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In our experience hacks often fall short. They rarely deliver meaningful results or deliver insight that leads to the next high impact change. A clever or creative hack that doesn’t improve the customer experience is just a band-aid. Hacks are tactical, not strategic. SunTzu wrote: “tactics without strategy is the noise before defeat”

Tactics are not relevant to your customers’ needs they are just more noise. If a ‘hack’ fails to increase your conversion rate, it’s not because the hack was bad. It’s likely more strategic; you don’t understand your customers needs well enough.

Hacks can be useful if they fit into a strategy. In order for them to be useful, they need to add value to your customers’ buying experience.

Where do good hacks come from?

Would you like to find a treasure map with high impact conversion optimization ideas for your business? You don’t have to wait for some guru to figure it out for you. You can generate your own hacks based on customers’ needs, problems and buying styles.

In our book Buyer Legends – An Executive Storyteller’s Guide Jeffrey Eisenberg wrote:

“We have worked with companies of all shapes and sizes that possessed varying degrees of talent and competence. We have tried it all, training and encouraging our clients to go deep into the marketing disciplines as well as guiding them through adopting a very robust optimization process.

But what we didn’t know early on was how a single piece of that optimization process, what we at the time called scenario narratives, would reveal itself over and over as the ‘one thing’ that has the largest impact on a company’s ability to sell more.”

The ‘one thing’ is a simple process we have developed over almost a decade of our work. The Buyer Legend process provides you a treasure map that any competent marketer can create. They can then use that treasure map to improve their customer experience. That leads to conversion rate increases of multiples instead of increments.

The most powerful hack revealed

It’s not sexy. It’s not hip and edgy. Yet it works every time.  Average marketers will often outperform others who are more experienced and talented.

Hack into your customer’s head. Uncover their needs and wants. Exceed their expectations. And then give them what they really want.

empathyThe simple process we developed to deliver on this promise is Buyer Legends. Buyer Legends will:

  1. Help you understand what your customers needs to provide persuasive momentum.
  2. Help you understand what delights your customers.
  3. Help you to create real-world improvements in your customer experience.

It will take you about 2 hours. Then you’ll have a real treasure map of conversion rate optimization ‘hacks’ for your business.

Make a commitment

You’ll need to commit to providing a better customer experience. Focusing on conversion rate increases is not enough.  It’s that commitment that requires true effort. There is no easy way to make a major impact, you always have to do the work. Trust me, it’s more difficult to be on the CRO hamster wheel. The status quo will continue to yield only incremental results.

We have already written and shared every step of this process on our blog. Of course, our book provides better context, it’s $2.99 on Amazon, but you don’t have to buy it to learn something about Buyer Legends.

Changing the narrative, the future of CRO

We want to start a new conversation about the future of CRO. To survive it must evolve. We want to help marketers help their customers buy. We want to help marketers avoid  irrelevant hacks. We want you to use this process and then tell the world about the results. It’s the only way to change narrative.

Every marketer struggles with managing resources.  Most feel they are under-resourced to make the kind of impact they would like. You don’t have to stretch your resources to test out and prove this process works.

We have also eliminated the “I don’t have the time excuse.” Creating your first Buyer Legend will take you about two hours.

The Buyer Legend process in action

The first step of the process is to create a profile or persona of one segment of your customers. Next you will use the persona to brainstorm a premortem list. The premortem focuses on all the things that go wrong in their customers’ experience. The premortem list alone should provide several new ideas for relevant hacks. You can read more about all five steps of the process here.

For example, we recently wrote about a smart frugal persona (Marcy). This persona was buying a microwave online. In her premortem, we uncovered how Marcy researches prices. If Marcy feels like she can get it cheaper elsewhere then she won’t stop looking. She needs to know that she is paying the lowest price. Bob’s Appliance Outlet (not the real customer) is a high volume low margin business. They sell on price. Now observe in this part of her Buyer Legend how we addressed this specific need:

“…Marcy stumbles upon a website for Bob’s Appliance Outlet. A large banner on the homepage announces that most items qualify for free shipping.  Even more impressive is a smaller banner in the top right corner of the page that says: “Want the lowest possible price? “Name your price” make an offer on any item in our store, and we will do our best to match it”. Marcy clicks on it. She reads the next page. She finds that the price offer feature is simple and straightforward. There is no fine print. She still wants to learn a bit more about the company and goes to the About Us page . After she reads this page she feels confident.  This is a credible company with a credible offer. She then does a site search for the microwave she is looking for and finds it. She reads through the product description and reviews for due diligence. She is delighted.  Her microwave qualifies for free shipping. Elated at the possibility of saving more than she expected, she enters an offer. It is $100 dollars under the lowest price she found elsewhere and hits the Buy button. A page comes back and tells her that her offer was too low but encourages her to try again. She didn’t think they would accept another offer, but felt it was worth a try. She enters a price that is $50 under the lowest price she found before.  This time the offer is accepted. Marcy is presented with a page that congratulates her. It lets her know that her item will ship today.  It asks her how she would like to be notified about shipping. It also asks if a text message is appropriate.”

This ‘name you own price’ checkout hack will be great for their Marcy-like customers. This is a great way to keep price scavengers from leaving their site without buying. Even with a phone number available, few prospective customers want to call Bob’s to haggle. Allowing Marcy to set her price is powerful. Of course, it’s all within the price parameters Bob’s sets in place.

You can give customer what they want

Going through the process and writing the Buyer Legend is rather simple and easy. Implementing this customer experience was a challenge. It was championed by someone in the C-suite. Fortunately, it was already described in great detail and that helped. It still took some testing to get it right for both the customer and the business.

This is just one of the powerful hacks that  came recently from following the Buyer Legends process.

So please, take this ‘hack’ and test it for yourself then please share your results with us good or not so good. We are always happy to entertain your questions and comments.

As always, we encourage you to try Buyer Legends for yourself.  If you need help coming up with your own treasure map of hacks, please let us know, we can help.


 

P.S.The game changers compass image was created by Dave Gray

Anthony Garcia (23 Posts)

Anthony Garcia heads up Client Services for Buyer Legends.  Anthony began his career by way of radio broadcasting at the young age of 14.  After a 15 years in broadcast radio management Anthony became an ad writer and client consultant for Roy H. Williams “The Wizard of Ads” and managed a portfolio of high profile clients including Leo Schachter Diamonds and Robbins Brothers.  He went on to become the lead consultant for Future Now Inc. working with Bryan and Jeffrey Eisenberg to help clients like HP, Webex, and NBC Universal. Anthony has teamed up with the Eisenbergs to work with such clients as Runa.com, OneSpot, Adorama, and Google.


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