CXL Institute Growth Marketing Minidegree | Week 3 | REVIEW

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CXL Institute Growth Marketing Minidegree .

This week was about the importance of having a user centric marketing approach.They started by explaining the importance of having a user research, user testing and marketing campaigns.

Basically whenever a user comes into a webpage, the limbic system in their brain gets activated and they need to choose between fight-or-flight and if the page is not easy enough to use or if the speed of the website is not fast enough they might choose the latter.

 Another interesting idea that has been explained is that the web gives a voice to the public. For Example a customer of British Airways once the company lost his luggage complained on their Facebook page making the company lose millions of dollars.

Furthermore the web gave a voice to small companies that can now compete with the biggest competitor and can even steal their market sometimes .

Then the discussion went in the direction of how do we adapt such a user-centric approach.Everything starts by an empathy map.


The goal is to get in the head the customers.If we can explain their problem better than they can we become immediately an authority for them.Our goal is to help them achieve their goes and make them feel happy.Basically if we understand them we can persuade them.

In fact the Paul Boag explains the some techniques to understand better our users without spending a penny.He explains that before starting anything we need to gater informations.So he would first speak with the sales team because they have a direct connection with the customer.Then with the customer support and the social media managers.To finish he would look datas like hotjar and basically speak with anyone that has informations about the user.The goals is to understand what drives them what are the motivation what are the pain points what are the benefits that sell on your website what are the pages that they see the most.These factors played a crucial importance in the effectiveness of your conversion rate.

After that the cxl Institute explained some easy way to draw a picture of your user with some interesting surveys techniques.As I explained before the services have to be really easy to use.Another useful technique for information gathering is doing surveys aimed to let them explain that are their trying to accomplish on your site.You should start with easy questions and go deeper.Having insights pain point, question they would like to answer and what are their drives it’s vital.A pro tip was this.At the end of the questionnaire he suggests to give the audience a gift without speaking about the incentive before taking the survey.This triggers are reciprocation biased so that the customer feels more entangled to give you something in return of the unexpected delightful gift.

Furthermore we discussed the topic of top-task analysis invited by Gary McGowan.This analysis involves a brainstorming session to obtain 100+ questions that the audience might have to be answered then you would merge similar questions together.At the end you would ask the participants to rank the 100+questions in order of importance for them.

And the other hand in order to get more information about your users you could conduct a focus group session although this is not suggested because in this kind of situations tends to have someone more dominant that is going to make the other one feel more repressed.A better so a better approach would be to spend time with your persona regularly for example the British government makes it mandatory to spend at least 2 hours/ week with the users and if you don't do that you would not have the right to speak in the companies meetings because you're not connected with the user.After this the discussion on the user research went in the direction of how to brainstorm ideas from the company stakeholders and with a simple experiment.Basically you would ask the managers to imagine having to design a waiting room for their specific user.Asking questions like what would the place look like?Would there be anything on the walls ?How wide or small would it be?Windows ?

Another interesting story explained by Paul Boag is that there are some companies that in every meeting they leave a symbolic empty chair from their user to remind them who they are working for.

He then underlines the importance of involving the user at the early stage of your product development.One technique he describe is the book cover method in which the participants are asked to describe the website or the product or the feature that is a scope of the work in terms of a book so they need to decide what to put on the front page what to place on the back page what to place on a spline and a side flap.Paul Boag then preceded explaining how to test the design mockups of landing pages or digital products throughout three methods.

The first one is the word cloud survey in which the participants are asked to describe the business Company website with some keywords that will be directed to the copywriter and the designers in order to fit them with the design process.

The second method is the first click test in which the participants are asked to understand a web page and try to use it.A software collects their data and we can measure how far they are from what we would like them to do(e.g. click cta).

Third method is the 5-second method that consists in showing a web page for 5 seconds to a participant and asking immediately after questions regarding what idea they have of the website and what type of emotional reaction it provoked, who they think the website is for and some other related questions.

Paul Boag Then finished by talking about how to reflect your customers mindset with a technique called card sorting.This practice involves the participants to sort some cards that reflect the pages of your website and they need to take this 30 cards and place them in three buckets. Furthermore this technique has 2 variations: open card sorting in which the user decides the  3 buckets and clothes car sorted with the user just has to fit to the three backets. 



https://cxl.com/institute/programs/growth-marketing-training/
https://cxl.com/

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Gatesweb Alessandro Eren

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