A Masterclass presented to B2B Expo, London, March 2018 by Robert Jones

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Transforming Digital Experiences
Robert Jones M MRS
Senior Research and Content coordinator
Smart Insights
ExCeL London, March 21st and 22nd 2018
Download : www.slideshare.net/smart-insights

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Our experience = CRO works!
Test example from Convert.com
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CRO : NOT a ’Silver bullet’

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I manage all member resources at Smart
Insights. I have over 6 years experience
in insight, UX research, user testing and
digital experience management.
Smart Insights has Premium members in
over 100 countries use our planning
guides, templates and online courses to
Plan, Manage and Optimise their digital
marketing.
We also offer consulting and training for
members.
Senior Research and Content Coordinator
Free Basic
membership
About Robert Jones and Smart Insights

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How Smart Insights supports transformation

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Where does Digital Experience fit in the B2B
lifecycle?

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Opportunity – Reviewing your capabilities
Source: Smart Insights free benchmark templates

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Creating a CRO programme - techniques:
creating an AB testing strategy

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Quick Win: How to use Google Optimize for
AB testing

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How Smart Insights use AB testing
• We test inbound marketing
• Sales letters e.g. basic sales letter page; premium sales letter page; business enquiries
page
• We also test:
• Landing pages (and sales letters) including CTA’s
• Home page messaging
• Emails (including subject lines, content and layout)
• UX / site navigation
• AdWords

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How Smart Insights uses Hotjar

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How Smart Insights uses Intercom to nurture
leads and new members

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User Research
Various methods:
● Moderated remote testing
● Unmoderated remote testing
● Moderated lab testing
● User needs interviews
● Focus groups/ group workshops
Process:
● Brief - even if you’re not doing it for a client, write a document detailing the specific goals of
your testing and at this stage select your methodology (e.g. the type of testing)
● User tasks
● Recruitment
● Field work
● Interpretation
● Follow-up actions

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User research tools
Methodology/ need Tools
Unmoderated user testing WhatUsersDo / Usertesting.com
Moderated user testing - remote UserZoom
Moderated lab testing For recruitment (on your website): Ethnio Hotjar
For recruitment offsite: People For Research Saros
ResearchNow Toluna
User needs interviews UserZoom / Skype / Quicktime screen recorder
Focus groups If online: VisionsLive
Online testing 5 second test Preference test Navigation test
Card sorting tools Optimal Workshop Provenbyusers
Other online feedback tools MechanicalTurk SurveyMonkey Audience Toluna
QuickSurveys
Mouse tracking/ heatmaps CrazyEgg

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Coming soon: Quick Win - How to do User
Testing

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Persona research

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Example personas for B2B
marketing automation software
Create personas to improve
comms relevance

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Mapping personas to lifecycle
Source: HubSpot Persona content mapping template download

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Title
Details need for an effective
persona:
• A. Characteristics
• B. Motivations and
Buyer behaviour
• C. Customer journey/
content mapping

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Quick Win: How to do Persona Research

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Creating an insight driven culture

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Reviewing your skills to compete?
Try our Free Skills Assessment: smartinsights.com/personalized-learning-plan

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Premium and Business

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Let’s Connect – Questions and discussion welcome!
https://www.linkedin.com/in/robert-allan-jones-mmrs-36906348/
Download : www.slideshare.net/smart-insights