MiniDegree Review CXL - Post 2

This is it. I mean, right now I′m just trying to apply each tip, each new way to do the things, each idea, each data not only for my coworking, but for my clients. This is so powerful, obviously, it's heavy information, a lot of it and my brain is processing everything. I write any good idea or any tip that could be great to improve my strategies. 

I have to tell you guys, the tests have high expectations, so if you will face those exams, take it easy and try them the many times you need to understand everything. 

So, some new concept: the idea of changing how our company views the world rather than from the user's perspective. Cause from now everything is about users. This new concept calls Cards Sorting, a technique which helps us to understand how our users organize information. Because it will dictate how people expect to find information on our website. Before this I used to think in words that I presumed that our customers understand and those aren't necessarily as clear to them. So, card sorting is a methodology that enables us to begin to understand the user's mental model and to organize information around a structure that makes sense to them.

The idea is to arrange individual cards into piles that make sense to each user. There's open card sorting and closed card sorting. With open card sorting the user is being asked to organize the information, those cards, into any buckets that make sense to them. And in closed card sorting people organize those cards into predefined buckets, into predefined categories made by us.

Now that enables us to give people a lot more cards cause they don't have to think too much about the different containers. So, the open card lets people express specific things that they want to achieve and why, because they can organise cards anyway they want.

Also, we can test our website with a prototype. We can ask friends opinions and try to make ourselves distance from our work, because we can criticize it no matter what. We need to learn that this is not personal at all, and it's about users. With that criteria welcome any opinion which could open our minds a little bit. Yes!  

For this test we've only about 40 minutes. We don't want to do more than about three tasks with people. If we only get six people to test, we can do two rounds of testing with three people rather than one round. The more rounds we do the better.

Another idea, and this is from another planet because I would never imagine that this could be possible done. It's about Unfacilitated Remote Testing, like an alternative of any traditional in-person testing. And I believe that is very simple. Just record their screen, and see how their behavior is. What do they click? How long are they on the web to achieve a task? With this Unfacilitated Remote Testing they should complete the test by themselves without us being there in person to watch them. But we could record them through a web camera so we can see and hear what they're saying. Imagine all the conclusions that we can get and possibilities that we can run, from this information. So powerful. And obviously there are some tools to help us to develop these testings.

We can also test larger numbers of users because we aren't constrained by time. That's the advantage of making this online survey, just giving them an URL and we start. The only little detail here is that we can't prompt users to speak if they go quiet and we can't ask questions about what they're doing. So, one our campaign is already launched, the first thing is to go to Analytics and look for Where on the site are users leaving? or Where are they abandoning?

This is what I suggest to any Marketing team, to improve their websites or landing pages through tools that could capture user's behaviors through screen recorders and let us see how they move around the website and what they click. 

Then, we should apply all our conclusions and hypotheses. We will use Google Analytics. Because Google owns about 60% of that PPC market share. So we can implement SEM (PPC)  or SEO. With PPC we are hunting our customers through keywords that they are looking for. With SEO, we can make our website appear in an organic way. The difference? In SEM, we should pay. In SEO, we need to create a value content exclusive for our community. But, this definitely takes time. The objective of SEO is to capture our users who are asking  questions. They could be higher funnel, middle, bottom funnel ,but they're putting in those keyword terms and they're asking questions for Google, and it's our job to go and find what keywords would fall under top of funnel, middle and bottom funnel and capture them in their search.

Thi is also interesting. How do we know when a channel is effective and when should we double down? Well, that depends on what our metrics of success are defined as which channels have great ROI (Revenue of Investment) and can scale compared to channels that have higher ROI, but have no ability to scale. This means that if we find a channel that's performing well, let's give it an opportunity to succeed!

What about competitors? It's important to make a benchmark about what's going on in the market and which businesses are getting connexions with our target too. If we're in a business that's new in the market, we can take a look at what they're doing, take a look at what they keywords are and take a look at the articles that they are writing, the blog post, the content marketing and take a look at those keywords, the leverage, the attraction that they've already built. With this information we can look for a new way to connect with our target. We don't want to do the same thing they do. Once we get this info, we forget about competitors and focus on what matters. USERS NEEDS. 

From that we will start to create Social Media Marketing to bring in leads. Bad examples are that social media marketing is responding too quickly sometimes and not actually having a strategy and responding reactively. To understand better how we can improve our website or landing page we use KPI (Key Performance Indicators) goals. 

For example, watching a demo, filling out a form, downloading an asset, purchasing on our e-commerce site. It's about conversions. We want to know where the traffic is coming from and what the audience is looking for. We need to get the bounce rate of our campaign and see the results of any step that we make. Everything must be quantified.