How to compete against the big fish - by Mogens Møller | UXRiga 2017

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How to compete against

the big fish

Presented by Mogens Møller CEO OF Sleeknote & usability Specialist

Pssst… We’re hiring remote UX designers & Frontend Engineers

www.sleeknote.com/careers

European Championship 1992

“Danes are the happiest

people in the world”

United Nations World Happiness Report 2016

Æv også, vi skal have rød grød med fløde

Today I’ll present strategies and tactics on how to compete against the big fish.

I don’t have a magic formular.

But I’ve 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/uxriga2017slide deck

A story about Jesper & Anders.

Own bricks and mortar shop: Skibutikken

They sell everything you need for your ski vacation - ski, boots, jackets, trousers, helmets, goggles

And also sell online.

They truly love their shops. But they are afraid. Because their online sales are not increasing as they expected.

They are convinced it’s because the “Big Fish” are taking their customers. Big marketplaces, warehouses, chain shops etc.

This is the situation for a lot of shop owners today. They fear the future! They thought online shopping was the future - the new source of infinity growth. But it’s not anymore.

What’s your USP?

What do you do to differentiate from the Big Fish?

Well, it’s obvious. Look at our website…

Do any of your competitors also offer free shipping, quick delivery etc.?

Well, yes. we guess!

So are your USPs really unique?

Hmmmm.

Do you have competitors to your bricks and mortar shop?

Yes. Of course. A lot. Primarily big shops and chains shops etc.

What do you do to differentiate from these?

It’s simple: We’re experts on everything you need for your ski vacation. And we know our target audience very well. So we do everything we can to help people in our physical shop to find the product that matches their needs.

In the big chain shops there are so many employees. And naturally, they can't all be experts.

Have you tried doing the same online?

Aha moment

1of 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

How to compete against the big fish

Example #1

Imagine you are about to buy a new pillow. 6 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

Ski vacation. Often the case is: We don’t know the exact destination, but we have decided to travel either south or north. 10 min.

Persona

NO!!!

The Stock Photo Trap

The Stock Photo Trap

The Stock Photo Trap

CarinaAugusta

What’s happening, dad??? Why are we not driving?

Ohh well, I can just as well let go of a little fart.

It might get us driving again!!!

Winston

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

19%uplift in bookings

test period: 11 weeks Conversions: 500+ statistical significance: 98%

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

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. 15 min.

Assume your visitors are always in a hurry

Case You’re having guests this weekend. You’re gonna eat some spicy food.

You need a good bottle of red wine.

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/plan to choose.

80% 20%

50% 45% 5%80% 20%

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

Hmmm, how about… NO!

80% of companies say they’re customer centric

But only 8% of customers agree

Source: http://bain.com/bainweb/pdfs/cms/hotTopics/closingdeliverygap.pdf

Repeatable process

22 min.

If you optimize without having a process,

You might as well 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

Repeatable process

step #2

Quarterly

Phone interviews

27 min.

If you don’t regularly talk to customers

You lose the finger on the pulseYou need that to create the best

New features, pricing structure, Vision, product roadmap

Only goal: Get to know your customers better

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 your customers daily working lives are#1

What your customers are struggling with right now #2

What your customers like about your service/product#3

What your customers don’t like about your service/product #4

How your customers want your service/product to improve#5

Phone interviews

You need to learn how customers behave and what they need. In other words:

focus on their problem, not their suggested solution

– Cindy Alvarez

Repeatable process

step #3

every half year

testsUserUsability

31 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

Google

Competitors

First impression

Tasks

Final questions

Usability test script

1

2

3

4

5

6

7

8

My usability test script (not just the agenda) 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

35 min.

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

AUTO EMAILS

Phone interviews

Usability tests

Daily Quarterly half-yearly

Repeatable process

sleeknote.com/uxriga2017slide deck

sleeknote.com/uxriga2017

Don’t be an order receiver

Use your advantages

sleeknote.com/uxriga2017

Be customer centric

Repeatable process

And you will outcompete

the big fish

Thanks for listening

mm@sleeknote.comsleeknote.com/uxriga2017

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