In his talk at UXRiga 2017 conference, Mogens Møller was revealing how to beat large websites like Amazon by understanding how to motivate your visitors and by competing on parameters where the big fish suck!

1. ≤≤
How to compete against
the big fish
Presented by Mogens Møller
CEO OF Sleeknote & usability Specialist

2. Pssst…
We’re hiring remote UX designers & Frontend Engineers
www.sleeknote.com/careers

5. European
Championship 1992

7. “Danes are the happiest
people in the world”
United Nations World Happiness Report 2016
Æv også, vi skal haverød grød med fløde

8. Today I’ll present strategies and tactics on how to compete against the big fish.

9. I don’t have a magic formular.

10. 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.

11. Today1of How you can compete against the big fish
3 examples
incl. cases and action take-aways
2you can repeat again and again
3-step process
incl. link to templates and guides
sleeknote.com/uxriga2017
slide deck

12. A story about Jesper & Anders.

13. Own bricks and mortar shop: Skibutikken

14. They sell everything you need for your ski vacation - ski, boots, jackets, trousers, helmets, goggles

15. And also sell online.

16. They truly love their shops. But they are afraid. Because their online sales are not increasing as they expected.

17. They are convinced it’s because the “Big Fish” are taking their customers. Big marketplaces, warehouses, chain shops etc.

18. 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.

19. What’s your USP?
What do you do to
differentiate from theBig Fish?

20. Well, it’s obvious. Look at our website…

21. Do any of your
competitors also offerfree shipping,
quick delivery etc.?
Well, yes. we guess!

22. So are your USPs
really unique?
Hmmmm.

23. Do you have
competitors to yourbricks and mortar
shop?
Yes. Of course. A lot. Primarily big shops and chains shops etc.

24. What do you do to
differentiate from
these?

25. 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.

26. In the big chain shops there are so many employees. And naturally, they can't all be experts.

27. Have you tried doingthe same online?

28. Aha moment

29. 1of How you can compete against the big fish
3 examples
incl. cases and action take-aways
2you can repeat again and again
3-step process
incl. link to templates and guides

30. How to compete against the big fish
Example #1
Imagine you are about to buy a new pillow. 6 min.

32. 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.

34. 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

35. Don’t copy cases
Be inspired by principles

38. 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.

40. Persona

42. NO!!!

43. The Stock Photo Trap

44. The Stock Photo Trap

45. The Stock Photo Trap

46. CarinaAugusta

49. 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

50. 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

51. 19%uplift in bookings
test period: 11 weeks Conversions: 500+ statistical significance: 98%

52. How to compete against the big fish
Take Away #2
Know your customers
and create real personas
Good blog posts, books, and videos about creating personas
Link: goo.gl/dnb9xH

54. 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.

57. Assume your visitors are
always in a hurry

58. Case
You’re having guests this weekend.
You’re gonna eat some spicy food.
You need a good bottle of red wine.

59. Case
You’re running a small company.
You need a good and simple printer.

60. Case
You work in a growing business.
You want to buy an optimization workshop.
But You’re not sure which package/plan to choose.

61. 80% 20%

63. 50% 45% 5%
80% 20%

65. How to compete against the big fish
Take Away #3
Create no-brainers
Assume your visitors are
always in a hurry

66. If you want to beat The Big Fish
Take Away #3
Create no-brainers
Assume your visitors are
always in a hurry

67. 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

68. customer centric

69. Hmmm,
how about… NO!

70. 80% of companies say
they’re customer centric
But only 8% of customers agree
Source: http://bain.com/bainweb/pdfs/cms/hotTopics/closingdeliverygap.pdf

71. Repeatable
process
22 min.

72. If you optimize without
having a process,
You might as well go
to the casino

73. Repeatable process
step #1
daily
AUTO EMAILS

75. Document with all questions
Link: goo.gl/hqfXWl
More ressources
Book
Roadmap to revenue
by Kristin Zhivago
Link: goo.gl/Ja54dO
Blog posts
You Don't Know Your Customer And It's
Crippling Your Growth
Link: goo.gl/UQEAsP
How to Create Customer Feedback
Loops at Scale
Link: goo.gl/9pdqEJ
Auto emails
questions

76. You learn
What 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

77. Repeatable process
step #2
Quarterly
Phone interviews
27 min.

78. If you don’t regularly talk to customers
You lose the finger on the pulse
You need that to create the best
New features, pricing structure, Vision, product roadmap

79. Only goal:
Get to know your
customers better

80. Phone
interviews
to-do list
Book 1 day in your calendar
1-2 months from now
#1
Make an agenda
A 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 slots
Download my template: goo.gl/t2QFtK
#3
Send emails
Download my template: goo.gl/67J6Qy
If a customer can’t make it. Book him for next quarter
#4
Prepare opening pitch#5
Download my template: goo.gl/ZEjMBE

81. You learn
How 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

82. You need to learn how customers behave and
what they need. In other words:
focus on their problem,
not their suggested solution
– Cindy Alvarez

83. Repeatable process
step #3
every half year
testsUserUsability
31 min.

85. 1 2
Need a
good script
Hard to
find testersCustomers, Partners, Social Media, Coffee shop,
Physical store, Train, Employment agency
Read my guide: goo.gl/DeZk0Q

86. Small talk
Introduction
Scenario
Google
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

87. You learn
The 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

88. The best usability tests
Leave you in tears
35 min.

89. This will be You
before the
usability test
begins
We’ve just launched
the new website.
What can possibly
go wrong?

90. And You
when the
usability test
begins

91. You
when the
usability test
is over

92. Your developers
when you pass the
results from the
usability tests
Ohh, come on!
Did you test
with monkeys?

93. Your developers
when you tell them,
you now will do
usability testing
regularly

94. This is when you go
from best friends
to worst enemies

95. AUTO
EMAILS
Phone
interviews
Usability
tests
Daily Quarterly half-yearly
Repeatable process

96. sleeknote.com/uxriga2017
slide deck

97. sleeknote.com/uxriga2017
Don’t be an
order receiver

101. Use your
advantages
sleeknote.com/uxriga2017

102. Be customer centric

103. Repeatable
process

104. And you will outcompete
the big fish

105. Thanks for
listening
mm@sleeknote.com
sleeknote.com/uxriga2017
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