Lessons in Customer Intent
PRESENTED BY: RYAN GLASS | @RYANGPHX | #DSD15
Digital Marke4ng Program Manager
RYAN GLASS | @RYANGPHX | #DSD15
1999 2011
A HISTORY OF
Customer Service
RYAN GLASS | @RYANGPHX | #DSD15
AND USER TESTING
User TesCng > CRO > SEO > Digital MarkeCng
Secretly…
I Love Marke4ng
RYAN GLASS | @RYANGPHX | #DSD15
…but I hate selling.
Connec4ng People To Solu4ons FTW
How Do You Earn
RYAN GLASS | @RYANGPHX | #DSD15
Life-‐Long Customers
1. Excellent Service
RYAN GLASS | @RYANGPHX | #DSD15
Does your site
Support Your User Or is it just a shopping cart?
RYAN GLASS | @RYANGPHX | #DSD15
Excellent Service?
Is this how we help people now?
RYAN GLASS | @RYANGPHX | #DSD15
2. Never Stop Learning from Them
RYAN GLASS | @RYANGPHX | #DSD15
Never Stop Learning
RYAN GLASS | @RYANGPHX | #DSD15
Test
Measure
Analyze
Design
DESIGN BEFORE DATA?
This Sh*t again?
RYAN GLASS | @RYANGPHX | #DSD15
3. Surprise & Delight
RYAN GLASS | @RYANGPHX | #DSD15
THESE GUYS USED TO
Totally Nail It
Surprise & Delight
PRE-‐FUNNEL, OR NON-‐FUNNEL, CONTENT EARNS LOVE
RYAN GLASS | @RYANGPHX | #DSD15
Surprise & Delight
Have the CONTENT BEFORE they ask
RYAN GLASS | @RYANGPHX | #DSD15
“Be the first brand that comes to mind”
-‐ Rand, probably
Examples in Customer Intent
RYAN GLASS | @RYANGPHX | #DSD15
A CONFIRMATION
Naviga4on Removal Test
RYAN GLASS | @RYANGPHX | #DSD15
Internal Nav CRO data: internal links are confusing Customer: Whoa guy!
RYAN GLASS | @RYANGPHX | #DSD15
This page? Built to capture organic, long-‐tail
RYAN GLASS | @RYANGPHX | #DSD15
Internal Nav Debacle
RYAN GLASS | @RYANGPHX | #DSD15
SO WE HID THE LINKS
It worked! But… The experience was awful
RYAN GLASS | @RYANGPHX | #DSD15
What we learned
Many visitors want MORE INFO
RYAN GLASS | @RYANGPHX | #DSD15
NOT JUST A clearer process
Next Step
RYAN GLASS | @RYANGPHX | #DSD15
Create a take-‐away, EXCHANGE FOR EMAIL MARKETING and
recapture
A WIN
Major City Pages
RYAN GLASS | @RYANGPHX | #DSD15
Major City Pages
ADDRESS weakness RYAN GLASS | @RYANGPHX | #DSD15
Major City Pages
BASED ON CUSTOMER MIGRATION DATA
RYAN GLASS | @RYANGPHX | #DSD15
Moving to:
So let’s show that we’re the “moving experts”
RYAN GLASS | @RYANGPHX | #DSD15
Get Results & Refine
RYAN GLASS | @RYANGPHX | #DSD15
Next Step
Really enhanced content, DEMONSTRATE LOCAL EXPERTISE
RYAN GLASS | @RYANGPHX | #DSD15
Thank you Free high-‐fives available in the hallway
RYAN GLASS | @RYANGPHX | #DSD15