{"id":12783,"date":"2019-11-20T17:07:59","date_gmt":"2019-11-20T22:07:59","guid":{"rendered":"https:\/\/www.invespcro.com\/blog\/?p=12783"},"modified":"2019-11-20T17:07:59","modified_gmt":"2019-11-20T22:07:59","slug":"jobs-to-be-done-framework-in-conversion-optimization-projects","status":"publish","type":"post","link":"https:\/\/www.invespcro.com\/blog\/jobs-to-be-done-framework-in-conversion-optimization-projects\/","title":{"rendered":"Jobs To Be Done Framework in Conversion Optimization Projects"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 11<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p><span style=\"font-weight: 400;\">The primary goal of every CRO Agency is to increase website conversions by ensuring that every aspect of the site is functioning properly. Weeks and months are spent conducting different conversion researches so that every element on the site persuades customers to either make a purchase, download, signup or subscribe.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But, having a well-functioning or a usable site doesn\u2019t always guarantee an increase in conversions <\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">\u2014at best, it only increases conversions by 5%. So, besides the site <a href=\"https:\/\/www.invespcro.com\/blog\/usability-design-for-a-better-user-experience\/\">usability<\/a>, what is the other aspect that optimizers focus on?\u00a0<\/span><\/p>\n<p>Take a guess!<\/p>\n<p><span style=\"font-weight: 400;\">Yes, you&#8217;re right. Optimizers also have to peek inside the visitors\u2019 brains and understand the emotional and social needs that make them tick. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tell you what: knowledge of the customer\u2019s emotional and social needs is everything in <a href=\"https:\/\/www.invespcro.com\/cro\/\">conversion rate optimization<\/a>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In any given market, if a company gets to know the customer\u2019s social and emotional needs, there is a high chance of discovering hidden segments of opportunity, efficient product development and it becomes easy to know the kind of strategies to pursue.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">CRO companies often unearth the customer\u2019s emotional and social needs through a theory known as<\/span><span style=\"font-weight: 400;\"> the <\/span><i><span style=\"font-weight: 400;\">Jobs-to-be-done<\/span><\/i><span style=\"font-weight: 400;\">. This theory came out of Harvard Business School, and it has helped many optimizers understand:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Why customers prefer to buy or hire your products or services<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Why potential customers choose to buy from a competing site.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Why they decide not to buy altogether.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">I remember a week before <a href=\"https:\/\/www.invespcro.com\/blog\/author\/khalid\/\">Khalid<\/a> introduced me to this concept, I had bought a set of headphones to listen to music in my free time <\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">\u2014that was my initial thought. <\/span><span style=\"font-weight: 400;\">But the power and technique of the JTBD concept made me realize that I didn\u2019t buy the headphones because of its features. But I wanted to make progress and satisfy a certain emotional and social need.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you are like anyone else and you have bought a product or service before, the JTBD theory will help you realize the social and emotional needs that drove you to make a purchase. In this article, we will discuss how to implement the JTBD theory in a CRO program and the tips you should use whenever you intend to use this concept.\u00a0<\/span><\/p>\n<div class=\"blog_img\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-12784\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/1-8.jpg\" alt=\"\" width=\"680\" height=\"453\" data-wp-pid=\"12784\" \/><\/div>\n<h3><span style=\"font-weight: 400;\">Defining the jobs in the JTBD framework\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The #JTBD framework is based on the idea that customers do not buy products or services, but they \u2018<\/span><b><i>hire<\/i><\/b><span style=\"font-weight: 400;\">\u2019 them to get a wide array of <\/span><b><i>jobs done<\/i><\/b><span style=\"font-weight: 400;\"> or to make <\/span><b>progress<\/b><span style=\"font-weight: 400;\"> in their lives. Instead of looking at the customer through the product line, the JTBD framework helps you look at your product or service through the customer\u2019s eyes.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/twitter.com\/claychristensen\">Clayton Christensen<\/a>, the pioneer of this framework, describes the <\/span><i><span style=\"font-weight: 400;\">job <\/span><\/i><span style=\"font-weight: 400;\">in the jobs-to-be-done as the fundamental problem that customers are trying to resolve in a given situation. He says that any product or service has three job dimensions: functional, emotional and social.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In his 2016 book,<\/span> <a href=\"https:\/\/jobs-to-be-done-book.com\/\"><i><span style=\"font-weight: 400;\">Jobs to be Done: Theory to Practice<\/span><\/i><\/a><span style=\"font-weight: 400;\">, Anthony Ulwick concurs with Christensen as he defines the concept as:<\/span><\/p>\n<blockquote><p><i><span style=\"font-weight: 400;\">A task, goal or objective a person is trying to accomplish or a problem they are trying to resolve. A job can be functional, emotional or associated with product consumption (consumption chain jobs).\u00a0<\/span><\/i><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">The <\/span><b>functional job<\/b><span style=\"font-weight: 400;\"> is the anchor in which the social and emotional needs are defined. I think of it as the practical and objective requirements of a customer. Listening to music can be categorized as the functional job I intended to achieve when I bought the headphones.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The feeling that customers want to have or avoid having purchased and used the product or service is an <\/span><b>emotional job<\/b><span style=\"font-weight: 400;\">. For instance, overcoming boredom was the emotional job that I wanted to achieve when using headphones.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How we want other people to perceive us after using the product or service is the <\/span><b>social job<\/b><span style=\"font-weight: 400;\">. When one uses either head or earphones to listen to music, they may want to be perceived as enjoying.\u00a0<\/span><\/p>\n<div class=\"blog_img\"><\/div>\n<div class=\"blog_img\"><img decoding=\"async\" class=\"alignnone size-full wp-image-12786\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/jtbd.jpeg\" alt=\"\" width=\"800\" height=\"600\" data-wp-pid=\"12786\" \/><\/div>\n<div>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 Image Source: <a href=\"https:\/\/jtbd.info\/a-script-to-kickstart-your-jobs-to-be-done-interviews-2768164761d7\">JTBD<\/a><\/div>\n<h3><span style=\"font-weight: 400;\">Conducting #JTBD interviews<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Before conducting the #JTBD interviews, a lot of time is spent designing the screener questions, recruiting the right people and scheduling interviews. Not every customer is an ideal candidate for the JTBD interviews <\/span><span style=\"font-weight: 400;\">\u2014<\/span><span style=\"font-weight: 400;\">if you intend to recruit the right people, make sure that they meet this criterion:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">They bought the product or the service in question.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">They purchased the product between a month to three months ago.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Since buying the product or service, they have used it.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Recruit buyers or decision-makers.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">JTBD interviews are lengthy interviews that typically run anywhere from 45 to 60 minutes. Two team members, a lead and a supporting person, conduct the interviews. The lead asks the general questions, moves from one topic to the next.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The support person plays a very important role during the interview. He\/she usually takes cues from the lead interviewer, and only asks questions within the topic that the lead is focused on. Basically, the support person asks the follow-up questions.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Example from an interview we conducted for a furniture retailer:<\/span><\/p>\n<p><b>The lead: let\u2019s talk about the moments before you bought XYZ item\u2026<\/b><\/p>\n<p><em><span style=\"font-weight: 400;\">Lead question<\/span><span style=\"font-weight: 400;\">: what were you thinking at that point?<\/span><\/em><\/p>\n<p><em><span style=\"font-weight: 400;\">Answer<\/span><span style=\"font-weight: 400;\">: I was not sure if I should spend $500 on this item or wait until I get my bonus<\/span><\/em><\/p>\n<p><em><span style=\"font-weight: 400;\">Support question<\/span><span style=\"font-weight: 400;\">: Did you have a budget in mind before you came to the store?<\/span><\/em><\/p>\n<p><em><span style=\"font-weight: 400;\">Answer<\/span><span style=\"font-weight: 400;\">: Not really, I was not planning to buy anything in the first place<\/span><\/em><\/p>\n<p><em><span style=\"font-weight: 400;\">Lead question<\/span><span style=\"font-weight: 400;\">: Did you look at other items?<\/span><\/em><\/p>\n<p><em><span style=\"font-weight: 400;\">Answer<\/span><span style=\"font-weight: 400;\">: Yes, I was thinking that I might buy a cheaper vase and not spend all that money and then I saw that beautiful piece of art.\u00a0<\/span><\/em><\/p>\n<p><em><span style=\"font-weight: 400;\">Lead question<\/span><span style=\"font-weight: 400;\">: Where was the art placed?<\/span><\/em><\/p>\n<p><em><span style=\"font-weight: 400;\">Answer<\/span><span style=\"font-weight: 400;\">: It was hanging on a wall painted with gorgeous olive color.\u00a0<\/span><\/em><\/p>\n<p><em><span style=\"font-weight: 400;\">Lead question<\/span><span style=\"font-weight: 400;\">: How did you feel at that moment when you first saw it.\u00a0<\/span><\/em><\/p>\n<p><em><span style=\"font-weight: 400;\">Answer<\/span><span style=\"font-weight: 400;\">: Wow &#8211; I have to have this. I have been taken aback by a painting, but oh gosh. I knew that I had to have it.\u00a0<\/span><\/em><\/p>\n<p><b>Notice how the support person plays a support role. He\/she gives the lead a chance to gather his thoughts and notes.<\/b><\/p>\n<div class=\"blog_img\"><img decoding=\"async\" class=\"alignnone size-full wp-image-12787\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/4-6.jpg\" alt=\"\" width=\"680\" height=\"453\" data-wp-pid=\"12787\" \/><\/div>\n<p><span style=\"font-weight: 400;\">While conducting the interviews, listen to the motivations and struggles that led the customer to decide to make a switch. Pay particular attention to these 4 forces:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b><i>Push factor<\/i><\/b><span style=\"font-weight: 400;\">: This is the situation that forced the customer to think of a new solution.\u00a0\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><b><i>Pull factor<\/i><\/b><span style=\"font-weight: 400;\">: This is the new solution that lured the customer to give it a try.\u00a0\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><b><i>Habits<\/i><\/b><span style=\"font-weight: 400;\">: This is the customer\u2019s daily routine or practices that hold them back from trying a new solution.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><b><i>Anxieties<\/i><\/b><span style=\"font-weight: 400;\">: These are the doubts, concerns and the \u201c<\/span><i><span style=\"font-weight: 400;\">what ifs\u201d <\/span><\/i><span style=\"font-weight: 400;\">that the customer has about the new solution.\u00a0\u00a0<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">How we&#8217;ve used the JTBD framework on conversion projects\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">We use the SHIP methodology which is an acronym for Scrutinize, Hypothesize, Implement and Propagate. The #JTBD interviews and analysis process is part of the scrutinize phase. But unlike other conversion research techniques, #JTBD reveals the point that a customer goes through when considering purchasing a product or service.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Knowing that one of our Senior Marketing Strategists \u2013 <\/span><a href=\"https:\/\/www.linkedin.com\/in\/g%C3%BCl%C3%A7in-%C3%A7ifci-b937aa10\/\"><span style=\"font-weight: 400;\">Gulcin<\/span><\/a><span style=\"font-weight: 400;\">\u00a0\u2013 has been involved in a lot of #JTBD analysis, I asked her about the importance of JTBD in CRO projects, and she had this to say:\u00a0<\/span><\/p>\n<blockquote><p><em><span style=\"font-weight: 400;\">Job-to-be-done interviews allow you to drill down into the minds of consumers in a way that can\u2019t be done using polls and surveys. You get to know that exact feeling and need that pushed customers into making a purchase. It is those same feelings and needs expressed in sentences and words that we capture and include in Value Propositions. <\/span><\/em><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">#JTBD is a framework that explains why customers hire a product or service. But how do you implement that framework to drive marketing insights and business strategy? We do that through a series of #JTBD interviews and analysis process. The goal of these interviews to uncover:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">1- Functional aspect of why customers buy a product<\/span><\/p>\n<p><span style=\"font-weight: 400;\">2- Social\/emotional aspect of why customers buy a product<\/span><\/p>\n<p><span style=\"font-weight: 400;\">3- Process map: the different steps users following when hiring for a job\u00a0<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-12788\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/15-5.jpg\" alt=\"\" width=\"680\" height=\"453\" data-wp-pid=\"12788\" \/><\/div>\n<p><span style=\"font-weight: 400;\">With that said, here is how we have used the JTBD framework in our CRO projects:\u00a0\u00a0<\/span><\/p>\n<p><b>Emotional and social messaging on the site.<\/b><span style=\"font-weight: 400;\"> As I mentioned earlier, every product or service has three job dimensions, companies already know the functional job of their product or service, but what they do not know is the emotional and social job of their products or services. So, we use the JTBD theory to unlock the unknown emotional and social jobs.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The JTBD theory acts as a compass to our Optimization team as they navigate towards achieving more value for the customer on the site.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you know the customer\u2019s emotional and social needs, the next move is to insert them into the site copy. By this, I mean we<\/span><span style=\"font-weight: 400;\"> insert customer verbatims in some elements <\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">\u2014<\/span><span style=\"font-weight: 400;\"> value proposition and headlines <\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">\u2014 <\/span><span style=\"font-weight: 400;\">on the site.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Targeted customers can easily notice their needs when the site expresses them in a language they understand. The idea here is to make sure that the<\/span><span style=\"font-weight: 400;\"> site carries an emotional and social message that resonates with the targeted customers.\u00a0<\/span><\/p>\n<p><b>Shows the opportunities in the job map<\/b><span style=\"font-weight: 400;\">. Anthony Ulwick describes a job map as a:<\/span><\/p>\n<blockquote><p><i><span style=\"font-weight: 400;\">As a visual depiction of the core functional job, deconstructed into its discrete process or job steps, which explains step-by-step exactly what the customer is trying to get done.<\/span><\/i><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">The theory does more than reveal the emotional and social aspects of the product or service. As customers look for products or services that will help them make progress in their lives, they are bound to come across obstacles along the way. JTBD allows us to know the <\/span><b>struggles<\/b><span style=\"font-weight: 400;\">, <\/span><b>anxieties<\/b><span style=\"font-weight: 400;\"> as well as the <\/span><b>push <\/b><span style=\"font-weight: 400;\">and <\/span><b>pull <\/b><span style=\"font-weight: 400;\">forces that made the customers go for the product. Negative effects of customer anxiety are easy to mitigate once you know them.\u00a0<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-12789\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/12-5.jpg\" alt=\"\" width=\"680\" height=\"456\" data-wp-pid=\"12789\" \/><\/div>\n<p><b>Improves the whole Marketing process<\/b><span style=\"font-weight: 400;\">. With JTBD, it\u2019s not only about the messaging on the site, but the framework empowers Optimizers with the panoramic view of marketing as a whole.\u00a0 When customers reveal the <\/span><i><span style=\"font-weight: 400;\">first thought<\/span><\/i><span style=\"font-weight: 400;\">\u00a0 \u2014 the moment they realized they have to make progress \u2014 this gives our Optimization team ideas of how the product or service can be advertised.\u00a0\u00a0<\/span><\/p>\n<p><b>Competitor Analysis<\/b><span style=\"font-weight: 400;\">. The traditional way of doing competitor analysis is different from the way you can analyze your competition with the Jobs-to-be-Done framework. JTBD avoids the feature to feature comparison and delves deep to reveal the speed and accuracy with which competitor solutions satisfy the needs of the customer.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Suppose we discover that the competitor\u2019s products satisfy the needs slowly and inaccurately, based on this discovery, our Optimization team exploits this weakness by developing new ideas that can satisfy the needs of the customers at a pace that can overshadow the competitor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To know about the competitors or alternatives, you should pay particular attention to the product or service that a customer <\/span><b>fires<\/b><span style=\"font-weight: 400;\"> and the options they may have considered when they were actively looking to hire something new. There is a high chance of discovering competitors you never knew you had.\u00a0<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-12790\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/11-5.jpg\" alt=\"\" width=\"680\" height=\"510\" data-wp-pid=\"12790\" \/><\/div>\n<p><span style=\"font-weight: 400;\">\u00a0\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">How to prioritize jobs after JTBD<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">For a single project, we often conduct 30 to 40 interviews <\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">\u2014and they often take up to 2 weeks to complete. The duration of each interview is between 45-60 minutes. After conducting all the interviews, there is a high possibility of identifying dozens of emotional and social jobs.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This then begs the question: how do we prioritize emotional and social jobs?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Not all emotions and social needs you discover carry the same weight. This means that not all findings have to be implemented. The first priority should be given to the unmet customer needs <\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">\u2014those are highlighted as <\/span><i><span style=\"font-weight: 400;\">research opportunities <\/span><\/i><span style=\"font-weight: 400;\">under our prioritization framework.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">3 steps to conduct JTBD interviews\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The approach we take on the JTBD framework relies on these three steps:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Figure out what to ask.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Analyze the answers.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Take action.\u00a0\u00a0\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Looking at these steps, it\u2019s tempting to think that the process is straightforward, right? But the cold, hard truth is that it\u2019s easier to make mistakes while conducting the JTBD interviews. The two most common mistakes made during the course of the interview are: asking leading questions and not knowing how to handle awkward silent moments.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With that said, here is a discussion around each step:\u00a0<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-12791\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/6-7.jpg\" alt=\"\" width=\"680\" height=\"452\" data-wp-pid=\"12791\" \/><\/div>\n<h4><span style=\"font-weight: 400;\">Figure out what to ask<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Asking the right questions doesn\u2019t come all that natural to many people and it can even be more challenging if you actually do not know what to ask.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Just like any other interview, JTBD interviews have to flow and the customer has to feel comfortable and not interrogated. At the beginning of every interview, we always tell customers that \u201c<\/span><i><span style=\"font-weight: 400;\">there are no right or wrong answers<\/span><\/i><span style=\"font-weight: 400;\">\u201d so as to build rapport with the customers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Before asking customers questions, there must be a defined goal in mind. Are you trying to determine why they decided to buy from you? Are you trying to understand why they prefer the competitor\u2019s products or services? Or maybe you want to know why they decide not to buy from either you or the competitor?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Regardless of the end goal, you can always start the interview by asking the customers this:\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201c<\/span><i><span style=\"font-weight: 400;\">So we know you bought product X, when did you first think that you need this product<\/span><\/i><span style=\"font-weight: 400;\">?\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a response to this question, sometimes customers can say \u201c<\/span><i><span style=\"font-weight: 400;\">Well I don\u2019t remember exactly when\u2026<\/span><\/i><span style=\"font-weight: 400;\">\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In such an instance, you may need to help the customer remember by asking any of the follow-up questions:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><i><span style=\"font-weight: 400;\">\u201cWas it in the morning or in the evening<\/span><\/i><span style=\"font-weight: 400;\">?\u201d<\/span><i><span style=\"font-weight: 400;\">\u00a0<\/span><\/i><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">\u201c<\/span><i><span style=\"font-weight: 400;\">Do you remember if it was a weekday or weekend<\/span><\/i><span style=\"font-weight: 400;\">?\u201d\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Or something like \u201c<\/span><i><span style=\"font-weight: 400;\">Was it before, during or after the holiday<\/span><\/i><span style=\"font-weight: 400;\">?\u201d <\/span><i><span style=\"font-weight: 400;\">\u00a0<\/span><\/i><\/li>\n<\/ul>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-12792\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/16-5.jpg\" alt=\"\" width=\"680\" height=\"453\" data-wp-pid=\"12792\" \/><\/div>\n<p><span style=\"font-weight: 400;\">These are just examples, there is a torrent of questions you can ask your prospects and customers. But with JTBD interviews, you should ask questions that uncover customer anxieties, motivations, and situations that you will use to optimize the copy of the website you are working on.\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Analyze the answers\u00a0<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Now that you have peeked into the customers\u2019 brains and you have their thoughts or rather answers in your fingertips, it\u2019s time to pull out phrases that kept on recurring during the whole process.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Go through each and every answer given by your customers and make sure not to omit any statement. Whether you were taking notes or recording the whole process, you will start to notice clear customer trends.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, if you discover that most of the interviewed customers had anxiety that nearly prevented them from making a purchase, you\u2019d need to address that exact issue on the site. This can probably be the same reason that caused other potential customers to leave without making a purchase.\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s important to go through every statement uttered by your customers because you may find some direct words to use on your copy. Whether we are analyzing polls and surveys, customer interviews or reviews, we often insert customer language into the copy so that the site resonates with the targeted customers.<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-12793\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/3-4.jpg\" alt=\"\" width=\"680\" height=\"453\" data-wp-pid=\"12793\" \/><\/div>\n<p><span style=\"font-weight: 400;\">So, as you analyze the responses, look for phrases that reveal the customers\u2019:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Needs, wants and expectations.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Struggling moments.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Habits and anxieties.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Push and pull factors.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Such phrases will allow you to focus on strategic product improvement rather than identifying the problem. The feedback you get after conducting JTBD interviews is simply gold for every CRO strategy because it indicates the problem and the solution at the same time, all you have to do is to take the action.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As part of your analysis, you should be able to know the extent to which the existing product or service solves your customer\u2019s problems. Simply put, you should know if the customers find the product satisfying or not.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The best way of doing this is by comparing the product or service to what the customers are saying. Remember, at its core, the JTBD theory is about viewing your product or service through your customers\u2019 eyes.\u00a0\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Take action\u00a0\u00a0<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Once you have finished analyzing the findings, the final step is to translate the findings to the screen and run an <a href=\"https:\/\/www.invespcro.com\/ab-testing\/vs-multivariate-testing\/\">A\/B test<\/a> so as to validate the hypothesis. It\u2019s wise to check the findings of other conversion research techniques <\/span><span style=\"font-weight: 400;\">\u2014<\/span><span style=\"font-weight: 400;\"> polls, surveys, and customer reviews\u00a0 <\/span><span style=\"font-weight: 400;\">\u2014<\/span><span style=\"font-weight: 400;\"> to see if they correspond in any way.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Conclusion<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">#JTBD is a game-changer in the CRO industry. W<\/span><span style=\"font-weight: 400;\">ithout the knowledge of the <\/span><b>jobs <\/b><span style=\"font-weight: 400;\">that the customers intend to do, conversion optimization<\/span> <span style=\"font-weight: 400;\">is inefficient. What makes the theory even greater is that it gives much more attention to the requirements of the end buyer. Anyway, is it the same way you use the #JTBD framework in your CRO projects? Slide in the comments section and let us know.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 11<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>The primary goal of every CRO Agency is to increase website conversions by ensuring that every aspect of the site is functioning properly. Weeks and months are spent conducting different conversion researches so that every element on the site persuades customers to either make a purchase, download, signup or subscribe.\u00a0\u00a0 But, having a well-functioning or [&hellip;]<\/p>\n","protected":false},"author":54,"featured_media":12785,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36],"tags":[],"class_list":["post-12783","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cro"],"_links":{"self":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/12783","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/users\/54"}],"replies":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/comments?post=12783"}],"version-history":[{"count":0,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/12783\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media\/12785"}],"wp:attachment":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media?parent=12783"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/categories?post=12783"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/tags?post=12783"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}