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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
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
