#DMDU | @jtrondeau

SURVEYS STINK!How to know EXACTLY what your customer wants WITHOUT

ASKING!

Justin Rondeau Director of Marketing,

DigitalMarketer

#mpb2b | @jtrondeau

• I test things and make us more money

• I’ve run 500+ & analyzed 3,000+ tests for both B2B & eCommerce companies

• I’ve trained some of the leading optimization teams at fortune 500 companies

• I think mustaches are cool

HI, I’M JUSTIN RONDEAU…

Justin Rondeau Director of Marketing,

DigitalMarketer

#mpb2b | @jtrondeau

2016 Was The Year Of The Survey

- Rondeau

• Experts lamented about knowing your customer.

• Amazing books were written about the subject.

• Most marketers tried to use a survey to get more in depth ‘user data’

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IF YOU DON’T KNOW, ASK!We’ve all heard this before…

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You can use this template to display more vertical images…

SOURCE GOES HERE

What if I told you

They Don’t Know Either

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What do we want?

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What do we want?

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Meet Howard Moskowitz

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What Kind Of Coffee Do You Like?

A Rich, Dark RoastIs what most people would say…

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What Kind Of Coffee Do You Like?

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What Kind Of Coffee Do You Like?

25%

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“…It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them”

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PEOPLE DON’T KNOW WHAT THEY WANT……UNTIL THEY HAVE IT

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Problems With Surveys - Hawthorne Effect

- Survey Bias

- Researcher’s Bias

- Non Response Bias

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Quick Question!

1. How Many Of You Know What A Heatmap is?

2. How May Of You Haven’t Used Heatmaps Before?

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“Act As You Normally Would”

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Survey Bias

How we phrase our questions and answers can create biases

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Researcher’s Bias

Survey Question:“How Much Do You Love Star Wars?”

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Non Response Bias

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Problems With Surveys - Subset of Audience

- Inaccuracies due to question construction

- Various external variables

- Very tough to construct a ‘fair’ survey

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Perks Of Surveys - Quick Detailed Responses

- Easy to use tech for data segments

- Know what your customer thinks

- Customer shows engagement with brand

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Two Types of Surveys

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Survey Type 1: Micro Survey

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This is a Micro Survey

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Pros of Micro Surveys - Easy to answer.

- Use advanced triggering to target.

- User is already active.

- Less chance for bias.

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Another Example - Notice I asked For Numbers, Not ‘High Traffic’

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Trigger single question surveys at crucial moments in the customer journey, e.g., just purchased, signed up, etc…

Protip

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Advanced Triggers Are Crucial (And Easy)

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And Use Questions Like These!

Was it was easy to find what you were looking for?

Were the words/vocab used to define categories/sub-categories clear to you?

Do you have any suggestions to improve our website navigation?

Does our website look credible to you?

Is our pricing clear?

#mpb2b | @jtrondeau

More Questions!

• Is there anything else you’d like to know before signing up with us?

• Will you shop with us again? Why/why not?

• Do you think the form has any confusing/unnecessary input fields?

• …really ask things that are appropriate at that stage in the customer journey…

#mpb2b | @jtrondeau

Survey Type 1: Long Form Survey

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Long Form Example - Generally starts with benchmark questions for data splicing.

- Takes more than a few seconds to complete

- Often requires incentive

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Issues with Long Form - Take too much time

- Not made by pro surveyors

- Not target market

- Professional survey takers

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If using surveys, rely on templates that have been created by professional surveyors!

Protip

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Biggest Problem With Active User Tests:BIG DIFFERENCE BETWEEN WHAT YOU SAY & WHAT YOU DO

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We Need Something Better

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A user behavior test where the user doesn’t know they are in a tested environment.

Passive User Tests

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STAY TO THE END!You’ll see that you already have two of these data sources and I bet you aren’t using them yet!

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Where your users are clickingHeatmaps

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What You Can Learn - What stands out to visitors (and what doesn’t)

- Where visitors are scrolling

- How long it takes for visitors to click content

- Granular data on how different source traffic behaves.

#mpb2b | @jtrondeau

Example - 40.9% Increase In Sales When We Actually Made The Link Clickable…

… Go Figure

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Tough Realization - Most compelling and persuasive content is only seen by 6% of visitors…

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How individuals are actually using your site

Recordings

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What You Can Learn - How individuals are using your site.

- Points of frustration on your page.

- Your visitors page journey.

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Our Cart!

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My Ugly Mock Up

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What We Made

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Know What’s Up With Your User

• Frantic mouse movement or frantic clicks = pissed off

• Quick vertical scrolls in opposite directions = looking for something

• Sharp movement to the top corner = about to exit (look at where this movement starts)

• Movement following copy = reading

• Suddenly no movement = Bathroom :p

#mpb2b | @jtrondeau

When setting recordings set strict parameters and use detailed filters to cut down time spent analyzing recordings.

Protip

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When your page is selected use the element selector

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When your page is selected use the element selector

#mpb2b | @jtrondeau

When your page is selected use the element selector

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Covers Form UsabilityForm Analytics

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What You Can Learn - Which fields are causing form drop off.

- Which fields are confusing.

- Which fields aren’t causing problems.

- Oh yeah, form conversion rate :)

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FB Ad Template LM Form Conversion Rate

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On Mobile

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On Mobile

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Look at that Time on Field

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That Refill Rate Hurts My Bones

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Now It’s Better!

57% Decrease In Time Spent On Field

96% Decrease In Refills (this is HUGE)

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See Visitor Drop Off And Customer Journey Path At The Campaign Level

Funnel Analytics

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What You Can Learn - Easily Identify Holes

- Pick pages that need some love

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Funnel Average Conversion Rate

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Funnel Conversions On Desktop

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Funnel Conversions On Mobile

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Start here to pick pages where you set heatmaps, recordings, and/or form analytics.

Protip

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What they REALLY Think

Customer Service Questions

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Ask your customer support team weekly the top 5 types of questions they are getting.

Protip

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…Or Ask Your Team These Questions

• What are the top 5 questions you get from customers?

• What is you answer to these questions?

• Are there any particular aspects of X that people don’t understand?

• What aspects of X do people like the most/least?

• Have we missed anything important? Got something to add?

#mpb2b | @jtrondeau

What makes them buySales Questions

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Ask your sales team monthly what types of questions they are getting from prospects.

Protip

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…Or Ask Your Team These Questions

• What are the top 5 questions you get from prospects?

• What is you answer to these questions?

• What is the biggest barrier keeping them from buying the product?

• Are there any selling points that work particularly well (or not so well)? If so, which ones?

• Have we missed anything important? Got something to add?

#mpb2b | @jtrondeau

SURVEYS ARE SHORT SIGHTED AND ARE LIKELY INACCURATE

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GET YOUR DATA FROM USER BEHAVIOR, NOT FROM HOW THEY REPORT TO BEHAVE

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QUESTIONS?