Lessons  in    Customer  Intent  

PRESENTED  BY:  RYAN  GLASS  |  @RYANGPHX  |  #DSD15  

Digital  Marke4ng  Program  Manager  

RYAN  GLASS  |  @RYANGPHX  |  #DSD15  

1999   2011  

A  HISTORY  OF  

Customer  Service  

RYAN  GLASS  |  @RYANGPHX  |  #DSD15  

AND  USER  TESTING  

User  TesCng  >  CRO  >  SEO  >  Digital  MarkeCng  

Secretly…  

I  Love  Marke4ng  

RYAN  GLASS  |  @RYANGPHX  |  #DSD15  

…but  I  hate  selling.  

Connec4ng  People  To  Solu4ons  FTW  

How  Do  You  Earn  

RYAN  GLASS  |  @RYANGPHX  |  #DSD15  

Life-­‐Long  Customers  

1.  Excellent  Service  

RYAN  GLASS  |  @RYANGPHX  |  #DSD15  

Does  your  site  

Support  Your  User  Or  is  it  just  a  shopping  cart?  

RYAN  GLASS  |  @RYANGPHX  |  #DSD15  

Excellent  Service?  

Is  this  how  we  help  people  now?  

RYAN  GLASS  |  @RYANGPHX  |  #DSD15  

2.  Never  Stop    Learning  from  Them  

RYAN  GLASS  |  @RYANGPHX  |  #DSD15  

Never  Stop  Learning  

RYAN  GLASS  |  @RYANGPHX  |  #DSD15  

Test  

Measure  

Analyze  

Design  

DESIGN  BEFORE  DATA?  

This  Sh*t  again?  

RYAN  GLASS  |  @RYANGPHX  |  #DSD15  

3.  Surprise  &  Delight  

RYAN  GLASS  |  @RYANGPHX  |  #DSD15  

THESE  GUYS  USED  TO  

Totally  Nail  It  

Surprise  &  Delight  

PRE-­‐FUNNEL,  OR  NON-­‐FUNNEL,  CONTENT  EARNS  LOVE  

RYAN  GLASS  |  @RYANGPHX  |  #DSD15  

Surprise  &  Delight  

Have  the  CONTENT  BEFORE  they  ask  

RYAN  GLASS  |  @RYANGPHX  |  #DSD15  

“Be  the  first  brand  that  comes  to  mind”  

-­‐  Rand,  probably  

Examples  in    Customer  Intent  

RYAN  GLASS  |  @RYANGPHX  |  #DSD15  

A  CONFIRMATION  

Naviga4on  Removal  Test  

RYAN  GLASS  |  @RYANGPHX  |  #DSD15  

Internal  Nav  CRO  data:  internal  links  are  confusing    Customer:  Whoa  guy!  

RYAN  GLASS  |  @RYANGPHX  |  #DSD15  

This  page?  Built  to  capture  organic,  long-­‐tail  

RYAN  GLASS  |  @RYANGPHX  |  #DSD15  

Internal  Nav  Debacle  

RYAN  GLASS  |  @RYANGPHX  |  #DSD15  

SO  WE  HID  THE  LINKS  

It  worked!  But…    The  experience  was  awful  

RYAN  GLASS  |  @RYANGPHX  |  #DSD15  

What  we  learned  

Many  visitors  want  MORE  INFO  

RYAN  GLASS  |  @RYANGPHX  |  #DSD15  

NOT  JUST  A  clearer  process  

Next  Step  

RYAN  GLASS  |  @RYANGPHX  |  #DSD15  

Create  a  take-­‐away,  EXCHANGE  FOR  EMAIL  MARKETING  and  

recapture  

A  WIN  

Major  City  Pages  

RYAN  GLASS  |  @RYANGPHX  |  #DSD15  

Major  City  Pages  

ADDRESS  weakness  RYAN  GLASS  |  @RYANGPHX  |  #DSD15  

Major  City  Pages  

BASED  ON  CUSTOMER  MIGRATION  DATA  

RYAN  GLASS  |  @RYANGPHX  |  #DSD15  

Moving  to:  

So  let’s  show  that  we’re  the  “moving  experts”  

RYAN  GLASS  |  @RYANGPHX  |  #DSD15  

Get  Results  &  Refine  

RYAN  GLASS  |  @RYANGPHX  |  #DSD15  

Next  Step  

Really  enhanced  content,  DEMONSTRATE  LOCAL  EXPERTISE  

RYAN  GLASS  |  @RYANGPHX  |  #DSD15  

Thank  you  Free  high-­‐fives  available  in  the  hallway  

RYAN  GLASS  |  @RYANGPHX  |  #DSD15