Growth Marketing CXL Review - Post 1

Well, this is so great. All these tools really bowed my mind and actually, I just applied all this new knowledge. For example, last week I had this meeting with the team and the client, and we were discussing what should happen once the users are on a landing page. So I propose that a pop up could appear and once the users give their info, they could win a discount immediately. Instead have a call to action like “Leave your info and you will get a free discount”. We thought about giving users some surprise to feel confidence and start to build trust. 

So, the idea of experimenting was something new and I definitely go forward with it. 

Another important concept is the entire view of the funnel, the model and the channels, which are the way that we can reach customers and get them to take the actions that we want, and also give them a better experience, this is a key metric. With all these points defined we can map our customer journey

So to start with all of this we need to start with one customer persona and map their ideal journey. 

?? Also making experiments based on who that customer likely is.

??How much do they know about our brand

??How much have they interacted with you in the past.

?? And what actions have they taken.

If we talk about channels, these will be different depending on if it's used for B2B or B2C Business. 

So to make a growth planning, we should talk to users, conduct user surveys, call our customers, do focus groups. And we need to define quarterly goals that are achievable.

We need to constantly learn about a type of customer really quickly throughout the course of the quarter and look for totally new growth unlocks, new programs, test totally new things.

Obviously the part of the experiment always has an issue that it's about money and results. If we want to experiment with a client brand, and we will definitely make learning, well I believe that we need to discuss that at the beginning of the first brief with them. Cause like that, everything is going to be more clear and there won't be any unrealistic goal. Effort is how much time and energy and resources are going to go into shipping these experiments and getting it built and in front of customers. And the ROI is the right way to think about all growth experiments and the way that we get better at prioritizing things is getting a lot better about projecting our impact.

The experiment it's about defining a hypothesis based on some research done. Some information that lets us create something ad-hoc a necessity. So, we define steps in the process.

The first is designing our experiment.Then we ship our experiment. We analyze the results.And then, if it works, we automate it and scale it. If it doesn't work, we take those learnings to inform the next task. So what I can say is that Growth MKT is about understanding users and applying experiments. So, how should this experimentation process be? Like I said before, the first step in the experimentation process is designing our experiment. It sounds a little bit scientific doesn't it? So we start defining our objectives and goals. And then we think in different hypotheses based on behaviors. If any hypothesis goes well, we should automatizate it. We need to automatizate our Analytics. So, one of the best concepts that I learned was the User-Centric Approach. Beautiful technique to improve strategies. We really need to get to know our audience,not just what their tastes are, but we need to understand what they're trying to achieve, what their goals are. Here comes the empathy mapping. 

??It's asking things like what questions do they have.

?? What tasks are they wanting to complete.

?? What is influencing them.

?? And what their goals and pain points are.

?? Understand what channels our users are using and when they're using them.

That's because a person doesn't suddenly decide to buy, it's a journey that they go on.

So, we find any existing research that already exists and we go to our sales team to get more info about the necessities and insights. Also we should look through our Google analytics to get more insights. 

To know more about our users we can make surveys. Obviously, we should keep them short. In this process we can start with the easiest ones to answer. Because, like me, everybody doesn't like thinking when they're asked to complete a survey. There we can give them a gift. And like I said at the beginning, by offering them a gift at the end, thank them for completing the survey, we make a psychological thing in us called reciprocation. Because this was an unconditional gift.

Another new concept that blew my brain was the Top Task Analysis. When we launch a website or a landing page we only have a few seconds to provide users with the help they want. So to improve these designs, we need to start brainstorming every question, every object that a user might have about our product and service. 

We can run a questionnaire on the website or a survey on social media and ask people to rank that list of items by one to five. What that does is it forces people to think about what they want and then look for it on the list, rather than just scan down the list and go. So with that we eliminate any hypothesis based on our ego. We need to apply this urgently.

In this survey's theme, we can also add the importance of meeting with our audience. We need to spend time with our users. At least once every few weeks. We can meet with just three people once a month. We need to go in with something specific that we want to learn each time.

Running three 40-minute sessions. What happens when we get multiple people together is that one or two people dominate those groups, loudmouth. I love this tip. It's so physiological and it's about behavior cause their tendency will be to agree with other people in the room. Visiting someone's home gives it a great idea to get unique insights into who they are.

This concept is great and I feel very enthusiastic about it. It's the customer journey mapping. The reality is that many marketers don't reflect the journey that the customer goes on to the point of conversion and who they become as a customer. So, first is the first. The steps in the journey. Then, the information about the user that we want to gather at each step along the way.

It consists of columns, which are our steps on the journey and rows, which are the information we want to collect on each of those steps. From this, we can ask ourselves:

??Where are the"points of weakness?

??Where are we most letting the customer down?

And we need to be investing in those changes.

To make the customer journey mapping, we can make a workshop to get more delicious data. First, like i said before, we'll talk to people in sales at the begining, because they'll have a lot of insights. The, we will get at least somebody from the senior management team in the room

from the customer's perspective. They're going to be involved in creating the map and so they're more likely to adopt it. We need to know questions, tasks, feelings, touch points, influences. And we need to decide that as a group. When we shoot brainstorm ideas, we vote on which of those questions are most important. So, everybody gets three votes.

Finally Customer Journey Mapping helps us to know when and how we should be reaching people and surveys and top task analysis tells us what we need to be saying to them, what we need to address.

I really understood our necessity to develop our strategies focused on users during a project.

Knowing who our users are and what they want will go a long way to allow us to create campaigns that have got more compelling messaging. And this was new for me. Involving users in the design of our campaign can insure those campaigns also strike the right tone of voice.

Participatory design or co design. I call this co-creation. And in this process we can ask a group of users if our company was a famous person what famous person would it be and why.

In which case we're going to need to address those words in our copy and in your design.

Another idea that I just loved was the Semantic Differential Survey. These surveys are built around the keywords for design and copy.We can test if the design reflects those keywords by running a word cloud survey. What we do here is to show the user the design, show them the word cloud and you ask them to select whichever words they feel represent the design the most. And in that logical way, we know whether or not our design reflects the key words we want it to reflect. 

There is another way too, called First Click Test. A user has 87% chance of completing an action correctly if their first click is done right. If they make a mistake with their first click, they've only got a 46% chance of completing the task correctly. So, with this testing design tool we show them the piece of marketing collateral for five seconds and we ask them that have been looking at the design what they remember. We make note of the order of which they remember things.

Beautiful technique. I just enjoyed all this info and I feel so lucky to do this learning in CXL INSTITUTE.