting Q-Data

1. Be the consumer

Identify weak points

Collecting Q-Data

1. Be the consumer

Compare against user data

Collecting Q-Data

1. Be the consumer

Tools:

Image Source:http://communicatebetterblog.com/wp-content/uploads/2014/03/grand-budapest-concierge.jpg

Collecting Q-Data

1. Be the consumer

Resources

Collecting Q-Data

2. Ask the sales reps

Collecting Q-Data

Sales team

Collecting Q-Data

Customer service

Reach out to top performers:

Collecting Q-Data

Feedback on marketing messaging

What gets people excited?

Collecting Q-Data

What helps them close the sale?

Collecting Q-Data

Common complaints or confusion areas?

Collecting Q-Data

Common objections? Easiest objections to overcome?

Collecting Q-Data

Qualify what’s “common” Get significant numbers

Collecting Q-Data

Be careful:

Resources

Collecting Q-Data

Resource-heavier:

Collecting Q-Data

(and practically always worth it!)

3. Surveys

Collecting Q-Data

3. Surveys

Why they bought?

Collecting Q-Data

What they like?

Identify segments to poll

Active customers:

3. Surveys

Why didn’t they convert?

Collecting Q-Data

What they plan to do next?

Visitors who did not convert:

3. Surveys

General feedback while on the site

Collecting Q-Data

Site visitors:

3. Surveys

Collecting Q-Data

Frame questions well

No leading or yes/no Qs Open-ended Qs work best

3. Surveys

http://bit.ly/good_Qs

Collecting Q-Data

Great slidedeck from @StephBeadell

Tools I’ve used:

3. Surveys

Collecting Q-Data

SurveyMonkey 4Q Qualaroo

3. Surveys

Collecting Q-Data

Resources

4. Usability studies

Collecting Q-Data

Identify demos carefully

Collecting Q-Data

Create structured set of questions

Ask testers to find your product

Collecting Q-Data

Have them walk through full path + visit the competition

Collecting Q-Data

Gather reactions

Ad/landing page Purchase experience Expectations vs. reality? Competitor experience

Collecting Q-Data

Excellent user testing script sample: From Steve Krug http://bit.ly/ux_script

UserTesting.com

Collecting Q-Data

Tool I’ve used:

Collecting Q-Data

$$-$$$

Resources

Now you’re well equipped

Collecting Q-Data

Identify standouts

Top objections: How to address

Collecting Q-Data

Identify standouts

Top purchase triggers: How to play them up?

Collecting Q-Data

How much info is consumed: Ideate layout

Identify standouts

Collecting Q-Data

Create hypotheses and test plans

Plan tests

Collecting Q-Data

Prioritize testing opportunities: Test cost and opp. cost Potential impact

Plan tests

As we know

Remarketing

Second chance

Brand familiarity

Shoppers who leave

Remarketing

Pssssst! Launching soon:

Remarketing in paid search

Data collected=

Remarketing list

Remarketing

Expand keyword lists

Think purchase motivations

Remarketing

More-targeted ad copy

Think purchase triggers + barriers

Remarketing

Bid like a boss

Think purchase funnel

Remarketing

Optimize bids and ads

Adjusting bids Customizing ads

“Have you tried…”

Increase bids by 200%

Remarketing

Helps you avoid the Creepiness Factor Save money and avoid

looking like a stalker.

Key Takeaways 1. Understand what you need to understand

Gather your question list.

2. Get the right answers Reps, customers, own research.

3. Create more powerful hypotheses Based on top standouts, e.g., purchase triggers.

4. Implement cross-channel Especially powerful for remarketing!

Remarketing

Hear it here first

http://aka.ms/bingadsblog

Remarketing

Thank You!

@purnavirji @bingads

THANK YOU!

SEE YOU @SMX WEST SAN JOSE, CA

MARCH 1-3, 2016

get all up in that business: collecting qualitative data for smarter remarketing by purna virji

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