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


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


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

them?

Value of Q-Data


Value of Q-Data

For example


Value of Q-Data


Use these as the basis to form additional Qs.

Note:

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

0-$


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

0


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



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


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


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

Marketing

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